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.
Jan 16, 2026
Linda
Rajan
What is Social Commerce?
Which platforms are suitable for you?
Benefits for Online Merchants
Challenges and Best Practices
Users spend several hours daily on Instagram, TikTok, Pinterest, and similar platforms. It is only 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 of this: While digital marketplaces are growing, Social Commerce has stabilized at a steady level in Switzerland. 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?
Maybe you have heard the term before but are not exactly sure what it involves. Simply put, Social Commerce refers to the sale of products and services directly through social media platforms like Instagram or Facebook.
In contrast to classical social media Marketing, where you "only" direct customers to your online shop via a link, the shopping experience merges with social interaction here.
The three core features of Social Commerce are:
In-App Checkout: Customers can purchase products directly through a Shop tab, clickable product tags in photos and videos, or via live shopping functions.
Personalization: The platforms' algorithms analyze the users' behavior 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
For a long time, Social Commerce was seen as the great "online shop killer". However, the Online Merchant Survey 2025 shows that Social Commerce (still) does not replace a webshop, but primarily complements it.
Development of Revenue Relevance of Social Commerce
Since 2022, the revenue relevance of Social Commerce has remained constant at around 30 percent. This means that while one-third of Swiss Merchants consider this channel important, noticeable growth is absent. Social Commerce is established, but its full potential has not yet been fully realized in Switzerland.
The main reason is very likely the lack of platform functions. 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 at the beginning of 2025, while the market entry in Switzerland has so far been absent (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, this option is no longer available in Switzerland, 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 a digital showcase: Inspiration occurs on social media, while the purchase and payment are completed in your online shop.
This does not make Social Commerce any less valuable, it just changes its role. Instead of serving as a direct sales channel, it primarily acts as a powerful Marketing and inspiration tool to boost your sales in the online shop in Switzerland.
2. Which platforms are suitable for you?
Each platform offers you different tools to present your products. Here is an overview of the possibilities (as of December 2025):
Shop linking in profile, live shopping (limited), product catalog (ads), shoppable posts and stories, product tagging, Shop the Look
Shop linking in profile, product catalog (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 Catalog: The digital showcase
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 on both channels in your online shop.
Shoppable Posts and Product Tags: The interactive price tag
On Instagram and Pinterest, you can attach small labels (tags) to your product photos. The big advantage is that your products can be directly linked on 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: Here, not only various individual items but an entire outfit or a fully furnished room is displayed. All visible items in the image are directly or in the caption linked. A click on the respective product takes you directly to the shop. This feature is especially popular on Pinterest.
Live Shopping: Teleshopping 2.0
Do you remember the classic sales channels on TV? Live Shopping works just like that, only more interactive. A person (e.g., an influencer or merchant) presents products in a livestream, tries them out, or demonstrates them. Viewers can ask live questions and purchase the showcased product with a single 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 especially popular on TikTok and YouTube: Someone presents a product in a video, for example, a new coffee machine. Instead of having viewers laboriously google the name, a link pops up directly in the video or description. One click takes the customers to the checkout or product page in the quickest way.
Relevance of the Platforms
If you're wondering which channels to focus on, the numbers from the Online Merchant Survey 2025 can help. The figure below shows which platforms the survey participants consider 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 considered the most revenue-relevant.
Instagram is relevant or rather relevant for 43 percent of the surveyed Merchants.
Facebook follows closely with 41 percent.
Here, features like Product Tagging 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 imagine it as a huge digital flea market where used and new things are bought and sold (similar to eBay or Ricardo).
TikTok
There's a lot of talk about TikTok, but its relevance for Swiss commerce is (still) low. The in-app marketplace "TikTok Shop" is only considered relevant by 9 percent of Merchants. For the vast majority, the platform is currently not an issue. 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 yet.
3. Benefits for Online Merchants
Even if revenue might not always be generated directly through the platforms, Social Commerce offers advantages you should not miss. The practice offers opportunities for brands of all sizes.
According to the Online Merchant Survey 2025, Merchants primarily see the following points as benefits:
Direct Target Group Addressing
59 percent of Merchants appreciate being able to reach their target audience directly. Unlike a newspaper ad that all readers see, you can finely filter on social media. If you sell handmade ceramics, you don't just show your vases to "everyone", but specifically to users interested in "interior design" and "sustainability". Thanks to personalization, you reach exactly the people most likely to buy your products. This saves advertising budget, and you reach your audience faster. Additionally, potential customers have to click, search, or wait less, which is why 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 might not actively search for a new coffee cup but sees an aesthetic picture in your feed and immediately thinks: "I must have it!" Through visual presentation, you awaken needs that were not previously present. The emotional impulse leads directly to a 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 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 proximity creates trust and binds customers to your brand 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 is not a sure success. In day-to-day business, you will encounter hurdles you should be aware of:
Logistics and Expectations
Social media is extremely fast-paced. Those who see a product there and spontaneously click often expect a lightning-fast processing of their purchases. Your customer service and logistics must be able to keep up with this pace. This also means you need 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 similar platforms with your own CRM system or online shop can quickly become complex. Without proper 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 is not enough to occasionally upload a product photo. You need continuously creative and authentic content that entertains and stands out. Posting once and waiting is not enough – community management costs time and resources.
"Invisible" Products Struggle More
Not everything is equally easy to sell visually. While fashion or decoration items shine in photos, "invisible" products have a harder time. Complex B2B software or abstract services are often harder to market over purely visual channels than lifestyle products that can be easily photographed.
Best Practices
Authenticity Always Wins:
Glossy advertising photos are often ignored. Instead, use User-Generated Content (UGC), i.e., photos and videos created 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 almost exclusively takes place on the smartphone. Make sure the checkout process on the phone is absolutely error-free and lightning-fast. Nothing kills the shopping mood faster than a page that is not operable on a small display.