Metricool, a social media management platform, has released a report analysing how 72 e-commerce brands, including BÉIS, Bombas, Ruggable and YETI, use Instagram, Facebook, TikTok and YouTube to showcase products, engage consumers and support the path to purchase.

The company analysed 3,234 posts published by 72 US e-commerce brands across Instagram, Facebook, TikTok and YouTube between 1st-31st August.

The sample covered seven categories: fashion and apparel, home decor and furniture, consumer tech and gadgets, beauty and personal care, pet products, outdoor and fitness gear, and food and beverage/CPG.

The findings point to a disconnect between the content brands publish and how they facilitate purchases, with overtly promotional posts often performing the weakest.

Although TikTok Shop lets consumers purchase without leaving the app, organic TikTok posts were five times more likely to solely name a retail partner rather than carry a Shop tag. The report also found that results drop sharply outside Instagram: a typical organic Instagram post generated 293 interactions, compared with 74 on TikTok, nine on Facebook and eight on YouTube.

“Social media plays an increasingly important role in how e-commerce brands showcase products and connect consumers with the path to purchase,” says Juan Pablo Tejela, CEO and Co-Founder at Metricool.

“Our findings show that brands have built TikTok audiences, but when it comes time to sell, they’re still pointing viewers to other retailers instead of the shop built into the app. And heading into the holidays, the data is clear: the hard sell is the weakest thing a brand can post.”

2026 RTIH Innovation Awards

Social commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2026 shortlists and finalists here.

We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.

Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London. 

The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.