The revenue per social media platform in the 'Instagram' segment of the e-commerce e-commerce market in the Philippines was forecast to continuously increase between 2025 and 2029 by in total 120.3 million U.S. dollars (+68.36 percent). After the tenth consecutive increasing year, the revenue per social media platform is estimated to reach 296.26 million U.S. dollars and therefore a new peak in 2029. Notably, the revenue per social media platform of the 'Instagram' segment of the e-commerce e-commerce market was continuously increasing over the past years.Find more key insights for the revenue per social media platform in countries and regions like the average revenue per user in the e-commerce e-commerce market in Baltics and the number of users in the 'Social Commerce' segment of the e-commerce e-commerce market in Singapore. The Statista Market Insights cover a broad range of additional markets.

The revenue per social media platform in the 'Instagram' segment of the e-commerce e-commerce market in Singapore was forecast to continuously increase between 2025 and 2029 by in total 105.6 million U.S. dollars (+47.4 percent). After the tenth consecutive increasing year, the revenue per social media platform is estimated to reach 328.35 million U.S. dollars and therefore a new peak in 2029. Notably, the revenue per social media platform of the 'Instagram' segment of the e-commerce e-commerce market was continuously increasing over the past years.Find further information concerning the revenue in the 'Social Commerce' segment of the e-commerce e-commerce market in Lithuania and the revenue in the 'Social Commerce' segment of the e-commerce e-commerce market in Hungary. The Statista Market Insights cover a broad range of additional markets.

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.

Meta is at the forefront of social media shopping in Germany, with estimates indicating that Instagram and Facebook combined will dominate 57 percent of social commerce revenues in the German market in 2023. Forecasts suggest that Meta's position will continue to strengthen in the future. However, YouTube is emerging as a growing competitor in the shopping arena.

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...

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.

In 2024, the United States was home to an estimated 100.7 million social buyers. By 2028, this figure is forecast to grow to 116.9 million U.S. Americans expected to make purchases through social networks. Social channels are the new shopping hubs Social networks, known for producing the 'feel-good hormone' oxytocin and having a broad reach across the population, are redefining online shopping. In the United States, this channel is projected to account for an increasing share of online retail sales in the coming years. As of 2022, approximately 19 percent of U.S. online users who made purchases on a social media platform did so on Facebook, while 12 percent used Instagram. China remains the social commerce powerhouse Responsible for almost half of the world's online retail sales, China leads the way in e-commerce. As such, innovation has been the order of the day, bringing Chinese companies to strongly embrace new trends such as social commerce. According to estimates, China's social commerce gross merchandise value was set to reach 2.5 trillion yuan (approximately 398 billion U.S. dollars) in 2021. That year, sales through social media made up about 14.3 percent of the total online sales value in the Asian country, a figure that is expected to keep growing steadily over the next few years.

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.

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.

The social commerce revenue from Instagram in 2024 was projected to be at 190.69 million U.S. dollars. Instagram was estimated to be the leading platform for social commerce revenue in Singapore, followed by TikTok.

The User-Generated Content (UGC) platform market, valued at $381.81 million in 2025, is poised for significant growth. This expansion is driven by several key factors, including the increasing adoption of social media, the rising popularity of online video and streaming, and the growing demand for personalized and authentic content. The diverse range of platforms, encompassing blogs, websites, social media networks, and video-sharing sites, caters to a broad spectrum of users, from individuals sharing personal experiences to large corporations using UGC for marketing purposes. Segment analysis reveals strong growth in the e-commerce and retail sectors, leveraging UGC for product reviews and influencer marketing. The government and public sector are also increasingly adopting UGC platforms for citizen engagement and public information dissemination. Geographic analysis suggests that North America and Asia Pacific currently hold the largest market shares, fueled by high internet penetration and a tech-savvy population. However, growth in other regions, particularly in emerging markets with rising smartphone adoption, presents significant future opportunities. Competition is fierce, with established players like Facebook, YouTube, and Twitter competing with newer platforms focusing on niche audiences or specific content formats. The market's future trajectory depends on factors such as evolving user preferences, technological advancements, and regulatory changes concerning data privacy and content moderation. Future growth will likely be influenced by the increasing sophistication of UGC tools and analytics. Platforms are continuously improving their algorithms to enhance content discovery and user engagement. The integration of artificial intelligence (AI) and machine learning (ML) is expected to further personalize the user experience and improve content moderation capabilities. Challenges include maintaining content quality, addressing issues of misinformation and harmful content, and ensuring data security and user privacy. Despite these challenges, the UGC market shows a robust outlook. Continued innovation in platform features, improved monetization strategies, and expanding user bases across various demographics will contribute to sustained growth over the next decade. This dynamic market offers substantial potential for both established companies and emerging players who can adapt to evolving user needs and technological trends.

As per Cognitive Market Research's latest published report, the Global Lash market size was $1.5 billion in 2022 and it is forecasted to reach $2.75 billion by 2030. Lash Industry's Compound Annual Growth Rate will be 6.2%from 2023 to 2030. What is Driving Lash Industry Growth?

Influence of Social Media:

Social media platforms like Instagram have become a major source of inspiration for beauty trends, and influencers have played a significant role in popularizing lashes. As more people follow beauty influencers and seek to emulate their looks, the demand for lash products has increased drastically. Social media has also allowed lash brands to reach a wider audience than ever before. Influencers and beauty bloggers with large followings can showcase lash products and create buzz around them. Social media also provides a platform for lash brands to showcase their products and create brand awareness.

Competition from other beauty products:

Competition from other beauty products is a significant restraint on the global lash market. While lashes have become increasingly popular, they still face competition from other beauty products that can enhance the appearance of lashes, such as mascara, eyelash serum, and eyelash curlers. Lash extensions and high-end lash products, such as mink or silk lashes, can be expensive. Mascara and eyelash serum, on the other hand, are often more affordable, making them accessible to a wider range of consumers.

Growth of E-commerce:

E-commerce has made it easier than ever for consumers to purchase lash products from anywhere in the world. This has expanded the reach of lash brands and made their products more accessible to a wider range of consumers. With e-commerce, consumers can shop for lash products from the comfort of their own homes, without having to visit physical stores. It has also allowed lash brands to expand their product lines and offer a wider range of products to consumers. E-commerce has made it easier for lash brands to reach international markets and expand their customer base.

Current Trends on Global Lash Market:

DIY Lash Kits:

With the rise of at-home beauty treatments, DIY lash kits have become increasingly popular. These kits typically include everything consumers need to apply their own lashes at home, and they provide a cost-effective alternative to professional lash extension services. They are generally less expensive than professional lash extension services, making them more accessible to a wider range of consumers. They also provide consumers with more control over the final look of their lashes, as they can experiment with different lash styles and lengths until they find the perfect match. What is Lash?

The global eyelash market has been growing rapidly over the past few years, and it is expected to continue to grow in the coming years. The demand for eyelash products has increased due to the growing popularity of beauty trends such as lash extensions, false lashes, and lash lifts. Additionally, the use of social media platforms like Instagram has also helped to fuel the demand for eyelash products.

False eyelashes are a popular cosmetic product worn by women (and sometimes men) to enhance the appearance of their upper eyelashes. They come in different forms such as individual lashes, clusters, or strips that can be purchased in multipack packages. False eyelashes are commonly used to add volume and length to the natural lashes, and they can be applied in areas where the natural lashes are thin or sparse to achieve a desired effect.

As of February 2025, the United States was the region with the largest TikTok audience by far, with almost 135.79 million users engaging with the popular social video platform. Indonesia followed, with around 107.7 million TikTok users. Brazil came in third, with almost 91.75 million users on TikTok watching short-videos. From Reels to Shorts: social short video takes the internet Between 2021 and 2022 some of the most popular social media platforms have been adding short-video features on the heels of TikTok’s popularity. YouTube Shorts, which rolled out to the global market in June 2021, reached two billion monthly active logged-in users in 2023. In comparison, Instagram’s short-video format Reels, which launched in August 2020, presented a higher view rate than regular videos on the platform between June 2021 and June 2022, as well as a higher likes rate than other content types on Instagram. TikTok business model TikTok is owned by the Beijing-based ByteDance, along with the short-video app Douyin (TikTok’s version for the Chinese market), video platform Xigua, and popular news app Toutiao. While the products intended for domestic market consumption operate in the Chinese digital ecosystem and have a plurality of established monetization methods such as a live-shopping events hosted by famous influencers, TikTok’s main revenue stream comes from online advertising. In 2022, TikTok was estimated to have generated around four billion U.S. dollars worldwide via online advertising.

During a 2024 survey among marketers worldwide, around 86 percent reported using Facebook for marketing purposes. Instagram and LinkedIn followed, respectively mentioned by 79 and 65 percent of the respondents. The global social media marketing segment According to the same study, 59 percent of responding marketers intended to increase their organic use of YouTube for marketing purposes throughout that year. LinkedIn and Instagram followed with similar shares, rounding up the top three social media platforms attracting a planned growth in organic use among global marketers in 2024. Their main driver is increasing brand exposure and traffic, which led the ranking of benefits of social media marketing worldwide. Social media for B2B marketing Social media platform adoption rates among business-to-consumer (B2C) and business-to-business (B2B) marketers vary according to each subsegment's focus. While B2C professionals prioritize Facebook and Instagram – both run by Meta, Inc. – due to their popularity among online audiences, B2B marketers concentrate their endeavors on Microsoft-owned LinkedIn due to its goal to connect people and companies in a corporate context.

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.

In 2023, the gross merchandise value (GMV) of social commerce in Indonesia was estimated at approximately 8.2 billion U.S. dollars. The value was forecast to increase almost threefold, reaching 22.1 billion U.S. dollars by 2028.

The social commerce landscape in Indonesia  

Social commerce has been on the rise in Indonesia in recent years. The growing number of social media users and brands using influencer marketing as part of their business model has been one of the key factors accelerating growth. According to a recent survey, around 86 percent of Indonesian shoppers have tried using social media for shopping. These shoppers have been using TikTok as their primary social commerce channel, while other popular social media platforms, such as Instagram and Facebook, came in second and third.

Consumer behaviour  

Shoppers in Indonesia have responded quite positively to the development of social commerce. Among Indonesian shoppers who use or have tried social commerce, ongoing sales or promotions and convenience are some of the most important reasons why they shop on social media. However, some Indonesian shoppers still do not choose to use this shopping method. Feeling more comfortable shopping on the brand's official website or in physical stores is one of the main factors that keeps shoppers from using social commerce.

In the first half of 2023, the retail brand Fashion Nova's owned media content held half of its Media Impact Value on Instagram. Influencer content followed, with 35 percent of the total MIV shares, or 180 million U.S. dollars.

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.

In 2021, approximately four billion U.S. dollars were spent on influencer marketing in the United States. This figure would mark a projected increase of around one more billion, just one year later, in 2022. Further growth is anticipated for the future.

Benefits of influencer marketing Influencer marketing has become one of the most popular and effective forms of social media marketing. By partnering up with well-known internet personalities, brands can leverage their massive audience reach and promote products and services to a wealth of potential customers. Apart from increasing visibility and driving engagement, influencer cooperation can also boost revenues for companies of all sizes, as recommendations from social media stars have come to impact shopping behavior for millions of online users worldwide. In line with overall spending growth on this channel, the global market size of influencer marketing platforms is also growing by double digits.

What is the most popular platform for influencer marketing? Influencers bridge the gap between brands and consumers in terms of engagement and interaction, but which platform is best suited for collaboration? According to a recent survey, Instagram remains the most popular platform for influencer marketing worldwide. Content creators have long embraced the app for its various photo- and video-sharing features. Seeing that the platform now also has an inherent shopping tab, it comes as no surprise that marketers are planning to increase influencer endorsement on Instagram in the future. Video-based platforms such as TikTok are also becoming increasingly relevant because of their massive reach, particularly among Gen Z internet users.

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.