Social Commerce Statistics
Last updated 2026-06-25 · Compiled from public, third-party sources
Social commerce is on pace to surpass $1 trillion in global sales by 2028, up from roughly $699 billion in 2024 (eMarketer). In the US, social commerce sales reached $71.62 billion in 2024 and are projected to top $100 billion by 2026, while platforms like TikTok Shop more than doubled their global GMV to $33.2 billion in a single year.
Key Takeaways
- US social commerce sales hit $71.62 billion in 2024, up 26% year over year (eMarketer)
- TikTok Shop's global GMV reached $33.2 billion in 2024, up 201% from 2023 (Momentum Works)
- 100.7 million Americans bought via social media in 2024, 45.8% of all US social users (eMarketer)
- China accounts for roughly half of the global social commerce market (Statista)
- 72% of Gen Z and 65% of Millennials have purchased directly from a social media app (Statista)
The Statistics
$699.4 billion
Estimated global social commerce sales in 2024, a 22.6% increase year over year.
Source: eMarketer (2024)
Surpass $1 trillion by 2028
Global social commerce purchases are projected to exceed $1 trillion within four years.
Source: eMarketer (2024)
$71.62 billion
US social commerce sales in 2024, representing 6% of all US ecommerce sales.
Source: eMarketer (2024)
26% growth
US social commerce sales rose 26% from $56.84 billion in 2023 to $71.62 billion in 2024, fueled largely by TikTok Shop.
Source: eMarketer (2024)
$85.58 billion projected for 2025
US social commerce sales are forecast to grow 19.5% in 2025 to $85.58 billion, about 6.6% of all ecommerce.
Source: eMarketer (2024)
Surpass $100 billion by 2026
US social commerce sales are projected to cross the $100 billion mark in 2026.
Source: eMarketer (2024)
100.7 million US social shoppers
The number of US social media users who shopped on social platforms in 2024, equal to 45.8% of all US social media users.
Source: eMarketer (2024)
116.9 million by 2028
Projected number of US social commerce buyers by 2028, representing 49.5% of social media users.
Source: eMarketer (2024)
$33.2 billion
TikTok Shop's total global GMV in 2024, an increase of roughly 201% over the $11 billion generated in 2023.
Source: Momentum Works (2024)
$9 billion US GMV
TikTok Shop's US GMV in 2024, about 650% year-over-year growth, making the US its largest market.
Source: Momentum Works (2024)
Videos drive 58% of TikTok Shop GMV
On TikTok Shop, short videos accounted for 58% of GMV, outperforming product shops (32%) and live streams (10%).
Source: Momentum Works (2024)
Beauty leads TikTok Shop at ~$2.5 billion
Beauty and personal care is the top TikTok Shop category worldwide by GMV, followed by womenswear and underwear at $1.39 billion.
Source: Statista (2024)
~64.6 million Facebook shoppers
Facebook was projected to reach 64.6 million social commerce shoppers in the US in 2024, the leading social commerce platform.
Source: eMarketer (2024)
Douyin nears $200 billion in revenue
China's Douyin was the leading global social commerce revenue generator in 2024, with WeChat second at roughly $152 billion.
Source: Statista (2024)
China is roughly half the global market
China accounts for approximately 50% of the global social commerce market, driven by live commerce and integrated super-apps.
Source: Statista (2024)
72% of Gen Z have bought via social
72% of Gen Z and 65% of Millennials have purchased a product directly from a social media app.
Source: Statista (2024)
68% of Gen Z discover products on social
In 2024, 68% of Gen Z consumers discovered new products on social media, up from 60% in 2023.
Source: Statista (2024)
Gen Z prefers Instagram and TikTok for discovery
Instagram leads product discovery for Gen Z at 30.4% of respondents, ahead of TikTok at 23.2% and Google at 18.8%.
Source: eMarketer (2024)
83% discover products on Instagram
83% of surveyed Instagram users say they discover new products and brands on the platform.
Source: Statista / Instagram (2024)
200 million daily shopping taps on Instagram
Roughly 200 million Instagram users visit at least one business profile or tap a shopping post every day.
Source: Instagram / Meta (2024)
82% more likely to buy with UGC
82% of consumers say they are more likely to purchase from a brand that includes user-generated content in its marketing.
Source: Bazaarvoice (2024)
4x higher click-through rate for UGC ads
Ads featuring user-generated content earn about 4x higher click-through rates and a 50% lower cost-per-click than ads without.
Source: Bazaarvoice (2024)
57% of Chinese live-commerce users are veterans
China is the most mature live-commerce market: 57% of its live-commerce users have shopped this way for over three years, versus 5-7% in the US, Europe, and Latin America.
Source: McKinsey (2024)
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Try PixelPanda FreeFrequently Asked Questions
How big is the social commerce market?
Global social commerce sales reached an estimated $699.4 billion in 2024 (eMarketer) and are projected to surpass $1 trillion by 2028. In the US, sales hit $71.62 billion in 2024 and are forecast to exceed $100 billion by 2026.
What percentage of social media users shop on social platforms?
In 2024, 100.7 million Americans shopped on social media, equal to 45.8% of all US social media users (eMarketer). That figure is projected to reach 116.9 million buyers, or 49.5% of social users, by 2028.
How fast is TikTok Shop growing?
TikTok Shop's global gross merchandise value reached $33.2 billion in 2024, roughly 201% growth over 2023's $11 billion (Momentum Works). Its US GMV alone hit about $9 billion, growing roughly 650% year over year.
Do younger shoppers buy more through social media?
Yes. 72% of Gen Z and 65% of Millennials have purchased a product directly from a social media app (Statista), and 68% of Gen Z discovered new products on social media in 2024, with Instagram and TikTok preferred over Google for discovery.
Which platform leads social commerce?
In the US, Facebook is the leading social commerce platform, projected to reach about 64.6 million shoppers in 2024 (eMarketer). Globally, China's Douyin generated the most social commerce revenue, approaching $200 billion (Statista).
Does user-generated content actually drive sales?
Yes. 82% of consumers say they are more likely to buy from a brand that uses UGC, and ads featuring UGC earn about 4x higher click-through rates at roughly half the cost-per-click (Bazaarvoice, 2024).
Why is shoppable and UGC content so important for brands?
Social commerce success increasingly depends on authentic, short-form, creator-style content: videos drove 58% of TikTok Shop GMV in 2024, and UGC measurably lifts both trust and conversion. Tools like PixelPanda help brands generate social-ready UGC avatars, product imagery, and shoppable video at scale to support these channels.