Social commerce: Just hype or a real sales 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 will the reality really look like for Swiss online retailers in 2026? Is it worth getting involved? Let's take a look at the current figures.
Users spend several hours a day on Instagram, TikTok, Pinterest, and other social media platforms. So it's only logical that companies want to use these platforms to sell their goods directly to their target audience. This is where social commerce comes in: this sales practice aims to bridge the gap between inspiration ("Oh, I want that!") and purchase ("Ordered!").
The 2025 online retailer survey paints an interesting picture in this regard: while digital marketplaces are growing, social commerce in Switzerland has stabilized at a steady level. What does this mean for your sales strategy as an online retailer?
If you would like to study the online retailer survey in detail, you can download it here.
1. What is social commerce?
You may have heard the term before, but don't know exactly what it means. Put simply, social commerce refers to the sale of products and services directly via social media platforms such as Instagram or Facebook.
Unlike traditional social media marketing, where you "only" direct customers to your online store via a link, here the shopping experience merges with social interaction.
The three core features of social commerce are:
In-app purchase processing: Customers can purchase products directly via a shop tab, clickable product tags in images and videos, or via live shopping functions.
Personalization: The platforms' algorithms analyze user behavior and suggest products that might suit them.
Social interaction: Purchasing decisions are directly influenced by likes, comments, and recommendations from friends, the community, or influencers.
The role of social commerce in Switzerland
For a long time, social commerce was seen as the big "online shop killer." However, the 2025 online retailer survey shows that social commerce does not (yet) replace web shops, but rather complements them.
Development of the relevance of social commerce for sales
Since 2022, social commerce has consistently accounted for around 30 percent of sales. This means that although this channel is considered important by a third of Swiss retailers, there has been no noticeable growth. Social commerce is well established, but its full potential has not yet been realized in Switzerland.
The main reason is most likely 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 at the beginning of 2025, but has not yet entered the Swiss market (as of January 2026).
In the US and parts of Asia, the entire purchasing process often takes place within the social media app (in-app checkout). However, this option is no longer available in Switzerland, as the Instagram shop tab was discontinued in mid-2023. Today, retailers can only link their shop in their profile. Accordingly, Swiss retailers primarily use Instagram and Facebook as a digital showcase: inspiration is found on social media, and the purchase and payment are then made in your online shop.
This does not make social commerce any less valuable, but simply changes its role. Instead of functioning as a direct sales channel, in Switzerland it primarily serves as a powerful marketing and inspiration tool to boost your online shop sales.
2. Which platforms are right for you?
Each platform offers you different tools to showcase your products. Here is an overview of the options (as of December 2025):
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Link to the shop in the profile, live shopping (limited), product catalog (ads), shoppable posts and stories, product tagging
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Link to the shop in the profile, product catalog (profile & ads), marketplace integration (Marketplace)
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Product pins, shop the look, visual search
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TikTok Shop (region-restricted), live shopping, product links in videos
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Live shopping (limited), product links in video descriptions (often affiliate links)
Product catalog:
The digital shop window
On Facebook and Instagram (Meta), you have the option of creating a product catalog. On Facebook, it serves as a showcase on your profile and can be used for your advertisements. On Instagram, however, you can only use the catalog for ads. The actual purchase takes place in your online store on both channels.
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 of this is that your products can be linked directly to the image. When your customers click on a tag, they are immediately redirected to the corresponding product page in your online store.
Shop the look:
The digital fashion magazine
"Shop the Look" is similar to Shoppable Posts, but goes one step further: it displays not only individual items, but entire outfits or fully furnished rooms. All visible items in the image are linked directly or in the caption. Clicking on the respective product takes you directly to the shop. This feature is particularly popular on Pinterest.
Live shopping:
Television shopping 2.0
Do you remember the classic shopping channels on television? Live shopping works exactly the same way, only more interactive. A person (e.g., an influencer or retailer) presents products in a livestream, tries them out, or demonstrates them. Viewers can ask questions live and purchase the product shown immediately with a single click while the show is running. This feature is currently only available in its entirety 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, for example, a new coffee machine. Instead of viewers having to laboriously Google the name, a link pops up directly in the video or in the description. Clicking on it takes customers to the checkout or product page in the fastest possible way.
Relevance of the platforms
If you are wondering which channels you should focus on, the figures from the 2025 online retailer survey may be helpful. The figure below shows which platforms the survey participants consider to be the most relevant.
Instagram & Facebook
Meta's product catalogs (Instagram and Facebook) remain the most widely used channels for social commerce and were perceived as having the greatest impact on sales.
Instagram is relevant or somewhat relevant for 43 percent of the retailers surveyed.
Facebook follows closely behind with 41 percent.
Features such as product tagging in posts and stories work very well here to drive traffic to your shop.
Facebook Marketplace also stands out as a relevant platform in the survey. You can think of it as a huge digital flea market where used and new items are bought and sold (similar to eBay or Ricardo).
TikTok
There is a lot of talk about TikTok, but its relevance for Swiss retailers is (still) low. Only 9 percent of retailers consider the in-app marketplace "TikTok Shop" to be relevant. For the vast majority, the platform is therefore not yet an issue. This is probably also due to the fact that features such as 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 yet.
3. Advantages for online retailers
Even if sales may not always be generated directly through the platforms, social commerce offers advantages that you should not miss out on. In practice, it offers opportunities for brands of all sizes.
According to the 2025 online retailer survey, retailers see the following points as particularly beneficial:
Directly addressing the target customers
59 percent of retailers appreciate being able to reach their target audience directly. Unlike a newspaper ad, which all readers see, you can filter surgically on social media. If you sell hand-made pottery, for example, you don't just show your vases to "everyone," but specifically to users who are interested in "interior design" and "sustainability." Thanks to personalization, you can reach exactly the people who are most likely to buy your products. This saves on advertising budget and allows you to reach your customers faster. In addition, potential customers have to click, search, or wait less, and are therefore less likely to abandon their purchases. This leads to higher sales.
Promotion of impulse purchases
54 percent of respondents see this as the biggest lever. Social media is a place of inspiration. A user may not be actively looking for a new coffee mug, but sees an aesthetic image in your feed and immediately thinks, "I must have that!" Through visual presentation, you awaken needs that did not exist 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 mere transactions. It enables you to build a vibrant community around your brand. You receive direct feedback through comments and likes ("Which color do you prefer? Blue or red?"). Customers can ask questions, exchange ideas, and make recommendations. This closeness creates trust and binds customers to your brand in the long term. This is something that an anonymous online store usually cannot offer.
The following chart shows additional advantages mentioned by online retailers:
4. Challenges and best practices
challenges
As promising as social commerce sounds, it is not a sure-fire success. In your day-to-day business, you will encounter obstacles that you should be aware of:
Logistics and expectations
Social media is extremely fast-paced. People who see a product there and click on it spontaneously often expect their purchases to be processed at lightning speed. Your customer service and logistics must be able to keep up with this pace. This also means that you have to respond to questions in comments or direct messages (DMs) much faster than you would to a traditional email.
The data jungle
The technological connection is often trickier than expected. Cleanly linking data from Instagram and other platforms to your own CRM system or online shop can quickly become complex. Without clean data management, you risk losing track of inventory or maintaining duplicate customer data.
The constant battle for attention
The competition never sleeps, and your customers' feeds are full. To stay visible, it's not enough to upload a product photo every now and then. You need a steady stream of creative and authentic content that entertains and stands out. Posting once and waiting is not enough—community management takes time and resources.
"Invisible" products have a harder time
Not everything can be sold equally well visually. While fashion and decorative items shine in pictures, "invisible" products have a harder time. Complex B2B software or abstract services are often more difficult to market through purely visual channels than lifestyle products that can simply be photographed.
best practices
Authenticity always wins:
High-gloss advertising photos are often ignored. Instead, use user-generated content (UGC), i.e., photos and videos taken by your real customers. If you work with influencers, make sure they really fit your brand and are credible.
Optimize the mobile experience:
Forget the desktop. Social commerce takes place almost exclusively on smartphones. Make sure that the checkout process on mobile devices is completely error-free and lightning fast. Nothing kills the mood for shopping faster than a page that cannot be used on a small display.
Our tip: For smooth payment processing, we can provide you with Payrexx payment links from Payrexx. You can simply copy these into direct messages (DMs) or integrate them into your online shop. This way, customers are redirected directly and immediately reach the mobile-optimized payment page without any technical hurdles.
