In 2024, the United States was home to an estimated ***** million social buyers. By 2028, this figure is forecast to grow to ***** 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 ** percent of U.S. online users who made purchases on a social media platform did so on Facebook, while ** 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 *** trillion yuan (approximately *** billion U.S. dollars) in 2021. That year, sales through social media made up about **** 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.

Approximately **** million shoppers in the United States were estimated to purchase on Facebook in 2022, making it the most widely used platform for social commerce in the North American country. Forecasts suggest that both Facebook and Instagram will remain at the forefront of social shopping in the U.S. in the coming years, with over ** million and ** million shoppers, respectively, by 2025.

More than **** of consumers belonging to Generation Z bought something on social media platforms, according to a survey in 2024. Almost a ***** of overall consumers bought on social media platforms. The consumer experience In a 2023 survey, Facebook and Instagram were the social media platforms offering the best shopping experience. To gain deeper insights into the elements constituting a satisfactory social commerce shopping journey from the user's viewpoint, key factors shaping consumers' heightened engagement with social commerce included, but were not limited to, deals and discounts, seamless purchasing processes, exclusive offers, and increased availability of customer reviews. Social shopping destinations Facebook is the leading social commerce platform globally, except among Gen Z, who favor Instagram and TikTok. However, the types of social media accounts that shoppers followed and purchased from varied by age group. Gen Z and Millennials predominantly bought from brand accounts, with Gen Z also showing a preference for social media influencers. Conversely, Gen X and Boomers preferred purchasing from trusted retailer accounts.

China and Thailand boast some of the highest percentages of social commerce buyers globally, with 95 percent and 94 percent of online shoppers making purchases through social media platforms in 2024. Peru closely followed with a 92 percent adoption rate, trailed by Colombia and India. A new era of online shopping Social commerce has transformed the online retail landscape in recent years. Between 2018 and 2024, social media sales revenue increased nearly eightfold, reaching approximately 700 billion U.S. dollars. By 2025, social commerce is projected to account for 20 percent of global online sales. While this purchasing channel attracts consumers of all ages, millennials, followed by Gen Z, are the most prominent direct buyers on social media. China: social commerce pioneer China's social commerce has experienced rapid growth over the past decade. In 2014, the market's gross merchandise value (GMV) stood at 95 billion yuan. By 2022, this figure had skyrocketed to over 2.7 trillion yuan, showcasing the immense expansion in this sector. This exponential growth is partly attributed to the significant increase in the number of social commerce users. In 2022, China had about 880 million social shoppers, more than double the number recorded in 2016.

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.

When asked whether they had made a purchase via social media in the last six months in 2020, approximately ******* of young people (aged 18 to 34) in the United Kingdom, stated that they had. This places the UK at the forefront in terms of social media product purchases, compared to other European countries. Brands are already very present on social media in the UK, in fact they invest more in advertising and so the UK also leads the ranking of adverting revenue.

Direct selling on social media

E-commerce companies choosing to sell their goods or services to consumers through social media directly have several factors to consider, such as what platforms to use, what kind of consumers to target, when to strike, whether or not their items are suitable for the platform, among other things. In 2020, an estimated quarter of e-commerce enterprises worldwide were planning to sell their goods on social media. That year, only about ** percent were already doing so.

French social media trade habits

While the UK was in the lead in terms of social media trade in 2020, it was also a commonality among online shoppers in France. When asked how much they would usually spend when buying on a social network, approximately half of French adults stated they normally spent anywhere between ** and ** euros. The main reason French consumers listed for buying through social media was the presence of a promotional offer.

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Social Commerce Market Size 2025-2029

The social commerce market size is forecast to increase by USD 1474.8 billion at a CAGR of 15.3% between 2024 and 2029.

The market is experiencing significant growth, driven by the personalized shopping experience and diverse product portfolios offered on social media platforms. Technological advancements in social media, enabling seamless transactions and real-time interactions, further fuel this growth. Brands and retailers are investing in customer engagement and retention strategies, including influencer marketing and social media advertising, to capitalize on the market trend. The market has witnessed significant growth due to the increasing use of laptops and PCs for social media engagement. The report provides a comprehensive analysis of these trends and the challenges they present, including data security concerns and the need for seamless integration with e-commerce platforms. Adopting these strategies can help businesses tap into the vast potential of social commerce and stay competitive In the ever-evolving digital landscape.

What will be the Size of the Social Commerce Market During the Forecast Period?

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The market represents a dynamic and rapidly evolving segment within the broader e-commerce landscape. This market enables customers to shop and discover products directly within virtual environments of social media platforms. The shopping process on these platforms often begins with content sharing and product discovery through organic or paid posts. Interested buyers can engage with brands and sellers through messaging features, influencer collaborations, and shoppable posts. Millennials and the internet-savvy population are key demographics driving the growth of social commerce. Brands and sellers leverage this market to increase brand awareness and reach a wider audience. Small businesses and individuals also benefit from the personalized shopping experience offered by social media platforms.
Modern technologies, such as messaging features, secure payment methods, and user data protection, contribute to the convenience and safety of social commerce. The market encompasses various product categories, including electronics, home decor, and more. Changing consumer preferences and the increasing use of user-generated content further fuel its growth. Despite its advantages, the market faces challenges such as privacy concerns, regulatory compliance, and ensuring secure payment methods. As the market continues to evolve, large players and smaller niche providers will need to adapt to meet the evolving needs and preferences of consumers.

How is this Social Commerce Industry segmented and which is the largest segment?

The social commerce industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Device

  Laptops and PCs
  Mobiles
  Tablets
  Others


Business Segment

  Business to consumer
  Business to business
  Consumer to consumer


Product Type

  Fashion and apparel
  Beauty and personal care
  Electronics and gadgets
  Home decor and furniture
  Others


Geography

  APAC

    China
    India
    Japan
    South Korea


  North America

    Canada
    US


  Europe

    Germany
    UK


  South America

    Brazil


  Middle East and Africa

By Device Insights

The laptops and PCs segment is estimated to witness significant growth during the forecast period. These devices offer a larger screen size, enhancing the visual appeal of social media platforms and facilitating product discovery through customer reviews, ratings, and advertisements. Social media platforms have become essential tools for shopping, with users comparing prices across various social commerce websites. Virtual environments, such as social networks and messaging features, enable interested buyers to engage in immediate communication with brands, sellers, and influencers, fostering personalized customer experiences and brand awareness. Modern technologies, including Video Commerce, livestream shopping, and shoppable posts, have further enhanced the buyer experience.
Millennials and younger generations, in particular, have shown a strong preference for social commerce, with mobile technology enabling seamless shopping on-the-go. However, concerns over cyberattacks, data collection, and security have emerged as challenges, necessitating regulatory compliance, secure payment methods, and user data protection. Brands, sellers, small businesses, and individuals alike leverage social media for marketing, personalized shopping, and consumer engagement, driving conversion rates. The latest technology trends, such as artificial intelligence and augmented reality, continue to shape the social commerce lan

As of the end of 2022, six out of every ten online shoppers aged 18 to 26 in the United Kingdom had made direct purchases through social networks. Among the generational groups in the UK, millennials exhibited the highest adoption of social shopping, with almost three-quarters of surveyed buyers, followed by boomers with 65 percent.

Social Commerce Market Outlook

The global social commerce market size was valued at approximately USD 492 billion in 2023 and is projected to reach nearly USD 3,369 billion by 2032, growing at a compound annual growth rate (CAGR) of around 24.8% during the forecast period. This impressive growth trajectory is propelled by the increasing integration of social media and e-commerce platforms, offering a seamless shopping experience to consumers. The burgeoning number of social media users and the deepening penetration of smartphones globally stand as significant growth factors, transforming the way consumers discover and purchase products through interactive and engaging online experiences.

One of the pivotal growth factors for the social commerce market is the widespread adoption of smartphones and the internet, which has substantially increased access to social media platforms. This technological proliferation has enabled consumers to engage with brands and products in real-time, fostering a more interactive shopping experience. Moreover, the convergence of social media and e-commerce has led to the creation of shoppable content, which allows users to directly purchase products from social media posts, stories, and videos. This not only enhances user convenience but also boosts impulse buying, contributing significantly to the market's expansion.

Another major growth driver is the rising influence of social media influencers and user-generated content in shaping consumer purchasing decisions. Influencers provide authentic and relatable content, which resonates with audiences and builds trust. This shift towards influencer marketing has led brands to collaborate with social media personalities to promote their products, thereby amplifying reach and engagement. Additionally, the integration of user-generated content, such as reviews and testimonials, enriches the shopping experience, providing potential buyers with peer insights and fostering informed purchasing decisions.

The continuous evolution of social commerce technologies further spurs market growth. Advancements such as augmented reality (AR) and artificial intelligence (AI) enhance the online shopping experience by providing virtual try-ons, personalized recommendations, and automated customer service through chatbots. These innovations not only improve customer engagement but also increase conversion rates by making the shopping process more personalized and efficient. Such technological integrations are crucial in catering to the demands of modern consumers who seek convenience, speed, and a personalized experience in their shopping journeys.

Social commerce is not just a trend but a significant shift in how consumers interact with brands and make purchasing decisions. The integration of social media with e-commerce platforms has created a new ecosystem where social interactions and commerce converge. This convergence allows consumers to discover products through their social networks, engage with brands in real-time, and make purchases without leaving their favorite social platforms. The social aspect of this commerce model enhances consumer trust and loyalty, as purchases are often influenced by recommendations from friends, family, and influencers within their social circles. This interconnectedness is transforming traditional shopping experiences into more interactive and community-driven activities.

Regionally, Asia Pacific dominates the social commerce market, accounting for the largest share due to the massive number of social media users and the rapid digitalization across countries like China and India. The region's thriving e-commerce landscape and the prevalence of super-apps that integrate multiple services, including social media and commerce, further fuel this dominance. North America and Europe also represent significant markets, driven by high consumer spending and the early adoption of innovative social commerce solutions. Latin America and the Middle East & Africa, although smaller in market size, exhibit potential growth opportunities as internet penetration and smartphone usage continue to rise.

Business Model Analysis

The social commerce market encompasses several business models, notably Business-to-Consumer (B2C), Business-to-Business (B2B), and Consumer-to-Consumer (C2C). The B2C model is predominant, where businesses leverage social platforms to directly engage with consumers, promoting products and services through targeted ads and social media content. Th

The Social Commerce Market size was valued at USD 913.90 billion in 2023 and is projected to reach USD 6247.26 billion by 2032, exhibiting a CAGR of 31.6 % during the forecasts period. Factors driving this growth include the rise of virtual communities, ease of online shopping, increased influencer marketing effectiveness, and a wider customer base. Social commerce is an integration of social media and electronic commerce which changes the strategies of interacting with the client. It integrates them to Instagram, Facebook, and Tik Tok which turns incidental scrolling into a direct buying experience through shopping buttons. Customers become aware of products through influencer post or ad, content created by the fellow customers or ads that directly promote these products. This trend is just right for social networks as they are multiple-numbered with engaged users that are willing to spend money for something interactive and authentic. Established brands can gain first-hand feedback regarding the effectiveness of their products and appeal to customers on the Internet, where early exposure creates a domino effect, leading to high exposure rates; Consumers appreciate easy and individualized buying processes. Social commerce hence comes in to link individuals’ social relations and business transactions, thus revolutionizing the retail sector online.

According to a study, roughly 85 percent of Thai consumers intended to spend more through social commerce in the future. Among the surveyed countries, Thailand also had the highest amount of social buyers in 2022. Moreover, the United Kingdom (UK) had the worst social commerce engagement. Only 23 percent of online shoppers from the United Kingdom planned to spend more on purchases via social platforms. Germany and France followed closely with 24 percent of consumers.

A survey conducted in 2024 in the United States shows what are the most popular social media channels used by business-to-business buyers (B2B). YouTube appears as number one at 17 percent, followed by Facebook with 16 percent and Instagram at 14. The least popular social media channel among the buyers is WeChat, at around one percent.

The community group buying platform market is experiencing robust growth, driven by increasing internet and smartphone penetration, particularly in emerging economies. Consumers are attracted to the platform's value proposition: discounted prices achieved through collective purchasing power and convenient delivery. The market is segmented by application (brick-and-mortar merchants, e-commerce sellers, personal use, others) and by the type of goods offered (service, catering, gifts, household goods, digital products, clothing, and others). While China currently dominates the market due to early adoption and large user base, significant growth potential exists in other regions like Southeast Asia and India, fueled by rising middle classes and increasing digital literacy. Key players such as Meituan, Pinduoduo, and Alibaba are aggressively expanding their offerings and geographic reach, fostering intense competition and driving innovation. Challenges include managing logistics, ensuring product quality, and navigating regulatory landscapes in various countries. The market's future growth will depend on factors such as sustained economic growth in key markets, continued technological advancements, and the successful adaptation to evolving consumer preferences. The forecast period (2025-2033) is projected to witness a sustained expansion of the community group buying market. While the exact CAGR isn't specified, assuming a conservative estimate of 15% based on current market trends and growth in related sectors, significant market expansion is anticipated. This growth will be driven by the increasing adoption of mobile commerce and the expanding reach of online platforms into previously underserved areas. However, maintaining profitability while managing operational costs and logistical complexities remains a significant hurdle. Successful players will focus on enhancing user experience, strengthening supply chains, and diversifying their product offerings to cater to evolving consumer needs. The competitive landscape is likely to remain dynamic, with ongoing mergers, acquisitions, and strategic partnerships shaping the industry's trajectory. Furthermore, regulatory changes and potential anti-competitive concerns will impact market dynamics in the coming years.

Buyers: by Social Class: AB data was reported at 32.490 % in 2024. This stayed constant from the previous number of 32.490 % for 2023. Buyers: by Social Class: AB data is updated yearly, averaging 47.180 % from Dec 2000 (Median) to 2024, with 25 observations. The data reached an all-time high of 79.010 % in 2000 and a record low of 32.490 % in 2024. Buyers: by Social Class: AB data remains active status in CEIC and is reported by Brazilian Association of Eletronic Commerce. The data is categorized under Brazil Premium Database’s Domestic Trade – Table BR.HF002: E-commerce: Buyers Profile.

This data is from active online users in France.

Global shoppers' primary grievance regarding purchases from social media platforms was the prolonged delivery time, as reported by a 2025 survey. Around 35 percent of respondents identified this issue. Another issue was that the item received appeared significantly different from the one ordered, with a quarter of the survey respondents being of this opinion.

IntroductionWith the rise of social media and web technologies, users are increasingly spending time on browsing and purchasing on social commerce, particularly during idle moments of casual scrolling. Social commerce applications with sophisticated social features and security measures may tend to attract a significant number of highly engaged users. The purpose of this study is to find out whether customers will be interested in the content posted on the applications and generate impulse consumption when they are bored.MethodsDrawing on stimulus-organism-response framework, this paper explores how technical cues and situational cues affect impulse buying behavior in social commerce applications and the mediating impact of consumer-perceived values. Data were gathered from 395 respondents who frequently utilize and have shopping experience on social commerce applications. The PLS-SEM and fsQCA were applied to formulate and test the proposed hypotheses.ResultsThe results of PLS-SEM reveal technical cues (ease of use, visual appeal and security) and situational cues (passing time and serendipity) positively influenced impulse buying. The results of fsQCA offer six solutions of different combinations of constructs which can lead to high impulse buying.DiscussionThese findings may extend existing research on impulse buying behavior and consumer psychology, offering valuable insights for marketers. They also point towards strategies for more effectively encouraging impulse purchase in digital retail environments, particularly among consumers who are browsing out of boredom.

Social Commerce Checkout Market Outlook

According to our latest research, the global social commerce checkout market size reached USD 15.7 billion in 2024, demonstrating robust momentum driven by the integration of seamless shopping experiences across social platforms. The market is projected to grow at a CAGR of 23.4% from 2025 to 2033, reaching a forecasted value of USD 122.6 billion by 2033. This remarkable growth trajectory is primarily fueled by the increasing adoption of social media for direct purchases, the proliferation of mobile commerce, and the rising influence of digital-native consumers who demand frictionless checkout experiences on their preferred platforms.

One of the primary growth drivers for the social commerce checkout market is the convergence of social media and e-commerce, which has fundamentally transformed consumer shopping behaviors. Social networks such as Instagram, Facebook, TikTok, and Pinterest have rapidly evolved into powerful retail channels, embedding native checkout functionalities that allow users to complete purchases without leaving the app. This seamless integration reduces cart abandonment rates and capitalizes on impulse buying, creating a lucrative environment for both brands and social platforms. The ability to leverage user-generated content, influencer endorsements, and targeted advertising further amplifies consumer trust and engagement, reinforcing the value proposition of social commerce checkout solutions.

Another significant factor propelling market expansion is the widespread adoption of mobile devices and digital payment technologies. As consumers increasingly use smartphones and tablets for online shopping, social commerce platforms are optimizing their checkout processes for mobile-first experiences. Features such as one-click payments, biometric authentication, and integrated digital wallets are enhancing security and convenience, making it easier than ever for users to finalize purchases in a matter of seconds. Additionally, the growing penetration of high-speed internet and the rollout of 5G networks are accelerating the shift towards mobile commerce, enabling richer and more interactive shopping experiences within social ecosystems.

The rapid evolution of artificial intelligence (AI) and machine learning also plays a pivotal role in shaping the future of the social commerce checkout market. Advanced algorithms are being deployed to personalize product recommendations, streamline payment processes, and detect fraudulent activities in real-time. These technologies not only improve the efficiency of the checkout process but also foster higher customer satisfaction and loyalty. Moreover, the integration of chatbots and virtual assistants within social commerce platforms is providing users with instant support and guidance throughout their shopping journey, further reducing friction and enhancing the overall user experience.

From a regional perspective, Asia Pacific is emerging as the dominant force in the global social commerce checkout market, accounting for the largest share in 2024. This leadership is attributed to the region’s massive population of digital-savvy consumers, high mobile penetration rates, and the prevalence of super-apps that seamlessly blend social networking with e-commerce and payments. North America and Europe are also experiencing significant growth, driven by strong e-commerce infrastructure and the rapid adoption of innovative payment methods. Meanwhile, Latin America and the Middle East & Africa are witnessing steady progress, supported by rising internet connectivity and the increasing popularity of social media platforms among younger demographics.

Component Analysis

The component segment of the social commerce checkout market is bifurcated into software and services, each playing a crucial role in enabling seamless transaction experiences on social platforms. Software solutions form the backbone of the checkout ecosystem, encompassing a wide array of functionalities such

The Global Social Commerce Market size is expected to reach $11.95 Trillion by 2032, rising at a market growth of 33.5% CAGR during the forecast period.

Key Highlights:

The Asia Pacific market dominated Global Social Commerce Market in 2024, accounting for a 69% revenue share in 2024. The C

In 2021, more than half (** percent) of millennial shoppers surveyed found social media purchasing to be a fun experience. Furthermore, about ** percent of post-millennials found social commerce enjoyable, compared to ** percent of Gen Xers and ** percent of Boomers.