Case Study or Brief
Social Commerce
Authors Mastercard Strive
With the support of
This insights article details how social commerce—selling through platforms like Facebook, WhatsApp, Instagram, and TikTok—is helping millions of small businesses reach customers and grow. Valued at $492 billion globally, it’s set to triple by 2025. Unlike traditional e-commerce, social media offers simple, low-cost tools for selling and marketing. Women entrepreneurs, in particular, are embracing social commerce to overcome barriers like mobility limits, high costs, and social norms. Benefits for small businesses include broader customer reach, easier adoption of digital payments and services, and resilience during crises like COVID-19.
To support small businesses, providers can:
- Create tailored tools for social platforms
- Build trust and secure transactions
- Offer training through social media communities
- Use social media data responsibly for services like credit scoring
- Support businesses in transitioning to formal e-commerce for more growth
Social commerce is a crucial step toward digital inclusion and economic opportunity for small businesses worldwide.
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