Social Search Engine Optimization
If it’ll help drive sales, sure. Keep in mind, though, that social media is mostly for marketing—that is, for getting people to become aware of your brand and products.
The destination is your ecommerce site, so the endgame is to get someone from a social network to your site and then to make the sale. It doesn’t make much sense to send her back to social media once she’s where you want her to be.
Having said that, in some cases it might make sense. If it’s a tough sell, like if you are selling something that is expensive and a lot of visitors are interested but unsure about spending that amount of money, then it might make sense to embed a YouTube video showing a success story or a demo, or customer testimonials on Facebook.