In this regard, the booming development of social media has transformed conventional business models by enabling entrepreneurs to employ social commerce, and direct selling as new ways to connect with customers and earn money. This study examines how businesspeople utilize various social commerce capabilities-live selling, influencer collaboration, listing in social marketplaces and personal connection with customers- to improve the performance of the business. In this study, the extent to which direct selling via Instagram, Facebook, WhatsApp, and TikTok affect customer reach, customer conversion rates and total revenue generation is also studied. Based on the quantitative methodology supported with a structured survey, the research determines several major factors that can determine the success of the adoption of social commerce: the choice of the correct platform, the correct approach to the content, the interaction with customers, and the trust building mechanisms. It is hoped that this research will also yield evidence on the question whether social commerce is a feasible and sustainable entrepreneurial business model and also will offer valuable information to prospective entrepreneurs, small business owners and policymakers with interest in fostering digital entrepreneurship.