The impact of social media on e-commerce in different product categories

With the introduction of electronic commerce in business, companies faced new challenges and opportunities in the field of marketing. Social networks, which have experienced their boom, have become a key tool for making purchases easier, developing a visual identity, and building brand recognition. This paper highlights the importance of these marketing activities in the context of adapting companies to the market through electronic commerce. Electronic commerce has enabled companies to reach the global market and make direct contact with consumers without geographical limitations. In addition, various business models such as B2C (business between companies and consumers), B2B (business between companies) and C2C (business between consumers) provide flexibility and enable adaptation to the needs of target groups. Social networks have become a central place for promoting products and services. Through platforms like Facebook, Instagram, X and LinkedIn, businesses can build and nurture relationships with customers, share product information, provide customer support, and collect feedback. The purpose of this paper is to show how companies adapt their business to the market through electronic commerce and active involvement in social networks. Through these adaptations, companies can build a strong presence in the digital market, increase their competitiveness, and achieve long-term success. Electronic commerce and social networks are becoming key tools for achieving company goals in the digital age