Social Media for Ecommerce: The Complete Guide (2026)
How ecommerce brands use social media to drive sales, build communities, and scale with social commerce. Platform strategies, content ideas, and what's working in 2026.
Someone sees a skincare serum on TikTok at 9 PM. They tap "Shop Now," enter their shipping address, and the order confirms -- all without leaving the app. That transaction took 45 seconds. No Google search, no website visit, no abandoned cart email sequence. This is how $2.6 trillion in social commerce will happen by 2026, and 87% of consumers already say social media helps them decide what to buy. For ecommerce brands, social media is no longer just a marketing channel -- it is a storefront, a customer service desk, and the fastest path from discovery to checkout. In this guide, we break down exactly how ecommerce brands can use Instagram, TikTok, Facebook, Pinterest, and YouTube to drive revenue, build community, and scale with social commerce in 2026. A social media scheduler makes it possible to execute all of this without burning out your team.
This guide is part of our Social Media for Small Business series. See also: Social Media for Restaurants and Social Media for Salons.
TL;DR
- Social commerce will reach $2.6 trillion globally by 2026, making social media the fastest-growing sales channel for ecommerce
- 87% of consumers say social media helps them decide what to buy -- discovery, consideration, and purchase all happen on-platform
- TikTok Shop generated $500M+ in Black Friday/Cyber Monday 2025 sales alone; 72% of Gen Z have purchased after seeing a product on TikTok
- Live shopping converts at 9-30% compared to 2-3% for standard ecommerce -- and it is accelerating in 2026
- User-generated content drives 29% higher conversion than branded content, making it your highest-ROI creative asset
- Influencer marketing returns $5.78 for every $1 spent for ecommerce brands when executed strategically
- Short-form video drives 2x more purchase intent than static images across every platform
- Use a social media scheduler to maintain consistent posting across platforms without multiplying your workload
Table of Contents
- Social Commerce Hits $2.6 Trillion -- and Most Brands Aren't Ready
- The Rise of Social Commerce in 2026
- Which Platforms Work Best for Ecommerce
- 20 Content Ideas for Ecommerce Brands
- User-Generated Content: Your Highest-Converting Asset
- Influencer Marketing for Ecommerce
- The Posting Schedule for Ecommerce
- Paid Social for Ecommerce: Maximizing ROAS
- Live Shopping: The Next Frontier
- Common Mistakes Ecommerce Brands Make
- FAQs
- Next Steps
Social Commerce Hits $2.6 Trillion -- and Most Brands Aren't Ready
Social media stopped being a "brand awareness" channel the moment platforms added checkout buttons. Today, the entire purchase funnel -- discovery, research, social proof, and transaction -- happens inside a single app, often in a single session. 87% of consumers say social media helps them decide what to buy, and the majority of those purchases happen within hours of discovery, not days.
Social media is where product discovery happens now. Paid search captures intent that already exists. Social media creates intent from scratch. A customer who was not looking for a new skincare routine sees a TikTok, watches a 30-second demo, reads the comments, taps "Shop Now," and checks out -- all within two minutes. No Google search. No comparison shopping. No abandoned cart email sequence needed.
The economics are compelling. The average cost-per-click for ecommerce on Google Ads sits between $1.00 and $3.00, with increasing competition driving prices higher every quarter. Meanwhile, organic social media content costs nothing but time, and paid social advertising for ecommerce delivers an average ROAS of 4:1 -- four dollars in revenue for every dollar spent. For brands willing to invest in content, the return far exceeds traditional digital advertising.
Ecommerce brands that treat social media as a core revenue channel -- not just a place to post pretty pictures -- are growing faster than those that rely solely on paid search and email. Social is where your customers already spend their time, and increasingly, where they spend their money.
Ready to drive more ecommerce sales from social media? Try PostEverywhere free -- schedule product launches, UGC, and promotional content across Instagram, TikTok, and Facebook from one dashboard.
The Rise of Social Commerce in 2026
Social commerce -- the ability to browse, discover, and purchase products directly within social media platforms -- has moved from experimental to essential. The numbers tell the story.
TikTok Shop is the breakout story. The platform generated over $500 million in sales during Black Friday/Cyber Monday 2025 alone, establishing itself as a legitimate ecommerce channel. 72% of Gen Z report having purchased something after seeing it on TikTok. The platform's algorithm is uniquely effective at surfacing products to interested buyers, and the seamless in-app checkout removes the friction that kills conversions on other channels.
Instagram Shopping has matured into a full commerce suite. Product tags in posts and Reels, the Shop tab on business profiles, and in-app checkout mean customers can go from discovery to purchase without ever leaving the app. Instagram's visual format is tailor-made for product marketing, and its shopping features now rival standalone ecommerce platforms in functionality.
Facebook Shops provides an integrated storefront that syncs with your product catalog. While Facebook's organic reach has declined, its commerce infrastructure remains robust, particularly for brands targeting customers over 35.
Pinterest Shopping deserves special attention for ecommerce. Unlike other social platforms where users go to be entertained, Pinterest users go to plan purchases. 80% of weekly Pinterest users have discovered a new brand or product on the platform. Product Pins link directly to your store, and the purchase intent on Pinterest is higher than any other social network.
Live shopping is the fastest-growing format, with conversion rates between 9% and 30% compared to the 2-3% standard ecommerce conversion rate. TikTok LIVE Shopping and Instagram Live Shopping let brands demonstrate products in real time, answer questions, and create urgency -- replicating the in-store experience digitally. This format is already massive in Asian markets and is scaling rapidly in the US and Europe.
The common thread across all of these developments: in-app checkout is reducing friction and keeping customers on-platform. Every tap a customer has to make to leave an app and navigate to your website is a point where you lose them. Social commerce eliminates those taps.
Which Platforms Work Best for Ecommerce
Not every platform serves every ecommerce brand equally. Here is where to focus your energy, based on your products, audience, and goals.
Instagram is the most versatile ecommerce platform. Its combination of visual formats, shopping features, and engaged user base makes it the default choice for most consumer brands.
Key ecommerce features:
- Product tags in feed posts, Reels, and Stories that link directly to product pages or in-app checkout
- Shop tab on business profiles, functioning as a mini storefront within Instagram
- Reels for product demos -- short-form video drives 2x more purchase intent than static images, and Reels are Instagram's primary discovery mechanism
- Stories for flash sales and limited drops -- the 24-hour format creates natural urgency
- Checkout on Instagram -- customers can complete purchases without leaving the app
Instagram works best for visually-driven products: fashion, beauty, home decor, food and beverage, fitness, and lifestyle brands. Use an Instagram scheduler to maintain a consistent presence without manual posting.
TikTok
TikTok is where products go viral. The platform's algorithm surfaces content based on interest -- not follower count -- which means a brand with 500 followers can reach millions of potential buyers with a single video.
Key ecommerce features:
- TikTok Shop -- full in-app storefront with product listings, checkout, and order management
- Product links in videos -- tag products directly in organic content
- LIVE Shopping -- demonstrate products in real time with instant purchase capability
- Affiliate marketplace -- connect with creators who promote your products for commission
72% of Gen Z have purchased something after seeing it on TikTok. The platform excels at impulse-driven and trend-driven purchases. Beauty, fashion, gadgets, home organization, and food products perform particularly well. Learn how to schedule TikToks to stay consistent on the platform.
Facebook's organic reach has declined, but its commerce and advertising infrastructure remains the strongest in the industry.
Key ecommerce features:
- Facebook Shops -- customizable storefront that integrates with your product catalog
- Dynamic product ads -- automatically show relevant products to users based on browsing behavior
- Retargeting capabilities -- the most sophisticated retargeting in social advertising
- Older demographics -- Facebook reaches customers over 35 more effectively than any other social platform
Facebook is essential for ecommerce brands with a broad demographic, especially those selling higher-ticket items where the purchase decision takes longer.
Pinterest is the most underrated ecommerce platform. Users come to Pinterest with active purchase intent -- they are planning projects, building wishlists, and looking for products to buy.
Key ecommerce features:
- Product Pins that link directly to your store with pricing and availability
- Shopping search results that surface products alongside organic content
- Visual search that lets users find products by uploading a photo
- 80% of weekly users discover new brands on Pinterest -- the highest discovery rate of any platform
Pinterest works exceptionally well for home decor, fashion, wedding, DIY, food, and gift-oriented products. The content has a much longer shelf life than other platforms -- a Pin can drive traffic for months or years.
YouTube
YouTube is the research platform. When customers are between consideration and purchase, they go to YouTube for reviews, unboxings, tutorials, and comparisons.
Key ecommerce features:
- YouTube Shopping -- tag products in videos and Shorts
- Product reviews and unboxings -- the most trusted format for high-consideration purchases
- Tutorials and how-to content -- demonstrate product value through education
- YouTube Shorts -- short-form video for quick product showcases
Other Platforms
X (Twitter) functions best as a customer service channel for ecommerce. Monitor mentions, respond to complaints quickly, and use it for real-time communication during launches and sales events.
LinkedIn matters if you sell B2B ecommerce products -- SaaS tools, wholesale, or professional equipment. For direct-to-consumer brands, it is low priority.
Use cross-posting to maintain a presence across multiple platforms without creating unique content for each one.
20 Content Ideas for Ecommerce Brands
Consistent content is what drives social commerce results. Here are 20 proven ideas organized by category. Use a calendar view to plan these across the month.
Product Showcases (Ideas 1-5)
- New product launch video -- Build anticipation with a teaser, then reveal the product with a short-form video showing it in use. This is your highest-engagement content type.
- Feature deep-dive -- Pick one product feature and explain why it matters. A 30-second Reel showing a single zipper mechanism or fabric stretch test outperforms a generic product overview.
- Styling and use-case content -- Show the product in context. A clothing brand shows five ways to style one jacket. A kitchen brand shows three recipes with one pan.
- Product comparison -- Compare your product to an older version, a competitor, or a cheaper alternative. Honest comparison content builds trust and converts browsers.
- Restocks and back-in-stock alerts -- Create urgency around popular products. "The bag that sold out in 48 hours is back -- limited quantity" drives immediate action.
UGC and Social Proof (Ideas 6-9)
- Customer photo repost -- Share real customer photos of your product in their life. Tag the original creator and add context about the product.
- Review highlight -- Turn your best 5-star reviews into visual content. A quote graphic or a video of someone reading the review paired with product footage.
- Unboxing content -- Film or reshare customer unboxing videos. The anticipation and first reaction of opening a package is inherently engaging content.
- Before-and-after -- If your product creates a transformation (skincare, home improvement, organization), before-and-after content is the most compelling format.
Behind the Scenes (Ideas 10-13)
- Production process -- Show how your product is made. Factory floors, handcraft processes, quality checks -- transparency builds trust and justifies pricing.
- Packaging and shipping -- Film the packing process for orders. ASMR-style packing videos are a proven TikTok format with billions of views.
- Team introductions -- Put faces behind the brand. Introduce founders, designers, warehouse staff, and customer service representatives.
- Warehouse or studio tour -- Give followers a look at your operations. This content humanizes your brand and differentiates you from faceless competitors.
Educational (Ideas 14-16)
- How-to and tutorial -- Teach customers how to get the most from your product. Care guides, setup instructions, and advanced use cases extend product value and reduce returns.
- Myth-busting -- Address common misconceptions about your product category. "You have been storing coffee wrong" or "Why thread count does not matter as much as you think."
- Ingredient or material spotlight -- Explain what goes into your product and why it matters. This works especially well for beauty, food, and sustainable brands.
Promotional (Ideas 17-20)
- Sale countdown -- Build anticipation for upcoming sales with a multi-day countdown in Stories. Each day reveals another deal or featured product.
- Limited edition drop -- Create scarcity with limited-run products announced exclusively on social media. This rewards followers and drives urgency.
- Bundle offers -- Showcase curated product bundles. "Our Sunday morning bundle" or "The starter kit" gives customers a clear entry point.
- Seasonal gift guides -- Create gift guides for holidays, seasons, and occasions. "Valentine's Day gifts under $50" performs well on Pinterest and Instagram.
Use an AI content generator to draft captions for these posts quickly, then customize with your brand voice and product details.
User-Generated Content: Your Highest-Converting Asset
UGC is the most effective content type for ecommerce. User-generated content drives a 29% higher conversion rate than branded content. When a real customer shows your product in their home, on their body, or in their daily routine, it carries a level of authenticity that no branded photoshoot can replicate.
How to Generate More UGC
Post-purchase email sequences are the most reliable UGC generator. Send an email 7-10 days after delivery asking customers to share a photo or video with a branded hashtag. Include a direct link to your preferred platform and make the ask specific: "Show us how you style your new jacket" converts better than "Share a photo."
Hashtag campaigns create a searchable library of customer content. Choose a simple, memorable branded hashtag and promote it on packaging inserts, order confirmation emails, and your social profiles.
Contests and giveaways accelerate UGC production. "Post a photo with #YourBrandName for a chance to win a $100 gift card" can generate hundreds of posts in a single week.
Product seeding to micro-influencers and loyal customers ensures a baseline of high-quality UGC even when organic submissions are slow.
Repurposing UGC Across Platforms
A single piece of great UGC can fuel content across every channel. A customer's TikTok review can be reposted on your TikTok, clipped for Instagram Reels, screenshotted for Stories, and used as ad creative on Facebook. Use cross-posting to distribute UGC efficiently.
UGC in Paid Advertising
UGC is the best-performing ad creative for ecommerce. Ads featuring real customers consistently outperform polished branded creative in click-through rate, conversion rate, and ROAS. When running Facebook or TikTok ads, test UGC against branded content -- the UGC will almost always win.
Legal Considerations
Always get explicit permission before using customer content in your marketing, especially in paid ads. A simple DM requesting permission is sufficient for organic reposts. For paid advertising, use a formal rights agreement. Many brands include a clause in their contest terms granting usage rights to submitted content.
Scale your ecommerce content without scaling your team. PostEverywhere lets you schedule UGC, product launches, and promotional content across every platform from one dashboard. Start free.
Influencer Marketing for Ecommerce
Influencer marketing delivers $5.78 for every $1 spent for ecommerce brands, making it one of the highest-ROI channels available. But execution matters -- the difference between a profitable influencer program and a money pit comes down to strategy.
Micro vs. Macro Influencers
Micro-influencers (10K-100K followers) consistently deliver higher engagement rates and better conversion for ecommerce. Their audiences trust their recommendations because they feel personal and authentic. A micro-influencer with 25K followers in your niche will typically drive more sales than a celebrity with 2 million followers and a disengaged audience.
Macro-influencers (100K+) are better suited for brand awareness campaigns, product launches, and reaching new demographics. Use them for top-of-funnel awareness, then retarget the exposed audience with paid ads.
Affiliate Partnerships
The most scalable influencer model for ecommerce is affiliate marketing. Give influencers a unique discount code and a commission on every sale they drive. This aligns incentives -- they only earn when you earn -- and makes ROI tracking straightforward.
Product Seeding
Send free products to a curated list of 50-100 creators who match your brand. No contract, no obligation. A percentage will naturally post about the product if they genuinely like it. This creates organic-feeling content at a fraction of the cost of paid partnerships.
Tracking ROI
Unique discount codes (e.g., SARAH15) let you attribute sales directly to each influencer. UTM parameters on links track website traffic from each creator. Use both simultaneously for the clearest picture of what is working.
Long-Term Ambassadors vs. One-Off Posts
One-off sponsored posts have declining effectiveness. Audiences have learned to tune out single promotional posts. Long-term ambassador relationships -- where an influencer mentions your brand multiple times over months -- build trust incrementally and convert at much higher rates. The best ecommerce influencer programs treat creators as ongoing partners, not one-time billboards.
The Posting Schedule for Ecommerce
Consistency in posting directly correlates with revenue from social media. Here is how to structure your ecommerce posting cadence.
Recommended Posting Frequency
| Platform | Minimum | Optimal | Best Content Types |
|---|---|---|---|
| 4x/week | 7x/week | Reels, Stories (daily), carousels, product tags | |
| TikTok | 3x/week | 5-7x/week | Short-form video, LIVE Shopping, product demos |
| 3x/week | 5x/week | Shop posts, retargeting content, community posts | |
| 5x/week | 10-15x/week | Product Pins, gift guides, lifestyle imagery | |
| YouTube | 1x/week | 2-3x/week | Reviews, tutorials, Shorts |
Best Times for Shopping Behavior
Ecommerce posting times should align with when people are most likely to shop online:
- Morning scroll (7-9 AM): Commuters browsing on phones -- ideal for new product reveals and aspirational content
- Lunch break (12-1 PM): High engagement and moderate purchase intent
- Evening prime time (7-9 PM): The highest purchase window -- shoppers are relaxed, browsing, and ready to buy
- Sunday evening (6-9 PM): Consistently the highest online shopping period of the week
Check our full breakdown of the best time to post for platform-specific data.
Seasonal Calendar Strategy
Ecommerce brands must plan content around major shopping events. Build your content calendar around these key dates:
- Valentine's Day (February): Gift guides, couples products, limited editions
- Mother's Day / Father's Day (May/June): Gift-focused content, bundles
- Back to School (August): Relevant for fashion, tech, and supplies brands
- Black Friday / Cyber Monday (November): Your biggest revenue period -- start building anticipation 2-3 weeks early
- Holiday season (December): Gift guides, shipping deadlines, last-minute deals
- New Year (January): Resolution-focused products, fresh starts, new arrivals
Plan these campaigns months in advance using a calendar view and schedule content with a social media scheduler so nothing falls through the cracks.
Paid Social for Ecommerce: Maximizing ROAS
Organic social media builds the foundation. Paid social media scales it. The average ROAS for ecommerce social media advertising is 4:1 -- but top-performing brands achieve 8:1 or higher with the right strategy.
Facebook and Instagram Ads
Facebook and Instagram share an ad platform, and together they offer the most powerful ecommerce advertising tools available:
- Catalog ads automatically display products from your inventory to users most likely to buy them
- Dynamic retargeting shows customers the exact products they viewed on your website but did not purchase
- Lookalike audiences built from your customer email list find new buyers who share characteristics with your best customers
- Advantage+ shopping campaigns use AI to automatically optimize creative, audience, and placement
TikTok Ads
TikTok's ad platform has matured rapidly and offers unique formats for ecommerce:
- Spark Ads boost organic content (including creator content) as paid ads, maintaining the authentic feel that performs best on TikTok
- Shopping Ads integrate directly with TikTok Shop for seamless in-app purchase
- Video Shopping Ads combine product catalog feeds with engaging video creative
Retargeting Abandoned Carts
Email combined with social media retargeting increases purchase rate by 35%. Set up retargeting campaigns that show ads to users who added products to their cart but did not complete checkout. This is typically the highest-ROAS campaign type for any ecommerce brand. Show them the exact product they left behind with a clear call-to-action.
Creative Testing Strategy
The single biggest lever for improving paid social performance is creative testing. Run 3-5 creative variations per campaign and let the data determine the winner. Test UGC against branded content, short video against static images, and different hooks in the first 3 seconds of video. UGC consistently outperforms branded creative, but test it for your brand to confirm.
Live Shopping: The Next Frontier
Live shopping is ecommerce's fastest-growing channel, and the conversion rates explain why. Live shopping events convert at 9-30%, compared to the 2-3% conversion rate of standard ecommerce. The format works because it combines product demonstration, real-time Q&A, social proof (viewers can see others buying), and urgency (limited-time pricing) into a single experience.
TikTok LIVE Shopping
TikTok LIVE Shopping is the dominant live commerce platform in the West. Brands and creators go live, demonstrate products, and viewers can purchase directly within the stream. TikTok's algorithm pushes live streams to users who are likely to be interested, providing built-in audience discovery.
Instagram Live Shopping
Instagram Live Shopping lets you tag products during a live broadcast. Viewers see a product card at the bottom of the screen and can tap to purchase without leaving the live stream. This format works well for product launches, Q&A sessions, and behind-the-scenes content.
How to Run a Successful Live Shopping Event
Promote in advance. Announce the live event 3-5 days ahead on Stories, feed posts, and email. Give viewers a reason to show up: exclusive pricing, first access to new products, or limited quantities.
Prepare your setup. Good lighting, stable internet, clear audio, and a clean background are non-negotiable. Have products organized and ready to demonstrate.
Create urgency. Offer live-only pricing, limited quantities, or exclusive bundles that are only available during the stream. Countdown timers and real-time inventory updates increase conversion.
Engage constantly. Respond to comments by name, answer questions about products in real time, and acknowledge purchases as they happen. The interactive element is what makes live shopping convert at 10x the rate of static listings.
Repurpose the content. Record every live session and clip the best moments into Reels, TikToks, and Stories. A single one-hour live event can generate a week of short-form video content.
Schedule your live shopping promotions alongside your regular content. PostEverywhere's social media scheduler lets you plan pre-event hype posts, day-of reminders, and post-event recaps across every platform. Start free.
Common Mistakes Ecommerce Brands Make
Treating Social Media Like a Product Catalog
Posting product photos on white backgrounds with a price and a "link in bio" is not a social media strategy -- it is a digital flyer. Customers scroll right past it. Products shown in real-life context -- someone wearing the jacket on a hike, the candle lit on a nightstand, the gadget solving an actual problem -- drive 2x more purchase intent than sterile studio shots. Show the product in someone's life, not on a pedestal.
Not Setting Up Instagram Shopping and TikTok Shop
If your posts showcase products but don't have shopping tags, you are forcing customers to leave the app to buy. Most won't bother. Instagram Shopping tags, TikTok Shop, and Pinterest Product Pins exist to let people purchase in the moment they feel the impulse. Every untagged product post is a conversion you are handing back to the algorithm.
Ignoring UGC That Converts 29% Higher Than Your Branded Content
Every customer photo you don't repost is wasted social proof. User-generated content drives 29% higher conversion rates than branded content, yet most ecommerce brands invest thousands in professional photoshoots while ignoring the free, high-converting content their customers create every day. Build a system to collect, permission, and repurpose customer content -- it should be a core pillar of your content calendar.
Running the Same Ad Creative for Months
Ad fatigue kills ROAS. When the same audience sees the same creative repeatedly, click-through rates drop, cost per acquisition rises, and your campaigns slowly bleed money. Rotate ad creative every 2-3 weeks minimum. Test UGC against branded content, swap hooks in the first 3 seconds of video, and always have fresh variations queued up.
Skipping Abandoned Cart Retargeting on Social
This is the highest-ROI ad spend in ecommerce, and most brands either skip it or only do email. Social media retargeting ads that show customers the exact products they left in their cart -- with a clear call to action -- consistently deliver the best ROAS of any campaign type. Email combined with social retargeting increases purchase rate by 35%. Install your tracking pixels on day one.
Treating Social as a Broadcast Channel Instead of a Service Channel
An unanswered product question in your comments section is a lost sale. A DM asking about sizing that goes ignored for 48 hours is a customer who bought from your competitor. Customers now expect support through the same channels where they discover and buy products. Monitor your social inboxes with the same urgency you give to email support tickets.
Launching Products Without Building Anticipation
The launch IS the content. Dropping a new product with a single "now available" post wastes the biggest engagement opportunity you have. Build a countdown: teaser content a week out, behind-the-scenes of development, a waitlist for early access, a launch-day live shopping event. Brands that build anticipation on social media consistently sell out faster than those that just flip a product to "live."
Sleeping on Live Shopping
Live shopping converts at 9-30% compared to 2-3% for standard product pages, and most ecommerce brands have never tried it. You don't need a studio or a production crew -- a smartphone, good lighting, and genuine product knowledge are enough. A single weekly live session often becomes a brand's highest-converting sales channel within a month.
FAQs
How do I set up TikTok Shop for my ecommerce brand?
Register through the TikTok Seller Center with your business registration, tax ID, and product inventory. Once approved (typically 1-2 weeks), connect your product catalog, enable in-video product tagging, and activate LIVE Shopping. TikTok also offers a creator affiliate marketplace where influencers can promote your products for commission -- this is one of the fastest ways to get initial traction on the platform.
What's the difference between Instagram Shopping and a Shopify store?
Instagram Shopping is a discovery and impulse-purchase layer on top of your existing store, not a replacement for it. Your Shopify store handles the full catalog, SEO traffic, email capture, and post-purchase flows. Instagram Shopping lets customers buy directly from posts, Reels, and Stories without leaving the app -- reducing friction for the social audience that would otherwise never click through to your website.
How do I get customers to create UGC for my products?
The highest-converting approach is a post-purchase email sent 7-10 days after delivery, asking customers to share a specific photo or video with a branded hashtag. Offer a tangible incentive -- a 10% discount code, store credit, or entry into a monthly giveaway. Product inserts with a QR code linking to your social profile also work well. Make the ask specific: "Show us your morning routine with [product]" outperforms a generic "share a photo" request.
Is live shopping actually worth it for small ecommerce brands?
Yes -- and small brands often outperform large ones because live shopping rewards authenticity over production value. A smartphone, ring light, and genuine product knowledge are all you need. Start with one session per week on TikTok or Instagram, feature 3-5 products, and offer a live-only discount code. With conversion rates of 9-30%, even a small live audience can generate meaningful revenue.
How much should I spend on social media ads as an ecommerce startup?
Start with $500-$1,500 per month and focus entirely on retargeting -- ads shown to people who already visited your site or engaged with your content. This is the highest-ROAS campaign type and the best way to learn what creative works. The average ROAS for ecommerce social ads is 4:1, so $500 in spend should return roughly $2,000 in revenue. Once retargeting is profitable, expand into lookalike audiences, then prospecting.
What's the best way to launch a new product on social media?
Treat the launch as a multi-week campaign, not a single post. Start with teaser content 7-10 days out (behind-the-scenes footage, ingredient or material close-ups, countdowns in Stories). Build a waitlist for early access. Drop the product with a live shopping event where early viewers get an exclusive discount. Then flood the feed with UGC and customer reactions in the days after launch. The anticipation you build before the drop matters as much as the product itself.
How do I calculate ROAS on my social media ad spend?
ROAS = revenue generated from ads divided by total ad spend. If you spend $1,000 on Facebook ads and those ads drive $4,000 in tracked sales, your ROAS is 4:1. Track this per platform and per campaign type using UTM parameters and platform-native attribution. Retargeting campaigns typically deliver 6-10x ROAS, while prospecting campaigns may only return 2-3x -- both can be profitable depending on your margins.
Next Steps
Here is the exact action plan to start turning social media into a revenue channel for your ecommerce brand:
- Today: Set up Instagram Shopping and TikTok Shop if you haven't already. Go back and tag products in your last 10 posts. Make every piece of content shoppable from this point forward.
- This week: Email your last 50 customers and ask them to share a photo with your product using a branded hashtag. Offer a 10% discount code as incentive. Repost the best UGC to your feed and Stories.
- Launch a retargeting campaign: Set up a Facebook/Instagram retargeting ad aimed at people who viewed products on your site but didn't buy. Budget $10-20/day to start. This typically returns 4:1 ROAS or better and is the highest-ROI ad spend in ecommerce.
- Test live shopping: Schedule your first Instagram or TikTok Live showcasing 3-5 products. Announce it 48 hours in advance across your channels. Offer a live-only discount code to drive urgency.
- Batch your content: Use a social media scheduler to plan a full week of posts -- mix product showcases (30%), UGC (30%), educational content (20%), and promotions (20%). One batching session replaces daily scrambling.
- Keep learning: Read our guide on how to grow your social media presence for tactics that apply across industries, and use the AI content generator to draft captions and product descriptions faster.
- Start your free trial: See pricing and plans to manage all of this from one dashboard.
Social commerce is a $2.6 trillion opportunity, and the ecommerce brands capturing it aren't the ones with the biggest ad budgets -- they're the ones that turned social media from a marketing channel into a sales channel. They tag every product. They repost every piece of UGC. They go live every week. They retarget every abandoned cart. A single viral TikTok can sell out a product in hours, but sustained social commerce revenue comes from building the systems that make every post shoppable and every customer interaction a potential transaction. The infrastructure you build now determines whether you're selling on social media in 2026 -- or watching your competitors do it.
Jamie Partridge
Founder & CEO of PostEverywhere
Jamie Partridge is the Founder & CEO of PostEverywhere. He writes about social media strategy, publishing workflows, and analytics that help brands grow faster with less effort.