Social commerce isn’t about loud banner ads or obvious product pushes. It’s about the ads that don’t look like ads—the ones that blend into discovery. The posts that feel native to your feed, catch your eye through creativity, and pull you in before you even realize you’re shopping.
That’s the version of social commerce we’re talking about here: the subtle, seamless content that bridges inspiration and purchase, turning the scroll itself into the start of the shopping journey right on to your PDP.
And that’s also where your marketing and e-commerce teams can really team up. Because when those worlds share knowledge and content, it’s just smarter business! You’re not reinventing the wheel; you’re repurposing what already is working and giving it new life across platforms.
This concept is not a new one, but some brands are making it look effortless and setting a new standard. We want to discuss the ways they’re doing it exceptionally well.
Don’t worry, we’ll share a few of our favorites and some examples soon.
But first, let’s rewind a bit to where social commerce began and how we got here.
Evolving into Social Commerce
In the early days, social media was a simple, almost underground way to stay connected without a call, text, or instant message. With a single tap, friends could see what you were up to, and that was enough.
Back then, platforms mostly stayed in their lanes: Instagram was for photos, Facebook for updates, and YouTube for longer-form video. Each had its own clear purpose, and no one expected more than that.
And then there was a shift; platforms quickly realized the value of keeping all those users in one place, not just for content, but for shopping too. That’s when experiments started popping up: shopping features tucked into social apps, or even entire platforms built around social + commerce. Remember Wanelo? Peak 2013. It was like Pinterest meets a mall, a feed of endless products you could save, share, and shop all at once. A little chaotic, very addictive, and a sign of where things were heading.
Then, 2016 rolled around, and Instagram rolled out shoppable posts, allowing brands to tag products directly in their content. The shop button followed in 2017, transforming brand pages into storefronts and weaving commerce directly into the feed. This marked a major shift: social platforms moving beyond discovery to integrate shopping as part of the social media experience.
Since then, social commerce has become more seamless and native. Shopping is no longer a separate experience; it’s embedded in the scroll and swipe. And with audiences already feeling overwhelmed by content, the push is toward organic, integrated storytelling that sells without screaming “ad.”
And it doesn’t matter which app we’re talking about anymore. TikTok came in 2020-ish and blew us all away; it was exactly the thing we all needed during COVID. Instagram, Facebook, Pinterest, YouTube, and even LinkedIn have followed suit with the integration of short-form video content to mimic TikTok’s platform. And in return? TikTok has its own TikTok Shop now. So the convergence between social media and e-commerce is definitely here.
Bringing it Back to E-commerce Creatives
And now (stay with us), visual storytelling for brands is more important than ever. In a FLOW Show episode, with Mel McVeigh, she discusses that the traditional lines between broadcast, publishing, and retail are dissolving. Everyone is competing for attention in the same spaces, whether it’s YouTube, TikTok, Instagram, Facebook, Pinterest, etc. The way Mel sees it, “There’s a convergence in these customer journeys because we’re all competing for the same audience on the same platform, just for different things.”
This convergence is what’s driving the push toward a smarter, multi-platform approach, one where content isn’t tied to a single purpose or channel, but designed to live, evolve, and convert wherever the audience is.
For e-com creatives, that brings both opportunity and pressure. The challenge lies in balancing two demands:
- Staying true to the brand’s identity and making sure visuals always feel recognizably the brand
- Adapting to the platform’s voice and vibe while shaping content so it feels natural to the environment it lives on.
Mel’s strategies for e-commerce creatives looking to succeed in social commerce are to create strong pieces of content that can be cut and repurposed across multiple platforms. According to Mel, there shouldn't be a number 1 when it comes to platforms; you need to start treating each platform as an equal. And last but not least, make sure you’re collaborating with content, product, and data teams to test, analyze, and make strategic decisions on what is actually working.
The best part of all of this is you don’t have to start from scratch. Your PDPs already hold a library of content, including lifestyle shots, on-model imagery, videos, flatlays, and close-ups. And chances are, your social channels do too.
Those visuals were probably originally built for their own spaces: PDPs to drive conversion, social to build connection, but now the lines are blurred. A single asset can live multiple lives. A campaign image might take off on Pinterest, while a lifestyle video from Instagram could bring warmth and storytelling to your PDP.
Let’s break it down. First, how your PDP visuals can live beyond the product page—and then how social-first content can find new purpose back on your PDP.
PDP to Socials
Product Grid → The Bento Box Method
Take your PDP images to social by combining them into one modular “bento box” layout.
Within a single 1080×1080 or 1080×1920 frame, brands are featuring 3–6 products or details—each with its own space, yet part of a cohesive visual story.
It’s a simple way to reimagine your product grid for social: engaging, visually balanced, and instantly shoppable.
Each mini-scene draws the viewer in, turning a scroll into a click, and that click into a purchase.
Good for: Pinterest Ads and Instagram Stories or Ads
Flat Lays→ Collages
Product Grid → The Bento Box Method Originating on Pinterest and now has made its way over to Instagram and TikTok, collage-style flat lays are all about curating the “dream look” while visually mixing pieces to create an aspirational aesthetic. They tap into nostalgia (circa early-ish 2000s), with a digital scrapbook-like feel that resonates strongly with Gen Z audiences.
What makes this trend so effective is how it bridges inspiration and commerce: the same flat lays that live on your PDP can be reimagined into collages to showcase full looks and styling ideas. They don’t just sell products; they sell a vibe.
And the best part? These visuals fit seamlessly into the bento box layouts or other modular content formats, making them both engaging and easy to repurpose across channels.
Good for: Pinterest Ads and Instagram Stories or Ads
From Social to PDP
What if your social content could live right on your PDP?
Video has become the standard—thanks to TikTok, Reels, and Shorts. Whether it’s a polished studio shot or a low-fi clip that feels authentic in-feed, video is what catches attention and drives engagement.
Formats like Get Ready With Me, Outfit of the Day (OOTD), or quick styling moments perform well—and the best part is, you don’t have to start from scratch because chances are they might already be on your socials.
Good for: Pinterest Ads, Instagram Stories or Ads, and right back on the PDP
Bottom Line
Your PDPs are built-in storytelling tools. A single flat lay, product video, or campaign image can easily be reimagined for Pinterest, TikTok, Instagram, or YouTube, turning PDP content into scroll-worthy inspiration that will bring them right to your PDP. And it works both ways: social-first visuals can inform how products are shown on your PDP, adding lifestyle context and aspiration directly into the shopping experience. Repurposing isn’t about creating more; it’s about creating smarter. When brands tailor existing assets to each platform’s tone and format, they stay consistent, creative, and connected across every channel. And with Pixelz, scaling that workflow becomes easier from AI models and Digital Twins to Video, Editorial, giving you the tools to manage every piece of content for PDP seamlessly.