Five Top Examples of Social Commerce and Livestream Shopping
Whether through tutorials, TikTok challenges or live beauty advice, social commerce is fundamentally changing how people shop online. Join us as we explore five inspiring best-practice examples from the worlds of fashion, beauty and food!
Social commerce is right on trend
For many users, scrolling, liking and shopping have gone hand in hand for some time. Using formats such as livestream shopping, AR try-on tools and shoppable reels, brands are exploiting the full potential of social platforms. This results in a seamless shopping experience that entertains, inspires and activates. Brands that understand how platforms operate and communicate credibly will secure reach, relevance and real sales.
According to a survey by Hostinger (2025), around 82 percent of consumers use social networks to search for products, and a significant proportion make purchases directly using in-app checkout functions. The global social commerce market was worth around $1.3 trillion in 2023 and, with an impressive CAGR of around 26 percent, it’s expected to reach a staggering $8.5 trillion by 2030.
“Social commerce is fundamentally changing e-commerce: Consumers are experiencing advice, inspiration and interaction directly within live shopping formats or shoppable – usually short-form – videos, on either social media or the individual brand’s owned channels. Authentic content, genuine engagement in front of the camera, chat options and a good user experience (UX) are the keys to success. After all, in a world where AI-driven commerce is growing, empathetic and unique content offers the best opportunity for real differentiation.”
Five best-practice examples of successful social commerce
Wondering how social commerce really works beyond the buzzwords and hype? These five brands demonstrate what it takes to be successful: combining creative formats with a clear sales intent, interacting with their communities as equals and leveraging platform mechanics to drive growth.
#1 Hitschies
TikTok-first with personality: The CEO is a creator himself, the community provides spontaneous content, and viral products like Dragon Tongue Water Ice are sold directly in TikTok Shop and livestreams.
#2 L’Oréal Paris
Amazon Live serves as a platform for tips and product presentations. Creators demonstrate their skincare routines, answer questions live and integrate recommendations directly into the stream.
#3 adidas
Sports storytelling meets exclusivity: In livestreams with Real Madrid and other partners, adidas combines emotional brand attachment with product sales, including the sale of limited drops.
#4 Sephora
By sharing authentic beauty tutorials on TikTok, combined with direct links to TikTok Shop, the French brand builds credibility and appeals to its target audience in a way that drives high conversion rates.
#5 H&M
H&M brings fashion to life digitally using AR filters, reels and livestreams – all with embedded purchase options. Customers can try on collections virtually and buy them directly through the in-app checkout.
Learn lessons from our top examples and elevate your social commerce strategy
Whether you’re just getting started with social commerce or optimizing your shoppable content, our guide is brimming with concrete insights, real-world inspiration and creative techniques. Using five best-practice examples of social commerce in action today, we reveal how brands are using TikTok, Instagram and other interactive platforms to combine reach, community and sales. Download the social commerce guide now, find inspiration and put it into practice right away!
Information about the Commerce Summit powered by BVDW at DMEXCO 2025:
The all-day digital commerce conference on September 17, 2025, (9:45 a.m.–6:30 p.m.) will focus on the key trends along the entire length of the digital customer journey. In panel discussions and keynote speeches, experts from the fields of retail, technology and brand management will talk about the sector’s most important developments. Topics will include composable commerce architectures for maximum flexibility, hyper-personalization enabled by AI, omnichannel experiences, the role of social shopping and livestream shopping as growth drivers, and automated fulfillment and payment solutions designed to ensure processes run smoothly. In a further highlight, the conference will feature a selection of case studies in which brands will give firsthand accounts of how they have successfully implemented digital commerce strategies and achieved measurable results.
