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Back in the day, I thought social media was just… noise. Something brands used to look busy. A place to repost product images, maybe run a giveaway, and move on. But fast forward to 2025, and I can confidently say this: social media is the reason my eCommerce business didn’t just survive, it scaled.

Let me explain.

Like many founders, I started with the basics—a website, a product, a handful of ads. But traffic was inconsistent, and sales were flat. I knew I had to meet my audience where they already were: on social media.

And not just “exist” there—actually build something.

I began by learning who my customers really were. I asked questions. Checked what they engaged with. Tracked which content brought them back. That’s when I realised: aesthetic feeds and trending sounds are great, but relevance and authenticity win.

So I focused on creating content for them—not just about my products.

One of my biggest wins? Encouraging user-generated content. I asked customers to share photos using our product. I reshared them with credit. It added realness. That one move created a snowball of trust—suddenly, we weren’t a brand selling to people, we were a community growing with them.

Then came Instagram Shops and TikTok Shopping. Instead of sending users away, I let them browse and buy directly on-platform. Those frictionless purchases made a real difference in my conversion rates.

Video turned out to be another game-changer. I stopped overthinking it. I posted quick behind-the-scenes clips, packing orders, answering FAQs—nothing too fancy. But it worked. Why? Because people like watching real people. And platforms reward video content heavily in their algorithms.

I also experimented with influencer partnerships, especially micro-influencers. They had small but passionate audiences—and when they recommended our brand, their followers listened. These collaborations were cost-effective and drove high engagement.

But here’s something I don’t hear enough people talk about: consistency.

I built a content calendar and stuck to it. Posted regularly. Replied to comments and DMs. Showed up, even on days I wasn’t feeling inspired. That built trust. People knew we weren’t going anywhere.

And of course, I tracked everything—CTR, ROAS, engagement rate, conversions. It wasn’t always about vanity metrics. It was about understanding what moved the needle and doing more of that.

What I’ve Learned

Social media isn’t just a marketing tool—it’s a growth engine. In 2025, people shop with their thumbs. They discover brands in Stories, decide in DMs, and buy directly from reels or pins.

If you’re running a small eCommerce business and feel overwhelmed by the idea of “being online all the time,” let me assure you—it’s not about perfection. It’s about presence.

Start small. Listen to your audience. Share your journey. Engage like a human. And watch how it transforms your brand.