Social Commerce Statistics 2026: Market Size, GMV and Conversion Data

US social commerce sales will surpass $100 billion for the first time in 2026, an 18.0% year-over-year jump that pushes the channel to represent 6.9% of US retail ecommerce in 2025 on its way to 9.3% by 2029, according to eMarketer’s 2026 forecast. The US social buyer base reached 108.3 million in 2025, growing 6.8%, with 47.5% of all US digital buyers now completing at least one social media purchase annually. The channel has stopped being an experimental line item inside marketing plans and started acting like a standalone retail format with its own conversion rules, its own demographic center of gravity, and its own fraud profile.

Globally, social commerce is forecast to represent 22.4% of all ecommerce transactions in 2026, up from 17% in 2025. Data below draws on the following primary sources: according to EMarketer forecast data, Shopify Q4 financial disclosures, the Bain, Google, and Temasek e-Conomy SEA report, per Bain analysis, the Merchant Risk Council payments and fraud survey conducted with Visa Acceptance Solutions, and DataReportal’s global social user panel. The figures cover market size, platform share, buyer demographics, conversion rates, livestream adoption, regional differences, and the fraud and trust signals that decide whether the channel keeps compounding through the rest of the decade.

Key Takeaways

• US social commerce sales will pass $100 billion in 2026 for the first time, an 18.0% year-over-year jump, per eMarketer.
• TikTok Shop captured 18.2% of total US social commerce in 2025 with $15.82 billion in sales, growing 108.0% year-over-year.
• TikTok Shop projected US ecommerce sales of $23.41 billion in 2026 would exceed the US ecommerce arms of Target, Costco, Best Buy, and Kroger.
• Conversion rates diverge sharply: TikTok Shop 4.7%, Instagram Shopping 2.1%, Facebook Shops 1.8%, a 2.6x spread between the category leader and Facebook.
• The US creator economy hit $20.6 billion in revenue in 2026, growing 16.2%, even as 26% of consumers say they do not trust influencer marketing.
• 73% of US Gen Zers say social media is their main source for learning about new products, and Gen Z is 42% likely to buy holiday gifts through social media, versus a 20% overall average.
• Only 18% of US consumers have ever shopped via livestream, while 60% of Indonesian online buyers already purchase through live sessions, per Bain/Google/Temasek e-Conomy SEA 2025.

Editor’s Choice

• Total US social commerce sales reached $87.02 billion in 2025, growing 21.5% year-over-year.
• The Southeast Asia social commerce market reached approximately $47.58 billion in 2025.
• Instagram generated an estimated $37.2 billion in social commerce sales globally in 2025.
• Shopify full-year 2025 revenue reached $11.6 billion, growing 30% year-over-year, with $123.8 billion in Q4 2025 Gross Merchandise Volume.
• The average American social shopper spends $1,274 annually through in-app transactions.
• TikTok Shop grew 407.0% in US sales since its September 2023 launch through 2025.
• Creator-led commerce revenue reached $20.6 billion in 2026, a 16.2% year-over-year increase.

Recent Developments

• February 2026: Shopify reported Q4 2025 revenue growth of 31%, with $123.8 billion in Q4 Gross Merchandise Volume and a $2 billion share repurchase program authorized.
• Q1 2026: eMarketer published its 2026 US social commerce forecast, confirming the channel will cross $100 billion for the first time, growing 18.0% year-over-year.
• Q4 2025 BFCM: TikTok Shop’s four-day BFCM window generated over $500 million in sales, a 50% year-over-year increase in participating shoppers.
• Q1 2026: The Merchant Risk Council, Visa Acceptance Solutions, and Verifi published the 2026 Global eCommerce Payments and Fraud Report, measuring ecommerce fraud at $138.56 billion in 2025.
• 2025 year-end: The e-Conomy SEA 2025 report from Google, Temasek, and Bain & Company projected that ASEAN’s digital economy is projected to surpass $300 billion in gross merchandise value by 2025.

Global Social Commerce Market Size

• Global social commerce will represent 22.4% of all ecommerce transactions in 2026, up from 17% in 2025.
• US social commerce sales reached $87.02 billion in 2025, growing 21.5% year-over-year.
• In 2026, US social commerce sales will grow 18.0% and surpass $100 billion for the first time.
• By 2029, US social commerce is projected to reach 9.3% of retail ecommerce, up from 6.9% in 2025.
• The Southeast Asia social commerce market reached approximately $47.58 billion in 2025 and is forecast to hit $186.50 billion by 2030, a 31.42% CAGR.
• ASEAN’s broader digital economy is projected to surpass $300 billion in gross merchandise value in 2025, per the Bain/Google/Temasek e-Conomy SEA 2025 report.
• 39% of North American social media users use Facebook Marketplace and/or Instagram Shopping, while 34% of social media users globally use these platforms.
• Southeast Asia alone contributes a 31% share of new social buyers worldwide.

Source: eMarketer, Bain e-Conomy SEA report

The regional picture is sharpest according to EMarketer’s panel: North American platform reach runs ahead of global benchmarks by a meaningful margin, while Southeast Asia drives most of the net new buyer growth per Bain’s SEA analysis.

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US Social Commerce Sales and Growth

The US channel trajectory is tracked most closely according to EMarketer and separately validated per DataReportal and per Shopify Enterprise data.

• US social commerce sales grew from $87.02 billion in 2025 to a projected $100+ billion in 2026, an 18.0% year-over-year increase.
• Social commerce represented 6.9% of US retail ecommerce in 2025.
• Projected share of US retail ecommerce: 9.3% by 2029.
• US social shoppers grew from roughly 96 million in 2023 to around 104 million in 2025.
• US social commerce grew 21.5% year-over-year in 2025, reaching $87.02 billion, per eMarketer.
• 54% of US internet users completed at least one social media purchase in 2026.
• The average American social shopper spends $1,274 annually through in-app transactions.

By the numbers: According to eMarketer, US social commerce sales will grow 18.0% in 2026 to surpass $100 billion for the first time, reaching 6.9% of US retail ecommerce in 2025 on the way to 9.3% by 2029. US social shoppers grew from roughly 96 million to around 104 million between 2023 and 2025.

Source: eMarketer US Social Commerce Forecast

TikTok Shop: The Breakout Platform

• TikTok Shop US sales reached $15.82 billion in 2025, growing 108.0% year-over-year.
• TikTok Shop captured 18.2% of total US social commerce in 2025.
• TikTok Shop is projected to generate $23.41 billion in US ecommerce sales in 2026, a 48% year-over-year increase.
• At $23.41 billion in projected 2026 US ecommerce sales, TikTok Shop will have a larger US ecommerce business than Target, Costco, Best Buy, or Kroger.
• TikTok Shop US sales are projected to surpass $20 billion in 2026 and reach over $30 billion by 2028.
• TikTok Shop market share of US social commerce is projected to reach 24.1% by 2027.
• TikTok Shop grew 407.0% in US sales between its September 2023 launch and 2025.
• TikTok Shop showed 87.3% revenue growth in 2025, with the US buyer base expanding from 35 million to over 65 million in a single year.
• TikTok BFCM 2025 sales exceeded $500 million across four days, with a 50% year-over-year increase in shoppers.
• TikTok livestream BFCM participating brands saw 84% year-over-year sales growth.
• Over half of US social buyers, or 51%, will shop on TikTok in 2026, per eMarketer.

The “bigger than Target” comparison is the stat that resets how retail planners treat the platform. The TikTok statistics page tracks the parallel ad-revenue trajectory.

Source: eMarketer, Retail Dive

Instagram and Facebook Social Commerce Share

• Instagram generated an estimated $37.2 billion in social commerce sales globally in 2025.
• By 2026, more than one-third of US Instagram users are expected to make purchases on the platform.
• 51.2% of consumers who shop on social media made their most recent purchase on Facebook Marketplace.
• Facebook Shops converts at 1.8%, the lowest rate among the three major social commerce platforms.
• Instagram Shopping converts at 2.1%, roughly half of TikTok Shop’s 4.7% rate.
• 39% of North American social media users use Facebook Marketplace and/or Instagram Shopping.
• TikTok Shop’s 4.7% conversion rate is roughly 2.6x that of Facebook Shops at 1.8%.

Facebook Marketplace dominates recency of purchase but trails on conversion, while TikTok trails on reach but leads on checkout completion, two different jobs inside the same category label. See our TikTok vs Instagram statistics page for the full platform comparison, and our Instagram follower statistics tracker for platform reach context.

Social Commerce Buyer Demographics

• US social buyers reached 108.3 million in 2025, a 6.8% year-over-year increase.
• Social buyers represent 47.5% of all US digital buyers in 2025.
• One-third of consumers ages 18-34 have made social media purchases.
• 23% of consumers ages 35-54 have made social media purchases.
• 13% of consumers ages 55-65 have made social media purchases.
• TikTok Shop US buyers grew to 53.2 million in 2025, a 13.6% year-over-year increase.
• Projected 2026 TikTok buyers: 57.7 million, an 8.6% year-over-year increase.
• TikTok is expected to cross the threshold of representing more than 50% of US social buyers in 2026.

Gen Z and Millennial Shopping Behavior

• 73% of US Gen Zers say social media is their main source for learning about new products.
• 61% of Gen X consumers discover products while browsing in-store, per Shopify’s 2025 data.
• Gen Z is 42% likely to buy holiday gifts through social media, more than double the 20% overall average.
• Millennials plan social gift purchases at a 26% rate.
• Gen X plans social gift purchases at 15%.
• Baby Boomers plan social gift purchases at 6%.
• The average internet user spends about 2 hours and 30 minutes on social media each day, according to DataReportal.
• 94.5% of internet users use social media monthly, per DataReportal.
• 5.24 billion people currently use social media platforms, per DataReportal.

Across our 50+ platform statistics pages, the pattern is consistent: user growth has flattened, but engagement depth and purchase intent keep rising, and for advertisers and creators, the second metric carries more weight. Our Gen Z social media statistics page tracks the cohort-level platform mix.

Conversion Rates and Average Order Value

• TikTok Shop converts at 4.7%, Instagram Shopping at 2.1%, and Facebook Shops at 1.8%.
• The average American social shopper spends $1,274 annually through in-app transactions.
• 74% of shoppers make buying decisions based on influencer suggestions.
• 89% of people say they have been convinced to buy a product or service by watching a brand’s video.
• Shop Pay users are 77% more likely to buy again from any Shopify store.
• Top 100 Shop app brands see customers returning 6.3x faster than with just a website.
• 59% of Shop app orders come from repeat customers.

Key finding: According to eMarketer 2026 data, TikTok Shop’s 4.7% conversion rate is roughly 2.6x that of Facebook Shops at 1.8% and more than double Instagram Shopping at 2.1%. TikTok Shop’s conversion rate advantage helps explain why it captured 18.2% of total US social commerce in 2025, per eMarketer.

Source: eMarketer, Shopify Enterprise

Influencer and Creator Economy Impact

• The US creator economy reached $20.6 billion in revenue in 2026, a 16.2% year-over-year increase.
• 58% of consumers over 18 have purchased products because of an influencer endorsement.
• 26% of consumers do not trust influencer marketing, versus 11% who distrust advertising overall.
• 64% of consumers distrust non-disclosing influencers.
• Later platform reported $2.4 billion in annualized gross merchandise value through creator-led commerce.
• 76% of brands report sponsored digital ads featuring creators are their most impactful advertising, per CreatorIQ.

Why it matters: According to eMarketer’s 2026 social commerce data, 26% of consumers do not trust influencer marketing, 2.4 times the 11% who distrust general advertising. Even so, the creator economy hit $20.6 billion in 2026, a 16.2% year-over-year gain, with 58% of adults saying they have purchased because of an influencer endorsement.

The trust-versus-purchase gap is the defining contradiction of the channel. Consumers flag influencer content as less credible than ads, then buy from it anyway because discovery happens there first. See AI in social media tools statistics for how recommendation algorithms compound the effect.

Livestream Shopping Statistics

• Only 18% of US consumers have ever shopped via livestream.
• 60% of Indonesian online buyers already purchase through live sessions.
• Video commerce reached 20% of online GMV in Indonesia in 2025, up from less than 5% in 2022.
• Video commerce accounts for approximately 25% of total Southeast Asia social commerce GMV.
• TikTok livestream BFCM participating brands saw 84% year-over-year sales growth.
• TikTok BFCM 2025 generated over $500 million in sales across four days with a 50% year-over-year increase in shoppers.

The Indonesia-versus-US spread, 60% live-session buyers versus 18% who have ever tried livestream, is a three-fold gap that suggests Western social commerce is still in the early innings on the format, not late.

Source: Bain e-Conomy SEA report, eMarketer

Regional Breakdown: Asia, Europe, Americas

• The Southeast Asia social commerce market reached approximately $47.58 billion in 2025.
• SEA social commerce is forecast to hit $186.50 billion by 2030, a 31.42% CAGR.
• Indonesia led the SEA social commerce market with 39.29% share in 2024.
• ASEAN’s digital economy is projected to surpass $300 billion in gross merchandise value in 2025, per the e-Conomy SEA 2025 report by Google, Temasek, and Bain & Company.
• 39% of North American social media users use Facebook Marketplace and/or Instagram Shopping.
• 34% of social media users globally use Facebook Marketplace and/or Instagram Shopping.
• Southeast Asia contributes a 31% share of new social buyers worldwide.

Source: Bain e-Conomy SEA report, eMarketer

Mobile and In-App Purchase Trends

• The average internet user spends about 2 hours and 30 minutes on social media each day, according to DataReportal.
• 94.5% of internet users use social media monthly.
• 5.24 billion people currently use social media platforms, per DataReportal.
• 41% of consumers want live chat while shopping online, per a Shopify survey.
• Shop Pay users are 77% more likely to buy again from any Shopify store.
• Top 100 Shop app brands see customers returning 6.3x faster than with just a website.
• The average American social shopper spends $1,274 annually through in-app transactions.

Across SQ Magazine’s coverage of social media usage, attention time has compressed while purchase velocity has accelerated. The same mobile session now carries discovery, decision, and checkout inside a single app. Our social media screen time statistics page covers the daily-use baseline in more detail.

Source: DataReportal, eMarketer, Shopify Enterprise

Social Commerce Fraud and Consumer Trust

• The global cost of ecommerce fraud totaled approximately $138.56 billion in 2025, per the 2026 Global eCommerce Payments and Fraud Report from the Merchant Risk Council, Visa Acceptance Solutions, and Verifi.
• E-commerce platforms experienced a net fraud rate of 19.2% in 2025, nearly five times the global average.
• Impersonation fraud accounted for over 85% of all fraud attacks in 2025.
• Sophisticated fraud increased by 180% in 2025, using advanced deception, social engineering, and AI-generated identities.
• Synthetic identity fraud surged 31% in 2024, while deepfake scams increased 28%.
• Globally, deepfake fraud increased 1,100% year-over-year.
• 66% of consumers would stop shopping with a retailer after experiencing transaction fraud.
• Counterfeit goods and brand impersonation scams have concentrated on Facebook and WhatsApp ecosystems, per the MRC fraud report.

SQ Magazine’s cybersecurity coverage shows a consistent pattern: fraud costs climb faster than platform trust-and-safety spending, and social commerce sits at the sharp end of that gap because brand impersonation thrives where discovery is algorithmic rather than search-led.

Source: MRC Global eCommerce Payments and Fraud Report, Visa Acceptance Solutions, Verifi

Shopify and Platform Infrastructure

• Shopify Q4 2025 revenue grew 31% year-over-year.
• Shopify full-year 2025 revenue reached $11.6 billion, growing 30% versus 26% growth in 2024.
• Shopify Q4 2025 Gross Merchandise Volume reached $123.8 billion, growing 31.0% year-over-year.
• Shopify generated $2 billion in free cash flow for full-year 2025, with a 17% full-year free cash flow margin and 19% Q4 margin.
• Shopify achieved ten consecutive quarters of double-digit free cash flow margins as of Q4 2025.
• Shopify’s board authorized a $2 billion share repurchase program effective February 17, 2026.
• Shopify management expects Q1 2026 revenue to grow at a low-thirties percentage rate year-over-year.

Shopify sits underneath social commerce as the settlement layer: Shop Pay carries identity and wallet across both branded storefronts and in-app social checkouts, and the 30%+ revenue cadence indicates the plumbing is scaling in line with the front-of-house platforms.

Source: Shopify Q4 Financial Results

Frequently Asked Questions (FAQs)

Conclusion

US social commerce will cross $100 billion for the first time this year, growing 18.0% year-over-year on its way from 6.9% of US retail ecommerce in 2025 toward 9.3% by 2029. TikTok Shop, the category’s breakout platform, pulled 18.2% of US social commerce in 2025 with $15.82 billion in sales at 108.0% growth, and its projected US ecommerce sales this year of $23.41 billion would exceed the ecommerce arms of Target, Costco, Best Buy, and Kroger. Outside the US, the gap is starker: 60% of Indonesian online buyers already purchase through live sessions, against 18% of US consumers who have ever tried livestream shopping.

For retailers, creators, and platform strategists, the numbers reframe the planning question. Social commerce is no longer a discovery top-of-funnel to support search and marketplaces; it is a standalone retail channel with its own conversion math, its own demographic weighting toward 18-34, and its own fraud surface area. The brands gaining share over the next 18 months will be those treating in-app checkout as primary infrastructure rather than experimental media spend.