Overall, about ** percent of respondents to a survey on TikTok Shop usage reported that they have not used and are not interested in using TikTok Shop while ******percent reported having used it before. In comparison, among shoppers who used TikTok on a daily basis, ** percent said they have not and are not interested in using TikTok Shop while ** percent had used it before.

A 2025 survey of industry professionals in the United Kingdom (UK) found that social commerce is a valuable sales channel. Over the next two years, Facebook is thought to provide the best strategic growth opportunities among enterprise retailers, with ** percent of respondents. While mid-market retailers most favored YouTube, with ** percent of them. Other top social media sales channels included Instagram and TikTok Shop.

In March 2025, ******** accounted for ** percent of all social media site visits in the United States, confirming its position as the leading social media website by far. Other social media platforms, despite their popularity, had to make do with smaller shares of visits across desktop, mobile, and tablet devices combined. ********* ranked second with ***** percent of all U.S. social media site visits, while X (previously Twitter) accounted for ***** percent of the total visits in the country. Additionally, the U.S. is home to the third largest social media audience worldwide. Facebook: mobile vs desktop usage At the beginning of 2022, around ** percent of Facebook users across the globe were using the platform’s social networking services exclusively via mobile phone, while only *** percent reported using their desktop or laptop devices. In September 2022, three Facebook Inc. products occupied some of the leading positions as most downloaded social networking apps on the Apple App Store in the United States. WhatsApp’s messaging platform ranked second with more than *** million downloads, while Facebook and the instant-messaging service Messenger followed ranking third and fifth with *** million and **** million downloads respectively. Social media evolution Between 2012 and 2024, the daily time spent on social networks worldwide experienced an almost constant increase, with users reaching an average of *** minutes per day in 2023, with a decrease to *** daily minutes of engagement in 2024. However, users’ favorite platforms have changed since 2019, and the power balance appears to be shifting further from Facebook’s market dominance. Not only Facebook’s user growth rate is estimated to slow down in the next years, but users belonging to Generation Z appear to prefer video-first social platforms like Snapchat, TikTok, and YouTube.

In 2023, TikTok was the leading social media platform for online beauty product purchases in the United States, with a share of almost 33 percent of product purchases. Instagram ranked second, with a percentage of over 28.

According to a recent survey conducted by Decision Lab in the third quarter of 2024, Shopee had the highest penetration rate among all online shopping platforms in Vietnam, as stated by ** percent of the respondents. Meanwhile, social commerce channel TikTok had a penetration rate of ** percent among internet users during the surveyed period. Where do Vietnamese consumers shop online? Due to a busy and fast-paced lifestyle, more and more Vietnamese consumers are opting for online shopping as a convenient alternative to traditional brick-and-mortar stores. By offering a wide range of products, a user-friendly interface, and attractive promotions, e-commerce platforms like Shopee and Lazada have become popular choices among Vietnamese consumers. As a result, the multinational e-commerce platform Shopee dominated the e-commerce market in Vietnam, capturing more than ** percent of the total market share. However, TikTok Shop is rapidly gaining momentum with its unique ‘shoppertainment’ experience. As of the first half of 2023, TikTok Shop has surpassed Lazada in terms of revenue performance and has impressively secured a ** percent market share in Vietnam’s e-commerce landscape. Vietnam’s leading domestic B2C sites Despite the dominance of international giants, domestic B2C businesses still maintain their position within the e-commerce sector. One of the most prominent local players is The Gioi Di Dong, a member of Mobile World Investment Corporation (MWG), specializing in consumer electronics devices, such as smartphones, tablets, laptops, and components. The firm has emerged as the most visited domestic B2C e-commerce site in Vietnam, with more than ** million monthly web visits as of the first quarter of 2022. MWG, the parent company, achieved a remarkable net revenue of over *** trillion Vietnamese dong in 2023. MWG’s subsidiary chains, including the consumer electronics retail Dien May Xanh, the grocery chain Bach Hoa Xanh, and the pharmacy chain An Khang, have been enjoying immense popularity among the Vietnamese population.

In 2025, Sea Limited's Shopee, a Singaporean technology company, was the leading e-commerce website in Southeast Asia, with average monthly web sessions of *** million. This was followed by Lazada, which is owned by the Chinese Alibaba Group, and Tokopedia, owned by an Indonesian technology company. The rise of Shopee Online shopping usage in Southeast Asia has been on a steadily increasing during the past few years, partly driven by the COVID-19 pandemic beginning in 2020. Digital services accelerated after the pandemic, which helped Shopee accumulate a gross merchandise value of over ** billion U.S. dollars. While it is a Singaporean company, most web visits to Shopee were generated from users in Indonesia and Vietnam, reflecting the high internet user penetration in these countries and the shifting shopping behavior of a new generation. The new ways of commerce Many consumers already indulge in online shopping on websites, but new shopping experiences are making their way into the region. Live commerce and social commerce have become a trend in Southeast Asia, encouraging consumers to indulge in shopping while browsing social media or watching livestream videos. With current trends emerging, Shopee also expanded its platform for live commerce usage and became the second most popular platform to watch live commerce in Southeast Asia, after TikTok. Consumers in the region liked to watch live commerce content because of the good deals it offered, as well as real-time product reviews. Livestreams allow consumers to interact with streamers or other buyers for a more interactive shopping experience, drawing in a wide array of consumers.

As of March 2024, ulta.com registered around ** million monthly visits in the United States. Qvc.com ranked second, with roughly ***** million visits that month. Sephora.com followed with approximately ***** million website visits. Sephora- the U.S. favorite Sephora is an omnichannel beauty retailer founded in Paris, France. The beauty retailer has achieved significant success in the United States, both on the high street and online. Sephora.com generates more than ***** billion U.S. dollars in e-commerce net sales through its online store, representing a six-fold increase in only six years. When comparing its app’s popularity worldwide, the U.S. leads the ranking, even surpassing its origin country in terms of downloads. Sephora's app downloads in the U.S. have exploded since September 2022, going from ******* to over ****** in November 2023. The latest generation of beauty shoppers Generation Z, or Gen Z, are young adults and the latest consumers of beauty online. In the United States, around ********** of Gen Z consumers purchased make-up-related goods online in 2023. Their peers and social media especially influence this age group when it comes to online purchases of cosmetics. Most Gen Z shoppers in the U.S. read reviews and look at pictures and videos of other shoppers before deciding to buy beauty products. Social media sites such as TikTok and Instagram are also important online sources for these beauty connoisseurs. Nearly *** out of ten shoppers use TikTok to help with their beauty purchase decision, and around **** out of ten use Instagram. To complete their orders, specialty beauty retailers are Gen Z's favorite online shopping channels. These sites are, for example, sephora.com and ulta.com.

As of 2024, Shopee led the Malaysian e-commerce market as the most clicked e-commerce site in the country, followed by Lazada. With around ** million clicks in a month, Shopee was the leading online shopping platform in not only Malaysia, but also across Southeast Asia. Digital development has been increasingAbout **** percent of the Malaysian population are active internet users, and the population has a high rate of mobile phone usage. With a total of population of around 34 million, Malaysia is an appealing market for e-commerce in Southeast Asia because of its fast-growing economy and advanced infrastructure for digital technologies. Until today, Malaysia has built around 200 industrial estates zoned and prepared for industrial development, together with specialized parks such as Technology Park Malaysia and Kulim Hi-Tech Park. Along with the ongoing development, the e-commerce market in Malaysia has been increasing faster than ever. Challenges for e-commerce playersHowever, there are still challenges for this market in the country. Traffic congestion is one of the biggest challenges for shipping e-commerce products across the country. E-commerce platforms in Malaysia have also been dealing with online payment frauds. As ** percent of online shoppers pay with credit cards, this issue could negatively impact the e-commerce market potential. Some online merchants offer a cash-on-delivery (COD) option to prevent credit card or online payment fraud from occurring. The online-to-offline (O2O) strategy has also been beneficial for larger e-commerce stores. The solutions can vary from offering free samples to arranging product bookings, so the customer can try products on their own first.