6 Best Social Media Platforms for Selling Products

Social commerce is now a major part of how people shop online. In 2023, global sales from social platforms reached around 571 billion dollars. With revenues growing at a steady 13.7 percent each year, this number is expected to pass one trillion dollars by 2028.

More customers are discovering products through posts, reels, and videos. They scroll, tap, and buy in the same app. For brands, this creates new ways to connect with audiences and turn engagement into sales.

This article looks at the best social media platforms for selling products. You will find insights into where people are most active, what type of content works best, and which platforms suit certain products. From fashion and skincare to food and homewares, there is a place to sell it.

Not all social media platforms are built for selling. While most social media sites support some form of content sharing, only a few offer the tools, reach, and user behaviour that help brands convert followers into customers. The best platform provides access to a large number of monthly active users, supports in-app shopping or direct messaging, and integrates seamlessly with your online store or e-commerce platform.

Here are the main things to look for when choosing where to invest your time:

Look for platforms with a large and active user base, but more importantly, consider where your audience actually spends time. For example, Facebook still has over two billion monthly active users, but younger demographics may be more engaged on TikTok or Instagram. Your social media marketing plan should focus on platforms where your target customers are already browsing and making purchases.

Selling is easier when the platform is built for it. Features like in-app checkout, product tagging, direct messages, and live shopping give customers fewer reasons to drop off. Instead of clicking through multiple pages, buyers can browse, ask questions, and place orders without leaving the app. This kind of setup helps increase conversion rates and reduces friction between interest and purchase.

Not all formats perform equally across platforms. Choosing the right content format for each platform increases visibility and relevance. Instagram and Pinterest favour clean, scroll-stopping imagery. Think product photography, styled flatlays, or step-by-step reels. Short videos dominate on TikTok and YouTube Shorts. And Facebook still supports a mix of content types.

Strong targeting and clear data make your marketing strategy work harder. Ad tools that let you segment by interests, behaviour, and location help your content reach the right audience. Built-in analytics show which social media posts drive clicks, saves, and sales. With this insight, you can refine your campaigns, adjust your content calendar, and focus your budget where it matters. Whether you're running paid advertising or building organic reach, tracking performance is key to long-term growth.

Selling on social media works best when it connects smoothly with your online store. Most business accounts now offer integrations with major ecommerce platforms, letting you sync product details, track inventory, and manage orders from one place. Tools like Facebook Business and Pinterest Business Account make it easier to tag products, create shoppable posts, and keep everything aligned across channels. This reduces manual work and gives your customers a consistent shopping experience across all social media platforms.

There’s no single platform that works for every business, but some social media channels offer clear advantages when it comes to product discovery and purchase. Let's break down the platforms that perform well for product-based brands.

Facebook remains a powerful social media platform for selling products—especially for brands targeting a wide, multi-generational audience. With over 3 billion monthly active users, it holds the largest user base of any platform. People aged 25 to 34 make up the largest group, followed by 18 to 24 year olds, but older users are highly active too. Facebook is still where many users turn to discover brands, follow business pages, join groups, and respond to events or promotions.

Unlike fast-paced platforms built around trends, Facebook supports deeper engagement. It offers features that help brands build longer-term relationships with their audience—such as community-building through comments, direct messages via Facebook Messenger, and product discovery through targeted video ads, carousels, and live selling. The platform also connects well with ecommerce platforms like Shopify, allowing you to link your product catalogue to your Facebook Shop and streamline your sales funnel.

Types of Content That Work Best

Video Ads: Short-form videos, especially those under 60 seconds, tend to capture attention effectively.

Carousel Posts: Allow showcasing multiple products or features in a single post.

Live Streams: Real-time interactions can boost engagement and trust.

Behind-the-Scenes Content: Sharing the process or story behind products can humanise the brand.

Businesses That Benefit Most

Retail and E-commerce: With features like Facebook Shops, businesses can sell directly on the platform.

Local Services: Restaurants, salons, and other local businesses can engage with the community through events and promotions.

Educational Services: Online courses and workshops can leverage Facebook Groups for community building.

Facebook's integration with tools like Facebook Business Manager allows for detailed audience targeting allowing you to reach specific demographics. Its robust analytics provide insights to refine marketing strategies effectively.

Instagram is built for visual discovery, making it one of the strongest social media platforms for product-based businesses. People come to the app not just to scroll but to explore, save, and shop. With over 2 billion monthly active users, it remains one of the most used platforms for both brand awareness and conversion. Its largest user groups are aged 18 to 24, a demographic that is highly engaged with lifestyle content, trends, and online shopping. Gender distribution is almost equal, which gives brands room to reach a broad and diverse audience.

Instagram supports a mix of content formats that allow you to build a brand, educate your audience, and sell directly from your posts. Whether through shoppable tags, reels, or stories, the platform turns inspiration into action—making it a valuable tool in any social media marketing strategy.

You can set up an Instagram Shop to tag products directly in your posts and stories. The built-in instant messaging feature helps you respond to questions and build trust in real time. Use high-quality Instagram posts to strengthen your visual identity, and amplify your reach with targeted Instagram ads that drive traffic to product pages or your online store.

Types of Content That Work Best

Reels: Short-form videos (under 90 seconds) are prioritized by Instagram's algorithm, making them ideal for showcasing products, tutorials, or behind-the-scenes glimpses.

Stories: Ephemeral content that fosters real-time engagement, perfect for limited-time offers or daily updates.

Carousels: Multi-image posts that allow for detailed product showcases or step-by-step guides.

Live Videos: Real-time broadcasts that can be used for product launches, Q&A sessions, or live demonstrations.

Guides: Curated collections of posts that can highlight product lines, tutorials, or thematic content.

Utilising a mix of these formats can enhance reach and engagement, catering to varied audience preferences.

Businesses That Benefit Most

Instagram's visual-centric platform is particularly advantageous for:

Fashion and Apparel: Showcasing styles, outfits, and fashion trends through high-quality imagery and videos.

Beauty and Personal Care: Demonstrating product usage, transformations, and tutorials to engage audiences.

Food and Beverage: Highlighting dishes, recipes, and behind-the-scenes kitchen content to entice viewers.

Home Decor and Lifestyle: Presenting interior designs, DIY projects, and lifestyle tips through visually appealing posts.

TikTok has changed how people discover and engage with brands. As a short form video platform, it blends entertainment with shopping in a way that feels natural to users. With 2 billion monthly active users, it continues to grow fast especially among Gen Z and younger millennials. This visual social media platform is driven by discovery, where trends move quickly and visibility is earned through content that connects.

Unlike other social media platforms that rely heavily on follower count, TikTok gives brands the chance to reach a wide audience. It’s a great platform to boost brand awareness, attract new customers, and create buzz around product launches. The For You Page acts like a content search engine, helping potential customers find your brand through smart video content and hashtags.

TikTok supports social selling through features like TikTok Shop, where customers can browse and buy without leaving the app. This creates a seamless shopping experience and helps drive direct sales through engaging, real-time content. Brands can also build trust and drive high quality leads through advanced analytics and targeted ads that match users by interest and behaviour.

Types of Content That Work Best

Short Form Video Content: Think product demos, tutorials, unboxings, or quick tips under 60 seconds.

User Generated Content: Encourage your audience to stitch, remix, or react to your videos.

Behind-the-Scenes and Raw Footage: Perform well due to TikTok’s preference for authenticity over polish.

Sound-Driven Trends: Aligning with trending audio helps content get discovered faster.

Businesses That Benefit Most

Beauty and Skincare: Quick before-and-after clips and tutorials draw strong engagement.

Food and Beverage: Recipe hacks, day-in-the-life content, and customer reactions perform well.

Personal Brands and Creators: Thought leaders, coaches, and educators can grow fast by sharing useful, bite-sized tips.

Fashion and Accessories: Styling videos and outfit transitions thrive with strong visual appeal and brand identity.

TikTok is ideal for businesses that want to connect with their target audience through content, not just ads. It rewards creativity, fast thinking, and real customer engagement.

Pinterest stands out from most social media platforms because it behaves more like a visual search engine than a typical feed-based network. It’s designed for discovery, inspiration, and planning—making it a strong choice for brands with visually appealing products and informative content. With over 570 million monthly active Pinterest users, the platform continues to attract people looking for ideas across fashion, home, beauty, food, and wellness.

Users on Pinterest are often in research or buying mode. They save pins for future reference, create themed boards, and return when they’re ready to take action. For product-based brands, this means you can build a lasting social media presence through evergreen content that continues to drive traffic well after it’s posted.

Using a Pinterest Business Account, you can upload product pins, link to your online store, and track performance through built-in analytics. Pins can also appear on search engines, which expands reach beyond the platform itself. It’s a low-pressure environment to build customer relationships and introduce potential buyers to your brand identity and products.

Types of Content That Work Best

Product Pins: Showcase your items with clean photography and clear descriptions.

Infographics and Step-by-Step Visuals: Great for DIY, beauty, recipes, and guides.

Blog Post Graphics: Pinning original blog content with strong visual covers drives long-term traffic.

Collections or Themed Boards: Grouping related content helps users explore your product range easily.

Businesses That Benefit Most

Home and Lifestyle: Interior design, décor, and home organisation brands do well with high-quality visuals.

Beauty and Wellness: Skincare routines, beauty tips, and natural products perform well on evergreen boards.

Event and Gift Brands: Wedding planning, seasonal gifts, and curated collections work well for users looking ahead.

Content-Driven Brands: Brands with blogs, recipes, or tips can maximise reach through pinning strategies that align with their marketing efforts.

Pinterest supports long-term discovery and repeat exposure. It’s a strong platform for brands that want to create content once and keep benefiting from it over time—unlike other online platforms that rely on real-time engagement.

LinkedIn is the leading professional network, with over 1 billion members globally. While it’s not the largest social media platform by user base, it’s one of the most trusted when it comes to business-focused content, partnerships, and B2B marketing. Most social media users come to LinkedIn to build networks, not necessarily to shop—so it’s not commonly used for selling physical products. However, it can be an effective platform for selling specialised services, digital products, or tools targeted at professionals and business owners.

Users log in with intent. They come to learn, find opportunities, and connect with others in their industry. For brands offering high-value services or software, LinkedIn is an ideal space to share industry insights, nurture relationships, and generate leads. It’s less about flashy promotions and more about positioning your brand as credible and useful within your field.

Types of Content That Work Best

Product Use Cases in the Workplace: Show how your product fits into a professional setting. This could be a desk setup featuring your office furniture, a breakroom stocked with your branded snack line, or employees using your ergonomic accessories.

Behind-the-Scenes Production or Sourcing Stories: Posts that show how your products are made, packaged, or ethically sourced can build credibility and resonate with businesses that value transparency and quality.

Customer Spotlights and Workplace Case Studies: Share how companies are using your product to improve operations, employee wellbeing, or client experience. These stories show the real-world value of what you offer.

Video Demonstrations for Work-Related Products: Short explainer videos that show how your product works—whether it's an office chair, a branded tech item, or a modular desk setup—help buyers visualise its application.

Carousel Posts Featuring Product Features or Sets: Use LinkedIn carousels to highlight different product benefits, configurations, or even bundled kits designed for teams, onboarding, or remote setups.

Businesses That Benefit Most

Office Furniture and Equipment Suppliers: From ergonomic chairs to tech accessories, LinkedIn is a suitable platform for reaching business buyers and facility managers.

Corporate Gifting Brands: Products like branded merchandise, wellness kits, and gift boxes for employee recognition or client appreciation are often researched and sourced on LinkedIn.

Workplace Apparel and Uniform Suppliers: Industries such as healthcare, hospitality, and logistics often use LinkedIn to discover vendors and explore new product lines.

Tech Hardware Providers: Laptops, monitors, headsets, and other professional devices aimed at remote teams or enterprise setups can gain visibility here through content marketing.

YouTube is one of the few platforms where long-form content and product discovery work hand in hand. It remains a go-to platform for shoppers researching what to buy. It’s also the second-largest search engine after Google, making it a key player in any product-focused digital marketing strategy.

YouTube Shopping lets brands connect their online store directly to their YouTube channel. It allows products to be tagged in videos, Shorts, and live streams, giving viewers the option to browse and buy without leaving the platform. With synced inventory and real-time links, it simplifies selling and streamlines the purchasing process. Businesses and creators can also earn from affiliate tagging.

Types of Content That Work Best

Product Reviews and Unboxing Videos: These help build trust and provide viewers with a clear picture of what to expect.

How-To and Tutorial Videos: Educate your audience on how to use your product, especially if it solves a specific problem or has multiple uses.

Behind-the-Scenes or Brand Storytelling: Videos that showcase your process, sourcing, or packaging appeal to customers who value both function and ethics.

Live Product Launches or Q&A Sessions: Utilise livestreams to showcase product features and answer questions in real-time, with shopping links displayed live on screen.

Businesses That Benefit Most

Home Appliances and Kitchen Tools: Demonstrations can show how easy or effective a product is in daily use.

Skincare and Beauty Brands: Application videos and side-by-side results help buyers feel confident before making a purchase.

Tech Gadgets: From setup to performance testing, YouTube offers a platform to showcase the full value of a product.

Fitness and Wellness Equipment: Content that shows usage, results, and routines tends to drive both engagement and action.

Not every platform will be suitable for your business. Start by identifying where your audience spends their time and what kind of content they respond to. Different social media channels attract different behaviours—visual platforms like Instagram and Pinterest work well for product-heavy brands, while platforms like YouTube support long-form product discovery.

It also helps to map out your resources. Managing multiple platforms takes time and planning. Social media management tools like Buffer or Later can make this process easier by helping you schedule posts, track performance, and maintain consistency.

If you’re new to social media marketing, free or low-cost social media marketing courses can help build your confidence. These can guide you through setting up business accounts, running social media campaigns, and applying social media marketing tips to reach high-quality leads.

Keep your goals in mind whether you want to boost sales, drive traffic to your online store, or strengthen your brand identity. Test what works, track your results, and refine your content based on performance.

Selling products on social media takes more than posting a few pictures. You need the right platform, a smart plan, and content that actually connects with your audience. That’s where we come in. If and When helps businesses build campaigns that feel real, look great, and get results. Whether you need help in managing content, running ads, creating scroll-stopping visuals or building a social media marketing strategy, we’re here to help. Let’s grow your brand on social together.