Social commerce used to mean “sell on social media.” Today it means picking the right platform to match your audience, product, and sales funnel. While TikTok is the headline-grabber, several other platforms — especially Instagram, Pinterest, and even Substack — are building serious commerce features you can use. This guide breaks down what each platform offers and gives simple, actionable tactics you can implement today.
1. Why diversify beyond TikTok?
TikTok is huge for discovery and short-video sales, but it’s also competitive and trend-driven. Diversifying reduces risk and helps you reach shoppers who prefer browsing, researching, or reading long-form content. Instagram and Pinterest attract shoppers with intent — people who come to discover and plan purchases — while Substack lets creators monetize trust via paid readers and product offers. Use each platform where your audience already spends time.
2. Instagram: the visual shop-and-discover hub
What Instagram offers?
Instagram Shopping (product tags, Shops, and Shopping from Creators) lets businesses tag products in posts, Reels, and Stories so users can tap to view product pages. Instagram also supports in-app checkout workflows (availability varies by region/platform partners). These features let users move from discovery to buy with fewer steps.
Who it’s best for?
Fashion, beauty, home goods, lifestyle brands, and creators with strong visual content.
How to use it (simple steps)?
Set up a Shop & Catalog: Connect your product catalog via Shopify, WooCommerce, or Facebook Commerce Manager.
Tag products in Reels & Posts: Use product tags in short videos and carousel posts so discovery converts.
Shop from Creators: Partner with creators and have them tag your products; this feels organic and drives sales.
Quick tip
Prioritize product visuals and short demo Reels. Shoppers on Instagram expect fast inspiration plus an easy path to purchase.
3. Pinterest: planned purchases and high-intent discovery
Why Pinterest matters?
Pinterest users often plan purchases (weddings, home projects, gifts). Weekly users tend to spend more, making Pinterest a high-value channel for retailers. The platform’s “Idea Pins” (natively shoppable video-like posts) and robust catalog/ads tools help brands reach motivated buyers.
Who it’s best for?
Home décor, recipes, wedding goods, fashion, DIY, and seasonal products.
How to use it (simple steps)?
Optimize product feed: Upload clean product metadata (descriptive titles, keywords, quality images).
Create shoppable Idea Pins: Show how a product is used — people love step-by-step content on Pinterest.
Use search-style keywords: Pinterest functions like a visual search engine — treat pin descriptions like mini product pages.
Quick tip
Think like a planner: your content should answer “how-to” and “where-to-buy” questions for planners and decorators.
4. Substack: commerce through trust and membership
What Substack can do?
Substack began as newsletters, but creators are now using it for paid subscriptions, memberships, and selling courses or products to a loyal audience. Substack is less about instant checkout and more about leveraging a subscriber relationship to sell higher-ticket or recurring items. Recent moves show Substack exploring ads and broader commerce features — useful if you already have a loyal readership.
Who it’s best for?
Niche experts, coaches, journalists, and creators with strong written-audience relationships.
How to use it (simple steps)?
Build free + paid tiers: Give value on free posts, then offer exclusive paid content or product offers.
Offer product bundles: Sell workshops, guides, or physical goods to paying subscribers.
Use newsletters to nurture: Email funnels convert well; subscribers trust recommendations more than casual social visitors.
Quick tip
Use Substack for higher-consideration purchases (courses, consulting, premium bundles) rather than impulse buys.
5. Platform selection checklist (How to choose)
Audience fit: Are your customers visual planners (Pinterest), social shoppers (Instagram), or relationship-driven buyers (Substack)?
Product fit: Visual & impulse items — Instagram/Pinterest. Niche/high-consideration — Substack.
Resources: Can you produce short videos, high-quality images, or long-form writing consistently?
Sales funnel: Do you need instant checkout (Instagram) or can you nurture with email (Substack)?
6. Practical multi-platform strategy (90-day plan)
Month 1 — Test & Set Up
Set up Instagram Shopping and Product Catalog.
Create Pinterest merchant account and upload product feed.
Launch Substack free newsletter with a paid tier.
Month 2 — Content & Creators
Produce 8–12 Reels and Idea Pins showing product use.
Run a small creator collaboration (1–2 micro-influencers).
Offer an exclusive paid guide or mini-course on Substack.
Month 3 — Promote & Measure
Use small ad budgets on Instagram and Pinterest to boost best-performing posts.
Measure add-to-carts, click-throughs, and new paid subscribers.
Double down on the channel with highest ROI and refine messaging.
7. Measurement & KPIs
Traffic & conversions from each platform (UTM tags).
Average order value and customer acquisition cost by channel.
Subscriber conversion rate on Substack for paid tiers.
Engagement per Pin/Post (saves, clicks, product clicks).
8. Final thoughts
Don’t put all your eggs in one social cart. TikTok is a powerful discovery engine, but Instagram, Pinterest, and Substack offer complementary paths to revenue: Instagram and Pinterest for visual shoppers and quick commerce; Substack for trust-built, higher-value sales. Pick two platforms to start, test for 90 days, and scale what actually sells.
Sources & further reading
Social commerce overview and stats — Sprout Social.
Instagram Shopping & Checkout setup — Shopify & Instagram Help.
Pinterest shopping & Idea Pins guidance — Pinterest Business.
Substack’s commerce evolution & paid newsletters — Substack & eMarketer coverage.
Industry moves and new creator commerce platforms — Business Insider / Condé Nast reporting.