Have you ever bought something just because you saw it on TikTok? If so, you’ve experienced the power of community commerce. It’s a shift in how people shop, and brands that get it are winning big. You’re about to see some amazing community commerce examples that could change how you think about brand marketing.
These real-world case studies show just how effective this commerce strategy can be. By tapping into online communities, brands are fostering deeper connections and seeing incredible results. Let’s explore what this trend means and how you can apply it.
Table of Contents:
- So, What Is Community Commerce?
- Why Your Startup Needs to Pay Attention
- Your Playbook for Getting Started
- Amazing Community Commerce Examples in Action
- American Eagle Creates a Jean Frenzy
- Don’t Forget to Make Your Content Shoppable
- Conclusion
So, What Is Community Commerce?
Think of community commerce as digital word-of-mouth marketing on a massive scale. It happens when entertaining, compelling content also features products, connecting viewers directly to brands through social media. This modern commerce business model is often driven by a content creator who has built trust and an emotional connection with their audience.
The hashtag #TikTokMadeMeBuyIt, with its billions of views, perfectly captures this idea. A user is scrolling their For You page and sees a product they never knew they needed. A few seconds later, they’ve bought it right inside the app, a process very different from traditional social commerce.
A shopping journey that once took weeks of consideration is now over in less than a minute. That’s because community commerce collapses the traditional marketing funnel. Awareness, consideration, and purchase can all happen in the same moment, on the same community platform.
Why Your Startup Needs to Pay Attention
Shopping has always been a social activity. We used to go to the mall with friends for opinions on what to buy. Now, we have digital communities with millions of people who engage consumers and share their favorite finds on social media platforms.
This is a huge opportunity for commerce brands to build real community connections. You get a chance to reach a huge audience that is actively looking for new things. In fact, a study found that 79% of TikTok users have discovered new brands on the platform, showcasing its power for product discovery.
The core of community commerce is all about blending in and fostering a strong community. People don’t want to feel like they are being sold to; they want entertainment and authenticity. When your brand shows up in a genuine way within these brand communities, you can earn their trust and, ultimately, their business.
This approach helps in building brand loyalty and creating loyal customers who become advocates. Consumers share their experiences, creating a powerful cycle of word-of-mouth marketing. A loyal brand following provides invaluable product reviews and feedback that can shape future product launches.
Your Playbook for Getting Started
Jumping into community commerce can feel different from traditional marketing. Ajay Salpekar from TikTok Shop shared some advice on how brands can find success. It all comes down to a few key shifts in your business strategy.
1. Be Willing to Try New Things
The world of social media moves incredibly fast, and keeping up with the latest trends is crucial. What worked last month might not work today. Brands that have a learning mindset tend to get better results much faster because they understand what’s working right now.
You have to be open to testing new features and formats on your chosen community platform. Pay close attention to the data to see how your content performs. This analytical approach will help you figure out where to focus your energy and budget for your community commerce strategies.
2. Let Go of Total Control
This can be tough for brand managers who are used to polished ad campaigns. But you have to let creators do what they do best: create. They are the experts in connecting with their own audiences within the creator economy.
Trying to force overly polished, corporate-style content just doesn’t work here. Research shows 67% of TikTok users feel closer to brands that post unpolished, authentic content. Let a talented content creator be creative in your name, as they understand how to generate trust recommendations.
3. Work with a Mix of Creators
Creator content is the engine of community commerce, and influencer marketing is a key component. But not all creators serve the same purpose. It’s smart to partner with a variety of them to reach different goals and build out your social media presence.
Mega-influencers are great for building widespread brand awareness due to their massive reach. On the other hand, micro-influencers often have higher engagement and a very loyal, niche following. A mix of both helps you reach the widest range of potential customers across various online communities.
4. Create a Holistic Content Plan
Don’t put all your eggs in one basket. The most successful brands use a blend of content types for their content creation efforts. This includes content you make in-house, agency-produced content, and creator content from community members.
Start by using all three to see what resonates with your target audience. Over time, you can analyze the results. This data will show you which content types are performing best so you can adjust your commerce strategies accordingly.
5. Break Down Your Team Silos
Your media budget is still your biggest amplifier; that hasn’t changed. But your teams need to work together more closely than ever. The expertise of your brand, marketing, and e-commerce teams is still critical to the sales process.
Brands that see the most success are those where all these teams collaborate on shoppable content. When everyone is on the same page, your campaigns are much more powerful. This synergy is essential for a successful community commerce business model.
Amazing Community Commerce Examples in Action
It helps to see what this looks like in the real world. Many brands, big and small, are using community commerce to drive huge sales and build devoted fanbases. Here are a few great examples that show what’s possible when a brand decides to build communities.
Benefit Cosmetics Launches Big on TikTok
Benefit Cosmetics, a global beauty brand, went all in on TikTok for a new product. They decided to partner with TikTok Shop for their Fan Fest Mascara, one of their biggest product launches of the year. This approach created a sense of exclusivity for their commerce community.
They created an exclusive launch on the platform, making it one of the most anticipated community commerce offers online. They were also the first brand to go live for a full 24 hours to promote it. This bold community commerce strategy paid off handsomely.
The results were amazing. More than 500 videos featuring the mascara were made, getting over 63 million views. Most importantly, sales boomed, showing how community drives commerce. Benefit sold 48,000 units, even outpacing sales on their own website and setting a new standard for how to boost brand awareness.
Maybelline’s Mascara Sells Out Everywhere
Maybelline wanted to build a stronger connection with Gen Z shoppers. They partnered with beauty creators on TikTok to promote their Lash Sensational Sky High Mascara. The campaign was built around authentic-feeling reviews and tutorials that felt like genuine product recommendations.
The content didn’t feel like a stuffy ad; it felt like a friend sharing a product they genuinely loved. This authentic approach led to the mascara going viral across the online community. This campaign is a perfect illustration of how to turn social engagement into tangible sales.
Here’s a look at the impressive results.
| Impressions | 20 Million |
| Engagements | 553,000 |
| Sales Increase | 20% Overall |
The mascara’s sales went up by 49% during the promotion week alone. It got so popular that it sold out multiple times on Ulta Beauty’s website. This shows how creator-led content can drive incredible demand and improve brand image.
American Eagle Creates a Jean Frenzy
Apparel brand American Eagle used a branded hashtag challenge to engage their brand community. They partnered with TikTok star Addison Rae for the #InMyAEJeans campaign. It was tied to the back-to-school shopping season, a key time for the brand.
The challenge asked people to make a video dancing to a specific song while wearing their favorite AE jeans. They had a chance to be featured in a duet video with Addison Rae herself. This simple idea sparked a huge amount of user participation and user-generated content.
The campaign generated some truly staggering numbers that showcased its massive reach. About 432,000 TikTok users made 800,000 videos. Overall, the campaign received an unbelievable 7 billion views, proving the power of a well-executed community challenge for driving sales.
Ocean Spray Rides a Viral Wave
Sometimes, community commerce happens by accident. A few years ago, the 90-year-old brand Ocean Spray got a huge boost from a completely unplanned viral video. It showed a man on a skateboard, drinking cranberry juice, and lip-syncing to a Fleetwood Mac song.
The video was pure, feel-good entertainment. It had nothing to do with a planned campaign, but it took off among network users. People loved the relaxed vibe, and Ocean Spray juice was front and center, leading to organic brand advocacy.
The brand smartly embraced the moment instead of ignoring it. They even gifted the creator a new truck filled with their juice. This organic moment did more for their brand image than a multi-million dollar ad campaign might have, proving the platform empowers creators and brands alike.
Aerie’s Leggings Become a Must-Have Item
Aerie, an American Eagle sub-brand, had a similar viral moment that highlights how this commerce business approach can work. A TikTok creator posted a dance video wearing their OFFLINE Crossover Leggings. The video quickly gained traction with consumers online.
Her followers loved the look of the leggings, and the video got nearly 900,000 likes. The result was a massive spike in demand. The leggings sold out multiple times, becoming a must-have item for many.
It’s another great example of how a single piece of user-generated content can empty your warehouse. It underscores the power of authentic content and how consumers share what they love. This is a key part of creating community buzz that leads to sales.
Don’t Forget to Make Your Content Shoppable
All of these strategies are great for building buzz and brand awareness. But if people can’t easily buy the product, you’re leaving money on the table. The goal is to make the path from discovery to purchase as short as possible.
Remember, people are seeing these products while watching fun or inspiring videos. You have to capture that impulse. That’s why platforms like TikTok Shop are so powerful; they let you make your content shoppable.
You can tag products in videos and set up a shop tab right on your profile. Link-in-bio tools also make it easy to create a shoppable feed from all your social content. This lets people buy what they see without ever leaving the app, helping you to increase sales.
Finally, think beyond just one social media platform. Take your best-performing creator content and use it everywhere. Feature it on your product pages, in your emails, and in your digital ads. This helps you get the most value out of every piece of content you create and solidifies your media presence.
Conclusion
Social media gives brands a chance to reach billions of people across countless communities. Tapping into these digital communities depends on creating fun, authentic content that people actually want to see. This approach allows brands to build deeper connections with their audience.
As you’ve seen from these community commerce examples, the results can be powerful. By focusing on connection and entertainment, you can inspire shoppers to get to know your brand and make a purchase. Creating community is no longer just a nice-to-have; it’s a core part of a modern business strategy for driving sales and building a loyal brand.
