Imagine a customer discovers your product while watching a video, likes it, and buys it on the spot without switching apps. That is what social commerce makes possible, and it marks a big shift in how Indonesians shop in 2026. Unlike an ordinary online store, this model brings entertainment, conversation and payment together in the palm of your hand. For business owners, it opens up sales that were hard to reach through conventional channels.
Unfortunately, many businesses still treat social media as a place to show off product photos, even though shopping behaviour has changed dramatically. This article explains what social commerce is, the data behind its potential, seven opportunities you can take advantage of, and practical steps to get started without a large budget.
What is social commerce?
Put simply, social commerce is buying and selling that happens directly inside a social media platform, from product discovery and questions through to payment. Examples include the shopping features in TikTok Shop, live shopping on Shopee Live, and the product catalogue in WhatsApp Business. Customers do not have to leave the app to complete the purchase.
This is what sets it apart from traditional ecommerce. In an ordinary online store, buyers need to know what they are looking for first. In the social model, the product “finds” potential buyers through content, recommendations and conversations. That is why many people describe it as shopping that grows out of entertainment and conversation as much as out of search.
Why is social commerce booming in Indonesia in 2026?
This boom in social shopping has strong data behind it, which suggests it will last. Indonesia had 143 million social media user identities at the start of 2025, while internet users reached 212 million, or 74.6% of the population (DataReportal, 2025). Numbers this large make fertile ground for transactions that start on social media.
In value terms, Indonesia's social commerce market is projected to grow quickly and reach a gross merchandise value of around US$22 billion by 2028 (Statista, 2024). Shopping through live streams is also becoming familiar to Indonesian consumers, because viewers can ask questions and see the product before they buy. Globally, the model is expected to grow from US$2.11 trillion in 2026 to US$7.55 trillion in 2031, a growth rate of around 29% a year (Mordor Intelligence, 2026).
In other words, social shopping is already mainstream rather than a vision of the future, and the businesses that move first will gain the most.
Culture plays a part too. Indonesians like to share recommendations and rely on their community's opinion before buying. That habit fits content-led shopping, where reviews from friends, creators and other buyers weigh heavily in the decision. Add the growing use of digital wallets, and payment now takes just a few taps. This combination explains why growth has been so fast and why it is hard to stop.
7 social commerce opportunities for your business
Here are seven opportunities you can take from the social shopping trend straight away.
1. Wider organic reach
Social media algorithms are designed to spread engaging content to new audiences. A well-targeted product video can be seen by thousands of people without spending on ads. This is the first reason social shopping appeals to small businesses (UMKM) with limited budgets.
2. Faster conversions through live shopping
Live streams create urgency and trust. Viewers can ask questions, see the product up close and buy there and then. To get the most out of it, you still need to understand strategies to increase online store conversions so that viewers actually become buyers.
3. Trust built through conversation
Comments, reviews and Q&A sessions make potential buyers feel close to the brand. That trust is hard to build through a static online shopfront, but it forms naturally in a social setting.
4. Rich data on customer behaviour
Every like, save and share is a valuable signal. You can see which products people are interested in, then adjust your stock and promotions. This data feeds more precisely targeted ad campaigns.
5. Easy to combine with paid ads
Social content that performs well can be boosted straight away with ads. You can retarget people who have watched your video or visited your catalogue. Read more about paid advertising strategies for online stores so that every rupiah of ad spend produces actual sales.
6. A low cost of entry
You do not need to build your own app to start selling socially. Your main investment is consistent content and an understanding of your audience. That makes the approach very accessible for small and medium-sized businesses that are new to digital.
7. A bridge to digital assets you own
Promising as it is, selling on a third-party platform carries a risk: the rules can change at any time. That is why many businesses use social commerce as a gateway, then direct customers to their own website or online store. You can weigh the two in our article on marketplaces vs your own online store.
How to start with social commerce without the hassle
Getting started does not have to be complicated. First, choose the one platform that best fits your audience, whether TikTok, Instagram or WhatsApp. Focus on that one channel at first so your content stays focused and consistent.
Second, create content that educates and entertains rather than pushing a hard sell. Third, switch on the platform's built-in shopping features, such as a catalogue or product links. Fourth, schedule regular live shopping sessions so customers get into the habit. Finally, direct loyal customers to your own online store so you have a digital asset that does not depend on a single platform.
Remember that success does not come overnight, and consistency matters far more than a brief viral moment. Start with a realistic content schedule, for example three to four posts a week, then increase it as your audience grows. Watch which content sparks the most conversation and make more of that kind. This way, your social shopping strategy grows organically and measurably, instead of chasing trends with no direction.
Mistakes to avoid
The most common mistake is to think social commerce is just about posting product photos and waiting for buyers to arrive. The strength of this model lies in consistent content and conversation. Another mistake is putting all your eggs in one basket by depending entirely on one platform without building your own website as a long-term foundation. That is why a professional website still matters as the control centre for your business.
Conclusion: move early
Social commerce has already changed the shopping landscape in Indonesia, and its growth will keep rising through 2026 and beyond. Businesses that combine strong social content, genuine conversation and digital assets they own will be in the strongest position. Do not wait until competitors have captured your customers' attention first. If you want to build a solid digital foundation, from your website to your ad strategy, the Webzoo team can help your business make the most of the social commerce wave.
