Social Shopping Platforms Are Getting Major Investments

What Handmade Sellers Need to Know About the New Wave of Social Commerce

The social shopping landscape is buzzing with excitement. While TikTok's fate in the U.S. remains uncertain, social commerce startups are cashing in on the opportunity. Platforms like Whatnot and ShopMy have recently raised significant funds—Whatnot just closed a $265 million round after hitting $3 billion in livestream sales in 2024, and ShopMy raised $77.5 million after reaching profitability. These investments signal a major shift in how consumers are shopping online, and as a handmade seller, you can harness these trends to boost your business. Let’s dive into what this means for you and explore actionable tips to leverage social shopping platforms for growth.

Understanding the Social Shopping Boom

Social shopping platforms blend the interactive nature of social media with seamless online purchasing. They’re not just marketplaces; they’re vibrant communities where customers discover, engage, and buy products in real time. Whatnot and ShopMy are prime examples of this trend, transforming how brands connect with consumers through livestreams, interactive content, and real-time engagement.

The major investments in these platforms underscore their potential to capture consumer attention and drive sales. With Whatnot’s recent $265 million round, it's clear that livestream sales are a force to be reckoned with. ShopMy’s $77.5 million fundraising shows that profitability in social commerce is not just possible—it’s thriving. For handmade sellers, this is a golden opportunity to tap into a new audience that values authenticity and creativity.

Why This Matters for Handmade Sellers

As a handmade seller, your products are more than just items—they're pieces of art, craftsmanship, and personal stories. Social shopping platforms offer a dynamic way to showcase these unique qualities. These platforms provide a space where your customers can see your creative process in action, ask questions in real time, and feel connected to the story behind every product.

Here’s why you should pay attention:

• Real-Time Engagement: Livestreams and interactive posts allow you to demonstrate your craftsmanship live, answer customer questions, and build a loyal following.

• Community Building: Social shopping isn’t just transactional—it’s about forming relationships. Engaging directly with customers builds trust and encourages word-of-mouth marketing.

• Increased Visibility: With billions of users on social media and rising investments in social commerce, these platforms are becoming prime channels for reaching new customers quickly.

Bold Reminder: Your handmade products have a unique story. Social shopping platforms let you tell that story in dynamic, engaging ways that traditional ecommerce channels can’t match.

Actionable Strategies for Leveraging Social Shopping Platforms

1. Explore Livestream Selling on Whatnot

Action Item:

• Sign up for a Whatnot account and start exploring livestream sessions.

• Experiment with hosting live product demonstrations and Q&A sessions.

Why It Works: Livestreaming creates an interactive shopping experience. It’s an excellent way to showcase the quality and uniqueness of your handmade products while engaging directly with your audience.

Deep Value Insight: Livestreams humanize your brand and create a sense of urgency. When customers see you crafting or explaining your process in real time, they’re more likely to make an impulse purchase.

Bold Note: Livestreaming isn’t just about selling—it’s about building community and trust, one live session at a time.

2. Create Interactive Content on ShopMy

Action Item:

• Optimize your product listings on ShopMy by including high-quality images and engaging videos.

• Use interactive elements such as polls or "Ask Me Anything" sessions in your product pages.

Why It Works: Interactive content allows customers to actively engage with your brand. When they can see behind-the-scenes glimpses and participate in the conversation, it strengthens their connection with your products.

Deep Value Insight: Interactivity drives conversions by making the shopping experience more immersive. Customers feel part of the journey, turning casual browsers into loyal buyers.

Bold Note: The more you engage, the more you sell. Interactive content is your ticket to creating memorable customer experiences.

3. Leverage Social Proof and User-Generated Content

Action Item:

• Encourage your customers to share photos or videos of your products in use on social media.

• Feature this user-generated content (UGC) on your product pages and social channels.

Why It Works: Social proof reassures potential buyers that your products are loved and valued by others. UGC adds authenticity and helps new customers envision how your handmade products could fit into their lives.

Deep Value Insight: When customers see real people enjoying your products, it builds trust and lowers the barrier to purchase. UGC is one of the most powerful tools for boosting credibility in the handmade space.

Bold Note: Harness the power of your community—let their stories and images be the spark that ignites new sales.

4. Build a Robust Social Media Strategy

Action Item:

• Create a content calendar that integrates social shopping activities with your existing social media efforts.

• Plan regular posts, stories, and live sessions that highlight your products and the unique aspects of your brand.

Why It Works: Consistency is key. A well-planned social media strategy keeps your brand top of mind and drives traffic to your social shopping platforms.

Deep Value Insight: Every piece of content is an opportunity to connect with your audience. Whether it’s a fun, behind-the-scenes clip or a thoughtful post about your creative process, each interaction builds a stronger relationship with potential buyers.

Bold Note: Your social media presence is your brand’s heartbeat—keep it vibrant, authentic, and engaging.

5. Utilize Email Marketing to Support Social Campaigns

Action Item:

• Segment your email list to target customers who have engaged with your social shopping content.

• Send out personalized emails announcing upcoming livestreams, limited-time offers, or special interactive events on platforms like Whatnot and ShopMy.

Why It Works: Email marketing is a direct way to nurture customer relationships and drive traffic. By tying your email campaigns to your social shopping activities, you create a cohesive, multi-channel experience that reinforces your brand message.

Deep Value Insight: Effective email campaigns turn passive interest into active engagement. Personalize your messages to reflect the urgency and exclusivity of your social shopping events, and watch your conversion rates soar.

Bold Note: Email marketing bridges the gap between your social content and your online store—use it to keep your customers engaged and excited.

6. Monitor Analytics and Iterate

Action Item:

• Regularly review the performance of your social shopping campaigns using tools like Google Analytics, platform-specific insights, and social media metrics.

• Identify which strategies drive the most engagement and conversions, and refine your approach based on this data.

Why It Works: Data-driven decision-making is critical in optimizing your sales strategy. By understanding what works, you can allocate resources more effectively and continuously improve your campaigns.

Deep Value Insight: Analytics are your roadmap to success. Every metric tells a story about your customer’s behavior—use this insight to fine-tune your strategies and drive sustainable growth.

Bold Note: Let data guide your decisions. Continuous iteration ensures that your efforts remain effective and aligned with customer needs.

The Future of Social Shopping for Handmade Sellers

The massive investments in platforms like Whatnot and ShopMy are a clear signal: social commerce is here to stay. With billions of users on social media and rising consumer expectations, the opportunities for handmade sellers have never been greater. By embracing social shopping, you can tap into a vibrant community of engaged customers, showcase your unique creations, and drive conversions like never before.

Bold Insight: Social commerce isn’t just an emerging trend—it’s transforming the retail landscape. Your handmade brand can thrive by adapting to these innovative platforms and seizing new opportunities as they arise. The struggle is real. I get it. I've shared my struggle over social shopping here (toward bottom of post). As I work through my fears, I can support you with yours. Join our community of handmade cheerleaders. We believe in you.

Social shopping platforms are receiving major investments, signaling a seismic shift in how consumers shop online. For handmade sellers, this presents a golden opportunity to expand your reach and drive sales. By leveraging actionable strategies—like exploring livestream selling on Whatnot, creating interactive content on ShopMy, using social proof, building a robust social media strategy, and supporting your efforts with targeted email campaigns—you can transform casual traffic into loyal customers.

Every piece of your strategy, from the urgency of scarcity to the authenticity of your storytelling, contributes to a seamless and engaging customer experience. Remember, the power to succeed in social commerce lies in your ability to adapt, experiment, and continuously improve.

xoxox Cheri

Happy selling, stay bold, and here’s to turning every digital opportunity into a pathway for growth and success in your handmade business!