Ecommerce sellers are facing a new discoverability challenge as consumers increasingly turn to social platforms to find and evaluate products. According to an article by Ashley Liddell of Search Engine Land, search behavior now spans TikTok, YouTube, Reddit, and ecommerce marketplaces, not just Google.
While traditional search still accounts for about 80% of activity, social platforms already represent a meaningful and growing share, influencing how buyers research products before purchase.
At the same time, visibility on these platforms is far from guaranteed. An report by Wesley Mercer of DMNews highlights a widening gap between effort and impact. For example, organic reach on Facebook business pages averages just 5.2%, meaning most followers never see posted content. Many small businesses post frequently but lack a clear strategy, resulting in low engagement and minimal conversion.
For ecommerce sellers, this creates a double challenge. Customers are actively using social platforms to discover products, yet many brands are not showing up where it matters. Success now depends on aligning content with how people search on each platform.
That includes creating product-focused videos, tutorials, reviews, and community-driven content that answers real buyer questions. It also means tracking performance based on revenue and engagement, not vanity metrics.
Ecommerce sellers that adapt early can benefit from a compounding effect, where content surfaces across social platforms like TikTok, Instagram, and Facebook, as well as Google results and AI-generated answers. To stay competitive, ecommerce teams need tools that connect product data, content, and operations across every channel, from traditional marketplaces like Amazon, Walmart Marketplace, and eBay to social commerce platforms like TikTok Shop.
Book a demo to see how Descartes ecommerce solutions can help you improve visibility, streamline operations, and reach customers wherever they search.