Small and Medium Enterprises (SMEs)  

As traditional e-commerce channels become increasingly competitive and costly, social commerce offers a low-cost, high-engagement alternative that allows businesses to connect with customers in real time.

With WhatsApp boasting over 25 million users in South Africa and TikTok experiencing rapid growth, these platforms present a unique opportunity for SMEs to sell directly to consumers while building strong relationships.

Leveraging WhatsApp for direct sales
WhatsApp Business has become an essential tool for SMEs looking to streamline customer communication and facilitate direct transactions. The platform provides features such as a business profile, automated messages, product catalogues, and quick replies, making it easier for businesses to manage inquiries and process sales efficiently. To get started, SMEs should set up a WhatsApp Business account and create a detailed business profile, including store hours, location, and a brief description of their offerings.

The next step is to build a product catalogue, which acts as a virtual storefront where customers can browse items, view prices, and place orders without leaving the app.

By integrating WhatsApp Pay or linking to external payment gateways like Yoco or Ozow, businesses can offer seamless transactions.

Customer engagement is essential to success on WhatsApp. SMEs should leverage broadcast lists and status updates to promote new products, special offers, and customer testimonials. Personalized messaging, whether through automated responses or direct chats, builds trust and adds to the shopping experience. Encouraging satisfied customers to share recommendations and forward products to their contacts further amplifies reach through word-of-mouth marketing.

Selling on TikTok takes your from visibility to conversion
TikTok has rapidly evolved into a powerful e-commerce platform, with South African consumers increasingly using the app to discover and purchase products. The platform’s algorithm favours engaging, authentic content, allowing SMEs to gain visibility without huge advertising spend. By integrating TikTok Shop, which is being gradually rolled out in South Africa, businesses can create an end-to-end shopping experience within the app.

The first step for SMEs is to create a business account and optimize their profile with a compelling bio, a website link, and contact details.

Content strategy is critical, and businesses should focus on producing short, engaging videos that showcase their products in action. Demonstrations, unboxings, behind-the-scenes footage, and user-generated content are particularly effective in driving engagement. Live selling is one of TikTok’s most powerful tools for direct sales. By hosting TikTok Live sessions, businesses can showcase products, answer customer questions in real time, and provide exclusive discounts to drive conversions.

Partnering with local influencers or micro-creators who resonate with their target audience can greatly boost reach and credibility.

Integrating payments and logistics
One of the biggest challenges SMEs face in social commerce is managing payments and delivery logistics. While WhatsApp does not yet offer native payment solutions in South Africa, businesses can integrate third-party payment providers like PayFast, Yoco, and Ozow to facilitate secure transactions.

On TikTok, businesses that have access to TikTok Shop can integrate direct checkout options, but in the absence of this feature, directing customers to a WhatsApp order process or an e-commerce website remains a practical alternative.

For logistics, SMEs can partner with local courier services such as The Courier Guy, Pargo, or Aramex to offer reliable nationwide delivery. Clear communication on delivery times, return policies, and order tracking enhances the customer experience and builds trust.

Maximizing engagement and retention
Consistency is key in social commerce. SMEs should post regularly, respond promptly to customer inquiries, and create a sense of urgency through limited-time offers and flash sales. Engagement-driven strategies such as running contests, encouraging user-generated content, and leveraging interactive features like WhatsApp polls or TikTok Q&A sessions keep audiences invested in the brand.

Customer retention strategies, such as offering loyalty discounts or exclusive WhatsApp groups for repeat buyers, can drive long-term relationships. By continuously analysing engagement metrics and customer feedback, businesses can refine their approach and optimize their sales strategies.

The future of social commerce in South Africa
The rise of social commerce presents a transformative opportunity for South African SMEs. WhatsApp and TikTok offer direct, affordable channels for reaching and converting customers in an increasingly digital economy.

By adopting a strategic approach that prioritizes engagement alongside seamless transactions and strong customer relationships, SMEs can tap into the growing social commerce trend and drive sustainable business growth.