Meta emerges as the leader in social media shopping in France. Estimates suggest that in 2023, Instagram and Facebook together would capture approximately 70 percent of social commerce revenues in the French market. According to forecasts, this position will strengthen in the coming years, surpassing platforms like YouTube and Pinterest.

According to Cognitive Market Research, the global Social Commerce Market size will be USD 769485.2 million in 2024. It will expand at a compound annual growth rate (CAGR) of 32.20% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 307794.08 million in 2024 and will grow at a compound annual growth rate (CAGR) of 30.4% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 230845.56 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 176981.60 million in 2024 and will grow at a compound annual growth rate (CAGR) of 34.2% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 38474.26 million in 2024 and will grow at a compound annual growth rate (CAGR) of 31.6% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 15389.70 million in 2024 and will grow at a compound annual growth rate (CAGR) of 31.9% from 2024 to 2031.
The business to consumer (B2C) held the highest Social Commerce Market revenue share in 2024.

Market Dynamics of Social Commerce Market

Key Drivers for Social Commerce Market

Growth of E-Commerce and social media to Increase the Demand Globally

The Social Commerce Market has experienced growth due to increasing penetration of social media. Social media platforms are quickly emerging as vital avenues for businesses to interact with customers, highlight their goods, and increase revenue. Moreover, customers are finding it simpler to find and buy things without ever leaving the app thanks to the direct integration of shopping functions into social media sites like Facebook and Instagram. Furthermore, the expanding user base on social media platforms is generating profitable expansion prospects for the industry as a whole.

Advancements in Technology to Propel Market Growth

The Social Commerce Market has witnessed steady growth, driven by advancements in technology. Mobile technology has advanced significantly over the last ten years, and smartphones are now an essential part of people's everyday lives. Users are increasingly choosing to shop straight from their smartphones because to improved smartphone capabilities and internet connectivity, which has expanded mobile commerce. Additionally, more people are using smartphones due to rising disposable incomes, which ultimately enhances the social commerce market value environment.

Restraint Factor for the Social Commerce Market

Serious concerns regarding customers' privacy to Limit the Sales

The Social Commerce Market, driven by its rapid rise in the application of social media marketing and advertising strategies. After discovering that social commerce platforms handle significant amounts of sensitive information, including financial and personal data, hackers turn their attention to social networking networks. Any data leak these days has the potential to harm a company's brand as well as cause emotional and financial harm to an individual. Additionally, there is a high likelihood of data misuse. Social commerce businesses stress the importance of keeping proper data security in addition to backing up important data.

Impact of Covid-19 on the Social Commerce Market

The Social Commerce Market has witnessed growth due to rising number of smartphones. Key drivers include technological advancements, increasing internet penetration, and expanding influencer marketing. However, the COVID-19 pandemic temporarily disrupted production and supply chains, affecting market dynamics. The lockdowns led to reduced consumer spending and manufacturing delays. Despite these challenges, market recovery was swift as the industries resumed operations. Long-term trends indicate a resilient market with steady growth due to ongoing social media platforms and a rebound in business activities. Introduction of the Social Commerce Market

Social commerce describes online stores that use social media platforms like Facebook, Instagram, and Twitter to market and sell goods and services. The level of consumer interaction with a company's marketing through retweets, likes, and shares determines the effectiveness of a social commerce campaign. Additionally, social media marketers pr...

Social commerce revenue in the United Kingdom is poised for significant growth, with Facebook leading the charge. By 2029, Facebook's social commerce revenue is projected to reach 7 billion U.S. dollars, showcasing the platform's dominance in the evolving digital marketplace. This trend reflects the increasing integration of shopping experiences within social media platforms, transforming how consumers discover and purchase products online.

According to Cognitive Market Research, the global Livestream Shopping market size is USD XX million in 2024. It will expand at a compound annual growth rate (CAGR) of 6.80% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 5.0% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD XX million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 8.8% from 2024 to 2031.
Latin America had a market share for more than 5% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.2% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.5% from 2024 to 2031.
The C2C segment is emerging as the fastest-growing category in the Livestream Shopping Market. This rapid growth is driven by the rising popularity of social commerce platforms and peer-to-peer selling.

Market Dynamics of Livestream Shopping Market

Key Drivers for Livestream Shopping Market

Increasing Smartphone Penetration and Internet Accessibilityto Increase the Demand Globally

The rapid proliferation of smartphones and enhanced internet accessibility are pivotal drivers in the Livestream Shopping Market. With the global smartphone user base expanding, more consumers can access livestream platforms seamlessly. This accessibility has democratized shopping, allowing users to interact with brands and influencers in real time, irrespective of their geographic location. Enhanced internet speeds and the advent of 5G technology further facilitate high-quality streaming experiences, thereby boosting consumer engagement and driving sales. The convenience and immediacy of smartphone-based livestream shopping are reshaping traditional retail paradigms, making it an integral component of the modern shopping landscape.

Integration of Social Media and E-commerce to Propel Market Growth

The integration of social media platforms with e-commerce functionalities is another significant driver of the Livestream Shopping Market. Social media giants like Facebook, Instagram, and TikTok have embedded shopping features directly into their platforms, allowing users to purchase products showcased during livestreams without leaving the app. This seamless integration enhances the shopping experience by combining entertainment, social interaction, and commerce. Influencers and brands leverage these platforms to reach wider audiences and create authentic, engaging content that drives purchasing decisions. The synergistic relationship between social media and e-commerce thus plays a crucial role in propelling the growth of the Livestream Shopping Market.

Restraint Factor for the Livestream Shopping Market

Technical Challenges and Digital Divide to Limit the Sales

The livestream shopping market faces significant restraint due to technical challenges and the digital divide. High-quality livestreaming requires robust internet infrastructure, which is not uniformly available, particularly in rural or less developed regions. This inconsistency limits the reach of livestream shopping to potential customers in these areas. Additionally, technical issues such as latency, buffering, and poor video quality can disrupt the shopping experience, leading to customer frustration and lower conversion rates. These technical barriers, coupled with unequal access to reliable internet, hinder the widespread adoption and growth of the livestream shopping market.

Impact of Covid-19 on the Livestream Shopping Market

The COVID-19 pandemic significantly accelerated the growth of the livestream shopping market, as consumers increasingly turned to online platforms for their shopping needs due to lockdowns and social distancing measures. With physical stores temporarily closed or operating under restricted conditions, livestream shopping emerged as a dynamic and engaging alternative, allowing brands to connect with consumers in real-time, showcase products interactively, and provide immediate purchase options. The...

China's short-form video platform Douyin is the leading global revenue generator in social commerce, with estimated revenues approaching 200 billion U.S. dollars in 2024. Despite its growing popularity, the international version of the app, TikTok, continues to lag considerably behind its Chinese counterpart, projecting revenues of over 20 billion dollars that same year. WeChat, also of Chinese origin, is in second place worldwide, with estimated revenues of almost 152 billion U.S. dollars. Meanwhile, Meta is betting on social commerce through Facebook and Instagram, projecting combined revenues of around 94 million dollars.

As of 2023, Ajio.com was leading the e-commerce market in India with over 2.3 billion U.S. dollars in net sales, followed by jiomart.com with over 1.6 billion in sales. Apple’s own D2C website, apple.com, is also in the top 10 online stores in the country, with just over 300 billion USD in online revenues.

Market Growth and Projections The B2C e-commerce market in India is witnessing substantial growth, reaching a market value of 65 billion U.S. dollars in 2022. The market size is projected to surge to 380 billion U.S. dollars by 2030. This growth can largely be attributed to the increasing internet in the world’s most populous country. Furthermore, the social commerce market in India is estimated to have reached 18 billion U.S. dollars in 2024, reflecting the influence of social media platforms like Facebook and Instagram in driving product sales.
E-commerce Logistics and Marketplace Dynamics The e-commerce logistics market in India is significantly influenced by major players such as Flipkart, Amazon, and Delhivery, which collectively dominate the market. Moreover, Amazon Marketplace reported substantial revenue growth, surpassing 214.62 billion Indian rupees, indicating the robust performance of established e-commerce platforms in the Indian market.

According to a 2024 study, Facebook ranks as the top social network for shopping in the United States, with 46 percent of digital buyers using it for this purpose. TikTok Shop follows with 26 percent of U.S. shoppers, while Instagram holds its own with 21 percent. TikTok and the boom that won’t stop The rise of TikTok Shop in the United States represents a significant shift in social commerce dynamics. By tapping into its predominantly young user base and their engagement with short-form video content, TikTok is leveraging its platform to facilitate direct sales. The success of health and beauty products, which make most of purchases, underscores the platform's potential as an influential marketplace. Growing users, expanding influence Forecasts suggest that by 2029, the number of U.S. social media users will exceed 340 million, showing the growing influence of these platforms on consumer behavior and brand involvement. In 2023 alone, social commerce revenues in the North American country were estimated at nearly 76 billion U.S. dollars, and this figure is expected to nearly double by 2028, reflecting the rapidly expanding role of social media in the e-commerce landscape.

The performance segment of the interactive advertising market in Russia grew by 33 percent in 2023 compared to the previous year. The fastest-growing category was online retail media, whose spending increased by 227 percent. Classified ads recorded a 43-percent increase. How much is spent on digital advertising in Russia? In 2023, Russian advertisers spent around 387 billion Russian rubles on advertising on online services. Moreover, the expenditure on digital press amounted to nearly 21 billion Russian rubles. In general, online advertising spend in Central and Eastern Europe was significantly lower compared to North America, Asia-Pacific, and Western Europe. Influencer marketing in Russia Influencer marketing is steadily developing in Russia. In 2020, Russian Instagram influencers had a total revenue of seven billion Russian rubles. To compare, YouTube influencer earnings exceeded four billion Russian rubles.

As of February 2025, Australia had the highest potential Instagram ad reach rate in the Asia-Pacific region among the reported markets, at about 65.4 percent of the adult population. In comparison, Instagram advertising in China had a potential reach of about 0.3 percent among the population aged 18 years and over. The rise of social media advertising Digital advertising had the highest ad spending in the Asia-Pacific region, with brands increasingly prioritizing online presence and engagement. Social media advertising has become a major focus, as platforms like Instagram, Facebook, TikTok, and WeChat offer access to a wide audience. Among APAC markets, China and Japan lead in social media ad revenue, reflecting large user bases. Next to paid advertising, social media influencers and bloggers have emerged as key players in shaping consumer preferences. Their recommendations are often perceived as trustworthy, in contrast to traditional brand ads, making them an essential part of modern digital marketing strategies. Influencer marketing: Driving purchases in Asia Influencer marketing plays a crucial role in the shopping behavior of consumers. In Southeast Asia specifically, the top product categories purchased due to influencer recommendations include beauty and fashion, with influencers often setting trends and creating demand for new products through their content. Consumers in Southeast Asia engage with influencer content primarily for entertainment, but many also seek purchase inspiration. As influencer marketing continues to evolve, brands are increasingly investing in partnerships with content creators to enhance their reach, credibility, and connection with consumers.

Tienda Nube is an e-commerce company headquartered in Buenos Aires, Argentina that offers companies and persons the possibility to create and manage their own online store. Throughout 2019, over two thirds (67.6 percent) of all brands present on Tienda Nube used Instagram as a secondary sales channel, whereas 48.1 percent also utilized Mercado Libre for selling their products. Yet more than one out of ten Tienda Nube shops did not use any complementary sales channel. Furthermore, Instagram was also the social media Tienda Nube brands most used for promoting their products.

Bath & Body Works generated revenues amounting to 7.4 billion U.S. dollars in 2023, up from 6.43 billion U.S. dollars in 2020. As its name suggests, Bath & Body Works is a U.S.-based retailer specializing in body care products and home fragrances. The fiscal year end of the company is February 3rd, 2024. Bath & Body Works company information Bath & Body Works was a subsidiary of Limited Brands, which also owned the lingerie retailer Victoria’s Secret. In 2020, the Ohio-based retailer announced the sale of its Victoria's Secret division, and then proceeded to change its name to Bath & Body Works, Inc. in 2021. There were 1,850 Bath & Body Works stores in the United States, and 109 locations in Canada as of 2023. It appears that the consumer demand for scented bath products and candles is on the rise. In 2023, the average Bath & Body Works per store generated around three million U.S. dollars in sales, up from about 1.5 million U.S. dollars in 2010. Bath & Body Works consumers According to the results of a survey carried out in 2020, it was estimated that around 20.12 million Americans used a moisturizer from Bath & Body Works. As of March 2022, Bath & Body Works was also one of the most-followed beauty brands on Instagram worldwide, with around 5.75 million followers.

Zara, Spain’s flagship fashion retailer and part of the larger clothing company Inditex, is a well-known brand globally. The success of this globally-present store can be reflected in the number of social media users that follow its various accounts. In the financial year 2022, Zara had more than 59 million followers on Instagram, as well as approximately 1.5 million on Twitter and 1.6 million on WeChat, widely used among Chinese users.

Inditex and its brands

Zara had roughly 1,900 shops worldwide, ranking it as the most common establishment of the Spanish clothing company Inditex. The brands Bershka and Stradivarius followed in second and third place respectively, each with over 800 stores worldwide, meaning Zara had more stores than the other two brands combined.

Spain: benchmark for world’s fast fashion

Inditex ranked as the world’s second largest apparel and accessories retailer in 2021, with over 32.5 billion U.S. dollars' worth of retail sales. Unlike its sales revenues, the Spanish group saw a steady decrease in its number of stores worldwide, which in 2019 stood at nearly 7.5 thousand, but had fallen to approximately 5.8 thousand in 2022. Spain was the country that enjoyed the highest number of Inditex stores that year.

As of January 2024, India had a total of 362 million Instagram users, the largest Instagram audience in the world. The United States had 169 million users, and Brazil had 134 million. Indonesia, Turkey, and Japan ranked in fourth, fifth and sixth position, respectively. Brunei is the leading country for Instagram audience reach, with 92 percent of the population using the social media service. Guam came in second, with a penetration rate of 79.2 percent and the Cayman Islands ranked third, with 78.8 percent, followed closely by Kazakhstan, Iceland and Montenegro. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. WhatsApp, also owned by Meta, took 11 years, whilst Facebook took 13.3 years and YouTube took just over 14 years. Instagram’s demographics in the United States As of May 2021, Instagram was the fourth most visited social media service in the United States, after Facebook, Pinterest and Twitter. Out of TikTok, Instagram and Snapchat, TikTok was the most used of all three platforms by Generation Z. Overall, 57 percent of Gen Z social media users used Instagram, down from 61 percent in 2020 and 64 percent in 2019. Instagram finds most popularity with those in the 25 to 34 year age group, and as of December 2021, roughly a third of all users in the United States belonged to this age group. The social media app was also more likely to be used by women. Most followed accounts on Instagram Instagram’s official account had the most followers as of February 2022 with over 470 million followers. Manchester United forward Cristiano Ronaldo (@cristiano) had over 401 million followers on the platform and media personality and makeup mogul Kylie Jenner (@kyliejenner) had over 309 million followers. National Geographic (@natgeo) had over 206.9 million followers, sharing educational content through its renowned photojournalism.

In 2020, 95 percent of the respondents in Russia indicated their own online shop served as their main sales channel. In addition, nearly 35 percent of the surveyed audience chose marketplaces, such as Wildberries or Ozon, which specialized in e-commerce to promote their goods. A slightly lower share, 29 percent of online business owners sold their products via social networks, such as Instagram or VK.

According to a 2024 survey, millennials made up the largest share of consumers globally who mostly shopped for beauty products online (42 percent). Gen Z (36 percent) and Gen X (36 percent) consumers followed, while around 34 percent of Baby Boomers did so. Doubling the money The online beauty and personal care market worldwide generated a revenue of about 42.5 billion U.S. dollars in 2022, with China, the United States, and Japan being the three biggest markets. The cosmetics market is the fastest growing segment of the beauty market worldwide and is estimated to incur almost double its current revenue by 2027. In 2023, around 900 million people around the world purchased beauty products online. This number is expected to increase to over 1.2 billion by 2027.
Trending on TikTok With social media becoming more and more prominent, especially in younger generations, it is not a surprise that more people also engage in social commerce and purchase beauty products from apps. In the United States, TikTok has become the leading social media platform for purchasing various beauty items, followed by Instagram and Facebook. On TikTok, content creators and brands promote sales in two main ways, video sales and live sales. The majority of app-based sales are made through live sales, which refer to livestreams that promote products and offer shopping links. It is easy to see how popular beauty products are on TikTok from the number of views they receive, with Dyson, Cerave, and The Ordinary being the most popular beauty brands.

Over two-thirds of all major automotive products stores in Russia had an account on Vkontakte between the second half of 2020 and the first half of 2021. Instagram listed second, with 67 percent of such shops having an account on that platform.

Ethical cosmetics and beauty company Lush generated the largest portion of its revenue from its operations in the United Kingdom in 2023. This was followed by the brand’s retail activities in the United States, Canada, and Japan, where the number of Lush shops is almost as high as retail UK stores. Young shopper profile Lush manufactures and sells hand-made beauty, hair and skincare products. The brand is known for its policy of animal-free product testing. In the UK, while Lush’s shopper profile covers a wide range of demographics, young people still make up a large majority of Lush customers. Online without social In 2019, Lush made the surprising announcement that it was bringing its social media presence to an end. The company closed its Facebook, Twitter and Instagram accounts, yet revenue from online continued to soar, delivering increasing turnover from digital sales since 2016.

Ulta Beauty is a cosmetics retailer operating in the United States. As of February 3, 2024, Ulta Beauty had 170 retail locations across California, the highest number of any state. Ulta Beauty Ulta Beauty was the leading health and beauty retailer in the United States in 2022. In that year, Ulta’s main competitors were L Brands, nowadays known as Bath and Body Works only, and Sephora, owned by LVMH. Between 2011 and 2019 Ulta Beauty’s gross profit increased and peaked at over 4.3 billion euros in 2023. According to the results of a recent survey, Ulta Beauty was among the leading beauty shopping destinations among Generation Z in the United States as of 2023. Moreover, Ulta Beauty is also one of the most followed beauty brands on Instagram, with approximately 7.2 million followers as of February 2024. Cosmetics E-Commerce It is now easier than ever to research, browse, and shop for makeup and skincare with the strong online presence of cosmetics brands and cosmetics retailers like Ulta Beauty and Sephora. Shopping for beauty and personal care products online became common especially among younger generations, which prefer to shop in marketplaces or through retailers' online shops. As of 2022, Ulta Beauty was one of the beauty online stores with the highest net sales in the United States, generating slightly over two million U.S. dollars that year.

With roughly three billion monthly active users as of the second quarter of 2023, Facebook is the most used online social network worldwide. The platform surpassed two billion active users in the second quarter of 2017, taking just over 13 years to reach this milestone. In comparison, Meta-owned Instagram took 11.2 years, and Google’s YouTube took just over 14 years to achieve this landmark. As of January 2022, Facebook’s leading audience base was in India, with almost 330 million users whilst the United States ranked second with an approximate total of 179 million users. The platform also finds remarkable popularity in Indonesia and Brazil. Social Media usage in the United States In January 2021, Facebook was the platform on which users in the United States spent the most time per day. The average time spent on Facebook was 33 minutes, followed by TikTok with 32 minutes and Twitter with 31 daily minutes. Due to the COVID-19 outbreak in 2020, all major social media platforms saw an increase in daily usage, which then either plateaued or decreased in 2021. At the end of 2021, over a quarter of all Facebook users in the United States belonged to the 25 to 34 year age group and 18.2 percent of users were in the 35 to 44 year age group. In general, Facebook users were more likely to be female. Meta Platforms Meta is Facebook’s recently renamed parent company and had a grand total of 3.59 billion core product users by the final quarter of 2021. Other Meta products include Instagram, Facebook Messenger, WhatsApp and Oculus – Meta’s virtual reality subsidiary which produces VR headsets. In 2021, Meta's revenue amounted to 117 billion US dollars, up from around 86 billion U.S. dollars in the previous financial year.

A global survey conducted in the fourth quarter of 2023 found that the main reason for using social media was to keep in touch with friends and family, with over 49 percent of social media users saying this was their main reason for using online networks. Overall, 38 percent of social media users said that filling spare time was their main reason for using social media platforms, whilst 34.3 percent of respondents said they used it to read news stories. One in five users were on social platforms for the reason of following celebrities and influencers. The most popular social network Facebook dominates the social media landscape. The world's most popular social media platform turned 20 in February 2024, and it continues to lead the way in terms of user numbers. As of January 2024, the social network had over three billion global users. YouTube, WhatsApp, and Instagram follow, but none of these well-known brands can surpass Facebook’s audience size. Moreover, as of the final quarter of 2023, there were almost four billion Meta product users. Ever-evolving social media usage The utilization of social media remains largely gratuitous; however, companies have been encouraging users to become paid subscribers to reduce dependence on advertising profits. Meta Verified entices users by offering a blue verification badge and proactive account protection, among other things. X (formerly Twitter), Snapchat, and Reddit also offer users the chance to upgrade their social media accounts for a monthly free.