Social commerce in Chile is emerging as one of the biggest digital trends of 2026. It's a form of e-commerce that directly uses social media platforms as sales channels , without requiring customers to leave the app. Platforms like Instagram, TikTok, and Facebook already allow users to buy products with a single click, and more and more Chilean companies are taking advantage of this opportunity.
In a context where digital consumption is growing year after year, social media has become a true commercial showcase. According to projections from the Santiago Chamber of Commerce, more than 60% of Chilean consumers will make at least one purchase through social media before 2026.
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What is social commerce and why will it be key in Chile?
Social commerce combines marketing strategies, content, and direct sales within social media platforms. Unlike traditional e-commerce, where users had to visit a physical online store, here the entire process takes place within the platform , offering a smoother and more personalized experience.
Among the most notable advantages are:
Less friction in the purchase : the user does not leave the social network.
Higher conversion rate thanks to emotional and visual appeal.
Direct relationship between brand and customer.
Greater visibility thanks to shared content and interaction with influencers.
In Chile, this trend is boosted by the rise of digital entrepreneurs , micro-influencers , and the rapid adoption of electronic payments , driven by tools such as Mercado Pago, Fintoc, and Transbank online.
Social networks that lead social commerce in Chile
Instagram Shopping
It's one of the most established platforms for social commerce. Chilean fashion, beauty, and food brands have found in Instagram a direct showcase to display tagged products and offer immediate customer service via messages.
TikTok Shop
With its powerful discovery algorithm, TikTok has revolutionized how Chileans discover products. In 2026, TikTok is expected to officially launch its direct-to-consumer system in Latin America, opening up a new market for small local businesses.
Facebook Marketplace and WhatsApp Business
Both tools maintain a solid user base across all age groups. In Chilean municipalities and regions, especially outside of Santiago, Facebook Marketplace remains key to informal and local commerce.
Social commerce trends for 2026
1. Total customization
The algorithms will be able to display products based on user interaction history, location, and interests. In Chile, this will benefit regional businesses that will be able to target their promotions more precisely.
2. The rise of short video content
Video marketing will dominate social commerce in 2026. Formats like reels and TikTok clips will be the main sales driver, showcasing products in a natural and entertaining way.
3. Live shopping
Inspired by the Asian model, live shopping has arrived in Chile with live streams where sellers showcase products and users buy in real time. Major brands like Falabella and Paris are already experimenting with this format.
4. Local influencers and creators as sellers
Chilean micro-influencers are becoming true brand ambassadors. Thanks to the trust they generate, they drive higher conversion rates than traditional advertising.
5. Integration with artificial intelligence
Generative AI will allow the creation of automatic recommendations, product texts, and ads tailored to each buyer's profile, optimizing advertising campaigns.
How Chilean SMEs can take advantage of social commerce
Social commerce isn't just for big brands. Chilean SMEs can benefit enormously by applying simple but effective strategies:
Create interactive catalogs on Instagram and Facebook.
Respond to customer messages in real time .
Leverage user-generated content (UGC) .
Collaborate with local micro-influencers .
Use free social analytics tools to measure reach.
Many entrepreneurs in regions such as Valparaíso, Biobío and Los Lagos are already using this model to sell handicrafts, clothing or gastronomic products, strengthening their local economies.
You can also read about the impact of user-generated content in Chile in our related article: UGC Content Chile
Examples of Chilean brands that stand out in social commerce
The Andes House : combines Chilean design and Instagram storytelling to sell sustainable home decor products.
Emporio La Rosa : uses TikTok to showcase its production process and build rapport.
NotCo : with collaborative campaigns, it manages to connect with young consumers around food innovation.
These examples show how social commerce in Chile in 2026 will be a bridge between creativity, technology and local culture.
Economic perspective of social commerce in Chile
Projections indicate that by 2026, social commerce will represent approximately 15% of national e-commerce , a figure that reflects its consolidation as a strategic tool.
Growth will be driven by:
Greater mobile connectivity (more than 95% of households with access).
Digital trust is on the rise thanks to cybersecurity.
New regulations that will strengthen the transparency of online sales.
Social commerce will not only change the way we shop, but also how brands communicate with their communities .
Opportunities for the future of Chilean digital commerce
Chile has ideal conditions to lead social commerce in Latin America : high digital penetration, demanding consumers, and innovative entrepreneurs.
Looking ahead to 2026, we will see greater integration between commerce, entertainment, and content . Shopping will no longer be just transactions, but will become social experiences.