Social commerce involves using social media to assist in online buying and selling. It can take two forms: social media on e-commerce platforms or e-commerce on social media platforms. There are benefits to brands such as monetizing social media investments, gathering market insights, boosting e-commerce sales through increased traffic, conversions and order value, and improving customer loyalty. To get started, brands should deploy a LEAD strategy of listening, experimenting, applying learnings, and developing their social commerce efforts over time.