In the world of modern ecommerce, product discovery typically doesn’t start on your brand’s website. It begins in a scroll on social media. Whether it’s a TikTok influencer reviewing holiday gift sets or an Instagram Reel featuring a winter outfit, many shoppers discover products through social feeds before they ever land on a website.

This shift is especially important heading into Black Friday 2025, where mobile traffic and social-driven discovery will dominate. According to Statista, global sales via social commerce platforms are projected to surpass $2.9 trillion by 2026, with the U.S. market alone expected to exceed $100 billion next year. Meanwhile, eMarketer research shows that 38% of U.S. adults have made a purchase directly through a social platform—a statistic that increases to over 50% among Millennials and Gen Z. A whopping 76% of U.S. shoppers have bought a product they saw in a brand’s social media post at some point during their shopping journey—whether immediately on the social site, later online, or in a physical store.

As retailers ramp up for one of the biggest shopping events of the year, there’s a clear opportunity to combine the power of social commerce with intelligent product bundling to increase average order value (AOV), simplify the path to purchase, and drive more revenue with every interaction. To do it right, brands need two key capabilities working in sync: product feed optimization to get the right products into the right discovery channels, and personalized bundling to convert browsers into buyers once they arrive.

That’s exactly where Athos Commerce delivers the goods.

The Rise of Social Commerce and the Battle for Attention

No longer just a place for keeping in touch with friends and family, networking with colleagues, or sharing ideas and opinions with perfect strangers, social media has become a powerful sales engine. Platforms like TikTok Shop, Instagram Shopping, and Facebook Marketplace are shortening the gap between discovery and conversion, giving brands a way to sell products in real time where shoppers already spend their time.

But visibility alone doesn’t translate into sales. To stand out in crowded feeds, your products’ titles, descriptions, pricing, imagery, and availability must be optimized and tailored for each channel’s requirements. That’s a big task and not easy to manage manually, especially during Black Friday when campaigns can change by the hour.

With a leading product data management and optimization platform, brands can automatically tailor feeds across dozens of platforms—ensuring the right data is syndicated at the right time. Real-time updates reflect inventory changes, promotional pricing, and seasonal offerings, which are critical during high-traffic events like Black Friday. Brands can also test which combinations of content perform best, allowing them to promote high-performing bundles and remove underperforming SKUs quickly.

When your product data is clean, customized, and ready to move, your social ads perform better, your return on ad spend (ROAS) improves, and your products appear in more relevant searches. This ensures you’re not just participating in social commerce; you’re leading it.

How Product Bundling Becomes a Conversion Catalyst

Discovery gets shoppers to your site. Bundling keeps them there and increases what they spend.

During Black Friday, shoppers are looking for gifts, stocking up on essentials, or taking advantage of deals. Bundling gives them what they want: convenience, perceived value, and a guided shopping experience. The results for retailers? A National Bureau of Economic Research study found that product bundling can increase sales by up to 30%.

Ecommerce search and personalization platforms empower retailers to deliver intelligent product bundles that reflect real-time shopping behavior, seasonal context, and merchandising goals. Instead of static upsell modules, dynamic bundling allows for combinations like “frequently bought together,” “complete the set,” or “shop the look” that are all personalized for individual shoppers.

This capability is especially important when combined with social traffic. A shopper who clicks a TikTok ad for a skincare set, for example, might land on a page where they’re offered a holiday gift pack. Instead of being left to search for add-ons themselves, the shopper is guided intuitively toward higher-value options.

Moreover, AI-driven bundling improves over time. As the platform analyzes what shoppers click, buy, and ignore, it refines recommendations to make every future interaction more relevant and effective. During Black Friday, when traffic peaks and shoppers become fatigued, this kind of contextual assistance can dramatically boost ecommerce conversion rates.

Turning Feeds into Carts: A Unified Approach

When you combine both platforms, you bridge the entire product journey from discovery in the feed to purchase on your site.

Consider this full-funnel example:

• A shopper sees a curated “shop the look” carousel on Instagram featuring a trending winter outfit.
• The product feed behind that ad has been dynamically optimized for the platform to ensure accurate pricing, available sizing, and high-converting imagery.
• Once the shopper clicks through, they land on a product page with personalized bundling that includes the outfit, suggested accessories, and seasonal add-ons.
• Product sorting is dynamic, adjusting to behavior in real time, and recommendations are tailored based on browsing context and preferences.
• The shopper adds multiple items to the cart and checks out without needing to navigate away or hunt for related products.

This frictionless path from feed to cart is socially inspired, algorithmically guided, and enhanced by bundling, enabling the retailer to not only make the sale but increase AOV on Black Friday.

Black Friday 2025: A Test of Agility and Personalization

As brands prepare for Black Friday, it’s tempting to focus on discounts and ad spend. But those attributes alone won’t deliver sustainable growth. The winning formula is specifically found in the ability to meet shoppers wherever they are and quickly guide them to what they want, which requires:

• Delivering optimized product feeds across all relevant discovery channels, especially social.
• Creating smart, intuitive product bundles that add value and reduce decision fatigue.
• Using AI-powered personalization to surface the right products to the right shopper at the right moment.
• Ensuring site performance can keep up with traffic spikes, personalization demands, and real-time merchandising needs.

Benefit from Blending Social Commerce and Product Bundling

The social scroll is where discovery begins, but it’s the on-site experience that seals the deal.

For Black Friday 2025, a successful social commerce product bundling strategy will be the difference between shoppers who bounce and those who buy. Regardless of the platform, Black Friday shoppers are ready to act fast. The question is: will your ecommerce experience help them complete their shopping journey or make them abandon their cart?

If you’re ready to connect your product feeds, bundling strategies, and Black Friday readiness into a unified approach, Athos Commerce can help. Request a demo to see how to turn social discovery into higher ecommerce conversions and loyal customers.