Rise of Social Commerce: Recruiting talent for social success!

Social commerce is reshaping the eCommerce landscape. With platforms like Instagram, TikTok, and Pinterest evolving into shopping destinations, businesses are racing to capture customers directly where they spend their time. By 2025, social commerce is projected to grow even more and brands that invest in the right talent now will be the ones leading the charge.

To stay competitive, you need a team that understands the nuances of social selling. Here are the key roles to prioritise and tips from Cranberry Panda to help you find the best candidates.

Interesting social commerce trends

Before we delve into the recruitment side of things, we thought we would share some interesting stats from the world of social commerce. These stats alone show exactly why the roles we will be discussing today are so important. (Insights from Statista)

• In 2024, 24% of global online shoppers identified Facebook as the social network they were most likely to shop on. Instagram, also owned by Meta, came in second, with 20% of respondents selecting it for this activity.
• China's short-form video platform Douyin is the leading global revenue generator in social commerce, with estimated revenues approaching 200 billion U.S. dollars in 2024. Meanwhile, Meta is betting on social commerce through Facebook and Instagram, projecting combined revenues of around 94 million dollars.
• During a global 2024 survey among marketing agencies and brands, 22.4% of respondents stated they invested 10-20% of their marketing budget into influencer marketing. This is an important factor in the world of social commerce - will we see it grow?
• Social commerce is set to reach a 25% penetration rate in 2024, meaning one in four potential customers use social media to shop.

There's so much more to come from this channel. So, what roles should you be considering if social commerce is on your agenda for 2025?

Social Commerce Strategist

This role is the foundation of any successful social selling strategy. A Social Commerce Strategist designs and oversees campaigns that drive sales directly through social platforms. They blend expertise in content creation, audience targeting and platform algorithms to craft a seamless shopping experience.

Tip from Cranberry Panda: When hiring for this role, prioritise candidates with hands-on experience using features like Instagram Shopping, TikTok Shop and Pinterest’s product pins. Ask for case studies where they’ve driven measurable ROI through social commerce campaigns.

Content Creator for eCommerce

Social commerce thrives on visually engaging, thumb-stopping content. A dedicated Content Creator ensures your brand’s products are showcased in a way that resonates with platform users. From short-form videos on TikTok to carousel posts on Instagram, this role is crucial for grabbing attention.

Tip from Cranberry Panda: Look for creators who are not just skilled in design or video editing but also understand platform trends and consumer behaviour. A strong candidate will have a portfolio of successful product-driven content and a pulse on emerging trends.

Social Media Advertising Specialist

Paid social is a critical driver of success in social commerce. A Social Media Advertising Specialist focuses on crafting targeted ad campaigns that push customers directly to checkout. They manage budgets, analyse performance and tweak campaigns for maximum efficiency.

Tip from Cranberry Panda: Prioritise candidates with certifications in paid social platforms (like Meta Blueprint or TikTok Ads Certification). Ask them to detail how they’ve optimised campaigns for direct sales and their approach to A/B testing for ad success.

Customer Engagement Manager

Customer interactions are at the heart of social commerce. A Customer Engagement Manager handles enquiries, responds to comments and builds community trust on social platforms. This role is key to fostering loyalty and converting casual interactions into sales.

Tip from Cranberry Panda: Search for candidates with experience in social media management tools and a knack for personal, empathetic communication. During interviews, ask how they’ve resolved customer issues or managed a social media crisis.

Data Analyst for Social Commerce

Understanding what works - and what doesn’t - is vital for refining your social commerce strategy. A Data Analyst monitors performance metrics like click-through rates, conversion rates and audience engagement to guide future campaigns.

Tip from Cranberry Panda: Seek candidates proficient in tools like Google Analytics, social platform insights and eCommerce analytics tools. Strong candidates should provide examples of how their insights directly influenced campaign outcomes.

Why Social Commerce talent matters 

The growth of social commerce shows no signs of slowing, and early movers will reap the rewards. Building a team with specialised expertise ensures your brand can navigate platform algorithms, create engaging content and drive measurable sales. If you want to discuss a vacancy with the team, click below to submit your enquiry!