TikTok, Instagram and Facebook Shops
South Africa is witnessing a revolution in digital retail. In 2025, the country’s social commerce market is projected to grow by 35.2%, reaching approximately R28 billion. Across Africa, this market is forecast to expand from R65 billion in 2024 to over R170 billion by 2030. South African consumers are increasingly discovering and purchasing products directly within social apps—so if your brand is not leveraging TikTok Shop, Instagram Shop or Facebook Marketplace, you’re missing out on a massive opportunity.
Why Social Commerce Matters in South Africa
With smartphone penetration above 90% and platforms like TikTok, Instagram and Facebook among the most-used in the country, social commerce is primed for exponential growth. South Africans now spend hours daily browsing video-heavy apps TikTok users average nearly 27 hours per month, while Facebook clocks in at over 16 hours. According to global research, 40% of internet users across African markets, including South Africa, have already shopped via social commerce platforms.
It’s time for South African businesses to embed shopping into social content. By turning scrolls and swipes into sales, you can capture attention, build trust and drive conversions all within the platforms your customers already frequent.
Platform Overview: Which Works Best for You?
TikTok Shop
TikTok’s exceptional engagement comes from its snackable, creator-led format. TikTok Shop lets brands tag products in videos and live streams, making it perfect for authentic storytelling and impulse buys. Gen Z and Millennials are especially responsive, and product discovery can go viral overnight.
Instagram Shop
With over 70% of South Africans using Instagram, this visually-driven platform excels in aspirational retail. Brands can feature shoppable tags in feed posts, Reels and Stories, creating curated shopping experiences that blend lifestyle storytelling and commerce seamlessly.
Facebook Shops & Marketplace
Still used by nearly 90% of South African social media users, Facebook is trusted across age groups. Facebook Shops lets you display product catalogues and integrate checkout via Messenger or WhatsApp. Marketplace is ideal for community-led exposure particularly for lifestyle and second-hand goods.
Step-by-Step: Launch Your Social Shop
- Switch to Business Accounts
Ensure your TikTok, Instagram and Facebook pages are set as business or creator profiles. - Build a Product Catalogue
Upload high-quality images, clear descriptions and accurate pricing. Keep mobile-first design in mind. - Enable In-App Checkout
Integrate South African payment gateways such as PayFast, Yoco or PayPal. This builds trust and ensures local payment compatibility. - Add Shoppable Tags
Tag products in posts, Reels and videos. Use Instagram Collections and TikTok live-product links for seamless shopping. - Promote with Ads and Influencers
Boost catalogue videos or partner with micro-influencers to reach targeted, engaged audiences authentically.
Proven Best Practices
- Use UGC (User-Generated Content)
Customers trust genuine content. Brands reposting UGC see higher conversions, tapping into social proof. - Host Live Shopping Events
Live demos and Q&A sessions encourage real-time interaction and fast conversion. - Optimise for Mobile Viewing
Clear visuals and concise copy are key ensure your content is mobile-first. - Run Incentives and Campaigns
Offer exclusive discounts for users who share posts, tag friends or use promo codes.
South African Success Story: Seemah’s “Seemygloss”
Cape Town influencer Seemah (Sima Mangolwane), known for TikTok comedy and fashion content, launched her “Seemygloss” lip gloss line through social commerce in late 2024. Promoted via TikTok shoppable posts and influencer livestreams, it quickly became a viral hit showing how creator-led brands can turn followers into customers without traditional retail overheads.
Other rising South African influencers like Moghelingz and Sphokuhle N (with millions of followers) are also collaborating with fashion and beauty brands to integrate commerce within their social posts and livestream events.
Measuring Success: Key Metrics to Track
Make sure to monitor:
- Engagement Metrics: likes, comments, shares
- Product Clicks: track which items are clicked or tagged
- Add-to-Cart & Conversion Rates: key indicators of purchase success
- Revenue & CPA: sales generated per platform and cost per acquisition
Use platform insights and compare performance across TikTok, Instagram and Facebook to optimise continuously.
Why iHeartMedia South Africa?
At iHeartMedia South Africa, we specialise in social commerce strategy designed for the South African market. From product catalogue setup and payment gateway integration to influencer collaborations, video production and paid social campaigns, we offer full-service support with local insight and conversion-focused execution.
Our offering includes:
- Strategy development & setup
- Creator and influencer partnerships
- Paid social and UGC content creation
- Real-time analytics and optimisation
Ready to Convert Views into Sales?
Social commerce is not the future it’s now. If you’re ready to sell on TikTok, Instagram or Facebook Shops, connect with iHeartMedia South Africa today. Let us build your mobile-first shopping experience, fill your funnel and boost your bottom line.
