Exploring the Shift from Traditional E-commerce to Social Commerce: Trends, Drivers and Implications

Abstract

Background: The rapid advancement of digital technologies has transformed online retail, resulting in the evolution of traditional e-commerce into social commerce. By integrating social media platforms with online shopping functionalities, social commerce has significantly changed how consumers discover, evaluate, and purchase products while influencing business strategies and customer engagement.

Methods: This study employs a qualitative research approach based on a comprehensive literature review and analysis of relevant case studies to examine the transition from e-commerce to social commerce. It investigates the technological, social, and behavioural factors driving this transformation.

Results: The findings indicate that technological innovation, social influence, trust-building mechanisms, and evolving consumer behaviour are the primary drivers of social commerce adoption. The study further reveals that social commerce enhances customer engagement, reshapes marketing strategies, supports new business models, and influences consumer decision-making throughout the purchasing process.

Conclusion: Social commerce represents a significant evolution of digital retail by combining commercial activities with interactive social experiences. While it offers substantial opportunities for businesses and consumers, organisations must address challenges related to trust, privacy, and platform management to sustain long-term growth.

Novelty: This study provides a comprehensive overview of the transition from traditional e-commerce to social commerce by integrating technological, behavioural, and strategic perspectives, offering insights into the key drivers, emerging trends, and future implications of this evolving digital commerce model.