Social Commerce Statistics 2024 (Social Shopping Data)

social-commerce

Social shopping is the next evolutionary step for ecommerce brands.

Social commerce statistics suggest that social media is an inevitable part of the buyer’s journey.

Social Commerce Statistics

Overview of statistics on social commerce:

  1. Social commerce in the U.S. is projected to reach $107.17 billion by 2025.
  2. There are 107.6 million social commerce buyers in the U.S.
  3. 7 in 10 U.S. businesses are selling products/services via social commerce platforms.
  4. 64% of internet users in the U.S. discover new brands and products via social media.
  5. Average American spends $641 a year via social commerce, $938 by 2025.
  6. Average internet user spends 2 hours and 14 minutes on social media every day.
  7. Majority of social commerce buyers are on Facebook (65.7M) and Instagram (43M).
  8. About 50% of U.S. Gen Z and Millennials make purchases on social media.
  9. 74% of consumers think the publishing sweet spot for brands is 1-2 posts per day.

1. Social commerce in the U.S. is projected to reach $107.17 billion by 2025.

According to Insider Intelligence social commerce growth statistics (2022), social commerce sales in the U.S. is projected to reach $107.17 billion by 2025. (1)

Social commerce is projected to account for 7.2% of total U.S. ecommerce sales by 2026.

U.S. Retail2022202320242025
Social Commerce Sales$53.10 B$68.92 B$86.70 B$107.17 B
% of Total Ecommerce Sales5.1%5.9%6.6%7.2%
% of Social Commerce Growth34.4%29.8%25.8%23.6%

In 2023, the social commerce revenue in the U.S. is projected to grow 29.8% and reach $68.92 billion.

In 2023, social commerce will account for 5.9% of total U.S. ecommerce sales.

The U.S. social commerce industry is projected to have a compound annual growth rate (CAGR) of 24.7% until 2025.

2. There are 107.6 million social commerce buyers in the U.S.

According to Insider Intelligence U.S. retail social commerce statistics (2022), there are 107.6 million social commerce buyers in the U.S. in 2023. (2)

U.S.2022202320242025
Social Commerce Buyers102.6 M107.6 M111.2 M114.3 M
% of Social Network Users48.7%50.3%51.3%51.8%
% of Social Buyers Growth5.9%4.9%3.4%2.8%

*Sales numbers are in USD.

The social commerce market data suggests that social commerce buyers account for 50.3% of all social network users in the U.S.

Social commerce buyers in the U.S. are projected to reach 114.3 million by 2025.

3. 7 in 10 U.S. businesses are selling products/services via social commerce platforms.

According to Sprout Social social commerce business statistics, 7 in 10 U.S. businesses (73%) are selling products/services via social commerce platforms. (3)

About 8 in 10 businesses (79%) anticipate selling on social commerce platforms in the next 3 years.

BusinessesCurrently
Sell on Social
Anticipate
Selling in Next 3 yrs.
Total73%79%
Small Businesses57%71%
Mid-market84%80%
Enterprises85%87%

About 85% of enterprises, 84% of medium-sized businesses, and 57% of small businesses already sell on social commerce platforms.

The data reveals that enterprises have a notably higher social commerce adoption rate of 85%, compared to small businesses with only 57%.

About 87% of enterprises, 80% of medium-sized businesses, and 71% of small businesses anticipate selling on social commerce platforms in the next three years.

4. 64% of internet users in the U.S. discover new brands and products via social media.

According to GWI statistics about social commerce (2022), 64% of internet users in the U.S. discover new brands and products via social media. (4)

Brand Discovery% of Internet Users
Social media (net)64%
Ads seen on social media28%
Recommendations/comments on social media23%
Updates on brands’ social pages17%
Posts or reviews from bloggers16%
Influencer endorsements15%
Ads on messaging apps14%
Vlogs13%
Forums/message boards12%

About 28% of users discover brands via social media ads and 23% via social recommendations or comments.

The last common places to discover new brands and products are forums (12%), vlogs (13%), and ads on messaging apps (14%).

Brand Research% of Internet Users
Social media (net)77%
Social networks44%
Video sites23%
Question & Answer sites22%
Forums/message boards17%
Messaging/live chat services16%
Micro-blogs (e.g. Twitter)16%
Vlogs15%
Online pinboards11%

The social commerce trend data suggests that 77% of U.S. internet users use social media as the main source for brand research.

5. The average American spends $641 a year via social commerce, $938 by 2025.

According to Insider Intelligence social buyers statistics (2022), the average American spends $641 a year via social commerce, up 23.8% from last year. (5)

U.S. Social Commerce2022202320242025
Annual Sales per Buyer$518$641$780$938
Sales per Buyer Growth26.9%23.8%21.7%20.3%
Social Commerce Buyers102.6 M107.6 M111.2 M114.3 M

The average annual U.S. retail social commerce sale per buyer is projected to reach $938 by 2025.

The growth rate of the annual social commerce sales per buyer stays over 20% until 2025.

By 2025, there will be over 114 million social commerce buyers who spend an average of nearly $1,000 a year on social purchases.

6. The average internet user spends 2 hours and 14 minutes on social media every day.

According to Hootsuite social media commerce statistics (2022), the average internet user in the U.S. spends 2 hours and 14 minutes on social media every day. (6)

U.S.GlobalCanada
2h 14m2h 27m1h 53m

The average global internet user spends about 2 hours and 27 minutes on social media every day.

The average Canadian internet user spends about 1 hour and 53 minutes on social media every day.

AgeMaleFemale
16-24 yrs. (Gen Z)2h 43m3h 13m
25-34 yrs. (Millennials)2h 34m2h 50m
35-44 yrs.2h 14m2h 27m
45-45 yrs.1h 48m2h 03m
55-64 yrs.1h 18m1h 33m

As expected, social media usage is inclined toward Gen Z and Millennials.

Average American male aged 16-24 years old spends 2 hours and 43 minutes on social media, while females 3 hours and 13 minutes every day.

Average American male aged 24-34 years old spends 2 hours and 34 minutes on social media, while females 2 hours and 50 minutes every day.

7. The majority of social commerce buyers are on Facebook (65.7M) and Instagram (43M).

According to Insider Intelligence social commerce market statistics (2022), the majority of social commerce buyers are on Facebook (65.7M) and Instagram (43M). (7)

Platform2022202320242025
Facebook63.5 M65.7 M67.8 M69.4 M
Instagram41.0 M43.0 M45.3 M47.5 M
TikTok23.7 M33.3 M35.8 M37.8 M
Pinterest15.9 M16.9 M17.5 M18.1 M

TikTok is the fastest-growing social commerce platform with a compound annual growth rate (CAGR) of 16.84% from 2023 to 2025.

TikTok has 43 million social buyers in 2023 and is projected to reach 37.8 million buyers by 2025.

8. About 50% of U.S. Gen Z and Millennials make purchases on social media.

According to Insider Intelligence social shopping statistics (2022), about half of U.S. Gen Z (50%) and Millennials (51%) make purchases on social media. (1)

GenerationAgesSocial Buyers
Gen Z18-25 yrs.50%
Millennials26-41 yrs.51%
Gen X42-57 yrs.38%
Baby boomers58-76 yrs.22%
Total18-76 yrs.38%

When asked what drove them to make the social purchase, 45% of Gen Z consumers said they found products they like and one-third said they saw an ad for it.

The social shopper data also shows that only 38% of Gen X and 22% of Baby boomers make social purchases.

9. 74% of consumers think the publishing sweet spot for brands is 1-2 posts per day.

According to Sprout Social shopping statistics on social media, 74% of consumers think the publishing sweet spot for brands is 1-2 posts per day. (8)

This range is based on what consumers actually see in their newsfeeds, which means in order to actually reach consumers, brands might post even more.

RankContent Type% of Consumers
#1Posts highlighting their product or service51%
#2Customer testimonials or real customer demos39%
#3Posts highlighting the brand’s personality34%
#4Authentic, less produced videos34%
#5Contest or promotions27%
#6Polished, highly produced videos26%
#7Collabs with celebrities, influencers, creators23%
#8Behind-the-scenes content14%

The social shopping data suggests that consumers want to see brand content that highlights the product/service (51%), real customers (39%), and posts highlighting the brand’s personality.

Polished high-quality videos (26%), collabs (23%), and behind-the-scenes content (14%) are the least wanted types.

References

  1. Insider Intelligence. 2022. What’s behind the social commerce surge in 5 charts? Link
  2. Insider Intelligence. 2022. Social commerce to surpass 100 million US buyers. Link
  3. Sprout Social. 2021. The Future of Social Media: New Data for 2021 & Beyond. Link
  4. GWI. 2023. The biggest social media trends for 2023. Link
  5. Insider Intelligence. 2022. US social buyers are spending more than ever. Link
  6. Hootsuite & We Are Social. 2022. Digital 2022: Another Year Of Bumper Growth. Link
  7. Insider Intelligence. 2022. Social Commerce Forecast 2022. Link
  8. Sprout Social. 2022. US Social Media Trends for 2022 & Beyond. Link

FAQ

How big is the social commerce market size?

Detailed statistics suggest, in 2023, the social commerce market revenue in the Unites States will reach $68.92 billion.

How fast is social media shopping growing?

The United States social commerce market size is projected to have a compound annual growth rate (CAGR) of 24.7% until 2025.

What is the effectiveness of social commerce?

Social commerce worldwide is effective mainly because people worldwide are already on social channels and want to browser products that interest them.

What is social commerce in China?

Social media purchases are leading online ecommerce in China. China is a true powerhouse of online shopping and reached $363 billion in 2021 .

How big is social commerce in China?

The Chinese social media shopping industry is expected to reach $423 billion by 2028. For example, interactive, shoppable social media stories garner tens of thousands of likes and engagements.

How common is social commerce worldwide?

It’s estimated, that in 2023, social purchases worldwide will reach $1.3 billion. And by 2026, online purchases in socila platforms will reach $2.9 billion.

What ecommerce platforms do China use?

The most common ecommerce platform in China js JD.com, it’s also the largest Alibaba competitor in China.

What is the trend of social commerce in China?

China became the largest ecommerce market with a revenue of $1 trillion, gettin ahead of U.S. Retail ecom sales in China are expected to reach $3.6 trillion by 2024.

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