Social media platforms like Facebook and TikTok have transformed from mere communication tools into bustling marketplaces. Features such as Facebook Shops and TikTok Shop allow users to purchase products directly within the apps, making shopping more straightforward and often leading to spontaneous buying decisions.
The Growth of Shopping on Social Media
Social commerce is the practice of buying and selling products directly through social media platforms. This method streamlines the shopping experience by keeping everything within the app, eliminating the need to switch to a separate website.
Facebook, for instance, has a vast user base, with 36% of U.S. digital buyers aged 18 to 34 making purchases on the platform (Moran, 2025). Similarly, TikTok has seen rapid growth in this area; in 2022, 55% of all impulse purchases were made through TikTok (AMZScout, 2025).
Encouraging Impulse Purchases
The seamless integration of shopping features into social media platforms has a significant impact on consumer behavior, particularly in terms of impulse buying. A survey of 2,000 U.S. adults revealed that Americans browse social media for products about three times weekly, averaging three hours of window shopping daily. In the past six months, social shoppers have spent an average of $168, with clothing, accessories, tech gadgets, and beauty products being popular purchases (New York Post, 2024).
Who Is Shopping on Social Media?
Different age groups use social commerce in various ways. For example, 36% of U.S. digital buyers aged 18 to 34 have made purchases on Facebook, while 31% have done so on TikTok (GoDataFeed, 2024). This indicates that younger consumers are more inclined to shop directly through social media platforms.
Looking Ahead
The trend of shopping on social media is expected to continue growing. In 2023, social commerce generated $571 billion globally, and with a compound annual growth rate of 13.7%, revenues are expected to surpass one trillion dollars by 2028 (AdExchanger, 2024). As these platforms enhance their shopping features, both consumers and businesses can anticipate a more integrated and engaging shopping experience.
References
AdExchanger. (2024). How TikTok Shop Is Redefining Social Commerce In The US. Retrieved from https://www.adexchanger.com/data-driven-thinking/how-tiktok-shop-is-redefining-social-commerce-in-the-us/
AMZScout. (2025). 16 Latest TikTok Shop Statistics for 2025. Retrieved from https://amzscout.net/blog/tiktok-shop-statistics/
GoDataFeed. (2024). The State of Social Commerce. Retrieved from https://www.godatafeed.com/articles/the-state-of-social-commerce-2024
Moran, M. (2025, January 16). 46 Critical Social Commerce Statistics for 2025 (Data + Trends). Ecommerce Bonsai. https://ecommercebonsai.com/social-commerce-statistics/
New York Post. (2024). Our favorite time to splurge on social media revealed. Retrieved from https://nypost.com/2024/10/21/lifestyle/our-favorite-time-to-splurge-on-social-media-revealed/
