Social Commerce Transformation through In-App Checkout and Live Selling

Abstract

This article examines how social commerce is being
reshaped by two transformative features: in-app checkout
and live selling. The central question guiding the study is
how these mechanisms jointly influence consumer trust,
engagement, and conversion in digital marketplaces.
Employing a systematic literature review, the study
synthesizes findings from peer-reviewed research across
information systems, marketing, and retail disciplines. The
analysis reveals that live selling enhances authenticity, social
presence, and immediacy through real-time interaction,
while in-app checkout reduces friction and secures
transactions by embedding payments directly within
platforms. Together, these features operate synergistically,
streamlining the consumer journey from discovery to
purchase. The discussion highlights both opportunities 
such as higher conversion rates and stronger engagement  and challenges, including impulse-driven buying and
sustainability concerns. Overall, the study concludes that
the alignment of trust-building interaction and seamless
payment integration is critical to the future development of
effective and accountable social commerce systems.