Social Commerce: Just hype or a true revenue driver for Swiss Comerciantes?
The integration of e-commerce functions into social media is more than just a trend; it is a change in the way we discover products. But what does the reality really look like for Swiss online retailers in 2026? Is it worth entering for you? We take a look at the current figures.
Linda Rajan
Rajan
Users spend several hours every day on Instagram, TikTok, Pinterest and the like. It is therefore only logical that businesses 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 is intended to close the gap between inspiration (“Oh, I want that!”) and purchase (“Ordered!”).
The Online comerciante survey 2025 reveals an exciting picture in this regard: while digital marketplaces are growing, social commerce in Switzerland has settled at a stable level. What does this mean for your sales strategy as an online comerciante?
Anyone wishing to study the online comerciante survey in detail can download it here:
1. What is social commerce?
You may have heard the term before, but do not know exactly what it entails. Put simply, social commerce refers to the sale of products and services directly via social media platforms such as Instagram or Facebook.
In contrast to 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 characteristics 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 features.
Personalisation: The platforms’ algorithms analyse user behaviour and suggest products that might appeal to them.
Social interaction: Purchasing decisions are directly influenced by likes, comments, and recommendations from friends, the community, or influencers.
The role of social commerce in Switzerland
For a long time, social commerce was seen as the major “online shop killer”. However, the 2025 online merchant survey shows that social commerce does not (yet) replace a webshop, but rather complements it.
Development of the revenue relevance of social commerce
Since 2022, the revenue relevance of social commerce has remained constant at around 30 per cent. This means that while this channel is considered important by a third of Swiss comerciantes, noticeable growth has failed to materialise. Although social commerce is established, its full potential in Switzerland has not yet been fully realised.
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, TikTok Shop was rolled out in many EU countries from the beginning of 2025, whereas its market entry in Switzerland has not yet taken place (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 no longer exists, as the Instagram shop tab was discontinued in mid-2023. Today, comerciantes can only link to their shop in their profile. Accordingly, Instagram and Facebook are primarily used by Swiss comerciantes as a digital shop window: inspiration happens on social media, while the purchase and payment are completed in your online shop.
This does not make social commerce any less valuable; it merely changes its role. Rather than acting as a direct sales channel, in Switzerland it functions primarily as a powerful Marketing and inspiration tool to boost your sales in the online shop.
2. Which platforms are suitable for you?
Each platform offers you different tools to showcase your products. Here is an overview of the options (as of December 2025):
Linking the shop in the profile, live shopping (restricted), product catalogue (ads), shoppable posts and stories, product tagging, Shop the Look
Linking the shop in the profile, product catalogue (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 (restricted), product links in video descriptions (often affiliate links)
Product catalogue: The digital shop window
On Facebook and Instagram (Meta), you have the option of creating a product catalogue. On Facebook, it serves as a shop window on your profile and can be used for your adverts. On Instagram, you can only use the catalogue for adverts. For both channels, the actual purchase takes place in your online shop.
Shoppable posts and product tagging: The interactive price tag
On Instagram and Pinterest, you can attach small labels (tags) to your product photos. The major advantage is that your products can be linked directly on the image. When your customers click on a tag, they are immediately redirected to the corresponding product page in your online shop.
Shop the Look: The digital fashion magazine
“Shop the Look” is similar to shoppable posts, but goes one step further: instead of just displaying individual items, it shows an entire outfit or a fully furnished 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
Do you remember classic TV shopping channels? Live shopping works in exactly the same way, just more interactively. A person (e.g. an influencer or comerciante) presents products in a livestream, tries them out, or demonstrates them. Viewers can ask questions live and immediately purchase the featured product with a single click while the show is running. At present, this feature is 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, such as a new coffee machine. Instead of viewers having to tediously search for the name on Google, a link pops up directly in the video or in the description. A single click takes customers along the fastest route to the checkout or product page.
Relevance of the platforms
If you are wondering which channels you should focus on, the figures from the Online comerciante Survey 2025 can help. In the figure below, you can see which platforms survey participants consider to be the most relevant from their perspective.
Instagram & Facebook
Meta’s product catalogues (Instagram and Facebook) remain the most frequently used channels for social commerce and were perceived as the most relevant in terms of revenue.
Instagram is relevant or rather relevant for 43 per cent of the surveyed comerciantes.
Facebook follows closely behind with 41 per cent.
Features such as product tagging in posts and stories work very well here to drive traffic to your shop.
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 items 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 rated as relevant by only 9 per cent of comerciantes. For the vast majority, the platform is therefore currently not an issue yet. This is likely also due to features such as TikTok Shop not yet being 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 so far.
3. Benefits for online merchants
Even if revenue might not always be generated directly via the platforms, social commerce offers benefits that you should not miss out on. In practice, it offers opportunities for brands of any size.
According to the Online Comerciante Survey 2025, Comerciantes particularly see the following points as an advantage:
Direct targeting of prospective customers
59 per cent of Comerciantes appreciate being able to reach their target audience directly. Unlike a newspaper advertisement seen by all readers, you can filter with surgical precision on social media. For example, if you sell handmade ceramics, you do not simply show your vases to “everyone”, but specifically to users who are interested in “interior design” and “sustainability”. Thanks to personalisation, you reach precisely the people who are most likely to buy your products. This saves advertising budget and allows you to reach your clientele faster. In addition, prospective customers have to click, search or wait less and are therefore less likely to abandon their purchases. This leads to higher conversion rates.
Encouraging impulse buys
54 per cent of respondents see the greatest leverage here. Social media is a place of inspiration. A user might not be actively looking for a new coffee mug at all, but sees an aesthetic image in your feed and immediately thinks: “I must have that!” Through visual presentation, you awaken needs that were not previously there. The emotional impulse leads directly to the purchase before rational doubts (“Do I really need this?”) arise.
More interaction with (prospective) customers
Social commerce goes beyond the pure transaction. It enables you to build a vibrant community around your brand. You receive direct feedback through comments and likes (“Which colour do you prefer? Blue or red?”). Customers can ask questions, exchange ideas with each other, and make recommendations. This proximity creates trust and binds customers to your brand in the long term. This is something an anonymous online shop usually cannot offer.
In the following graphic, you will find further benefits mentioned by online Comerciantes:
4. Challenges and best practices
Challenges
As promising as social commerce sounds, it is not a guaranteed success. 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 as well. Your customer service and logistics must be able to keep up with this pace. This also means that you need to respond to questions in comments or direct messages (DMs) much faster than to a traditional email.
The data jungle
The technological integration is often trickier than expected. Seamlessly linking data from Instagram and co. with your own CRM system or online shop can quickly become complex. Without clean data management, you risk losing track of inventory levels or maintaining customer data redundantly.
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 costs time and resources.
“Invisible” products have a harder time
Not everything can be sold visually with equal success. While fashion or decorative items shine in pictures, “invisible” products have a harder time. Complex B2B software or abstract services are often harder to market via purely visual channels than lifestyle products that can simply be photographed.
Best Practices
Authenticity always wins:
Glossy advertising photos are often ignored. Instead, use User-Generated Content (UGC)—that is, photos and videos taken by your actual customers. If you work with influencers, make sure that they genuinely fit your brand and are credible.
Optimise the mobile experience:
Forget the desktop. Social commerce takes place almost exclusively on smartphones. Ensure that the checkout process on mobile phones functions completely flawlessly and at lightning speed. Nothing kills the buying mood faster than a page that cannot be operated on a small display.
