Bukunmi Okedara, founder of BSO Global, has built a career focused on entrepreneurship, brand ownership, and growth. His perspective on the evolution of social media marketing in e-commerce offers a roadmap for how digital commerce will continue to shift in an increasingly connected and competitive global economy.
The New Landscape of Social Media in Online Retail
Social media has evolved from a space for connection into one of the most powerful sales ecosystems in the world. Platforms such as Instagram, TikTok, and YouTube are now fully integrated storefronts where brands can convert followers into loyal customers in a matter of seconds. The lines between entertainment, engagement, and commerce have blurred, and the brands thriving in this new digital environment are those that can seamlessly blend storytelling with sales. The transformation represents a permanent shift in how consumers experience products.
“Shoppers want more than ads,” says Bukunmi Okedara. “They crave relationships. The brands that win in the future will be the ones that use social platforms to surpass mere conversation and create community.”
His insight reflects an essential truth about the modern e-commerce model: success depends as much on emotional connection as it does on visibility. Social media has become the foundation of that connection, offering direct access to audiences at every stage of the buying journey.
Algorithmic targeting has become increasingly sophisticated, but automation alone can’t build brand loyalty. The next phase of social media marketing will center around human connection, transparency, and trust. Audiences expect authenticity with real stories, real people, and real value.
An authenticity-driven model challenges brands to balance automation with personal engagement. Artificial intelligence can help optimize ad placements and content timing, but authentic engagement still requires a human touch.
Notes Okedara, “Technology can amplify your message, but it can’t replace your voice. Every brand needs to sound human, especially when scaling globally.”
As e-commerce expands across borders, brands are learning that localized content and culturally relevant storytelling are key to growth. Consumers want to feel that a brand understands their needs and values. In this environment, marketers who combine data-driven insights with genuine empathy will define the next era of digital commerce.
Video marketing for online stores has become the driving force behind social media engagement. Short-form videos dominate the algorithms, and live shopping events have redefined how consumers make purchasing decisions. From TikTok Shop to Instagram Live, interactive selling allows customers to see products in action, ask questions, and make purchases in real time.
This convergence of entertainment and e-commerce, often called shoppertainment, is expected to grow exponentially over the next five years. Social video builds brand visibility while shortening the sales cycle by combining product discovery and checkout in a single session.
The effectiveness of this model lies in its immediacy. Consumers are drawn to authentic, unpolished content that feels conversational rather than corporate. For smaller e-commerce businesses, this levels the playing field, allowing them to compete with large retailers through creativity and agility rather than advertising budgets.
Building Communities Instead of Campaigns
Traditional marketing campaigns are giving way to continuous community building. Instead of relying solely on one-way communication, modern brands engage in ongoing dialogue with customers across social platforms.
This community-centric approach transforms the brand-consumer relationship into a collaborative ecosystem. Such a shift reveals a deeper change in how customers perceive brands.
“People no longer want to buy from faceless companies. They want to be part of something. They want to feel seen, heard, and valued,” says Okedara.
Community-led brands are reaping the benefits of this evolution. Loyal customers become brand advocates, organically sharing products through user-generated content, reviews, and social proof. As algorithms increasingly prioritize authenticity and engagement, this kind of organic visibility becomes even more valuable than paid impressions.
Influencer marketing remains one of the most effective social media strategies because it has evolved. The future of social media marketing in e-commerce lies not in celebrity endorsements but in partnerships with micro and nano influencers who bring authenticity and credibility to niche audiences.
These smaller creators cultivate highly engaged communities where recommendations carry significant weight. Data from leading social media analytics firms shows that micro influencers often drive higher engagement rates and conversion percentages than major influencers with millions of followers.
Brands are now approaching influencer partnerships as long-term collaborations rather than one-off promotions. These relationships allow both parties to grow together and to build narratives that resonate over time.
Artificial intelligence continues to redefine how e-commerce brands approach marketing strategy. Predictive analytics allows marketers to anticipate trends, understand customer preferences, and create hyper-personalized campaigns that adapt in real time.
AI-driven tools analyze behavioral data across platforms, allowing brands to determine which content formats perform best, which audiences are most responsive, and which timing yields the highest engagement. This level of precision transforms guesswork into measurable growth.
However, while automation increases efficiency, human insight is essential. The most effective strategies use data as a foundation for creative innovation. In the future, brands that integrate technology with emotional intelligence will have the greatest impact.
Sustainability, Ethics, and the Conscious Consumer
Today’s consumers are increasingly aware of social and environmental issues. Ethical transparency and sustainable e-commerce practices are now competitive advantages and no longer optional. Social media amplifies both the good and the bad, rewarding brands that act with integrity and punishing those that appear insincere.
For e-commerce businesses, this means integrating sustainability into both operations and messaging. Brands that communicate authentic values through consistent action will earn long-term trust. The combination of transparency and accountability is becoming the new currency of credibility in digital markets.
Social media marketing is no longer confined to local markets. Cross-border e-commerce has surged, driven by global logistics improvements and international social platforms. This presents both opportunity and complexity. Brands must navigate cultural differences, language nuances, and regional buying behaviors while maintaining a cohesive identity.
Emerging markets in Africa, Asia, and Latin America are leading new waves of growth, supported by mobile-first economies and young, digitally active consumers. For businesses willing to adapt, the global reach of social platforms offers unprecedented potential.
The future of e-commerce is borderless. It requires connecting across cultures, building relationships, and using social media as the universal language of business.
As technology continues to advance, the future of social media marketing in e-commerce will depend on a brand’s ability to remain personal, adaptable, and authentic. Automation will continue to evolve, but connection continues to be the foundation.
The brands that succeed and continue to lead will be those that use social platforms to build trust, tell real stories, and create meaningful experiences that extend far beyond the checkout page. In this new digital era, success belongs to businesses that remember what marketing has always been at its core: a conversation between people.
