In 2023, the United States was home to an estimated 106.8 million social buyers. By 2027, this figure is forecast to grow by almost 10.6 percent, with over 118 million U.S. Americans expected to make purchases through social networks.
Social channels are the new shopping hubs
Social networks, known for producing the 'feel-good hormone' oxytocin and having a broad reach across the population, are redefining online shopping. In the United States, this channel is projected to account for an increasing share of online retail sales in the coming years. As of 2022, approximately 19 percent of U.S. online users who made purchases on a social media platform did so on Facebook, while 12 percent used Instagram.
China remains the social commerce powerhouse
Responsible for almost half of the world's online retail sales, China leads the way in e-commerce. As such, innovation has been the order of the day, bringing Chinese companies to strongly embrace new trends such as social commerce. According to estimates, China's social commerce gross merchandise value was set to reach 2.5 trillion yuan (approximately 398 billion U.S. dollars) in 2021. That year, sales through social media made up about 14.3 percent of the total online sales value in the Asian country, a figure that is expected to keep growing steadily over the next few years.
Number of social commerce buyers in the United States from 2021 to 2027
(in millions)
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Number of social commerce buyers in the United States from 2021 to 2027
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* Social network users have made at least one purchase via any social channel, including links and transactions on the platform itself, during the calendar year, including online, mobile and tablet purchases.
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eMarketer, & Insider Intelligence. (October 31, 2023). Number of social commerce buyers in the United States from 2021 to 2027 (in millions) [Graph]. In Statista. Retrieved February 17, 2025, from https://www.statista.com/statistics/1120128/number-social-buyers-united-states/
eMarketer, und Insider Intelligence. "Number of social commerce buyers in the United States from 2021 to 2027 (in millions)." Chart. October 31, 2023. Statista. Accessed February 17, 2025. https://www.statista.com/statistics/1120128/number-social-buyers-united-states/
eMarketer, Insider Intelligence. (2023). Number of social commerce buyers in the United States from 2021 to 2027 (in millions). Statista. Statista Inc.. Accessed: February 17, 2025. https://www.statista.com/statistics/1120128/number-social-buyers-united-states/
eMarketer, and Insider Intelligence. "Number of Social Commerce Buyers in The United States from 2021 to 2027 (in Millions)." Statista, Statista Inc., 31 Oct 2023, https://www.statista.com/statistics/1120128/number-social-buyers-united-states/
eMarketer & Insider Intelligence, Number of social commerce buyers in the United States from 2021 to 2027 (in millions) Statista, https://www.statista.com/statistics/1120128/number-social-buyers-united-states/ (last visited February 17, 2025)
Number of social commerce buyers in the United States from 2021 to 2027 (in millions) [Graph], eMarketer, & Insider Intelligence, October 31, 2023. [Online]. Available: https://www.statista.com/statistics/1120128/number-social-buyers-united-states/
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