Social commerce — buying directly through social platforms and DMs — is growing at 28% annually. Here's how the fastest-growing DTC Shopify brands are winning in this channel.
Social commerce — purchasing that originates from and happens within social platforms — will account for $1.2 trillion in global sales by 2027. For DTC Shopify brands, the opportunity is substantial. But the winners are not the brands spending the most on ads.
What social commerce winners have in common
- They treat their social accounts as customer service channels, not just broadcast channels
- They respond to every DM and comment within minutes — not hours
- They do proactive outreach to identified potential customers, not just reactive service
- They turn social conversations into email subscribers through genuine engagement
- They use social proof (UGC, reviews, influencer content) as a primary sales tool
The community-first approach
The brands growing fastest on Instagram and TikTok are not primarily paying for reach — they're building communities. Regular content that educates, entertains, or inspires. Active engagement with every comment. Collaborative product development with their most vocal fans.
“We get 30% of our new customers through Instagram DMs. Not ads — direct outreach to people we've identified as perfect customers.”
— DTC skincare founder
