Best Social Selling Channels

Best Social Selling Channels to Use in 2024

The landscape of consumer shopping has significantly evolved, with a notable shift towards social media platforms as primary sales channels. Recent data reveals that social sellers are capitalizing on this trend, with a remarkable 59% of them reporting increased sales through social media in comparison to the previous year. Moreover, an impressive 87% of social sellers find social selling to be an effective strategy for their businesses. In this article, we will delve into the best social selling channels based on recent data and explore the key features that make these channels stand out.


Facebook has emerged as the leading social selling platform, particularly for those selling products directly within the app. Among these, B2C salespeople excel in discovering new prospects through Facebook. Consumers also hold a high level of trust in Facebook as a shopping platform, making it an attractive hub for social sellers. The in-app shopping experience on Facebook ranks second-best, creating immense potential for engaging your audience and driving sales.


Instagram follows closely as the second most popular social selling channel, with 77% of sellers using it to market their products directly. Marketers appreciate Instagram for its high return on investment (ROI) and robust selling tools. It’s especially lucrative for those incorporating videos into their social selling strategies. From a consumer perspective, Instagram offers the best in-app shopping experience, though it is trusted slightly less than Facebook. Building trust with your audience on Instagram involves active engagement, such as responding to comments and fostering emotional connections.


TikTok secures the third spot in the list of platforms for direct product sales within social media apps. While it resonates more with Gen Z, Millennials are also increasingly joining the TikTok shopping wave. Notably, a significant portion of TikTok users express a willingness to make purchases while using the platform, with many actively seeking product details. Though it ranks third in in-app shopping experience and trust, TikTok boasts one of the highest engagement rates among social apps. This presents an opportunity for social sellers to build trust and offer value to an engaged audience.


For B2B salespeople, LinkedIn stands out as one of the best and most popular platforms for social selling. A substantial 32% of sales professionals find it effective for prospecting. Among consumers, Millennials and Gen X users are prominent on LinkedIn. Both generations primarily use the platform to gain knowledge, making it an ideal space for social sellers to share valuable content that adds meaning to prospects’ lives.

The top social selling features favored by social media marketers include Instagram Shops, Facebook Shops, and Instagram Live Shopping tools. Among these features, Instagram Shops yields a high ROI, while Facebook Shops offers an average ROI, and Instagram Live Shopping presents a lucrative opportunity.

In addition to these built-in tools, social sellers look for essential features on the platforms they use, such as:

  • Ability to advertise to target audiences: Brands aim to reach their target demographics and unearth untapped audiences to enhance brand awareness.
  • Building and engaging with a community: Creating a sense of community on social selling platforms deepens relationships, which directly influences purchase intent.
  • Providing customer service through direct messages (DMs): Consumers expect seamless customer service within the app where they make purchases, and brands are keen to offer this through DMs for a streamlined buyer experience.

Social selling has rapidly gained momentum in recent years, with platforms continually evolving to offer unique in-platform tools. Businesses are seizing these opportunities and reaping success. The question is, are you ready to join them in this exciting era of social commerce?

This article underscores the growing significance of social media in consumer shopping and offers insights into the most effective social selling channels and features. By leveraging these channels and features, businesses can tap into the immense potential of social selling and thrive in a digital retail landscape that is undergoing a profound transformation.

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