Social commerce - statistics & facts

After booming popularity during the COVID-19 pandemic, worldwide social commerce sales were forecast to exceed 700 billion U.S. dollars in 2021. In this regard, China is a trend pioneer. In addition to accounting for nearly half of global social media retail sales, more than 46 percent of its online population already purchase through this channel. The United States follows in its footsteps, as over a third of internet users engage in social commerce.

From inspiration to conversion

Before actual shopping, social media is a powerful source of inspiration and discovery for consumers. According to a 2021 survey, these platforms had helped almost eight in ten social media users globally to learn more about products and brands. When asked if they had ever purchased a product or service promoted on social networks, a similar number responded positively, highlighting the channel's overwhelming influence on the buying decision. Until recently, users who found something interesting on social media had no choice but to visit an online shopping platform or the brand's website to complete their checkout. While these remain the main go-to e-shopping methods for social media-inspired consumers, buying directly on these platforms has become increasingly popular.

Social media shopping: who and where?

Social commerce has gained traction across all age groups, though it has shown more prominent use among adults aged 25 to 34. In addition to having the financial independence to indulge themselves, this generation witnessed the world's digital transformation first-hand, making them more prone to social media shopping adoption. In terms of buying preferences, Facebook and Instagram are the most likely used social networks for purchases. Both platforms have progressively integrated a variety of social commerce tools. For consumers, this has meant feeling closer than ever to their favorite brands. Amid this perfect storm are influencers, whose posts and livestreams have added a new component to social shopping: entertainment. As they build loyal audiences, social media celebrities have become relevant drivers of purchase. So much so that, according to a survey, most users across the globe would likely buy from influencers they follow.

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