South Africans are no longer just scrolling through social media – they’re shopping there. From discovering new fashion trends on TikTok to placing orders directly through WhatsApp, the way consumers buy online is changing fast.

Social commerce – the ability to browse and buy directly within social platforms like TikTok, Instagram, and WhatsApp – is quickly reshaping e-commerce in South Africa. It’s prompting brands to ask a big question: Could social platforms eventually outperform websites in driving sales?

At Ruby Digital, we believe the future of online retail isn’t about choosing between social or web – it’s about integration. Success comes from diversifying your marketing strategy to include both social commerce and owned digital channels, ensuring flexibility, reach, and long-term growth.

The Rise of Social Commerce in South Africa

Social commerce allows customers to discover, engage, and purchase without leaving their favourite apps. Globally, it’s becoming a key pillar of digital retail – and South Africa is catching up quickly.

Platforms like TikTok Shop, Instagram Shopping, and Facebook Marketplace are at the forefront of this shift. Meanwhile, WhatsApp Business is transforming how local companies connect with customers – particularly in a mobile-first country where over 90% of users access the web via smartphones.

Influencer-driven purchases, “shop now” tags, and seamless in-app checkout experiences are driving adoption. South African consumers increasingly expect to discover, review, and buy products all within one platform.

For brands, the message is clear: the customer journey has moved to social media platforms. Those that fail to adapt risk losing visibility to competitors who meet audiences where they spend most of their time – online and social-first.

Can Social Platforms Really Outperform Websites?

There’s no denying the appeal of social commerce. It offers frictionless shopping experiences, where users can move from product discovery to checkout instantly. Authentic influencer content also builds a level of trust and social proof that many e-commerce sites struggle to replicate.

Algorithms that adapt recommendations based on user behaviour further enhance conversion potential.

However, social platforms also have limitations. Brands relying solely on them give up control over customer data, user experience, and relationships – all of which are essential for long-term growth. Platform dependency, shifting algorithms, and transaction fees can also impact profit margins.

That’s why the most successful brands treat social commerce as a complement, not a replacement. Social channels are powerful for discovery and conversion, while websites remain the foundation for retention, SEO visibility, and brand storytelling.

Diversifying Ad Strategies: Beyond Google and Meta

The rise of social commerce coincides with a broader shift in digital advertising. As privacy updates tighten, targeting and ad costs rise, brands are expanding beyond Google and Meta to find new, high-impact opportunities.

Today, social commerce thrives within a multi-platform ecosystem that blends creativity, community, and intent:

• TikTok Ads enable brands to reach younger, highly engaged audiences through short-form storytelling.
• Reddit Ads allow brands to tap into highly niche interest groups
• Pinterest Shopping boosts product discovery through visual inspiration.
• LinkedIn Ads connect brands with professional audiences in B2B markets.
• Meta Ads continue to drive results through advanced audience targeting and cross-platform placements.

Meanwhile, AI-powered programmatic advertising now enables marketers to target more effectively and optimise budgets automatically across multiple channels.

At Ruby Digital, we help brands craft integrated, data-driven ad strategies that maximise reach and ROI across these channels – helping to reduce over-reliance on any single platform or algorithm.

How South African Brands Can Adapt

You don’t need a complete overhaul to succeed in the era of social commerce – just the willingness to experiment.

Here are a few practical steps to get started:

1. Test shoppable formats on TikTok, Instagram, and WhatsApp to see what resonates with your audience.
2. Allocate a portion of your ad spend to emerging platforms to tap into new audience segments.
3. Track performance closely, focusing on engagement and conversions to refine your platform mix.
4. Collaborate with a trusted partner like Ruby Digital for strategy, creative, and campaign optimisation.

We’re already seeing success stories across South Africa – from small retailers taking orders through WhatsApp to lifestyle brands going viral on TikTok. The common denominator? A proactive, experimental approach to meeting customers where they already are.

Use social media for your business

Social commerce isn’t the future – it’s already here. TikTok, Instagram, and WhatsApp are redefining how South Africans discover and buy products online. But instead of seeing this as a threat to traditional e-commerce, brands should view it as an opportunity to connect more directly and creatively with their audiences.

By diversifying across platforms, investing in shoppable content, and balancing paid strategies across both social and owned channels, businesses can unlock lasting growth in this evolving digital landscape.

At Ruby Digital, we help brands turn change into opportunity – combining creativity with strategy to lead the way in the next era of digital commerce.