A unique and personalized approach

The Revolution of Social Commerce in Colombia

 

E-commerce in Colombia has ceased to be a simple online shopping experience to become an extension of digital entertainment. Throughout 2025, the country reached historic figures in digital sales, closing the year with a record of $145.4 trillion pesos, which represents a growth of 11.1% compared to 2024.

 

This advance reflects the natural integration of social media platforms into the consumption habits of Colombians. A key phenomenon is the change in the dynamics of transactions: today, 75% of purchases made through social commerce in the region are completed directly within platforms like TikTok Shop, Meta Shops, and Live Shopping, eliminating the need to redirect users to external websites. This new ecosystem merges entertainment and shopping, driving interaction and immediacy in the purchasing decision.

 

  • The Fact: Colombia closed 2025 with record digital sales of $145.4 trillion pesos (an 11.1% growth compared to 2024).
  • The Phenomenon: We no longer jump from Instagram to an external page. 75% of social commerce transactions in the region occur within TikTok Shop, Meta Shops, and Live Shopping.

 

        Influencers vs. Tastemakers: Who Moves the Needle Today?

 

        In 2026, the Colombian audience has developed a very sharp "authenticity filter."

  • The Classic Influencer: Focused on mass reach and aspirational lifestyle. It remains useful for visibility, but its conversion has decreased.
  • The Tastemaker (Curator of Tastes): They are the niche expert. They not only showcase a product but explain the "why." In Colombia, this is strong in gastronomy (specialty coffees, viche), circular fashion, and technology.
  • Micro-communities: Credibility today weighs more than reach. Brands are preferring creators with 10k real followers over celebrities with 1M inactive followers.

 

        Trends Dominating the Colombian Market

 

  • Live Commerce (Live Sales): Local brands (from large retailers like Éxito to independent design ventures) use live broadcasts to sell with exclusive discounts in real time.
  • "Zero-Click" Content: Strategies where the value is delivered fully in the post (LinkedIn threads or educational carousels) to gain authority before asking for the sale.
  • • Strategic AI: It's not just about using filters; it's about using AI to personalize which products appear to each user based on their previous online behavior

​​​​​​

​        The New Regulation (The Legal Framework)

 

        You can't ignore the fact that the Superintendency of Industry and Commerce (SIC) and Congress have made         progress in establishing clear rules.

 

  • Total Transparency: The use of hashtags like #Advertising or #Advertisement is mandatory and monitored.
  • Professionalization: There is a bill (filed in 2025) that seeks to formalize the activity of content creators, requiring them to be more responsible for what they promote (especially in health and finance).

 

 

        Table: The Paradigm Shift (2020 vs. 2026)

Feature
2020 Model
2060 Model

Aim

Likes and Followers
Community and Conversion


Platform

Instagram (Photos)
TikTok / Reels (Short Video and Shop)

Key Metric

Reach

Engagement Rate / Direct Sales
Content
Perfection / Aesthetic
Authenticity / "Dose of Reality"

 

        Conclusion: The Future is Curation

 

        Today's Colombian consumer seeks convenience, immediacy, and 
        personalization. The brands that will win in 2026 are those that not only 
        "advertise" with influencers, but also co-create with tastemakers who truly 
        understand the local culture.

Our Services

 

Impulso Communication specializes in communication and marketing solutions for brands, businesses, and individuals.

With over 25 years of experience, we offer services such as strategic communication, crisis management, public relations, digital and marketing strategies, content marketing, and media planning.

 

We also provide branding services, workshops, and research to develop effective communication strategies.

Strategic communication, crisis management, reputation management, and public relations

 

A company's reputation goes far beyond communication campaigns, advertising, and speeches.

 

It's what you do every day with your customers, employees, and the market as a whole.

Alliances and networking

Lead generation makes all the difference in every business.

 

Our skills and industry experience will help you capture the attention of your target audience.

Digital strategy

Digital strategy to help your business soar.

 

With extensive technical expertise and a knack for clear, creative ideas, we transform your goals into meaningful results

Marketing strategy

Establish the objectives and the paths that the marketing tactics must then follow in order to achieve a greater return on investment and effort, defining the company's positioning in relation to the chosen market to be the target of communication and sales actions.

Content Marketing

Regardless of your goal, we can help you achieve it.

 

With our experience, we've learned the importance

of investing in content marketing and strive to guide all our clients through this crucial process.

 

Branding

 

We specialize in brand creation and strategy.

 

We manage campaigns and analyze the results.

 

We research corporate culture, designing experiences to create memorable brands.

Experiences and BTL

We create experiences where your brand is always the star.

 

Event production, activations, launches, concerts, stands, furniture, set design, audio, video, structures, point-of-purchase design, printing, window displays, packaging, team building, artists, speakers, and protocol.

Media strategy and organization  (ATL and digital)

Media strategy and strategy are essential components of any successful marketing and communications plan. 

 

We define how different communication channels will be used to reach the target audience and achieve brand objectives. Media strategy involves planning and selecting the media (channels, platforms, formats) for disseminating messages and campaigns.

Investigation

Our self-managed solutions allow us to collect data digitally and share our insights in real time, and later, more comprehensive data.

 

We use AI and machine learning to streamline existing solutions and offer them at a more competitive cost with innovative features.

Assertive communication workshops

 

The workshops are designed to enhance communication skills, focusing primarily on achieving clear, direct, honest, and respectful communication, while avoiding passive or aggressive behaviors.

 

- Express your feelings clearly and respectfully.

- Set boundaries and say "NO" assertively.

- Communicate non-aggressively and understand the needs of others.

- Negotiate and resolve problems.

- Give and receive constructive criticism.

- Communicate effectively with diverse personalities.

- Develop social skills.

Spokesperson workshops
 

Ensure your spokesperson conveys the organization's key messages with clarity, confidence, and consistency, maximizing the positive impact of each public appearance and minimizing reputational risks.

Communication risk matrix

We are your strategic partner in identifying reputational vulnerabilities.

 

Our advanced risk matrix methodology allows organizations to anticipate crises, ensuring an agile response and a consistent narrative at all times.

 

- Develop the risk matrix.

- Prioritize the most critical communication risks.

- Define mitigation and control strategies.

Suscribe

OUR BLOG WILL HAVE EVERYTHING ABOUT MARKETING AND COMMUNICATION TRENDS

Email *