Redefining shopping: How AI is reshaping social commerce

Dec 28, 2023

The Emerging Sportech Opportunity


The digital revolution didn’t just change how we interact socially; it has fundamentally altered the retail landscape, sparking the growth of what we now call social commerce.

Statista predicts that social commerce sales in the US will skyrocket to $62.92 billion by 2023, a testament to the dramatic shift in the way we shop. Yet, the evolution of social commerce doesn’t end there. Artificial Intelligence (AI), with its astonishing ability to mimic human thought processes, is pushing social commerce towards even more profound changes.

It’s more than simply an amalgamation of social media and e-commerce. Picture an expansive digital bazaar where you can shop without ever leaving your favorite social media app. By merging social interactions with online shopping, followers of social media can be converted into potential buyers, enabling businesses to communicate directly with consumers on platforms they’re already using. Each like, share, or comment could be a potential sales lead, making the shopping experience lively and interactive.

The Role of AI in social commerce: a game-changer

AI is revolutionizing social commerce, enhancing how we find, assess, and buy products online. Its role is not confined to algorithms and increasing efficiency — it’s really about designing experiences that are meaningful and user-friendly.

    • AI-powered personal recommendations: AI shines when it comes to personalized product suggestions. To recommend appealing products, algorithms analyze your purchasing patterns, personal preferences, and even browsing behavior.

    • AI-driven chatbots for customer service: customer support has been revolutionized with AI-powered chatbots. These nifty bots can provide quick, effective customer service, answer questions, and troubleshoot issues in no time, thanks to natural language processing (NLP).

    • AI-enabled customer targeting: With AI, businesses can target their audiences with incredible precision. Advanced AI systems sift through large volumes of data—think social media activity, browser history, demographic information—to fine-tune targeting strategies. Facebook is leading the charge, using AI to help businesses reach the right audience. Facebook’s AI tools let advertisers refine their targeting, making their marketing efforts more effective.

    • AI and influencer marketing optimization: also leaving its mark on influencer marketing, AI is helping companies to identify influencers who truly reflect their brand values and boost the engagement.

  • Visual search and Augmented Reality: AI is also reshaping visual search and augmented reality (AR), enhancing product discovery experiences. AI’s ability to analyze visual features of products speeds up the search process, while AR lets shoppers try products virtually, enriching the shopping experience.

AI’s footprints on social commerce platforms

Several social commerce platforms are leveraging AI to boost user engagement and deliver personalized experiences:


Instagram has evolved from a simple photo-sharing platform to a formidable social commerce juggernaut. Its AI-enabled ‘Shop’ feature personalizes shopping by recommending products based on users’ activity. The integrated checkout feature makes the purchasing process a breeze.


Pinterest has leveraged AI in numerous ways. The ‘Shop the Look’ feature lets users buy products directly from Pins, combining visual search with social commerce, and Pinterest’s AI algorithms also suggest products tailored to user preferences and behaviors.

Facebook marketplace

Facebook Marketplace harnesses AI to deliver a unique shopping experience. AI helps with product categorization, image quality improvement, and personalized product suggestions based on user behavior. AI-enabled chatbots offer real-time customer service.




TikTok, the popular video-sharing platform, has ventured into social commerce, offering a seamless shopping experience. It uses AI to personalize shopping experiences and refine its ‘Shop Now’ buttons and in-app stores.


Snapchat uses AR to offer ‘Shoppable AR’ experiences. Users can virtually try out products using Snapchat lenses, bridging the gap between social media and online shopping. AI-powered visual search aids in product discovery and purchasing.

The future of online shopping: the perfect blend of AI and human touch

As AI advances, its impact on social commerce will continue to grow. Highly personalized shopping experiences, predictive analytics that foresee consumer needs—the line between browsing and shopping will soon blur. Yet, it’s essential to remember the importance of the human touch. Successful social commerce brands will find a balance between AI automation and truly understanding their customers’ desires.

In short, AI is more than just transforming social commerce. It’s setting the stage for a more intuitive, personalized, and engaging shopping experience. It’s evident that the future of retail lies in the sweet spot where technology meets social interaction.

Farlyn Lucas is a freelance writer and communications manager for several clients, mostly early startups and SMBs. Thank you, Farlyn!


Stay tuned!