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Debunking Social Commerce Myths With SHOPLINE

In the dynamic world of social commerce, two innovative companies are making significant strides, each with a distinct mission and set of cutting-edge solutions. SHOPLINE, founded in 2013, has quickly become one of Asia’s leading and fastest-growing commerce Software-as-a-Service (SaaS) and solution providers. Based in Singapore with a global team of around 2,000 employees, SHOPLINE’s goal is to make eCommerce accessible to all, enabling merchants worldwide to integrate their operations with the digital marketplace. Through its comprehensive ecosystem of technologies, resources, and partnerships, SHOPLINE offers merchants omnichannel solutions for eCommerce, social commerce, and point-of-sale systems, helping them to expand their reach and succeed internationally.

In parallel, StoryStream is making a significant impact in the field of User-Generated Content (UGC) and social commerce experiences. Addressing the need to engage today’s social-savvy customers, StoryStream helps brands convert authentic content from brands’ communities into engaging, shoppable experiences. To enable brands to build trust and authenticity and improve conversion rates by presenting products in real-life scenarios. With features like shoppable UGC galleries, visual reviews, and interactive shoppable videos, StoryStream is leading the way in transforming real content into online sales.

As we explore the myths surrounding social commerce, it’s important to recognise the contributions and missions of SHOPLINE and StoryStream. Both companies are key players in the social commerce field, developing solutions that meet the modern consumer’s need for authenticity, ease, and engagement. Our efforts are crucial in creating a more connected, transparent, and user-focused online shopping environment, marking a new chapter in the evolution of digital commerce.


Social commerce represents a fusion of online shopping with social media, creating a vibrant, interactive digital marketplace. At its core, social commerce leverages social media platforms to facilitate eCommerce transactions, offering consumers the opportunity to purchase products directly through social media posts, ads, dedicated shops and live shopping. This innovative shopping experience blurs the traditional boundaries between social networking and eCommerce, enabling brands to engage with customers where they spend a significant portion of their online time.

User-Generated Content (UGC) plays a pivotal role in the ecosystem of social commerce. UGC includes any form of content—be it reviews, photos, videos, reactions or comments—created by users rather than brands. This content is instrumental in building a community around products and services, offering authentic insights and experiences from real customers. In the realm of social commerce, UGC not only enriches the shopping experience but also acts as a powerful tool for brands to increase trust, authenticity, and social proof. By integrating UGC into brand’s social feeds, on brand websites or apps with StoryStream, brands can showcase real-life applications of their products, making the online shopping experience more relatable and engaging for potential buyers.

The shift towards authentic content online signifies a fundamental change in consumer behaviour. Today’s consumers are increasingly sceptical of traditional advertising and are more likely to trust peer recommendations and authentic user experiences. highlights the growing demand for transparency and authenticity in online shopping, in fact StoryStream’s Survey in Sepetember 2023 found that 90% of consumers seek UGC before making a purchase decision and 62% of consumers find User-generated Content more trustworthy and authentic than brand content. The emphasis on authentic content reflects a broader desire for shopping experiences that are not only transactional but also personal and community-oriented. With its reliance on UGC and social interactions, social commerce perfectly aligns with this shift, offering a shopping environment that prioritises authenticity and user engagement over traditional sales tactics.



In the rapidly evolving landscape of digital retail, social commerce has emerged as a game-changer, yet it’s surrounded by myths and misconceptions that can deter brands from leveraging its full potential. StoryStream and SHOPLINE are here to debunk these myths and shed light on the real power of integrating social elements into your eCommerce strategy.


MYTH 1: “Social Commerce is Just a Trend” 

Many sceptics view social commerce as a fleeting trend, destined to fade as quickly as it appeared. However, this perspective overlooks the fundamental shift in consumer behaviour and preferences. Social commerce is not a temporary fad but a significant evolution in how people discover, interact with, and purchase products. It’s rooted in the way communities form online and how trust and authenticity drive purchasing decisions. In fact, StoryStream’s recent survey found that 89% of consumers are likely to stay loyal to brands they find trustworthy and authentic and the ways brands can achieve this is with UGC, with 62% of consumers finding UGC more trustworthy than traditional branded content. The rise of social commerce is a response to fundamental changes in how people shop, discover and engage with brands, making it a critical element of modern retail strategies.

MYTH 2: “UGC doesn’t attribute to conversions”

User-generated Content (UGC) is often underestimated in its ability to influence purchasing decisions. Contrary to this myth, UGC serves as a powerful tool for enhancing brand authenticity and building consumer trust. When potential buyers see real people using and endorsing products, it provides validation and social proof that traditional marketing cannot achieve. Studies and real-world applications consistently demonstrate that UGC can significantly boost conversions by providing relatable and authentic experiences. StoryStream’s case studies highlight how the integration of UGC increases engagement and conversion, in particular when Sweaty Betty incorporated UGC into their brand strategy they saw a 25% uplift in conversions and an 18% increase in AOV. Furthermore, featuring UGC led to a 68% increase in Average Session Duration for Peacocks and a 16% increase in their average order value.

MYTH 3: “Shoppable Content is Too Complicated to Implement”

Another common misconception is that integrating shoppable content into social media platforms or websites is overly complex and technical. With today’s technology and the right partners, creating shoppable experiences is more accessible than ever. Platforms like SHOPLINE simplify the process, offering tools and support to seamlessly integrate eCommerce capabilities into social content. This not only enhances the shopping experience but also bridges the gap between discovery and purchase, making it easier for consumers to buy the products they love without friction.

MYTH 4: “Social commerce is for brands with deep pockets”

There’s a pervasive belief that social commerce initiatives are exclusively the domain of large, well-established brands with substantial budgets. However, the reality is quite the opposite. Social commerce levels the playing field, allowing small and medium-sized businesses to compete more effectively. By leveraging social networks and engaging directly with their communities, smaller brands can achieve remarkable visibility and growth. The key is to use authentic, relatable content that resonates with your audience, regardless of your brand’s size.


Through the lens of SHOPLINE and StoryStream, it’s clear that the future of retail is one which embraces the engagement and discovery customers find on social. By dispelling prevalent myths and embracing the authentic, community-driven ethos of social commerce, brands can unlock unprecedented opportunities in the digital marketplace. The path forward is marked by an emphasis on genuine connections, leveraging UGC to craft shopping experiences that are not just transactional but deeply personal and engaging. In debunking these myths, SHOPLINE and StoryStream illuminate the way for brands to navigate the social commerce landscape with confidence, underscoring the transformative potential of integrating social elements into eCommerce strategies. The era of social commerce is here, reshaping the fabric of online shopping and setting the stage for a future where authenticity and community are paramount.