How B2B companies leverage social commerce

Social media is playing an increasingly important role in the orientation process of B2B buyers. While social commerce was initially seen as purely a B2C strategy, more and more business decision-makers and organizations are discovering the power of social platforms. What benefits does this bring to companies looking to grow and stay competitive? And how can you strategically leverage social commerce not just to be visible but also to generate revenue? In this blog, you'll discover how B2B companies strategically use social commerce to accelerate their sales process and deepen customer relationships.

From B2C to B2B: the rise of social commerce

Social media has become an integral part of daily life. In the Netherlands, 85% of the population uses social media, with over 15 million people using it daily. Platforms like WhatsApp and Facebook Messenger are regularly used by 71% of Dutch people, while more than 60% are active on Facebook and LinkedIn. Instagram (8.8 million Dutch users) and TikTok (4.5 million users) also play an increasingly significant role in online interaction and engagement, particularly in social commerce. Initially, social media was mainly seen as a B2C marketing channel focused on consumers and direct sales. However, that perception is changing rapidly. Social commerce is also becoming a major factor in B2B purchasing processes. Business buyers use it to discover suppliers, read reviews, and compare products or services. Additionally, social ads and retargeting accelerate conversions and encourage repeat purchases.

What is social commerce?

Social commerce refers to the use of social media as a direct sales channel, where customers can discover products, interact with brands, and even make purchases directly within the platform itself. Unlike traditional social media marketing, social commerce goes beyond promotion by providing a direct purchasing experience within social media.

This presents B2B companies with an opportunity to enhance visibility and engage directly with their target audience. Platforms like LinkedIn and WhatsApp enable lead generation, strengthen customer relationships, and build brand authority. WhatsApp Business, for example, facilitates rapid responses to customer inquiries and quotation requests, while LinkedIn Lead Gen Forms capture leads directly without prospects having to leave the platform. Despite this, social commerce—using social media as a sales channel—is still often associated with B2C. However, a strategic social commerce approach can accelerate the B2B sales process and strengthen business relationships. The question is not whether social commerce works for B2B, but how you can leverage it effectively to drive sales and enhance customer relationships.

Choosing the right platform for your B2B social commerce strategy

Not every social media platform is suitable for B2B. LinkedIn and WhatsApp are the most powerful channels for lead generation, brand awareness, and customer engagement, while B2C businesses typically find more success on Facebook, Instagram, and TikTok. How do you choose the right platform for an effective social commerce strategy?

LinkedIn (5.5 million users) is ideal for business content, targeted advertising, and lead generation. Research shows that companies using LinkedIn for social selling generate 45% more leads on average than those that don’t. Meanwhile, WhatsApp (12 million users) provides an accessible way to communicate with customers and speed up quotation requests.

Facebook (10.1 million users) and Instagram (8.8 million users) are relevant for both B2B and B2C. Facebook excels in retargeting and ads, while Instagram focuses on visual branding and customer engagement. Instagram is increasingly used to sell products directly.

TikTok (4.5 million users) is rapidly growing as a social commerce platform. While it is particularly popular in B2C for viral marketing and direct sales, B2B companies are also leveraging it for storytelling and brand awareness. A great example is HubSpot, which uses TikTok to share short, valuable marketing tips, reaching its audience in a fresh and engaging way.

Ultimately, the choice of platform depends on your target audience and strategy. For B2B, LinkedIn and WhatsApp are essential, while B2C businesses benefit more from interactive and visual channels like Instagram, Facebook, and TikTok. By combining platforms strategically, you can maximize your reach and impact.

The three pillars of successful social commerce in B2B

B2B companies can use social media to expand their reach, attract the right customers, and boost conversions. The key is not just selecting the right platform but also using it effectively. B2B companies can learn a lot from the B2C sector.

A great example is the 'Shop the Look' concept, popular in the fashion and interior design industries. This concept revolves around visual inspiration: customers see how products are used together and can purchase a complete set with one click. This approach isn’t just relevant for B2C but also offers opportunities for B2B social commerce.

Consider offering complete packaging solutions, including filling materials, tape, and shipping labels, that customers can order in one go. Or in the hospitality industry, where a coffee machine could be bundled with the right coffee, cups, sugar sticks, and stirrers. By bundling products strategically and presenting them visually, you simplify the purchasing process and encourage upselling and cross-selling.

How does this translate into social commerce for B2B? It revolves around three key pillars: reaching more potential customers, strengthening customer relationships, and increasing conversions.

Reaching more potential customers with social commerce

B2B companies can leverage social commerce to enhance visibility and expand their reach. Targeted LinkedIn Ads and Sales Navigator campaigns help reach the right audience and facilitate direct conversations with potential customers. Businesses that regularly promote LinkedIn content through ads experience twice as much engagement and attract 80% more interested customers compared to those that don’t. Facebook and Instagram Ads also help re-engage previous website visitors, increasing conversion rates and customer loyalty.

Stronger sustomer relationships: from interaction to collaboration

B2B success hinges on trust and long-term relationships, which social commerce can help strengthen. WhatsApp provides a direct and personal way for customers to connect with businesses, while LinkedIn enables the sharing of relevant updates with a professional network. Customer reviews and testimonials enhance credibility and lower the barrier for new customers to engage.

A great example is Prins Petfoods, which effectively uses social commerce to connect with its audience. On Instagram, they showcase their brand in a relatable way through behind-the-scenes content and pet videos, making their brand more approachable while naturally promoting their products.

Increasing conversions: turning engagement into sales

Social media should not only engage but also convert. Facebook and Instagram Ads use advanced targeting to reach the right audience within social commerce. Conversational commerce via WhatsApp accelerates the sales process, allowing customers to ask questions and place orders quickly. With data analytics and A/B testing, businesses can continuously optimize their campaigns for better performance.

How CloudSuite supports social sommerce

CloudSuite offers an omnichannel platform that integrates all sales channels seamlessly. Discover how our B2B social commerce platform can help scale and optimize your social commerce strategy.