Social commerce in the United States - statistics & facts

Social networks have transformed multiple aspects of people's daily lives, including how they spend and make money. When social media meets e-commerce, social commerce is born. While the Asia-Pacific region pioneered the concept, its adoption has climbed in the United States over the past years. Between 2023 and 2025, U.S. social shoppers escalated from roughly 96 million to around 104 million.

Social commerce sales revenue: *****bn USD

Social commerce share of e-retail sales: ***%

Top social commerce platform by revenue: Facebook

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Current statistics on this topic

Social commerce as percentage of total e-commerce worldwide from 2018 to 2029

Key Figures of E-Commerce

Social commerce as share of total e-commerce worldwide 2018-2029

Social commerce revenue in the United States from 2018 to 2029 (in billion U.S. dollars)

Online Retail

Social commerce revenue in the U.S. 2018-2029

Number of social commerce buyers in the United States from 2023 to 2028 (in millions)

Online Retail

Number of U.S. social buyers 2023-2028

Overview

Social commerce as share of total e-commerce worldwide 2018-2029
Social commerce as share of total e-commerce worldwide 2018-2029
Social commerce as percentage of total e-commerce worldwide from 2018 to 2029
Share of social commerce buyers worldwide 2024, by country
Share of social commerce buyers worldwide 2024, by country
Percentage of online consumers buying from social networks in selected countries worldwide in 2024
Social commerce revenue in the U.S. 2018-2029
Social commerce revenue in the U.S. 2018-2029
Social commerce revenue in the United States from 2018 to 2029 (in billion U.S. dollars)
Social commerce sales change in the U.S. 2022-2028
Social commerce sales change in the U.S. 2022-2028
Social commerce sales growth in the United States from 2022 to 2028
Social commerce share of online retail sales in the U.S. 2022-2028
Social commerce share of online retail sales in the U.S. 2022-2028
Social commerce as share of total online retail sales in the United States from 2022 to 2028
Social referrals to e-commerce sites in the U.S. 2022-2024, by device
Social referrals to e-commerce sites in the U.S. 2022-2024, by device
Share of visits to e-commerce websites from social media referrals in the United States from 4th quarter 2022 to 4th quarter 2024, by device

Leading platforms

Top social commerce platforms in the U.S. 2018-2029, by revenue
Top social commerce platforms in the U.S. 2018-2029, by revenue
Leading social media platforms in the social commerce market in the United States from 2018 to 2029, by revenue (in billion U.S. dollars)
Most used social commerce platforms by digital shoppers in the U.S. 2024
Most used social commerce platforms by digital shoppers in the U.S. 2024
Most popular social commerce platforms among digital buyers in the United States in 2024
Social commerce buyer share in the U.S. 2022-2028, by platform
Social commerce buyer share in the U.S. 2022-2028, by platform
Share of users purchasing on leading social media platforms in the United States from 2022 to 2028
Top social sites for product discovery and research in the U.S. 2024
Top social sites for product discovery and research in the U.S. 2024
Main social media platforms for product discovery and research in the United States in 2024
Top social sites used for product research before big purchase U.S. 2024, by age
Top social sites used for product research before big purchase U.S. 2024, by age
Main social media platforms for product or service research before making big purchases in the United States in 2024, by age group
Most effective platforms for influencers marketing in the U.S. 2024
Most effective platforms for influencers marketing in the U.S. 2024
Share of social media users who purchased a product after seeing it being used by an influencer in the United States as of March 2024, by platform
Websites where U.S. consumers make influencer-driven purchases 2024
Websites where U.S. consumers make influencer-driven purchases 2024
Websites where social media users were most likely to make a purchase after seeing a product being promoted by an influencer in the United States as of March 2024

Product categories

Most purchased product categories on social media in the U.S. 2023
Most purchased product categories on social media in the U.S. 2023
Most purchased product categories on social networks in the United States in 2023
Main products sold by influencers in the U.S. 2023
Main products sold by influencers in the U.S. 2023
Main product categories sold by content creators in the United States in 2023
Most purchased product categories from influencers in the U.S. 2023
Most purchased product categories from influencers in the U.S. 2023
Most purchased product categories made and released by an influencer in the United States in 2023
Top-selling products on TikTok Shop in the U.S. 2024, by GMV share
Top-selling products on TikTok Shop in the U.S. 2024, by GMV share
Top-selling product categories on TikTok Shop in the United States in 2024, by Gross Merchandise Value distribution
Fastest growing product categories on TikTok Shop in the U.S. 2024, by GMV growth
Fastest growing product categories on TikTok Shop in the U.S. 2024, by GMV growth
Fastest growing product categories on TikTok Shop in the United States in 2024, by GMV year-over-year growth
Expected social media usage for holiday shopping in the U.S. in 2024, by generation
Expected social media usage for holiday shopping in the U.S. in 2024, by generation
Expected use of social media to purchase holiday gifts in the United States in 2024, by generational cohort
Shoppers using social commerce for luxury goods purchases in the U.S. 2024, by age
Shoppers using social commerce for luxury goods purchases in the U.S. 2024, by age
Share of shoppers who use or would use social commerce when purchasing personal luxury goods in the United States in 2024, by age

Shopping behavior

Number of U.S. social buyers 2023-2028
Number of U.S. social buyers 2023-2028
Number of social commerce buyers in the United States from 2023 to 2028 (in millions)
Social buyers growth rate in the U.S. 2022-2028
Social buyers growth rate in the U.S. 2022-2028
Change in the number of social commerce buyers in the United States from 2022 to 2028
Main social commerce payment methods in the U.S. 2024
Main social commerce payment methods in the U.S. 2024
Main payment methods used when social shopping in the United States in 2024
Factors that increase trust in influencer recommendations in the U.S. 2024
Factors that increase trust in influencer recommendations in the U.S. 2024
Factors that increased trust in influencer product recommendations among social media users in the United States as of March 2024
Likelihood to research products on social media before purchase in the U.S. 2024
Likelihood to research products on social media before purchase in the U.S. 2024
Likelihood of shoppers to research products on social media platforms before purchase in the United States in 2024
Likelihood to research products on social media before purchase U.S. 2024, by age
Likelihood to research products on social media before purchase U.S. 2024, by age
Likelihood of users to search products on social media platforms before deciding to purchase in the United States in 2024, by age group
E-shoppers buying items based on influencer recommendations in the U.S. 2024, by age
E-shoppers buying items based on influencer recommendations in the U.S. 2024, by age
Share of online shoppers purchasing products based on influencer recommendations in the United States in 2024, by age
US consumers buying a product after seeing it promote by influencers 2024, by gender
US consumers buying a product after seeing it promote by influencers 2024, by gender
Share of social media users who purchased a product after seeing it being promoted by an influencer in the United States as of March 2024, by gender
Shoppers finding digital coupons on social media in the U.S. 2024, by age group
Shoppers finding digital coupons on social media in the U.S. 2024, by age group
Share of shoppers finding digital coupons on select social media platforms in the United States as of 2024, by age group

Advertising and marketing

Social media advertising spending in the United States 2017-2030
Social media advertising spending in the United States 2017-2030
Social media advertising spending in the United States from 2017 to 2030 (in billion U.S. dollars)
Influencer marketing spending in the U.S. 2023-2024, by platform
Influencer marketing spending in the U.S. 2023-2024, by platform
Influencer marketing spending in the United States in 2023 and 2024, by platform (in million U.S. dollars)
Influencer marketing budgets' planned annual changes among marketers in the U.S. 2024
Influencer marketing budgets' planned annual changes among marketers in the U.S. 2024
Planned annual changes in influencer marketing budgets according to marketers in the United States as of September 2024
Social media ad reach in the United States 2025, by platform
Social media ad reach in the United States 2025, by platform
Reach of social media advertising in the United States as of January 2025, by platform
Marketers using Instagram Reels or TikTok for influencer marketing U.S. 2022-2025
Marketers using Instagram Reels or TikTok for influencer marketing U.S. 2022-2025
Share of marketers using Instagram Reels or TikTok for influencer marketing in the United States from 2022 to 2025
Favorite content creators' ad types according to consumers in the U.S. 2024
Favorite content creators' ad types according to consumers in the U.S. 2024
Favorite content creators' advertisement types according to consumers in the United States as of May 2024

Social commerce sales revenue: *****bn USD

Social commerce share of e-retail sales: ***%

Top social commerce platform by revenue: Facebook

Key figures

The most important key figures provide you with a compact summary of the topic of "Social commerce in the United States" and take you straight to the corresponding statistics.

Avg. social commerce sales per buyer
****USD
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Detailed statistics
Average retail social commerce sales per buyer in the U.S. 2020-2027
Most common social shopping frequency
A few times a year
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Detailed statistics
Social media shopping frequency in the U.S. 2023
Main product purchased on social media
Apparel
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Detailed statistics
Most purchased product categories on social media in the U.S. 2023

Main social network for product research
Youtube
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Detailed statistics
Main online platforms for product research in the U.S. 2024
Gen Z and millennials' preferred social media account type for shopping
Brands
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Detailed statistics
Social media accounts users followed and bought from in the U.S. 2023, by generation
Times most shoppers viewed a product on social media before purchase
1-2 times
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Detailed statistics
Times a product on social media was viewed before purchase in the U.S. 2023, by age

Social media ad spending
**bn USD
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Detailed statistics
Social media ad spend in the U.S. 2019-2025
Main platform for social media ad spend
Facebook/Instagram
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Detailed statistics
Social media ad spend in the U.S. 2020-2023, by platform
Influencer marketing spending
**bn USD
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Detailed statistics
Influencer marketing spending worldwide and in the U.S. 2022-2023