To drive revenue growth, social media platforms are investing in shopping features. It is called social commerce. Here the user discovers and buys products through social media apps. There is targeting based on user interests. Facebook is the leader in social commerce. Google sells through YouTube and Snap. Twitter too indulges in social commerce. Facebook communicates through messenger and WhatsApp. There is influencer marketing.

Facebook launched shops in May, 2020. There are curated and personalized clips on Facebook and Instagram. Snap uses augmented reality to enable users to buy items like watches, jewellery and apparel. Snapchat users can photograph an outfit with the app and find a resembling product. These are still early days for social commerce.

Short videos lasting for a few seconds such as TikTok can feature models wearing outfits in real time to motivate the buyers.