Social Commerce: Just hype or a true revenue driver for Swiss Comerciantes?
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 really look like for Swiss online retailers in 2026? Is it worth entering for you? We take a look at the current figures.
16 Jan 2026
Linda
Rajan
What is Social Commerce?
Which platforms are suitable for you?
Advantages for online merchants
Challenges and Best Practices
Users spend several hours daily on Instagram, TikTok, Pinterest, and others. It is therefore logical that companies 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 aims to bridge the gap between inspiration (“Oh, I want that!”) and purchase (“Ordered!”).
The Online Merchant Survey 2025 provides an intriguing picture: While digital marketplaces are growing, Social Commerce in Switzerland has stabilised at a consistent level. What does this mean for your sales strategy as an online merchant?
Those who wish to study the Online Merchant Survey closely can download it here.
1. What is Social Commerce?
Perhaps you've heard the term but don't know exactly what it entails. Simply put, 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 guide customers to your online shop via a link, the shopping experience here merges with social interaction.
The three core features of Social Commerce are:
In-app purchase processing: Customers can purchase products directly through a shop tab, clickable product tags in images and videos, or via live shopping functions.
Personalisation: The platforms’ algorithms analyse user behaviour and suggest products that might suit them.
Social interaction: Purchase decisions are directly influenced by likes, comments, recommendations from friends, the community, or influencers.
The role of Social Commerce in Switzerland
Social Commerce was long understood as the great “online shop killer.” However, the Online Merchant Survey 2025 shows that Social Commerce (still) doesn’t replace a webshop but rather complements it.
Development of the revenue relevance of Social Commerce
Since 2022, the revenue relevance of Social Commerce has been consistently around 30 percent. This means that although this channel is considered important by a third of Swiss merchants, noticeable growth remains absent. Although Social Commerce is established, its full potential has not yet been fully realised in Switzerland.
The main reason probably lies in the lack of platform functions. Many features that make Social Commerce so successful abroad are not yet available in Switzerland. For example, the TikTok Shop was introduced in many EU countries since early 2025, while market entry in Switzerland is still pending (as of January 2026).
In the USA and parts of Asia, the entire purchase process often takes place within the social media app (in-app checkout). However, in Switzerland, this option is no longer available, as the Instagram shop tab was discontinued in mid-2023. Today, merchants can only link their shop in the profile. Accordingly, Instagram and Facebook are primarily used by Swiss merchants as digital shop windows: Inspiration arises on social media, and the purchase and payment are then completed in your online shop.
This doesn’t make Social Commerce less valuable; it just changes its role. Instead of acting as a direct sales channel, it functions mainly as a powerful Marketing and inspiration tool in Switzerland, helping to boost your online shop sales.
2. Which platforms are suitable for you?
Each platform offers you different tools to showcase your products. Here is an overview of the options (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 restricted), 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 create a product catalogue. On Facebook, it serves as a shop window on your profile and can be used for your adverts. On Instagram, you can use the catalogue only for ads. The actual purchase takes place on both channels 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 directly linked to the image. When your customers click on a tag, they are immediately redirected to the appropriate product page in your webshop.
Shop the Look: The digital fashion magazine
“Shop the Look” is similar to shoppable posts but takes it a step further: Not only are various individual items displayed, but an entire outfit or a completely furnished room is shown. All visible articles in the image are linked directly or in the caption. A click on the respective product leads directly to the shop. This function is particularly popular on Pinterest.
Live shopping: Teleshopping 2.0
Do you remember the classic sales channels on TV? Live shopping works exactly like that, only more interactive. A person (e.g., an influencer or Händler) presents products in a live stream, tries them out, or demonstrates them. Viewers can ask questions live and buy the presented product immediately with a click while the show is running. This feature is currently only fully available in the TikTok Shop.
Product links in videos: The digital shortcut
This format is particularly popular on TikTok and YouTube: Someone presents a product in a video, such as a new coffee machine. Instead of viewers having to laboriously google the name, a link pops up directly in the video or description. Clicking on it leads customers on the fastest way to the checkout or the product page.
Relevance of the platforms
If you're wondering which channels you should focus on, the figures from the Online Merchant Survey 2025 can help you. In the figure below, you can see which platforms the survey participants consider the most relevant from their perspective.
Instagram & Facebook
The product catalogues of Meta (Instagram and Facebook) are still the most used channels for Social Commerce and were considered the most revenue-relevant.
Instagram is relevant or rather relevant for 43 percent of the surveyed merchants.
Facebook closely follows with 41 percent.
Features like Product tagging (Tagging) in posts and stories work very well to drive traffic to your shop.
Also, the Facebook Marketplace stands out as a relevant platform in the survey. You can imagine it as a huge digital flea market where used and new things are bought and sold (similar to eBay or Ricardo).
TikTok
There is a lot of talk about TikTok, but its relevance for the Swiss trade is (still) low. The in-app marketplace “TikTok Shop” is rated as relevant by only 9 percent of the merchants. For the majority, the platform is currently not yet a topic. This is probably also because functions 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 don’t stress if you haven’t been active there so far.
3. Advantages for online merchants
Even if revenue may not always be directly generated via the platforms, Social Commerce offers advantages that you should not miss. The practice offers opportunities for brands of all sizes.
According to the Online Merchant Survey 2025, merchants see the following points as particularly beneficial:
Direct address of the target customers
59 percent of merchants appreciate being able to reach their target group directly. Unlike a newspaper ad seen by all readers, you can filter surgically on social media. If you sell hand-thrown ceramics, for example, you don’t just show your vases to “everyone” but specifically only to users interested in “Interior Design” and “Sustainability.” Thanks to personalisation, you reach exactly the people who are most likely to buy your products. This saves advertising budget and allows you to reach your customers more quickly. Additionally, potential customers are less likely to click, search, or wait, and for this reason, they are less likely to abandon their purchases. This leads to higher purchase completions.
Promotion of impulse purchases
54 percent of respondents see the greatest leverage here. Social media is a place of inspiration. A user may not be actively looking for a new coffee cup but sees an aesthetic image in your feed and immediately thinks: “I must have that!” Through visual presentation, you create needs that were not there before. The emotional impulse leads directly to the purchase before rational doubts (“Do I really need that?”) arise.
More interaction with (potential) customers
Social Commerce goes beyond mere transactions. It allows you to build a vibrant community around your brand. You receive direct feedback through comments and likes (“Which colour do you like better? 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 an anonymous online shop usually cannot offer.
In the following graphic, you will find additional advantages mentioned by the merchants:
4. Challenges and Best Practices
Challenges
As promising as Social Commerce sounds, it's not a self-runner. In day-to-day business, you will encounter hurdles that you should be aware of:
Logistics and expectations
Social media is incredibly fast-paced. Those who see a product there and click spontaneously often expect a rapid processing of their purchases. Your customer service and logistics must be able to keep up with this pace. This also means that you must react much faster to questions in comments or direct messages (DMs) than to a classic email.
The data jungle
Technological integration is often trickier than expected. Properly linking data from Instagram and others with your own CRM system or online shop can quickly become complex. Without clean data management, you risk losing track of inventory or duplicating customer data.
The constant battle for attention
The competition never sleeps, and your customers' feeds are full. To remain visible, it’s not enough to occasionally upload a product photo. You need continuously creative and authentic content that entertains and stands out. Posting once and waiting won't suffice—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), such as photos and videos made by your actual customers. When working with influencers, make sure they truly fit your brand and are credible.
Optimise the mobile experience:
Forget the Desktop. Social Commerce takes place almost exclusively on the smartphone. Ensure that the checkout process works flawlessly and lightning-fast on mobile devices. Nothing kills the buying mood faster than a page that is not operable on a small screen.
