Social Commerce: Just hype or genuine revenue driver for Swiss Comerciantes?
The integration of e-commerce features 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 Comerciante in 2026? Is it worth getting started for you? We take a look at the current figures.
Linda Rajan
Rajan
Table of Contents
What is Social Commerce?
Which Platforms are Right 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 products 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: while digital marketplaces are growing, social commerce in Switzerland has leveled off at a stable 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. Put simply, social commerce is the sale of products and services directly through social media platforms such as 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 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, 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 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 although this channel is considered important by a third of Swiss Comerciantes, noticeable growth is lacking. Although social commerce is established, its full potential has not yet been fully realized in Switzerland.
The main reason most likely lies in the lack of platform features. 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 the beginning of 2025, while market entry in Switzerland has so far failed to materialize (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). In Switzerland, however, this option is no longer available, as the Instagram shop tab was discontinued in mid-2023. Today, Comerciantes can only link their shop in their profile. Accordingly, Instagram and Facebook are primarily used by Swiss Comerciantes as a digital shop window: inspiration occurs on social media, while the checkout and payment then take place in your online shop.
This does not make social commerce any less valuable; it only 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 Right for You?
Each platform offers you different tools to showcase your products. Here you can find an overview of the options (as of December 2025):
Linking the shop in the profile, live shopping (limited), product catalog (ads), shoppable posts and stories, product tagging, Shop the Look
Linking the shop in the profile, product catalog (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 Catalog: The digital shop window
On Facebook and Instagram (Meta) you have the option to create a product catalog. On Facebook, it serves as a showcase on your profile and can be used for your ads. On Instagram, you can only use the catalog for ads. The actual purchase takes place in your online shop 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 is that your products can be linked directly in 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 goes a step further: instead of displaying individual items, it shows an entire outfit or a completely decorated room. All visible items 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 TV shopping channels? Live shopping works just like that, only more interactively. A person (e.g. an influencer or a Comerciante) presents products in a livestream, tries them out, or demonstrates them. Viewers can ask questions live and buy the shown 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, for example a new coffee machine. Instead of viewers having to search for the name on Google, 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 numbers from the Online Merchant Survey 2025 can help you. The illustration below shows which platforms the survey participants find most relevant from their perspective.
Instagram & Facebook
Meta's product catalogs (Instagram and Facebook) are still the most used channels for social commerce and were perceived as the most relevant to sales.
Instagram is relevant or rather relevant for 43 percent of the surveyed Comerciantes.
Facebook follows close behind with 41 percent.
Here, features like product tags in posts and stories work very well to drive traffic to your shop.
The 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 things are bought and sold (similar to eBay or Ricardo).
TikTok
There is a lot of talk about TikTok, but its relevance for Swiss retail is (still) low. The in-app marketplace "TikTok Shop" is only classified as relevant by 9 percent of Comerciantes. For the vast majority, the platform is currently not an issue. This is probably 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 don't stress if you haven't been active there yet.
3. Benefits for Online Merchants
Even if sales are not always generated directly through 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, Comerciantes see the following points in particular as a win:
Direct targeting of target customers
59 percent of Comerciantes value being able to reach their target audience directly. Unlike a newspaper ad, which all readers see, you can filter surgically on social media. For example, if you sell hand-thrown ceramics, you don't just show your vases to "everyone", but specifically only to users who are interested in "interior design" and "sustainability". Thanks to personalization, you reach exactly the people who are most likely to buy your products. This saves advertising budget and you reach your customers faster. In addition, potential customers have to click, search, or wait less, which is why they are less likely to abandon their purchases. This leads to higher conversion rates.
Driving impulse purchases
54 percent of respondents see the greatest leverage here. Social media is a place of inspiration. A user might not even be actively looking for a new coffee cup, but sees an aesthetic image in your feed and immediately thinks: "I must have that!" Through the visual presentation, you trigger 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 get direct feedback through comments and likes ("Which color do you like better? Blue or red?"). Customers can ask questions, exchange ideas with each other, and make recommendations. This closeness creates trust and builds long-term customer loyalty to your brand. This is something that an anonymous online shop usually cannot offer.
In the following graphic, you will find other benefits mentioned by online Comerciantes:
4. Challenges and Best Practices
Challenges
As promising as social commerce sounds, it is 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 extremely fast-paced. Anyone who sees a product there and clicks spontaneously often expects lightning-fast processing of their purchases. Your customer service and logistics must keep up with this pace. This also means that 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 proper data management, you risk losing track of inventory levels or maintaining duplicate customer data.
The constant battle for attention
The competition does not sleep, and your customers' feed is full. To remain 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 takes time and resources.
"Invisible" products have a harder time
Not everything can be sold equally well visually. While fashion or decorative items shine in images, "invisible" products have a harder time. Complex B2B software or abstract services are often more difficult to market via 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 the smartphone. Make sure that the checkout process on mobile phones works absolutely flawlessly and lightning-fast. Nothing kills the buying mood faster than a page that cannot be operated on the small display.
