Social commerce uses social media to enable online shopping interactions. It encompasses online reviews, shopping apps, deal sites, and social shopping pages. Social commerce provides tools for each stage of the purchase funnel, including problem recognition, information search, alternative evaluation, purchase, and post-purchase. These tools include social ads, friend recommendations, reviews, and price comparisons. Encouraging social sharing, recommendations, and user-generated content can benefit brands by increasing sales and customer loyalty. However, social media advertising must be truthful, non-deceptive, and substantiated to comply with regulations like COPPA, which protects children's privacy online.