Social Commerce Statistics 2026
The most comprehensive collection of social commerce data — global market size, platform-level revenue and GMV, live commerce growth, conversion benchmarks, regional breakdowns, consumer behavior, demographics, and future projections with verified sources.
$2T+
Global social commerce market in 2025 — growing 3x faster than traditional e-commerce
Source: Accenture / Precedence Research 2025
Last updated: 2026-02-17
Global Social Commerce Market Size & Growth
Social commerce is the fastest-growing segment of e-commerce, projected to reach $8.5 trillion by 2030. Key estimates from Accenture, eMarketer, Precedence Research, and Fortune Business Insights.
$1.2T
Accenture's landmark 2022 projection for global social commerce by 2025 — growing from $492B in 2021 at 26% CAGR, 3x faster than traditional e-commerce.
Source: Accenture 2022
$2.11T
Global social commerce market size in 2026, growing at 29.12% CAGR toward $7.55 trillion by 2031.
Source: Mordor Intelligence 2025
$8.5T
Projected global social commerce market by 2030 at 26.2% CAGR from the 2025 baseline.
Source: Fortune Business Insights 2025
26%
Compound annual growth rate of global social commerce from 2021-2025, outpacing traditional e-commerce growth by 3x.
Source: Accenture 2022
17%
Social commerce's share of all e-commerce globally by 2025, up from 10% in 2021.
Source: Accenture 2022
2B
Estimated number of social commerce buyers globally, based on 64% of social media users having made a social purchase in the last year.
Source: Accenture 2022
Global Social Commerce Market Trajectory ($T)
Growth from Accenture, Mordor Intelligence, and Fortune Business Insights projections. The market is expected to more than quadruple between 2025 and 2031.
US Social Commerce Sales Forecast ($B)
eMarketer projects US social commerce will nearly double from 2024 to 2028, driven by TikTok Shop growth and expanded platform shopping features.
TikTok Shop GMV & Growth
TikTok Shop is the fastest-growing social commerce platform globally. It grew 407% in 2024 and now commands nearly 20% of the US social commerce market.
$33.2B
Global TikTok Shop GMV in 2024, with estimates ranging $32-40B across research firms.
Source: Business of Apps 2025
$45B+
TikTok Shop global GMV through Q3 2025, with cumulative GMV since launch surpassing $70B.
Source: Market Maze 2025
407%
TikTok Shop US sales growth in 2024, followed by another 108% growth in 2025.
Source: eMarketer 2025
$15.82B
TikTok Shop US sales in 2025, up 108% YoY — commanding 18.2% of total US social commerce.
Source: eMarketer 2025
24.1%
TikTok Shop's projected share of US social commerce by 2027, up from 18.2% in 2025.
Source: eMarketer 2025
$1.1B
TikTok Shop US monthly GMV in July 2025 — up from $15.1M in July 2023, a 72x increase in 2 years.
Source: Marketing LTB 2025
$34B
TikTok Shop GMV in Southeast Asia in 2024, with projections exceeding $65B for 2025.
Source: Awisee 2025
$59
Average TikTok Shop order value in the US — lower than traditional e-commerce due to impulse-buy focus and younger demographics.
Source: Marketing LTB 2025
$15.1M → $1.1B
TikTok Shop US monthly GMV grew 72x in just 2 years (July 2023 to July 2025)
TikTok Shop's explosive growth is reshaping the social commerce landscape. Its US share grew from near-zero in 2022 to 18.2% in 2025, and eMarketer projects it will capture nearly a quarter of all US social commerce by 2027. Health, wellness, beauty, and fashion are the top-performing categories.
Source: Marketing LTB 2025
Instagram Shopping Statistics
Instagram remains a dominant social commerce platform with 130M+ monthly shopping-tag interactions and $37B+ in annual social commerce revenue.
$37.2B
Instagram social commerce revenue in 2024, making it one of the largest social shopping platforms.
Source: Capital One Shopping 2025
130M
Monthly users who tap on Instagram shopping tags to view product information.
Source: Capital One Shopping 2025
46.8M
US shoppers who have made purchases through Instagram Shopping features.
Source: Capital One Shopping 2025
70%
Instagram users who engage with shopping features — browsing products, tapping tags, or making purchases.
Source: Cropink 2026
$65
Average order value on Instagram Shopping, higher than TikTok Shop's $59 AOV.
Source: Capital One Shopping 2025
37%
Increase in sales for brands that tag products in feed posts compared to those that don't.
Source: Dataopedia 2025
2.7%
Instagram Shopping checkout conversion rate — competitive with traditional e-commerce benchmarks.
Source: Capital One Shopping 2025
$3.17B
Instagram influencer marketing spend in 2025, up 43.4% from $2.21B in 2024.
Source: Capital One Shopping 2025
Facebook Marketplace & Pinterest Shopping
Facebook Marketplace dominates in transaction volume while Pinterest leads in shopping intent per session.
1.1B
Facebook Marketplace monthly active users in 2025 — one of the largest commerce platforms globally.
Source: Capital One Shopping 2025
51.2%
Social media consumers who made their most recent social purchase from Facebook Marketplace — leading all platforms.
Source: Capital One Shopping 2025
850M+
Monthly visits to Facebook Marketplace, with majority of users in the 25-35 age group.
Source: SQ Magazine 2025
1.8B
Shoppable Pins on Pinterest, with a 50% YoY increase in shoppable Pins being saved to boards.
Source: Sprout Social 2025
10x
Higher shopping intent per session on Pinterest compared to traditional social platforms.
Source: Sprout Social 2025
40%
Larger basket sizes for Pinterest users compared to other social commerce networks.
Source: Marketing LTB 2025
Social Commerce Platform Comparison
Key metrics across major social commerce platforms. TikTok Shop leads growth, Instagram leads AOV, and Facebook leads transaction volume.
| Metric | Platform | US Social Commerce Share | Avg Order Value | Key Strength |
|---|---|---|---|---|
| TikTok Shop | TikTok Shop | 18.2% | $59 | Discovery & virality |
| Instagram Shopping | Instagram Shopping | ~25% | $65 | Visual product showcase |
| Facebook Marketplace | Facebook Marketplace | ~51% | Varies | Transaction volume |
| Pinterest Shopping | Pinterest Shopping | ~5% | 40% higher | High purchase intent |
| YouTube Shopping | YouTube Shopping | Emerging | N/A | Creator-driven reviews |
Live Shopping & Live Commerce Statistics
Live commerce combines entertainment with instant purchasing. China dominates at $350B+, with the US and Europe growing rapidly.
$1.5T
Global live e-commerce market size in 2025, set to expand to $1.67T in 2026 and $4.37T by 2035 at 11.28% CAGR.
Source: Business Research Insights 2025
$350B
China's live commerce market in 2025, representing approximately 78% of the global live commerce market.
Source: GetStream 2026
$55B
Projected US live shopping market by 2026, growing rapidly from near-zero in 2020.
Source: Awisee 2025
20%
Live commerce's estimated share of all e-commerce by 2026, according to McKinsey (5% in the US).
Source: McKinsey / Sitecore 2025
66%
Asia-Pacific's share of the global live commerce market — dominated by Chinese platforms like Douyin and Taobao Live.
Source: GetStream 2026
86%
Year-over-year growth rate of European live commerce, reaching ~$10B in 2023 and accelerating into 2025.
Source: Awisee 2025
Social Commerce by Region
China accounts for roughly half of global social commerce. Southeast Asia and North America are the fastest-growing regions.
50%
China's share of the global social commerce market in 2024, expected to reach $1.82T by 2030 at 32.13% CAGR.
Source: Grand View Research 2025
$1.18T
Asia-Pacific social commerce market in 2025, projected to reach $19.45T by 2034 at 31.77% CAGR.
Source: Grand View Research 2025
32.11%
North America's CAGR for social commerce — the fastest-growing region over the forecast window.
Source: Mordor Intelligence 2025
$65B+
Projected TikTok Shop GMV in Southeast Asia for 2025, with Indonesia ($6.2B) and Thailand ($5.7B) leading in 2024.
Source: Awisee 2025
30%
Conversion rates in Chinese social commerce — driven by live shopping and integrated super-app ecosystems — vs 2-4% in Western markets.
Source: Amra and Elma 2025
Social Commerce Market Share by Region (2025)
Asia-Pacific dominates global social commerce, with China alone accounting for half the global market.
Conversion Rates & Average Order Values
Social commerce conversion rates vary dramatically by region and format. Live shopping drives significantly higher conversion than static posts.
2-4%
Traditional e-commerce conversion rate range in 2025, with desktop at 3.5% and mobile at 2.1%.
Source: Statsig 2025
2.7%
Instagram Shopping checkout conversion rate — competitive with traditional e-commerce despite social context.
Source: Capital One Shopping 2025
30%
Conversion rates in Chinese social commerce — 10x higher than Western markets, driven by live shopping and super-app ecosystems.
Source: Amra and Elma 2025
$59
TikTok Shop average order value (US), with lower price points driven by impulse purchasing and younger demographics.
Source: Marketing LTB 2025
$65
Instagram Shopping average order value — 10% higher than TikTok Shop due to older, higher-income user base.
Source: Capital One Shopping 2025
40%
Larger basket sizes on Pinterest compared to other social commerce platforms, driven by high purchase intent.
Source: Marketing LTB 2025
Consumer Behavior & Purchase Patterns
Over 100M Americans have purchased via social media. Trust remains the biggest barrier to wider adoption.
58%
US shoppers who have purchased a product after seeing it on social media (44% in UK, 40% in Germany).
Source: SellersCommerce 2025
100M+
Americans who made purchases through social media platforms in 2024, accounting for 36.8% of all US online consumers.
Source: Capital One Shopping 2025
69%
Shoppers who have made purchases through ambient shopping — buying while multitasking on social media.
Source: Capital One Shopping 2025
26.9%
Social media users who visit platforms specifically to find products to purchase.
Source: Marketing LTB 2025
81%
Instagram users who use the app to research new products or brands before purchasing.
Source: Capital One Shopping 2025
52%
Gen Z who use YouTube for product research — the top platform for product discovery in this demographic.
Source: YouTube Culture & Trends 2025
Trust & Barriers to Social Commerce
Despite rapid growth, trust remains the biggest obstacle. Over half of consumers don't trust social platforms enough to share payment details.
76%
Shoppers who opt for retailer websites rather than purchasing directly on social platforms.
Source: Ecommerce Bonsai 2025
54%
Consumers worried that social sellers are scammers — the #1 social commerce concern.
Source: PR Newswire / Bazaarvoice 2024
52%
Consumers who don't trust social media enough to share their payment details.
Source: PR Newswire / Bazaarvoice 2024
48%
Consumers worried about refund/return issues when purchasing through social platforms.
Source: PR Newswire / Bazaarvoice 2024
Social Commerce Demographics
Gen Z and Millennials account for 62% of global social commerce spend. Younger demographics are the primary growth drivers.
62%
Gen Z and Millennial share of global social commerce spending by 2025.
Source: Accenture 2022
80%
Gen Z consumers who integrate social media into their shopping journey — four in five shop at least occasionally via social.
Source: NuVoodoo 2025
70%
Millennials who shop at least occasionally on social media platforms.
Source: NuVoodoo 2025
33%
Millennials' projected share of global social media shopping spend in 2025, with Gen Z at 29%.
Source: Statista 2025
56%
Gen Z and Millennials who confirmed purchasing a product based on a creator's recommendation.
Source: Bazaarvoice / SellersCommerce 2025
46%
Social shoppers citing better discounts as a top reason for purchasing through social platforms vs traditional retail.
Source: SellersCommerce 2025
Global Social Commerce Spend by Generation (2025)
Millennials and Gen Z together account for nearly two-thirds of all social commerce spending.
Top Product Categories in Social Commerce
Fashion and beauty lead social commerce purchases globally. Lower-priced items (sub-$100) perform best due to impulse buying dynamics.
18%
Clothing's share of global social commerce purchases — the top category, according to Accenture.
Source: Accenture 2022
13%
Consumer electronics' share of social commerce — tied with fresh food/snacks (13%), though food is nearly exclusive to China.
Source: Accenture 2022
7%
Home decor's share of social commerce purchases — a top-5 category across all platforms.
Source: Accenture 2022
#1
Fashion ranks as the top product category consumers are most likely to purchase through social media, followed by beauty/personal care.
Source: Traackr / Netinfluencer 2025
Influencer-Driven Commerce
Influencer marketing is a $32.55B industry that drives measurable sales. Brands earn an average $5.78 for every $1 spent.
$32.55B
Global influencer marketing industry size in 2025, up from $9.7B in 2020 — 35.63% growth between 2024-2025.
Source: Influencer Marketing Hub 2025
$5.78
Average earned media value per $1 spent on influencer marketing — top 13% of campaigns see $18+ per $1.
Source: Influencer Marketing Hub 2025
50%
Americans who have made a purchase based on an influencer recommendation in 2025.
Source: Influencer Marketing Hub 2025
$372
Average spend per person from influencer-driven purchases in 2025.
Source: Influencer Marketing Hub 2025
63.8%
Brands globally that have concrete plans to partner with influencers in 2025.
Source: Influencer Marketing Hub 2025
26%
Marketing agencies/brands now devoting over 40% of their marketing budget to influencer marketing.
Source: Influencer Marketing Hub 2025
$5.78 per $1
Average influencer marketing ROI — outperforming paid search ($4-5) and display ads (~$2)
Influencer-driven commerce is one of the highest-ROI marketing channels. Top-performing campaigns see returns of $18+ per dollar. With 76% of Americans following influencers and 50% having purchased based on a recommendation, the channel is increasingly essential for social commerce strategies.
Source: Influencer Marketing Hub 2025
Social Commerce Predictions & Projections
Industry analysts project social commerce will grow 15-30% annually through 2030, with TikTok Shop, live commerce, and AI-powered shopping driving the next wave.
$7.55T
Global social commerce market projected for 2031 at 29.12% CAGR from 2026.
Source: Mordor Intelligence 2025
$188.3B
Projected US social commerce market by 2030, at 10.4% CAGR from 2025.
Source: Oberlo / Statista 2025
$1,223
Projected average spend per US social buyer by 2027, up from $650 in 2025 — nearly doubling in 2 years.
Source: Blogging Wizard / eMarketer 2025
$30B+
TikTok Shop US sales projected to surpass $30 billion by 2028.
Source: eMarketer 2025
16.5%
Expected US social commerce growth rate in 2028 — still strong double-digit growth after years of expansion.
Source: eMarketer 2025
$3.7T
Projected global livestream commerce market by 2030, growing 24% annually from $1T in 2024.
Source: Grand View Research 2025
Frequently Asked Questions
Track Your Social Commerce Performance
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Sources
- Accenture — Shopping on Social Media Platforms Expected to Reach $1.2 Trillion Globally by 2025
- eMarketer — US Social Commerce Forecast 2026
- eMarketer — TikTok Shop Makes Up Nearly 20% of Social Commerce in 2025
- eMarketer — TikTok Is Driving US Social Commerce Growth
- eMarketer — US Social Commerce Sales Will Surpass $100 Billion in 2026
- Mordor Intelligence — Social Commerce Market Size & Opportunities 2026-2031
- Fortune Business Insights — Social Commerce Market Size & Forecast 2026-2034
- Precedence Research — Social Commerce Market Size 2025-2034
- Grand View Research — China Social Commerce Market Size & Outlook 2025-2033
- Grand View Research — Asia Pacific Social Commerce Market Outlook 2033
- Grand View Research — Live Commerce Market Report 2033
- Influencer Marketing Hub — Influencer Marketing Benchmark Report 2025
- Capital One Shopping — Instagram Shopping Statistics 2025
- Capital One Shopping — Facebook Marketplace Statistics 2025
- Capital One Shopping — Social Media Shopping Statistics & Trends 2025
- Business of Apps — TikTok App Report 2025
- Marketing LTB — TikTok Shop Statistics 2025 (93+ Stats)
- Marketing LTB — Social Commerce Statistics 2025 (98+ Stats)
- Marketing LTB — Pinterest Statistics 2025 (96+ Stats)
- Market Maze — TikTok Shop Doubles Global GMV in 2025
- Awisee — TikTok Shop Statistics: Global GMV, Sales & Insights
- Awisee — Live Shopping Statistics in Europe, US & Asia (2025)
- Sprout Social — 25 Must-Know Pinterest Statistics for 2025
- SellersCommerce — Social Commerce Statistics of 2025
- NuVoodoo — Gen Z and Millennial Social Shopping Survey 2025
- Statista — Social Commerce Spend by Age Group 2025
- Bazaarvoice / PR Newswire — Social Commerce Trust Issues Consumer Survey
- Amra and Elma — Top Social Commerce Statistics 2025
- Blogging Wizard — 29 Social Commerce Statistics & Trends for 2026
- Business Research Insights — Live E-Commerce Market Size & Future Analysis 2035
- GetStream — Livestream Shopping Key Statistics & Growth Trends 2026
- McKinsey / Sitecore — The Rise of Social Commerce
- Retail Dive — TikTok Shop Is Driving Social Commerce Growth
- Retail Dive — Social Commerce to Grow 3x Faster Than E-Commerce (Accenture)
- Oberlo — Social Commerce Market Size (2018-2028)
- Cropink — Instagram Shopping Statistics 2026
- Dataopedia — Instagram Shopping Statistics 2026
- Ecommerce Bonsai — 46 Critical Social Commerce Statistics 2025
- SQ Magazine — Facebook Marketplace Statistics 2025
- Statsig — Average E-commerce Conversion Rate by Industry (2025)
- YouTube Blog — YouTube Shopping: The Evolving World of Shopping Report 2025
- Traackr / Netinfluencer — Top 5 Product Categories Driving Social Commerce in 2025
Related Statistics
1.6B+
Monthly active users
View statistics200B+
Daily Reels plays
View statistics$500B+
Projected market size by 2030
View statistics
Social Commerce Milestones
Facebook Marketplace launches as a Craigslist competitor, planting the first seed of social commerce.
Early classifieds model
Pinterest introduces Buyable Pins; Instagram tests 'Shop Now' buttons. Social commerce begins in earnest.
First native shopping features
Facebook Marketplace relaunches as a dedicated tab. Taobao Live launches in China, pioneering live commerce.
Live commerce born in China
Instagram Checkout launches, enabling in-app purchases. Chinese live commerce hits $60B+.
$60B+ China live commerce
Facebook Shops and Instagram Shops launch. COVID accelerates social shopping adoption globally.
$27B US social commerce
Accenture projects social commerce will hit $1.2T by 2025. TikTok Shop launches in Southeast Asia.
$492B global market
TikTok Shop launches in the US (September). Social commerce begins mainstream adoption in Western markets.
$15.1M TikTok Shop US monthly GMV
TikTok Shop US sales grow 407%. Global social commerce surpasses $1.5T. Live commerce goes mainstream beyond China.
$33.2B TikTok Shop global GMV
US social commerce reaches $87B. TikTok Shop hits $1.1B monthly US GMV. 108M Americans are social buyers.
$87B US / $1.6T+ global
US social commerce projected to surpass $100B for the first time. TikTok Shop targets $20B+ US sales.
$101B US (projected)