Social Commerce: Just hype or a real revenue driver for Swiss retailers?
The integration of e-commerce functions into social media is more than just a trend; it is a change in the way we discover products. But what does the reality look like for Swiss online retailers in 2026? Is it worth the investment for you? We take a look at the current figures.
Linda Rajan
Rajan
Table of Contents
What is Social Commerce?
Which Platforms Are Suitable for You?
Benefits for Online Merchants
Challenges and Best Practices
Users spend several hours every day on Instagram, TikTok, Pinterest and co. It is only logical that businesses want to use these platforms to sell their goods directly to their target audience. This is where social commerce comes into play: this sales practice is designed to close the gap between inspiration ("Oh, I want that!") and purchase ("Ordered!").
The Online Merchant Survey 2025 shows an exciting picture here: while digital marketplaces are growing, social commerce in Switzerland has stabilised at a steady level. What does this mean for your sales strategy as an online merchant?
If you want to study the online merchant survey in detail, you can download it here.
1. What is Social Commerce?
You may have heard the term before, but are not quite sure what lies behind it. To put it simply, social commerce refers to the sale of products and services directly via social media platforms like Instagram or Facebook.
Unlike traditional social media Marketing, where you "only" direct customers to your online shop via a link, here the shopping experience merges with social interaction.
The three core features of social commerce are:
In-app checkout: Customers can purchase products directly via a shop tab, clickable product tags in images and videos or through live shopping features.
Personalisation: The platforms' algorithms analyse the user behaviour of the users and suggest products that might suit them.
Social interaction: Purchasing decisions are directly influenced by likes, comments, recommendations from friends, the community or influencers.
The Role of Social Commerce in Switzerland
For a long time, social commerce was understood to be the big "online shop killer". However, the Online Merchant Survey 2025 shows that social commerce does not (yet) replace a webshop, but primarily complements it.
Development of the Sales Relevance of Social Commerce
Since 2022, the sales relevance of social commerce has remained constant at around 30 percent. This means that while this channel is deemed important by a third of Swiss merchants, noticeable growth is lacking. Although social commerce is established, its full potential has not yet been fully unleashed in Switzerland.
The main reason likely lies in the missing platform features. Many features that make social commerce so successful abroad are not yet available in Switzerland. For instance, the TikTok Shop was introduced in many EU countries starting in early 2025, whereas its market entry in Switzerland has not yet occurred (as of January 2026).
In the USA and parts of Asia, the entire purchasing process often takes place within the social media app (in-app checkout). In Switzerland, however, this option is no longer available since the Instagram Shop tab was discontinued in mid-2023. Today, merchants can only link their shop in their profile. Accordingly, Instagram and Facebook are primarily used by Swiss merchants as digital shop windows: the inspiration happens on social media, while the completion of the purchase and the payment then take place in your online shop.
This does not make social commerce less valuable, it just changes its role. Instead of acting as a direct sales channel, in Switzerland it primarily functions as a powerful Marketing and inspiration tool to boost your sales in the online shop.
2. Which Platforms Are Suitable for You?
Each platform offers you different tools to showcase your products. Here is an overview of the possibilities (as of December 2025):
Linking the shop in the profile, live shopping (limited), product catalogue (ads), shoppable posts and stories, product tagging, shop the look
Linking the shop in the profile, product catalogue (profile & ads), marketplace integration (Marketplace)
Product pins, shop the look, visual search
TikTok
TikTok Shop (regionally limited), live shopping, product links in videos
YouTube
Live shopping (limited), product links in video descriptions (often affiliate links)
Product Catalogue: The Digital Shop Window
On Facebook and Instagram (Meta), you have the option to set up a product catalogue. On Facebook, it serves as a shop window on your profile and can be used for your ads. On Instagram, you can only use the catalogue for ads. For both channels, the actual purchase takes place in your online shop.
Shoppable Posts and Product Tags: The Interactive Price Tag
On Instagram and Pinterest, you can attach small tags to your product photos. The big advantage is that your products can be linked directly on the image. When your customers click on a tag, they are instantly redirected to the corresponding product page in your webshop.
Shop the Look: The Digital Fashion Magazine
“Shop the Look” is similar to shoppable posts, but goes one step further: here, not just individual items, but a whole outfit or a completely furnished room are shown. All visible articles in the image are linked directly or in the caption. Clicking on the respective product leads directly to the shop. This feature is particularly popular on Pinterest.
Live Shopping: Teleshopping 2.0
Remember the classic shopping channels on TV? Live shopping works in exactly the same way, just more interactively. A person (e.g. an influencer or merchant) presents products in a livestream, tries them out or demonstrates them. Viewers can ask questions live and purchase the shown product instantly with one click while the show is running. This feature is currently fully available only in the TikTok Shop.
Product Links in Videos: The Digital Shortcut
This format is especially popular on TikTok and YouTube: someone presents a product in a video, for example a new coffee machine. Instead of viewers having to tediously Google the name, a link pops up directly in the video or description. Clicking on it takes the customer to the checkout or product page in the fastest way possible.
Relevance of the Platforms
If you are wondering which channels you should focus on, the figures from the Online Merchant Survey 2025 can help you. In the image below, you can see which platforms the survey participants find most relevant from their perspective.
Instagram & Facebook
Meta's product catalogues (Instagram and Facebook) remain the most used channels for social commerce and were perceived as the most relevant for sales.
Instagram is relevant or rather relevant for 43 percent of the surveyed merchants.
Facebook follows closely behind at 41 percent.
Features like product markings (tagging) in posts and stories work very well here to drive traffic to your shop.
The Facebook Marketplace also stands out in the survey as a relevant platform. You can think of it as a huge digital flea market where used and new things are bought and sold (similar to eBay or Ricardo).
TikTok
TikTok is talked about a lot, but its relevance for Swiss retail is (still) low. The in-app marketplace "TikTok Shop" is classified as relevant by only 9 percent of merchants. So for the vast majority, the platform is not yet an issue at the moment. This is likely also because features like the TikTok Shop are not yet available or established in Switzerland (as of January 2026). For you, this means: keep an eye on TikTok, but do not stress yourself if you have not been active there so far.
3. Benefits for Online Merchants
Even if revenue is perhaps not always generated directly via the platforms, social commerce offers benefits that you should not miss out on. The practice offers opportunities for brands of all sizes.
According to the Online Merchant Survey 2025, merchants primarily see the following points as a benefit:
Direct targeting of your target customers
59 percent of merchants appreciate being able to reach their target audience directly. Unlike a newspaper ad that all readers see, you can filter surgically on social media. If you sell hand-thrown ceramics, for example, you do not just show your vases to "everyone", but specifically only to users who are interested in "interior design" and "sustainability". Thanks to personalisation, you reach precisely the people who are most likely to buy your products. This saves advertising budget and you reach your customers faster. Additionally, potential customers have to click, search or wait less and are therefore less likely to abandon their purchases. This leads to higher conversion rates.
Driving impulse buys
54 percent of those surveyed see the biggest leverage here. Social media is a place of inspiration. A user might not even be actively looking for a new coffee mug, but sees an aesthetic image in your feed and instantly thinks: "I have to have that!" Through the visual presentation, you arouse needs that were not there before. The emotional impulse leads directly to the purchase before rational doubts ("Do I really need this?") arise.
More interaction with (potential) customers
Social commerce goes beyond pure transactions. It allows you to build a lively community around your brand. You receive direct feedback through comments and likes ("Which colour do you prefer? Blue or red?"). Customers can ask questions, exchange ideas with each other and make recommendations. This closeness builds trust and binds customers to your brand in the long term. This is something that an anonymous online shop usually cannot offer.
In the following graphic, you will find even more benefits mentioned by online merchants:
4. Challenges and Best Practices
Challenges
As promising as social commerce sounds, it is not a self-running success. In day-to-day business, you will encounter hurdles that you should be aware of:
Logistics and expectations
Social media is extremely fast-paced. Anyone who sees a product there and clicks spontaneously often expects lightning-fast handling of their purchases. Your customer service and your logistics must be able to keep up with this pace. This also means you have to respond to questions in comments or direct messages (DMs) much faster than to a classic email.
The data jungle
The technological connection is often trickier than expected. Cleanly linking data from Instagram and co. with your own CRM system or online shop can quickly become complex. Without clean data management, you risk losing track of inventory levels or maintaining customer data twice.
The constant battle for attention
The competition does not sleep and your customers' feed is full. To stay visible, it is not enough to occasionally upload a product photo. You continuously need creative and authentic content that entertains and stands out. Posting once and waiting is not enough – community management costs time and resources.
"Invisible" products have a harder time
Not everything can be sold equally well visually. While fashion or decor items shine in pictures, "invisible" products have a harder time. Complex B2B software or abstract services are often harder to market via purely visual channels than lifestyle products that can simply be photographed.
Best Practices
Authenticity always wins:
Glossy advertising photos are often ignored. Instead, use user-generated content (UGC), meaning photos and videos taken by your real customers. If you work with influencers, make sure they genuinely fit your brand and are credible.
Optimise the mobile experience:
Forget the desktop. Social commerce takes place almost exclusively on smartphones. Ensure that the checkout process on mobile phones works absolutely flawlessly and lightning fast. Nothing kills the buying mood quicker than a page that cannot be operated on a small screen.
