Top Social Commerce Platforms
With the global social commerce market size increasing year after year and set to surpass $1.6 trillion in 2024, it’s clear that marketing on social media is an effective way to grow a business.
But what are the top social commerce platforms consumers use? Not all social networks are made equal—in fact, making the list of the most popular social media platforms (in terms of the number of users) doesn’t necessarily mean a social network is effective at selling.
Here’s a look at the top social commerce platforms in the United States in 2024.
Top social commerce platforms in 2024
According to a recent analysis, Facebook is the top social commerce platform in the US in 2024, with as many as 67.8 million people expected to buy a product or service via the social network. Incidentally, Facebook is also the most popular social media network in the US, used by 74.2% of the US adult population.
The number of people shopping on Facebook has increased in recent years. In 2019, just 41.3 million shoppers said they have made a purchase on Facebook. This rose to 51.7 million in 2020, before rising further to 56.7 million in 2021 and 63.5 million in 2022. In 2023, this figure hit 65.7 million. Looking ahead, Facebook will continue to sit comfortably in first place on the list of the top social commerce platforms. By 2025, there will be close to 70 million people shopping on Facebook.
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Second on the list of the top social commerce platforms is Instagram, which, together with Facebook, is owned by the same parent company, Meta. In 2024, as many as 45.3 million US consumers are forecast to purchase something via Instagram, a 5.3% annual increase. Like Facebook, the number of people shopping on Instagram is set to grow over the next few years. Experts predict there will be 47.5 million people purchasing items on Instagram by 2025.
Third and fourth on the list of the top social commerce platforms are TikTok and Pinterest, respectively. There are currently 35.8 million social buyers on TikTok and 17.5 million on Pinterest.
2022 marked the first time TikTok has risen to third place, having increased its number of social buyers by a whopping 73% from the previous year and, in doing so, surpassing Pinterest. The number of people shopping on TikTok has grown exponentially in three years. In 2020, there were just 3.5 million social commerce buyers on the platform—a fraction of the number forecast this year.