Social media acting as a direct sales channel

Alexander Persaud

College: College of Business and Public Management

Major: BS.MANAGEMNT-GENBUS

Faculty Research Mentor: Salehi, Reza Fazli

Abstract:

The role of social media platforms as direct sales channels has grown as platforms now, allow users to buy products directly within the app. Platforms such as Instagram, Facebook, TikTok, etc. combine product discovery, promotion, and payment in one place. This makes shopping faster and easier because customers do not need to leave the platform to complete a purchase. Features such as shoppable posts, livestream shopping, and in-app checkout reduces barriers and encourages impulse buying. Influencers and targeted advertisements also play an important role by building trust and showing products in real-life situations. For businesses, social media sales channels increase attention, improve customer engagement, and often lead to higher conversion rates. For consumers, they offer convenience, personalized recommendations, and a more interactive shopping experience. Overall, social media platforms are no longer used only for communication and marketing, but have become important tools for direct online sales worldwide today.