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How Social Commerce Is Transforming Fashion, Jewellery, Watches, and Beauty?
Technology in Fashion
04 December, 2025
Table of contents
The convergence of social media and e-commerce has evolved from simple “Shop Now” buttons to fully immersive, platform-native experiences. Meta’s Advantage+, TikTok’s Shop, and YouTube’s Shopping now sit at the heart of this transformation, shaping how consumers discover, evaluate, and purchase fashion, jewellery, watches, and beauty products worldwide.
The opportunity is vast. According to Statista, global social-commerce sales are expected to surpass USD 1.2 trillion by 2027, driven largely by fashion and beauty segments. Each platform, however, takes a distinct route: Meta automates precision advertising through machine learning, TikTok merges entertainment with live shopping, and YouTube turns storytelling into conversion.
“Advantage+ Shopping” is a campaign type under Meta Platforms’s advertising system (covering Facebook, Instagram etc) that heavily leverages machine-learning optimisation, broader audience targeting and automation rather than manual audience segmentation.
It can also be referred to as “Advantage+ Catalog Ads” (formerly Dynamic Product Ads) which pull product feed data and dynamically serve personalised ads.
It simplifies campaign setup for e-commerce brands: fewer audience sets, more reliance on ML.
The automation enables scaling and often improved Return-On-Ad-Spend (ROAS) compared to traditional manual campaigns (especially valuable in high-SKU categories such as fashion or beauty).
Suitable for global roll-out: Meta’s platforms have broad global reach, and automating allows brands to localise less manually.
Claudie Pierlot (Paris-based fashion brand)
According to Dataiads, Claudie Pierlot implemented Meta Advantage+ Shopping Campaigns and recorded a 36 % increase in transactions and a 25 % improvement in ROAS. The brand also achieved a 50 % faster product-page load time, improving the user flow from ad to purchase.
Bimba & Lola (Spanish fashion retailer)
As reported by Meta / Facebook Business, Bimba & Lola’s A/B test comparing Advantage+ Shopping Campaigns with its previous manual ad setup generated a 28 % increase in sales, a 25 % lower cost per purchase, and a 21 % higher ROAS. The automated setup allowed the brand to scale performance while maintaining consistent creative delivery across Facebook and Instagram.
Watch/Jewellery variant
According to Shoelace, a jewellery brand using a combined Meta Catalog + Advantage+ Shopping approach achieved a 39.51 % increase in ROAS and a 33 % lift in online conversion rate within 30 days. This demonstrates the effectiveness of pairing product-feed automation with Meta’s machine-learning optimisation for high-consideration accessories categories.
Strengths:
Efficient automation via Meta’s ML.
Good for brands with large product catalogues (fashion, beauty, watches).
Global scale and existing integration with Instagram/Facebook shopping.
Case-data shows solid uplift.
Limitations:
Reduced manual control: audience segmentation less granular.
Heavy reliance on feed quality, tracking (e.g., Meta Pixel) and conversion data.
As platforms mature, automation may yield diminishing returns (need continuous optimisation).
Privacy & data regulation (e.g., IOS changes) can impact meta tracking.
Ensure product feed is clean, up-to-date, includes localisation (currency, language) for GEO optimisation.
Combine Advantage+ with high-quality creatives (especially for fashion/beauty: look-book style, model videos).
Leverage Meta’s global placements but tailor creatives or copy per region (e.g., Europe vs Asia).
Use broad audience + let ML find look-alikes, then monitor top performing segments for refinement.
Monitor ROAS, cost-per-conversion and feed performance; use analytics to adjust quickly.
For fashion/beauty specifically: highlight visual cues (model wearing, texture close-ups, motion) because Meta algorithm favours engagement signals.
TikTok Shop refers to the in-app commerce experience on TikTok (by ByteDance) whereby users can discover and purchase products directly within the platform via product tags, live streams, affiliate links and a dedicated shopping tab.
Highly relevant for Gen Z and mobile-first audiences - visual, content-driven, rapid discovery.
Good fit for categories with strong discovery/impulse potential: beauty tutorials, jewellery styling, watch unboxings, try-ons.
Live-stream format and creator partnerships make it strong for interactive commerce and conversion.
Offers potential for viral uplift (trending items can sell out quickly). For example: beauty brand trending via TikTok Shop.
E.l.f. Beauty - From Viral Content to Sell-Out Success
According to Vogue and Retail Dive, E.l.f. Beauty became one of TikTok Shop’s strongest beauty performers, with products such as the Halo Glow Liquid Filter and Power Grip Primer selling out within hours after trending on the platform. The brand attributed this surge to creator-led tutorials and shoppable video links, which turned viral exposure into immediate purchase behaviour.
Charlotte Tilbury - Luxury Beauty Meets Live Commerce
As reported by The Drum and Glossy, Charlotte Tilbury launched its official TikTok Shop in 2024, integrating live streams and creator-driven “Get Ready With Me” content. The brand recorded record engagement and strong conversion rates during its dedicated “Flawless Filter Fridays” live sessions, proving that luxury beauty can thrive in TikTok’s interactive commerce environment.
Pandora Jewelry - Creator Partnerships Drive Gifting Moments
According to Influencer Marketing Hub and Marketing Dive, Pandora leveraged TikTok Shop and live creator content around Valentine’s Day 2025 to promote its Be Love collection. The campaign generated millions of views and significantly higher engagement than static ads, driven by creators showcasing personalised bracelet-stacking and emotional gifting moments - a core behavioural trigger on TikTok.
SHEIN x TikTok Shop - Fast-Fashion Scale
Fast-fashion giant SHEIN partnered with TikTok Shop to extend its influencer affiliate programme. According to company data shared with Reuters, the collaboration helped drive double-digit month-on-month sales growth across Southeast Asia, demonstrating how social commerce can move vast inventories through creator networks.
Strengths:
High-engagement, native, mobile-first environment.
Live-stream & creator formats drive authenticity + impulse conversion.
Good for discovery and trend-setting items (fashion, beauty).
Social commerce leverages community, virality.
Limitations:
In-app checkout may still be limited in some geographies (for example outside US/China).
Product logistics and inventory integration must be well-managed.
Audience skews younger; luxury/high-ticket (watches) may need extra work.
Algorithm changes and ad-costs may impact profitability.
Partner with creators/hosts relevant to your category (e.g., jewellery styling creators).
Use live-streaming to showcase product in real-time (try-on, unboxing, Q&A).
Make content native: short, snackable, story-driven - not just a static ad.
Localise by region: trending formats, local creators, time-zones.
For GEO: optimise inventory and shipping for major TikTok markets (US, UK, India, SEA).
For fashion/beauty: integrate product tags in tutorial videos, link directly to items shown.
YouTube Shopping refers to the suite of shopping features on YouTube - including a storefront tab on brand channels, product tagging in videos/Shorts/live streams, and in-video product shelves or links that direct to commerce.
Although still expanding, it offers brands the ability to convert viewers to shoppers via a video-commerce path.
YouTube has one of the largest user-bases globally; video content profoundly influences purchase decisions.
Particularly good for longer-form brand storytelling, product education (e.g., watch craftsmanship, jewellery quality, beauty tutorials) - which fits higher-ticket items (watches, jewellery) and premium fashion.
Supporting features such as tag-to-product, influencer integrations, allow for conversion rather than just awareness.
Available in multiple APAC markets (US, Canada, APAC). Example: YouTube Shopping affiliate programme in US & eight APAC countries.
Brand Bewakoof (India-based fashion)
According to Social Samosa, India-based fashion brand Bewakoof leveraged YouTube’s TrueView Ads together with Shopping Cards (the precursor to YouTube’s current commerce tools) and achieved an estimated 4× return on ad spend. While this predates the latest Shopping Tab features, it clearly demonstrates YouTube’s ability to convert fashion consumers through video-led commerce.
General research on luxury watches/Jewellery via YouTube reviews
As reported by Vogue Business, “rude” or blunt long-form YouTube reviews have become unexpectedly powerful in driving interest and purchases for luxury and niche watch brands. The publication notes that expert review content significantly shapes consumer trust and assists decision-making in high-value categories such as watches and fine jewellery.
L'Oréal Paris Thailand - YouTube Shopping & Creator Demand-Gen
According to Think with Google, L'Oréal Paris Thailand combined YouTube’s Demand Gen ads with YouTube Shopping capabilities - including product-tagged videos and creator content - and achieved standout results. The campaign generated 10× more paid views compared to previous creator-view benchmarks and delivered 2× better cost-per-visit versus the brand’s standard campaigns.
Strengths:
Excellent for education, brand storytelling, and high-ticket-item commerce.
Wider global reach and longer session times – aiding deeper engagement.
Product-tagging & in-video commerce reduces friction from inspiration to purchase.
Good for GEO /localisation given YouTube’s global footprint.
Limitations:
Lower immediacy compared to TikTok live impulse buys.
Setup may require more prerequisites (e.g., channel eligibility, integration with Shopify etc).
For fashion/beauty: must marry engaging content with commerce; purely brand awareness videos alone won’t trigger direct sales.
Implement a dedicated YouTube channel with a “Store” tab and product-linking enabled.
Combine long-form content (e.g., how jewellery is made) with shorter clips/Shorts for discovery.
Use influencers/creators who show products in use/unboxing/testimonials (especially watches/jewellery).
Localise for GEO: provide subtitles, languages, local shipping info.
Use SEO-friendly video titles, descriptions and tags (for YouTube search and general web indexing).
Monitor video analytics + store-tab click-throughs to product pages.
Here are tailored recommendations across the four verticals:
If you have a large product catalogue (many SKUs, frequent launches) → use Meta Advantage+ for catalogads + automation. Example: Claudie Pierlot improved conversions +36%.
For trend-driven launches, influencer collaborations and fast-moving styles → test TikTok Shop for real-time live selling.
For brand-building (heritage, premium label) → use YouTube Shopping in parallel: e.g., release Behind-the-Scenes videos + product tags.
Ensure localisation for GEO: adapt creatives per market (colour/taste differences, sizes, local shipping).
Use A/B tests: compare Advantage+ vs manual audiences; monitor cost-per-incremental-conversion (Bimba & Lola found +28%).
Jewellery
Leverage storytelling: craftsmanship, heritage, gifting moments. Use YouTube Shopping for deep engagement (e.g., watch-reviews help build trust).
On TikTok Shop: use creators to highlight emotional moments (“gift this to your partner”, “layer these pieces”) - jewellery brands thriving here.
On Meta: use Advantage+ catalog ads with personalised retargeting (haven’t purchased, viewed-product, add-to-cart) to drive conversion.
For GEO: region-specific cultural gifting days (e.g., Diwali in India, Christmas in US, Lunar New Year in Asia) - localise campaigns accordingly.
High ticket category: trust, reviews and authenticity matter. YouTube is particularly strong: watch reviewers influence purchase decisions.
Meta Advantage+ can be used to drive consideration and retargeting (e.g., those who visited watch-page but didn’t purchase). Example: Luxury watch brand scaled to €4 m in 90 days with Meta Ads.
TikTok Shop may be less optimal for very high-ticket watches (unless brand uses live luxury formats) but could work for “entry-luxury” watches aimed at younger consumers.
Beauty is very strong on TikTok Shop: high impulse buys, tutorials, live demos, creator-led content. Items can sell out rapidly.
Meta Advantage+: Use for retargeting viewers of beauty videos, catalogue ads featuring colours/variants.
YouTube Shopping: Use for longer-form tutorials, reviews, influencer collaborations; leverage product tags to convert from tutorial to purchase.
GEO: region-specific ingredients, local beauty trends (K-beauty in SEA, halal-beauty in Middle East) - tailor content & local creators.
Social commerce is entering a new phase where automation, video, and creator-led shopping converge. Instead of choosing a single channel, brands must build multi-platform strategies that match category goals, audience behaviour, and regional realities.
Tighter privacy regulations make first-party data and platform integrations more valuable - giving Meta and YouTube a performance edge. Emerging markets such as India, Southeast Asia, and Latin America will drive the next wave of growth, but rollout speed and features differ by region.
Localisation and creative agility will decide winners: global templates no longer resonate equally across cultures. Investments should prioritise video-first, live, and interactive formats that drive both discovery and conversion.
For luxury and high-value categories, long-form storytelling on YouTube Shopping builds trust and desirability. For fast-fashion and beauty, TikTok Shop and Meta Advantage+ deliver speed, virality, and measurable ROAS. Above all, brands must align content strategy with operational readiness - a viral campaign is only as strong as the supply chain behind it.
Cover Image: Campaign.