Social Commerce Boom: The New Era of In-App Revenue for Entrepreneurs

In 2025, the shopping experience is no longer a separate website visit it’s built into the apps people already use. From discovery to checkout, many entrepreneurs are bypassing traditional e-commerce workflows and selling directly inside platforms such as TikTok, Instagram or WhatsApp. This article explains the rise of in-app commerce, highlights how entrepreneurs are turning it into revenue, and offers a global lens on what’s next.

Why social commerce is exploding

The basic idea of social commerce is that users discover, browse and buy products all within the same social or messaging app, no redirect to a separate website. According to Shopify, in 2025 sales through social networks are estimated to account for over 17 % of total online sales, as users spend roughly 2 h 30 m per day on social media.
Meanwhile, global forecasts see the social commerce market scaling dramatically. One source projects over $1 trillion by 2025.
Other key data:

• The U.S. social commerce market is projected to exceed $90 billion in 2025.
• A 2025 study by DHL eCommerce found that 7 in 10 global shoppers buy via social media, and 71 % believe social could become their primary shopping channel by 2030.
• Younger generations lead the trend: For example, Gen Z is especially comfortable with discovering and purchasing within apps.

Takeaway: The convergence of social engagement + mobile usage + in-app checkout creates a powerful new channel for entrepreneurs, one that removes friction and leverages attention.

Four monetisation models for entrepreneurs

Here are four distinct models entrepreneurs are using to monetise via in-app social commerce.

1. Creator-led storefronts and affiliate partnerships

Many entrepreneurs act as creators or influencers and sell or promote products directly within their social feeds. For example, they may tag products in Instagram posts, link to shoppable Stories/Reels, or use affiliate codes. The combination of authenticity, community and instant checkout is compelling.
According to a piece by Forbes, AI-driven social commerce is fueling a >$100 billion boom by 2026, underscoring how creators and brands are accelerating monetisation inside apps.
Example: A beauty-brand founder uses short videos on Instagram to demonstrate products, then places a “Shop” tag so followers buy with one tap.

2. Livestream shopping and real-time engagement

Live shopping broadcasting a product demo or interactive session where viewers can buy instantly is gaining traction. Entrepreneurs host live sessions inside apps (e.g., TikTok Live, Instagram Live) to drive urgency, Q&A and conversion.
For example, the Gen Z social commerce article shows that livestreaming is expected to grow fast: “Over half of marketers in 2025 named livestreaming as a leading component of their content strategy.”
Example: A fashion entrepreneur hosts a 30-minute TikTok Live from Doha, showing new arrivals and offering limited-time discount codes, while viewers click through to purchase without leaving the app.

3. Messaging-app commerce and conversational selling

Beyond feeds and lives, messaging platforms like WhatsApp are being used for embedded commerce. Entrepreneurs build product catalogs, chat with customers in real-time and accept payments all inside messaging apps. According to one 2025 article, features on WhatsApp Business and Facebook Shops are reshaping digital marketing worldwide.
Example: A local artisan in Qatar uses WhatsApp to send product images, receives orders via chat and uses in-app payment links keeping the entire transaction inside the messaging platform.

4. Community commerce, micro-influencers & UGC (User Generated Content)

Instead of mass-celebrity influencers, many entrepreneurs partner with micro-influencers or build niche communities around shared interests. These smaller creators often generate higher engagement and trust. For example, 2025 research points out that user-generated content is a powerful lever for Gen Z, and micro-influencers are increasingly important.
Example: A sustainable-fashion startup collaborates with 10 micro-influencers each with 5k-10k followers, creates shoppable posts inside Instagram and leverages their intimate community to drive sales.

Strategic lessons for entrepreneurs

Here are five strategic insights for entrepreneurs looking to monetise social commerce effectively.

1. Make checkout frictionless. The fewer clicks between discovery and purchase, the higher the conversion. In-app checkout removes external redirects.
2. Match platform to audience. Younger users favour TikTok and Instagram; older segments may still shop via Facebook. Data from DHL shows generation-specific preferences.
3. Leverage creativity & authenticity. Social commerce isn’t just advertising, it’s storytelling. Entrepreneurs succeed when they treat followers like community, not just transactions.
4. Use analytics and real-time feedback. In-app commerce provides data for which content drives sales, enabling rapid iteration of formats (e.g., short-form video, live streams).
5. Think global and local. While the global market is huge, regional niches matter. For example, the Middle East shows high usage of social platforms for product discovery.

Case study: From feed to checkout in the Middle East

Consider a startup based in Doha that sells eco-friendly skincare. The founder uses Instagram Reels featuring tutorial content, tags “Shop” links, and also runs WhatsApp groups for VIP clients where she previews new launches. Thanks to seamless integration inside the apps and direct-to-consumer community engagement, the business cuts out traditional e-commerce website costs, lowers drop-off and converts loyal followers into always-on customers.

In doing so, she taps into global social commerce growth, expected to pass $1 trillion by 2025 while tailoring the channel locally via WhatsApp and Instagram.

Global outlook: What to watch

• Asia-Pacific will continue to lead. Many statistics show that social commerce penetration is highest in APAC.
• Technology layers will deepen. Features such as AR/VR try-ons, AI product recommendations and live shopping enhancements will proliferate.
• Regulatory and platform-risk matters. Because commerce becomes embedded in social apps, platform policies, data privacy and cross-border logistics become more critical.
• The line between social and commerce blurs. Shopping is no longer “after” social; it becomes part of the scroll. Entrepreneurs who integrate smoothly will win.
• Emerging markets hold opportunity. Regions such as the Middle East, Africa and Latin America still have relatively lower penetration so being early is advantageous.

Conclusion

For entrepreneurs today, the opportunity is clear: transform your audience into customers inside the apps they already use. Social commerce is no longer a marketing adjunct it’s a full-fledged sales channel. By embracing creator-driven content, live engagement, in-app checkout flows and community building, you can convert attention into revenue with minimal friction.

Actionable takeaways:

• Audit which social apps your audience uses and whether they support in-app checkout.
• Test one live shopping event or shoppable post this quarter.
• Collaborate with micro-influencers in your niche to build trust and engagement.
• Monitor conversion data inside the app (not just likes/follows) to optimise what works.
• Explore messaging-app commerce (e.g., via WhatsApp Business) where appropriate.

As in-app commerce matures, entrepreneurs who move early and design for the social-shopping era stand to capture disproportionate growth. The era of “scroll-to-buy” is here and it’s global.