Social Ecommerce refers to the use of social media platforms by businesses to promote and sell their products online. The influence of platforms like Facebook, Instagram, Snapchat, and more is undeniable.
There are around 5.24 billion social media users worldwide in 2025, which accounts for 63.9% of the global population.
These figures serve as a testimony that these platforms are a magnet attracting people all around the world. But the question is: does social media help Ecommerce stores reach potential leads?
The answer is yes, and these social Ecommerce statistics are the proof.
Key Global Social Commerce Statistics in 2026
- The Social commerce market is expected to increase to $924.47 billion by 2025, and it will reach $1.48 trillion by 2030.
- In the year 2025, Social commerce accounts for about 17.11% of total online sales.
- The global revenue generated from social commerce for the year 2024 was $683 billion, and it will reach the 1 trillion mark by 2029.
- The penetration rate of social shopping is expected to reach 31% with further growth expected in the following years.
- 82% of people use social media to discover and research products.
- Gen Z users, comprising about 70% of them, prefer YouTube to search for new products and trends.
- Ads on YouTube reach more than 2.5 billion users every month, up by 11.9% (+271 million users) since 2024.
Top 5 Social Media Platforms Dominating Ecommerce
Social media platforms are now more than a platform to connect with friends and family.
Platforms like Instagram, Facebook, and Pinterest now offer built-in shopping features that let shoppers browse and purchase products without leaving the app.
This seamless integration has transformed the way brands engage with customers and drive sales online. Here are the 5 social media platforms influencing the buying experience.
Number of Ecommerce shoppers (in millions) in the USA from the years 2021 to 2025 on Facebook, Instagram, Pinterest, and TikTok.
| Year | TikTok | |||
| 2021 | 56.7 | 37.6 | 15.0 | 13.7 |
| 2022 | 63.5 | 41.0 | 15.9 | 23.7 |
| 2023 | 65.7 | 43.0 | 16.9 | 33.3 |
| 2024 | 67.8 | 45.3 | 17.5 | 35.8 |
| 2025 | 69.4 | 47.5 | 18.1 | 37.8 |
Dominating the social media worldwide, Facebook has come up with some incredible shopping features like Facebook Shops, Marketplace, and product-tagged posts.
Along with powerful advertising and advanced targeting options.
- India is the top country with the most Facebook usage, followed by the USA, Indonesia, and Brazil.
| Countries | Users in million |
| India | 378 |
| USA | 196 |
| Indonesia | 122 |
| Brazil | 111 |
| Mexico | 92 |
Country-wise Facebook users
- Facebook’s main user base is people aged between 25 and 34, which represents about 18% of the global users.
- About 69 million people are expected to make purchases on Facebook in the year 2025.
- About 38.5% of Facebook users in the USA are expected to purchase in 2025.
Instagram is a suitable platform for offering a visual-first and aesthetic experience.
Influencers have the biggest role to play in the buying journey, with brands looking for a more collaborative approach.
- Instagram has 2 billion users worldwide, enabling it to compete with competitors like Facebook and TikTok.
- In the year 2025, Instagram saw a year-over-year growth of 5.5% among its total audience.
- India leads here as well with the most Instagram users, followed by the USA.
| Countries | Users in million |
| India | 419 |
| USA | 171 |
| Brazil | 140 |
| Indonesia | 103 |
| Turkey | 58 |
Country-wise Instagram users
- 25 to 34 form 31% of its total following, further, Instagram has established deep roots with Gen Z and Millennials.
TikTok
TikTok has revolutionized social commerce in 2025, growing from a purely entertainment platform into one of the world’s most influential Ecommerce engines.
Its blend of algorithm-driven discovery, shoppable video, influencer integration, and native checkout features has propelled TikTok Shop to the forefront of global commerce trends.
- In 2024, TikTok was estimated to have an audience of around 2 billion users worldwide.
- TikTok was the most downloaded app in 2021, with a of $2.1 billion that same year in the USA.
- As of 2024, TikTok had 186 million downloads, 49.5% people use it in the USA, and annual consumer spending is 3.84 billion.
- The USA had the largest number of TikTok users, around 148 million.
- Followed by Indonesia (107 million), Brazil (91.75 million), and Vietnam (85.44 million).
YouTube
YouTube is one of the top global social commerce platforms in 2025. A free video-sharing platform has become a channel to shop.
- India registers the most number of users, with 491 million users.
- Almost half of this number is the total users in the USA (253 million), followed by Brazil (144 million), Mexico (83 million), and Indonesia (143 million).
- In 2024, YouTube registered 2.5 billion global viewers, with the largest number of users in India, about 476 million users.
Pinterest is a visual discovery and bookmarking platform where users can find and save ideas for various interests like home decor, fashion, recipes, and more. It allows users to create and organize collections of images, known as “pins,” on virtual boards.
- The largest number of Pinterest users is in the USA (96 million), followed by Germany (22 million), and France (18 million).
- In 2024 and 2025, it saw a 10.6% increase in users leaving behind Instagram and TikTok.
- The annual revenue of Pinterest in the USA is $3.6 billion. And since 2024, its posts’ engagement has increased to 5.93.
User Shopping Behavior in 2026
Social commerce has transformed how shoppers engage with brands and purchase products, blending community, content, and seamless transactions within social platforms.
The shopping behavior has changed now.
User behavior is shaped by personalization, video-centric content, influencer opinions, and speed of checkout, with platforms from TikTok to Instagram and Facebook driving new retail patterns.
- 82% of shoppers use social media for product research.
- 41% of shoppers expect to be able to live-chat with brands while shopping on social platforms.
- Credit and debit cards (62%) remain the most popular payment methods in social commerce, with the use of digital wallets steadily increasing.
- The highest number of social commerce purchases globally is expected in clothing (18%), consumer electronics (13%), and home décor (7%).
- YouTube is a top discovery platform for Gen Z, with 52% using it for product research, followed by Facebook (45%), Instagram (38%), and TikTok (34%).
- There will be nearly 2 billion social buyers worldwide by 2025, with 64% of social media users having made a social commerce purchase in the past year.
Mobile-First Shopping in Social Commerce
Mobile phones are the primary engine fueling the growth of social commerce in 2025. Their ubiquity, convenience, and integration with social media platforms enable seamless browsing, discovery, and purchasing—all within mobile apps.
This channel is responsible for making social commerce highly accessible, real-time, data-driven, and ubiquitous across demographics and geographies.
- India’s social commerce market is estimated at $8.4 billion in 2025, with growth driven strongly by rising smartphone and mobile internet usage.
- Retail m-commerce sales in the United States exceeded $491 billion in 2023. By 2027, that figure is forecast to amount to approx. $856 billion.
- Global mobile ecommerce was worth $2.2 trillion in 2023, now making up 60% of all e-commerce sales around the world.
- Nearly 80% of all retail website visits worldwide came from smartphones.
- M-commerce is particularly popular in Asia, with countries like China & South Korea generating over 70% total online sales via mobile devices.
- 72.9% of online shoppers prefer mobile apps over websites for shopping, fueling social commerce via app ecosystems
Wrapping Up
Social commerce stands as a transformative force, reshaping how consumers discover, evaluate, and purchase products.
Smartphones are at the heart of this new retail era, with the majority of shopping journeys—from discovery to checkout—unfolding within social platforms.
As platforms and technology continue to innovate, the power of social shopping will only deepen, offering brands and consumers unparalleled convenience, personalization, and global reach.
Social commerce isn’t just a trend—it’s the future of digital retail.
Sources: Yotpo, Forrester, Littledata, WordStream, Statista, Accenture, eMarketer, Salsify
