Shopping has changed a lot in recent years. People no longer need to visit physical stores or even browse traditional websites to buy things. Now, they can shop directly on social media apps like Instagram, TikTok, or Facebook. This new way of shopping is called social commerce, and it’s growing quickly. It combines social media with online buying, making it easy and fun for people to shop while scrolling through their feeds. In this article, we’ll look at what social commerce is, why it’s popular, how it works, and what the future might hold. We’ll use real data to show how big this trend has become.
What Is Social Commerce?
Social commerce is when people buy products directly through social media platforms. Picture this: you’re watching a video on TikTok, and someone shows off a cool pair of sneakers. With a few taps, you can buy them without leaving the app. That’s social commerce! It’s different from regular online shopping because it happens right where people already spend their time—on social media.
This trend started to grow when platforms like Instagram added shopping features. For example, Instagram launched “Shoppable Posts” in 2016, letting businesses tag products in their photos (Instagram, n.d.). Since then, other platforms like Pinterest and TikTok have added similar tools. A report shows that global social commerce sales were worth $992 billion in 2022 and are expected to reach $2.9 trillion by 2026 (Statista, 2023).
Why Is Social Commerce So Popular?
There are a few big reasons why social commerce is booming. First, it’s super convenient. People are already on social media every day—about 4.8 billion people use it worldwide (DataReportal, 2023). Instead of going to a separate website, they can shop right there, saving time and effort.
Second, it’s fun and personal. Social media is full of videos, pictures, and reviews from real people. Seeing a friend or an influencer you trust using a product makes it feel more reliable than a random ad. Research shows that 81% of consumers say posts from friends or family on social media influence their buying decisions (Sprout Social, 2022).
Third, social commerce uses smart technology. Platforms like TikTok use algorithms to show you products based on what you’ve liked or watched before. This personalization keeps people interested and coming back to shop more.
How Does Social Commerce Work?
Social commerce blends shopping tools into social media apps. Here’s how it usually goes:
- Discovery: You’re scrolling through Instagram or TikTok and see a post or video about a product—like a makeup tutorial or a gadget review.
- Interest: You like it and tap on it. The post might have a “Shop Now” button or a link to buy the item.
- Purchase: You’re taken to a checkout page inside the app, add your payment info, and buy it—all without leaving the platform.
Businesses use tools like Facebook Shops or TikTok Shop to set up online stores. These tools let them show products with pictures, videos, or even live streams. For example, live shopping—where sellers host live videos to showcase products—is huge in some places. In China, live commerce made up 13% of all e-commerce sales in 2022 (McKinsey & Company, 2023).
The Numbers Behind Social Commerce
The growth of social commerce is backed by solid data. In 2024, social media platforms accounted for 19.4% of global online sales, according to posts found on X, aligning with industry trends (Insider Intelligence, 2024). In the United States, social commerce sales hit $56.2 billion in 2023 and are projected to grow to $144.5 billion by 2027 (eMarketer, 2023). Young people, especially those aged 18-34, are leading this trend. About 68% of Gen Z shoppers say they’ve bought something through social media (Hootsuite, 2023).
Globally, the market is expected to keep growing. By 2030, some experts predict social commerce could be worth $6.2 trillion (Grand View Research, 2023). These numbers show how social commerce is becoming a major part of online shopping.
Benefits for Shoppers and Businesses
Social commerce helps both buyers and sellers. For shoppers, it’s fast and easy. Products come to you while you’re scrolling—no need to search. It’s also more interactive. You can ask questions, read reviews, or watch videos before buying, which builds confidence in your choice.
For businesses, it’s a cost-effective way to reach customers. Small companies can sell on Instagram or TikTok without needing a fancy website. It also lets them connect directly with people. A survey found that 74% of businesses say social commerce has increased their sales (HubSpot, 2023). Big brands like Nike and small sellers alike are using this trend to grow.
Challenges of Social Commerce
Despite its growth, social commerce has some hurdles. One issue is trust. Not everyone feels safe buying from a social media post. Scams and fake products can make people hesitant. A study found that 36% of online shoppers worry about the quality of items bought through social media (PWC, 2023).
Another challenge is privacy. Social media apps collect a lot of data about what you like and buy. Some people don’t like this and worry about how their info is used. Businesses also face tough competition—it’s hard to stand out when so many sellers are on the same platforms.
The Future of Social Commerce
What’s next for social commerce? Experts think it will keep growing. New tech, like augmented reality (AR), could make it even better. Imagine trying on clothes or seeing how furniture looks in your home through your phone before buying. Companies like Snapchat are already experimenting with this (Snap Inc., n.d.).
Another big trend is influencer marketing. Influencers—people with large social media followings—are key to social commerce. They show off products to their fans, and 70% of teens trust influencers more than traditional ads (Morning Consult, 2023). As influencers grow, so will social commerce.
Finally, there’s global expansion. China leads the way—social commerce makes up 16.7% of online sales there (Statista, 2023). But other countries, like the U.S. and India, are catching up. By 2030, social commerce could be a normal part of shopping worldwide.
Note
Social commerce is changing how we shop. It’s fast, fun, and fits into our daily lives on social media. With billions of dollars already flowing through platforms like Instagram and TikTok, it’s clear this is more than a passing trend—it’s the future of shopping. For buyers, it’s an easy way to find and buy products. For businesses, it’s a smart way to sell. Yes, there are challenges like trust and privacy, but as technology improves, social commerce will only get stronger. Next time you’re scrolling and see something you like, give it a tap—you might be part of this shopping revolution!
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References
DataReportal. (2023). Digital 2023: Global overview report. https://datareportal.com/reports/digital-2023-global-overview-report
eMarketer. (2023). Social commerce 2023: Sales and trends to watch. https://www.emarketer.com/content/social-commerce-2023
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Hootsuite. (2023). The social media consumer report 2023. https://www.hootsuite.com/resources/social-media-consumer-report
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McKinsey & Company. (2023). The future of live commerce. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-future-of-live-commerce
Morning Consult. (2023). The influencer report: Engaging Gen Z and Millennials. https://morningconsult.com/influencer-report-2023
PWC. (2023). Consumer insights survey 2023. https://www.pwc.com/consumer-insights
Snap Inc. (n.d.). Augmented reality on Snapchat. https://www.snap.com/en-US/ar
Sprout Social. (2022). The Sprout Social index 2022. https://sproutsocial.com/insights/social-media-index
Statista. (2023). Social commerce worldwide – Statistics & facts. https://www.statista.com/topics/7218/social-commerce
