Social Commerce Statistics 2026: Sales, TikTok Shop and Shopper Data
US social commerce sales will reach $87.02 billion in 2025, up 21.5%, according to EMARKETER. That is 6.9% of US retail ecommerce. TikTok Shop holds 18.2% of it. Worldwide, 45% of online shoppers buy through social media, according to DHL eCommerce's 2026 survey of 29,000 shoppers. Reach is wide but spend is thin. Social buyers are 47.5% of US digital buyers, a 40.6-point gap over social's share of sales, calculated by StatisticsGlobal.
Key statistics
- US social commerce sales will reach $87.02 billion in 2025, up 21.5% year on year, according to EMARKETER.
- TikTok Shop holds 18.2% of US social commerce sales in 2025, according to EMARKETER.
- 45% of online shoppers buy through social media channels in 2026, according to DHL eCommerce.
- Social buyers are 47.5% of US digital buyers but social commerce is only 6.9% of ecommerce sales in 2025, a 40.6-point gap, calculated by StatisticsGlobal from EMARKETER data.
- Social media drove 15% of global retailer site traffic during Cyber Week 2025, according to Salesforce.
Social commerce sales in the US
US social commerce is growing by double digits from a small base. No official body measures it. The figures below are EMARKETER forecasts.
EMARKETER expects US social commerce to reach $87.02 billion in 2025, up 21.5%. Working back from that growth rate gives about $71.62 billion in 2024. Its 18.0% forecast for 2026 takes sales to about $102.68 billion, the first year above $100 billion.
Social commerce is still a small slice of online retail. It makes up 6.9% of US retail ecommerce sales in 2025, rising to 9.3% by 2029 in EMARKETER's forecast. That is 2.4 points of share gained over four years.
The striking number is reach, not spend. 108.3 million Americans aged 14 and over buy on social, 47.5% of all digital buyers. Yet social takes only 6.9% of ecommerce dollars, a 40.6-point gap. Spread over all buyers, that is about $804 each a year. That suggests most social buyers spend the bulk of their online budget elsewhere, for example on Amazon.
Source: EMARKETER. 2024 and 2026 calculated by StatisticsGlobal.
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US social commerce sales will reach $87.02 billion in 2025, up 21.5% year on year, according to EMARKETER.
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US social commerce sales were about $71.62 billion in 2024, calculated by StatisticsGlobal from EMARKETER data.
How we calculated it: EMARKETER 2025 figure of $87.02 billion divided by its 21.5% growth: 87.02 / 1.215 = 71.62.
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US social commerce sales will grow 18.0% in 2026 and pass $100 billion for the first time, according to EMARKETER.
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US social commerce sales come to about $102.68 billion in 2026, calculated by StatisticsGlobal from EMARKETER data.
How we calculated it: EMARKETER 2025 forecast of $87.02 billion grown by its 18.0% forecast for 2026: 87.02 x 1.18 = 102.68.
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The US has 108.3 million social buyers aged 14 and over in 2025, up 6.8%, according to EMARKETER.
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Social buyers make up 47.9% of US social network users in 2025, according to EMARKETER.
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Social buyers make up 47.5% of US digital buyers in 2025, according to EMARKETER.
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US social buyers spend about $804 each on social commerce in 2025, calculated by StatisticsGlobal from EMARKETER data.
How we calculated it: $87.02 billion of US social commerce sales divided by 108.3 million social buyers = $803.51, rounded to $804.
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Social buyers are 47.5% of US digital buyers but social commerce is only 6.9% of ecommerce sales in 2025, a 40.6-point gap, calculated by StatisticsGlobal from EMARKETER data.
How we calculated it: 47.5% of US digital buyers buy on social, minus social commerce share of US retail ecommerce sales of 6.9% = 40.6 points.
| Year | Sales | Growth | Note |
|---|---|---|---|
| 2024 | $71.62 billion | Not stated | Calculated by StatisticsGlobal from the 2025 figure and growth rate |
| 2025 | $87.02 billion | 21.5% | EMARKETER forecast |
| 2026 | $102.68 billion | 18.0% | Calculated by StatisticsGlobal from EMARKETER's 18.0% growth forecast |
TikTok Shop sales statistics
TikTok Shop launched in the US in September 2023. It is now the fastest-growing part of US social commerce.
TikTok Shop's US sales grew 407.0% in 2024 and are set to grow 108.0% in 2025 to $15.82 billion, according to EMARKETER. That implies about $7.61 billion in 2024. Its share of US social commerce is 18.2% in 2025 and is forecast to reach 24.1% by 2027.
Even so, 81.8% of US social commerce, about $71.20 billion, happens elsewhere in 2025. EMARKETER says Facebook Marketplace and Instagram take most of it. TikTok wins on buyer numbers more than on spend. Its 53.2 million buyers are 49.1% of US social buyers, but each spends about $297 a year on TikTok Shop, well below the $804 average across all social commerce.
Survey data points the same way. In a May 2025 YouGov poll, 30% of US TikTok users had bought on TikTok Shop in the past year, and 60% of those buyers had spent $100 or less. Fashion was the top category at 38%. Over Cyber Week 2025, Salesforce found TikTok drove 9% of social traffic to retail sites, up 55%, or about 1.35% of all retail site traffic. For more on the format behind it, see our short-form video statistics.
Source: EMARKETER.
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TikTok Shop US sales will reach $15.82 billion in 2025, up 108.0%, according to EMARKETER.
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TikTok Shop US sales were about $7.61 billion in 2024, calculated by StatisticsGlobal from EMARKETER data.
How we calculated it: EMARKETER 2025 TikTok Shop figure of $15.82 billion divided by its 108.0% growth: 15.82 / 2.08 = 7.61.
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TikTok Shop grew its US sales by 407.0% in 2024, according to EMARKETER.
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TikTok Shop US sales will pass $20 billion in 2026, according to EMARKETER.
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TikTok Shop US sales will pass $30 billion in 2028, according to EMARKETER.
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US social commerce outside TikTok Shop comes to $71.20 billion in 2025, calculated by StatisticsGlobal from EMARKETER data.
How we calculated it: Total US social commerce of $87.02 billion minus TikTok Shop sales of $15.82 billion = 71.20. That is 81.8% of the total (100 - 18.2).
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TikTok will have 53.2 million US buyers in 2025, up 13.6%, according to EMARKETER.
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TikTok will have 57.7 million US buyers in 2026, up 8.6%, according to EMARKETER.
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TikTok buyers in the US spend about $297 each on TikTok Shop in 2025, calculated by StatisticsGlobal from EMARKETER data.
How we calculated it: $15.82 billion of TikTok Shop sales divided by 53.2 million TikTok buyers = $297.37, rounded to $297.
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30% of US TikTok users bought something on TikTok Shop in the 12 months to May 2025, according to YouGov.
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38% of US TikTok Shop buyers bought clothing and shoes there in the 12 months to May 2025, according to YouGov.
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60% of US TikTok Shop buyers spent $100 or less there in the 12 months to May 2025, calculated by StatisticsGlobal from YouGov data.
How we calculated it: Buyers spending under $25 (22%) plus $25 to $50 (20%) plus $51 to $100 (18%) = 60%.
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TikTok drove about 1.35% of all global retailer site traffic during Cyber Week 2025, calculated by StatisticsGlobal from Salesforce data.
How we calculated it: TikTok share of social traffic (9%) multiplied by social share of all retailer site traffic (15%): 0.09 x 0.15 = 1.35%.
| Measure | Year | Value |
|---|---|---|
| TikTok Shop US sales | 2024 | $7.61 billion (calculated) |
| TikTok Shop US sales | 2025 | $15.82 billion |
| TikTok Shop US sales | 2026 | Over $20 billion |
| TikTok Shop US sales | 2028 | Over $30 billion |
| Share of US social commerce | 2025 | 18.2% |
| Share of US social commerce | 2027 | 24.1% |
| TikTok buyers | 2025 | 53.2 million |
| TikTok buyers | 2026 | 57.7 million |
Social commerce by platform
Facebook is still the platform most shoppers have bought on. TikTok leads in some countries, including the US and UK for younger buyers.
In DHL eCommerce's 2026 survey, 63% of shoppers had bought on Facebook, 50% on TikTok and 48% on Instagram. YouTube was well behind at 29%. Facebook's lead comes from older shoppers and from markets such as Canada, South Africa and Nigeria.
The US and UK look different. TikTok is close to Facebook in the US (67% against 70%) and ahead of it in the UK (72% against 62%). China runs on its own apps. 88% of Chinese shoppers in the survey had bought on Douyin.
Social also sends traffic to retailers' own sites. Over Cyber Week 2025, social media drove 15% of global retail site traffic and 16% in the US, according to Salesforce. That counts visits, not sales, so it is not comparable with the EMARKETER sales figures. For paid reach on the largest platform, see our Facebook advertising statistics.
Source: DHL eCommerce.
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63% of shoppers had ever bought on Facebook in DHL eCommerce's 2026 survey.
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50% of shoppers had ever bought on TikTok in DHL eCommerce's 2026 survey.
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48% of shoppers had ever bought on Instagram in DHL eCommerce's 2026 survey.
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29% of shoppers had ever bought on YouTube in DHL eCommerce's 2026 survey.
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70% of US shoppers had ever bought on Facebook in DHL eCommerce's 2026 survey.
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67% of US shoppers had ever bought on TikTok in DHL eCommerce's 2026 survey.
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72% of UK shoppers had ever bought on TikTok in DHL eCommerce's 2026 survey.
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88% of Chinese shoppers had bought on Douyin in DHL eCommerce's 2026 survey.
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Social media drove 15% of global retailer site traffic during Cyber Week 2025, according to Salesforce.
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Social media drove 16% of US retailer site traffic during Cyber Week 2025, according to Salesforce.
| Platform | Global | United States | United Kingdom |
|---|---|---|---|
| 63% | 70% | 62% | |
| TikTok | 50% | 67% | 72% |
| 48% | 47% | 41% | |
| YouTube | 29% | 41% | 27% |
Social commerce adoption by age and region
Younger shoppers use social for shopping far more than older ones. Asia Pacific is well ahead of other regions.
Across 29 countries, 45% of online shoppers buy through social media, according to DHL eCommerce. In Asia Pacific the figure is 66%, 21 points higher. Bazaarvoice's six-market survey puts any use of social in shopping at 56%, rising to 79% among 18 to 34s. The two questions differ, so the numbers do not conflict.
Age splits the platforms. 58% of Gen Z have bought on TikTok against 33% of Baby Boomers, a 25-point gap. Boomers lean on Facebook, where 77% have bought. Spending is moving the same way. 38% of 18 to 34s raised their social spending by 20% or more, against 10% of those 55 and over.
TikTok Shop is the exception. In YouGov's US poll, 35 to 54s were the most likely TikTok users to buy there (41%), ahead of 18 to 34s (26%). The YouGov subsample is small, so treat the age split with care.
Sellers are more keen than buyers. 63% of businesses sell on social, 18 points above the share of shoppers who buy there. 64% of businesses expect to sell more on social, while only 24% of shoppers expect to buy more, a 40-point gap.
Source: DHL eCommerce.
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66% of online shoppers in Asia Pacific buy through social media channels in 2026, according to DHL eCommerce.
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Asia Pacific shoppers are 21 points more likely than the global average to buy through social media in 2026, calculated by StatisticsGlobal from DHL eCommerce data.
How we calculated it: Asia Pacific share buying through social media (66%) minus the global share (45%) = 21 points.
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63% of ecommerce businesses sell on social platforms in 2026, according to DHL eCommerce.
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63% of businesses sell on social but 45% of shoppers buy there in 2026, an 18-point gap, calculated by StatisticsGlobal from DHL eCommerce data.
How we calculated it: Businesses selling on social platforms (63%) minus shoppers buying through social media (45%) = 18 points.
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24% of online shoppers expect to browse and shop more on social media in 2026, according to DHL eCommerce.
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64% of ecommerce businesses expect to sell more on social media in 2026, according to DHL eCommerce.
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Businesses are 40 points more likely than shoppers to expect more social selling in 2026, calculated by StatisticsGlobal from DHL eCommerce data.
How we calculated it: Businesses expecting to sell more on social media (64%) minus shoppers expecting to shop more there (24%) = 40 points.
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58% of Gen Z shoppers had bought on TikTok in 2026, according to DHL eCommerce.
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77% of Baby Boomer shoppers had bought on Facebook in 2026, according to DHL eCommerce.
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Gen Z shoppers are 25 points more likely than Baby Boomers to have bought on TikTok in 2026, calculated by StatisticsGlobal from DHL eCommerce data.
How we calculated it: Gen Z who have bought on TikTok (58%) minus Baby Boomers who have (33%), from the DHL country and generation table = 25 points.
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Social media plays a part in the shopping of 79% of shoppers aged 18 to 34 in 2025, according to Bazaarvoice.
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18% of shoppers aged 18 to 34 buy straight from TikTok Shop or Instagram Shop in 2025, according to Bazaarvoice.
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38% of shoppers aged 18 to 34 raised their social media spending by 20% or more in 2025, according to Bazaarvoice.
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10% of shoppers aged 55 and over raised their social media spending by 20% or more in 2025, according to Bazaarvoice.
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Shoppers aged 18 to 34 are 28 points more likely than those 55 and over to have raised social spending by 20%+ in 2025, calculated by StatisticsGlobal from Bazaarvoice data.
How we calculated it: Share of 18 to 34s raising social media spending by 20% or more (38%) minus share of 55+ (10%) = 28 points.
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41% of US TikTok users aged 35 to 54 bought on TikTok Shop in the 12 months to May 2025, according to YouGov.
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26% of US TikTok users aged 18 to 34 bought on TikTok Shop in the 12 months to May 2025, according to YouGov.
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23% of US TikTok users aged 55 and over bought on TikTok Shop in the 12 months to May 2025, according to YouGov.
| Generation | TikTok | YouTube | ||
|---|---|---|---|---|
| Gen Z | 50% | 56% | 58% | 26% |
| Millennials | 68% | 51% | 51% | 32% |
| Gen X | 68% | 40% | 44% | 29% |
| Baby Boomers | 77% | 30% | 33% | 27% |
Creator and influencer impact on purchases
Creators move younger shoppers. Across all ages, discounts matter more.
Creators matter most to the young. 56% of 18 to 34s in Bazaarvoice's survey bought something on a creator's recommendation, and 41% of Gen Z in DHL's survey say influencer or celebrity posts sway them.
Across all shoppers, price wins. 63% of shoppers say social discounts and offers influence them, against 34% for influencer partnerships, in DHL's survey. YouGov found the same among US TikTok Shop buyers. 52% cited discounts and 12% cited influencers, 4.3 times fewer.
Businesses overrate influencers and paid posts. They rate influencer partnerships 23 points higher than shoppers do, and sponsored posts 30 points higher. Short video is the strongest format. 46% of shoppers in Bazaarvoice's survey call it influential, 2.4 times the 19% for live streams. 52% see overly promotional creator content as a red flag.
Source: DHL eCommerce.
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56% of shoppers aged 18 to 34 bought something based on a creator recommendation in 2025, according to Bazaarvoice.
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41% of Gen Z shoppers say influencer or celebrity posts influence their purchases in 2026, according to DHL eCommerce.
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34% of shoppers say influencer partnerships influence their social purchases in 2026, according to DHL eCommerce.
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57% of ecommerce businesses think influencer partnerships drive social purchases in 2026, according to DHL eCommerce.
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Businesses rate influencer partnerships 23 points higher than shoppers do in 2026, calculated by StatisticsGlobal from DHL eCommerce data.
How we calculated it: Businesses saying influencer partnerships drive social purchases (57%) minus shoppers saying so (34%) = 23 points.
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63% of shoppers say discounts and offers on social media influence their purchases in 2026, according to DHL eCommerce.
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52% of US TikTok Shop buyers say discounts and promotions influenced their purchases in 2025, according to YouGov.
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12% of US TikTok Shop buyers say influencer or celebrity recommendations influenced their purchases in 2025, according to YouGov.
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Discounts influenced 4.3 times as many US TikTok Shop buyers as influencers in 2025, calculated by StatisticsGlobal from YouGov data.
How we calculated it: Buyers citing discounts and promotions (52%) divided by those citing influencer or celebrity recommendations (12%) = 4.33.
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46% of shoppers say short-form video influences their purchases in 2025, according to Bazaarvoice.
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19% of shoppers say live streams influence their purchases in 2025, according to Bazaarvoice.
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Short-form video is 2.4 times as likely as live streams to be called influential by shoppers in 2025, calculated by StatisticsGlobal from Bazaarvoice data.
How we calculated it: Shoppers rating short-form video influential (46%) divided by those rating live streams influential (19%) = 2.42.
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30% of shoppers say live shopping events influence their social purchases in 2026, according to DHL eCommerce.
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52% of shoppers see overly promotional creator content as a red flag in 2025, according to Bazaarvoice.
| Content type | Shoppers | Businesses |
|---|---|---|
| Discounts and offers | 63% | 68% |
| User-generated content | 42% | 47% |
| Shoppable posts | 40% | 50% |
| Sponsored or paid posts | 37% | 67% |
| How-to and product demos | 36% | 31% |
| Influencer partnerships | 34% | 57% |
| Live shopping events | 30% | 33% |
How the sources measure social commerce
There is no official measure of social commerce. EMARKETER's dollar figures are modelled estimates and forecasts, built from company data, government data, research firms and executive interviews. They count purchases made on social platforms by US buyers aged 14 and over. EMARKETER does not publish its full method in the free release, and it revises figures as new data arrive.
DHL eCommerce surveyed 29,000 online shoppers and 5,800 businesses in 29 countries from December 2025 to February 2026. Its platform question asks whether shoppers have ever bought on each platform. The base is not stated. Because 63% have bought on Facebook while only 45% say they buy through social media, the platform figures likely use a narrower base or a wider meaning of purchase. Some figures also differ between DHL's report and its web page, for example 63% and 61% for shoppers swayed by social discounts. We use the report's figures where they differ.
Bazaarvoice surveyed more than 8,000 consumers in six markets in January 2025. YouGov polled 1,070 US adults in May 2025, of whom 415 used TikTok and 111 had bought on TikTok Shop, so its age and buyer splits have wide margins of error. Bazaarvoice and DHL are vendors in the market they survey.
Salesforce measures traffic, not sales, from the activity of more than 1.5 billion shoppers on sites that use its platform, mixed with third-party data and market assumptions. Definitions vary across sources. Some count only in-app checkout, others any purchase found through social. For the peak season traffic picture, see our Black Friday statistics.
Frequently asked questions
How big is social commerce in the US in 2026?
US social commerce sales come to about $102.68 billion in 2026, calculated by StatisticsGlobal from EMARKETER's $87.02 billion 2025 forecast and its 18.0% growth forecast for 2026.
How much did social commerce grow compared with last year?
US social commerce sales will reach $87.02 billion in 2025, up 21.5% year on year, according to EMARKETER.
What share of ecommerce is social commerce?
Social commerce makes up 6.9% of US retail ecommerce sales in 2025, according to EMARKETER, which forecasts 9.3% by 2029.
How many people buy on social media?
45% of online shoppers buy through social media channels in 2026, according to DHL eCommerce's survey of 29,000 shoppers in 29 countries. In Asia Pacific the figure is 66%.
How big is TikTok Shop?
TikTok Shop US sales will reach $15.82 billion in 2025, up 108.0%, according to EMARKETER. That is 18.2% of US social commerce.
Which platform do most people buy on?
63% of shoppers had ever bought on Facebook in DHL eCommerce's 2026 survey, ahead of TikTok (50%) and Instagram (48%).
Sources
- EMARKETER, TikTok Shop makes up nearly 20% of social commerce in 2025, 9 December 2025, accessed 1 November 2026. Link · Saved data copy
- DHL eCommerce, 2026 E-Commerce Trends Report, 2026, accessed 1 November 2026. Link · Saved data copy
- Salesforce, Salesforce Data: AI and Agents Propel Cyber Week to Record $336.6B in Global Spend, 5 December 2025, accessed 1 November 2026. Link · Saved data copy
- YouGov, Are US TikTok users turning to TikTok Shop?, 16 May 2025, accessed 1 November 2026. Link · Saved data copy
- DHL eCommerce, Social commerce trends, 2026, accessed 1 November 2026. Link · Saved data copy
- Bazaarvoice, Shopper Preference Report 2025, 2025, accessed 1 November 2026. Link · Saved data copy
Changes to this page
- : Page published with EMARKETER forecasts to 2029 and shopper surveys from 2025 and 2026.