The purchasing process has in many ways been affected by the digitalization. As the digital commerce is growing in market shares the physical stores are struggling. The mobile phone has become a central point of purchasing as digital technologies has become an important factor in creating customer value. In addition, social platforms have made an entrance in e-commerce, creating social commerce. First by being a platform for information and inspiration. But with recent launches the social platforms are releasing functions to in a wider sense boost selling activities and creating application design for a more seamless shopping experience. At the same time Influencer marketing is a rapidly growing industry that businesses invest more in every year.   The purpose of this thesis is to create a better understanding for social commerce as business model and how the functionality supports and limits the interaction between commercial actors and the private users in activities of the purchasing process. The question was investigated based on the perspective of the relationship between commercial actors and their followers. Where design is studied based on factors of functionality, usability and sociability in relation to purchases- and sales activities. The study will also focus on how the framework is set for the activity and interaction that takes place on the social platform in social commerce. To answer the research question, a netnography was performed and though observations of businesses and influencers Instagram accounts, to conduct a mainly qualitative data acquisition. Where the purpose is to observe the behavior and activities that occurs on the platform and set them i relation to the technical aspects of the platform. The results of this thesis show that the commercial actors; businesses and influencers have different strategies supporting their commercial interests on the social platform: The Seamless strategy (businesses) and the Social strategy (influencers). Both supported by the platforms functionalities, the businesses, business model tend to be more vulnerable to the potential changed conditions that the platform's framework entails.