1 dec 2025
tags: ![{text=Social media, link={url={href=?selected_tag=social media, type=EXTERNAL}}}, {text=1 dec 2025}, {text=Sanne Harmes, link={url={href=/specialist/sanne, type=EXTERNAL}}}]!
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De grens tussen kijken en kopen vervaagt. Volgens een onderzoek van Hostinger shopt eind 2025, ¼ van de potentiële klanten via social media. Een gebruiker ziet een trui in een video, tikt op het scherm en rekent af zonder ooit de app te verlaten. Vooral Gen-Z’ers, die zijn opgegroeid met influencers en een snelle swipe-cultuur, kopen massaal via sociale kanalen. Live shopping via TikTok of Instagram is voor hen net zo normaal als naar een webshop navigeren.

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Lees ook ons artikel over social commerce

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Waarom social commerce werkt 

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Social commerce werkt omdat het inspeelt op impuls, inspiratie en gemak. In plaats van een traditionele customer journey met meerdere stappen, maak je moeiteloos de weg naar aankoop. De klant hoeft nergens anders heen, alles gebeurt in de flow van het platform zelf. Oriënteren, beslissen, klikken en direct kopen.

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Wat social commerce zo krachtig maakt:

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• Impuls & inspiratie: gebruikers worden geraakt door content die emotie of verlangen oproept.
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• Gemak: de aankoop gebeurt zonder dat iemand het platform hoeft te verlaten.
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• Naadloze ervaring: van ontdekking tot aankoop in één beweging.
\n

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Bovendien draait social commerce, in tegenstelling tot webshops die zich richten op producten, voornamelijk om de beleving. Influencers, creators en merken creëren verhalen rondom producten. Zo wordt een ‘hoge laars’ geen standaardartikel, maar een essentieel onderdeel van een lifestylevideo waarin een jonge, succesvolle zakenvrouw haar outfit toont. Deze context vergroot de aantrekkingskracht en geloofwaardigheid van het product.

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Social commerce heeft beleving nodig:

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• Verhalen en context: influencers, creators en merken bouwen verhalen rond producten.
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• Authenticiteit: een hoge laars wordt onderdeel van een lifestylevideo met een herkenbaar personage.
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• Verleiding & geloofwaardigheid: de context maakt het product aantrekkelijker én overtuigender.
\n

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Wat betekent dit voor merken?

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Voor B2C-merken betekent dit dat content en verkoopstrategieën steeds dichter bij elkaar komen te liggen. Als merk is je Instagram-feed niet alleen een uithangbord, maar ook etalage, winkel en kassa. Zo krijgt contentcreatie op social media een extra doel: converteren.

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Hierdoor stelt social commerce hogere eisen aan je merk. Je moet niet alleen aantrekkelijke content creëren, maar ook strategisch nadenken over structuur, timing en techniek. Zijn je producten gekoppeld aan je catalogus? Kun je ze probleemloos verkopen via een reel, story of livestream? En wie zijn de gezichten die jouw verhaal tot leven brengen? Daar moet je over nadenken.

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Klaar om mee te bewegen?

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Scrollen is dus het nieuwe shoppen. De verwachting is dat het aandeel aankopen via social platforms de komende jaren alleen maar blijft groeien. Merken die daar nu op inzetten, bouwen een voorsprong op in zichtbaarheid, vertrouwen en verkoop.

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Converteert jouw content nog niet op het platform zelf? Dan is nu het moment om daar verandering in te brengen. Bij Endeavour Heroes willen we je hier graag bij helpen. Benieuwd wat we voor je kunnen betekenen? Neem direct contact op en we vertellen je er graag meer over.

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