Most used social commerce platforms by digital shoppers in the U.S. 2023

According to a 2023 study, Facebook ranks as the top social network for shopping in the United States, with 20.6 percent of digital buyers using it for this purpose. Instagram follows closely, with 11.8 percent of U.S. shoppers, while YouTube holds its own with 10.7 percent.

TikTok and the boom that won’t stop

The rise of TikTok Shop in the United States represents a significant shift in social commerce dynamics. By tapping into its predominantly young user base and their engagement with short-form video content, TikTok is leveraging its platform to facilitate direct sales. The success of health and beauty products, which make up most of purchases, underscores the platform's potential as an influential marketplace.

Growing users, expanding influence

Forecasts suggest that by 2029, the number of U.S. social media users will exceed 340 million, showing the growing influence of these platforms on consumer behavior and brand involvement. In 2023 alone, social commerce revenues in the North American country were estimated at nearly 76 billion U.S. dollars, and this figure is expected to nearly double by 2028, reflecting the rapidly expanding role of social media in the e-commerce landscape.