Social commerce is reshaping retail, with global revenue projected to surpass $1 trillion by 2028. Approximately 93 million US consumers purchase on these platforms, with Instagram driving more than $43 billion and TikTok driving more than $33 billion in commerce. Yet most brands fail to engage these consumers effectively.
We recently sat down with three industry leaders during Dreamforce 2025, Salesforce’s annual tech conference, to understand how brands can succeed in this evolving landscape.
Our expert panel included:
- Celeste Richardson, Senior Director, Retail Industry Advisor, Salesforce
- Jon Jessup, Founder and CEO, 1440
- Martina Prencipe, Senior Partner Development Manager, Amazon
Q: Why is social commerce critical for brands today?
Celeste : “We’re seeing a fundamental shift in how people shop. Social media has become the new search engine, especially for Gen Z users. Fifty-seven percent of TikTok users actively use its search functionality, with 23% searching within 30 seconds of opening the app .
“But discovery alone isn’t enough. Brands need to create seamless shopping experiences that connect marketing, sales, and service. Our data shows that unified journeys deliver more than 25% improvement in discovery, more than 20% improvement in sales, and more than 30% improvement in reputation1.“
1Source: Salesforce State of Connected Customer 6th Edition
Q: How is Amazon supporting brands in social commerce today?
Martina: “Picture this: you’re scrolling through TikTok and see an ad for a product you love. What makes you click ‘buy?’ Trust. Through Multi-Channel Fulfillment and Buy with Prime , we’re bringing Amazon’s logistics expertise directly into social media advertising. Merchants can showcase real-time delivery estimates in their TikTok ads, giving shoppers instant confidence to purchase.
“NXTRND saw an 8.3% uplift in shopper conversion and 8.9% uplift in total sales after implementing our fast badges. NXTRND Co-Founder and CEO Liam Burger told us, ‘There’s no hesitation to buy when the shopper can see that they’ll get the order as fast as tomorrow. It totally reduces the friction around buying.’
“Best of all, merchants can turn TikTok into a sales channel using their existing Amazon inventory, with no additional logistics needed.”
Q: What’s the difference between Buy with Prime and Multi-Channel Fulfillment?
Martina: “Buy with Prime is our branded solution that displays the Buy with Prime badge and offers one- to two-day shipping. It’s ideal for brands with their own ecommerce sites looking to boost trust and conversion rates.
“Multi-Channel Fulfillment (MCF) is our unbranded logistics solution that works behind the scenes, offering two- to three- day delivery. It allows merchants to manage a single pool of inventory across multiple sales channels—Amazon, TikTok Shop, Shopify , and their own website.”
Q: How does the Salesforce-native software suite 1440 fit into this ecosystem?
Jon: “We’re the bridge between social discovery and purchase. The data is striking: 76% of Gen Z shoppers discover products via social media, and 63% of consumers expect brands to respond within an hour. Yet most brands shut off their DMs when volume spikes, missing what we call ‘the fastest path to growth.’
“Through our Meta and Instagram integrations with Salesforce, we help brands turn engagement into sales. We make social DMs manageable at scale, enabling teams to respond instantly, resolve issues efficiently, and keep everything in Salesforce.”
Q: Let’s talk about TikTok specifically. What’s working there?
Martina: “TikTok is evolving from a discovery platform to a commerce one. Our new MCF fast badges for TikTok display real-time delivery estimates across TikTok ads, Google Shopping, and brand websites—available free to MCF merchants.
“But here’s what’s interesting about Gen Z search behavior: 40% use TikTok to search for food and drink recommendations, 38% for fashion, and 36% for travel destinations. They’re not just scrolling, they’re searching with purchase intent.“
Jon: “I’ll add that authenticity is crucial on TikTok. The brands seeing the best results combine organic, platform-native content with trusted fulfillment promises. When you pair authentic content with Amazon’s trust signals, conversion rates jump significantly.”
Q: How does Salesforce bring these elements together?
Celeste: “Our vision is unified commerce across every touchpoint. Through Agentforce Commerce, brands can manage their entire social commerce operation—from content to fulfillment to customer service—on one platform. We have a full cartridge integration with Buy with Prime, and integrate with MCF via SFCC OMS.
“The data shows why this matters. Looking at how consumers use different channels: 53% use social media for discovery, 25% for buying, and 29% for service. Brands need to be present and consistent across all three stages.2"
2Source: Salesforce State of Connected Customer 6th Edition
Q: What about direct messaging? Should brands be investing there?
Jon: “Absolutely. This is where most brands are leaving money on the table. When someone ‘DMs’ your brand about a product, that’s not a support ticket—it’s a qualified lead with immediate purchase intent.
“The challenge is scale. Brands have three options: respond manually (slow, costly, unsustainable), turn DMs off (lost revenue and loyalty), or respond at scale with AI. This third option unlocks what we estimate is a $76B social commerce stream on Instagram and TikTok.”
Q: How would you advise executives planning their 2026 social commerce strategy?
Celeste: “Focus on the customer journey. Make sure every touchpoint—from social discovery to shipping to service—builds trust and reduces friction. The winning brands are those treating social commerce as infrastructure, not a side channel.”
Jon: “Measure everything. Track not just engagement, but conversion, customer acquisition cost, and lifetime value. The data will show you where to invest.”
Martina: “Start small but think big. Test one platform, perfect your approach with integrated fulfillment, then scale. The combination of engaging content and trusted fulfillment is powerful. And remember—if you’re already selling on Amazon, you can use that same inventory to fulfill TikTok Shop orders through MCF. No additional infrastructure required.”
The Bottom Line
The future of social commerce lies in seamless integration of discovery, trust, and fulfillment. Through partnerships like those between Salesforce, Amazon, and specialized integrators like 1440, brands can create compelling experiences on social platforms that drive measurable results.
The right investments are critical, and the infrastructure you build today determines your ability to capture your share of the $1 trillion+ social commerce opportunity tomorrow.
Ready to transform your social commerce strategy? Learn more about how Agentforce Commerce and Amazon can help you succeed in social commerce.