Have you ever found yourself up at 2 am, scrolling mindlessly through your Instagram account, and suddenly coming across something that you just HAD to have? A pair of blue suede shoes, a perfect accent chair (in the perfect shade of orange) or maybe even a pair of brand new pajamas that make the ones that you’re wearing at that very moment seem just a little bit sad.

Studies have shown that shopping can actually make your brain release endorphins. People get a rush when they buy something. And new e-commerce channels are making it easier than ever to get a fix at 2 am, even when the mall is closed. Companies can now sell to prospective customers directly on social media. It’s as easy as clicking that “shop now” button.

Going to the mall with friends or family can still be fun, but businesses are getting wise to the fact that they can more easily target customers where they spend most of their time – Instagram and Facebook being two of their biggest opportunities. And what’s better than creating an experience where your customers can buy your product and then tell people about it all on the same page? It creates a completely organic intersection between commerce and advocacy.

For any retailer that sells online, social commerce represents a massive opportunity as e-commerce sales grow stronger year-over-year. With a simple click, customers can now browse, compare products, read reviews, and purchase directly through the platform that they’re on. Brands that are using their digital experiences as an opportunity to improve customer engagement are establishing a definite competitive advantage.

Companies have very little to lose and much more to gain by getting ahead of this growing opportunity. Share information with your audience and listen to the feedback to improve your products and services. Use the technology to give your customers a voice and a smooth purchase journey, and there is no denying the potential to drive sales.