81 Social Commerce Stats Marketers Should Know in 2023

Everyone wants personalized and custom experiences online, so it’s no surprise that social commerce has taken over the online shopping world.

There are already thousands of businesses marketing on their platforms on channels like Facebook, Instagram, Pinterest, Twitter, and WhatsApp, and many have adopted shopping and payment functions that allow people to purchase a product or service directly on the platform.

Whether you’re looking for information to promote your social media shop or shape your online strategy, read on to discover social commerce statistics that will help you understand the current market and how best to attract buyers and grow your business. Will help in learning the practices.

Social commerce statistics for 2023

General Social Commerce Statistics

27% of consumers prefer discovering new products through social media than any other channel. (HubSpot)
41% of consumers have discovered a product on social media in the past three months, up 14% year over year. (HubSpot)
67% of consumers already make purchases through social media platforms. (Wunderman Thompson, 2023)
53% of global consumers say they intend to make more purchases through social platforms in the future. (Wunderman Thompson, 2023)
Global sales through social media platforms were projected to reach US$992 billion in 2022. (Statista, 2022)
Insider Intelligence estimates that social commerce will be a $79 billion industry in the US by 2025. (Insider Intelligence, 2022)
Chinese consumers spent $352 billion on all social commerce in 2021. (McKinsey, 2022)
In addition to online and mobile commerce, social commerce attracted investments from US companies at the beginning of the pandemic. (Statista, 2021)
47% of social media marketers say their brand sells directly in social media apps. (HubSpot, 2023)
Trust is a big factor for social shopping among social media users, as 54% are concerned that companies selling on social media are not legitimate. (HubSpot, 2023)
Only 41% of social media users feel comfortable making purchases on social media platforms and only 37% trust social media platforms with their card information. (HubSpot)
30% of ecommerce companies are already selling on social media, and 12% of companies plan to sell through social media platforms in 2021. (Statista, 2021)

Social Commerce Statistics by Demographics

More than 1 in 5 Gen Z, Millennial and Gen X social media users purchased a product directly in a social media app in the last 3 months. (HubSpot, 2023)
Consumers ages 18-54 love to discover new products on social media. (HubSpot, 2023)
TikTok is the most trusted platform for social shopping for Gen Z, but it is the least trusted platform for all generations overall. (HubSpot, 2023)
eMarketer estimates there will be 107 million social buyers in the US by the end of 2023. (Statista, 2023)
85% of men who use Pinterest say the platform feels personal to them. (Pinterest, 2022)
80% of men on Pinterest agree that shopping here gives them something unexpected that surprises and delights them (Pinterest, 2022)
Thailand has the highest share of social commerce buyers worldwide, followed by India and the United Arab Emirates. (Statista, 2022)
In the US, about 36% of Internet users are social shoppers, which is about 90.2 million people. (Insider Intelligence, 2021)
41% of Gen Z and Millennials shop online every 2-3 weeks. (GWI, 2023)
73% of Boomers responding to a recent survey said they have made a purchase on Facebook in the past three months. (HubSpot, 2023)
51% of consumers in the US and UK use YouTube to research or find products to buy. (GWI, 2020)

social commerce purchasing data

The average value of online orders referred via social media during the second quarter of 2022 was $86.21. (Statista, 2021)
Nearly 27% of tablet visits to ecommerce websites in Q1 2023 resulted from social media platform referrals. (Statista, 2023)
Annual social spending per shopper in the US will increase by $419 over the next three years. (Insider Intelligence, 2023)
People who have already made a social commerce purchase are 2x more likely to purchase from a brand than people they’ve never heard of. (Accenture, 2022)
Apparel and accessories are the biggest categories for social commerce. (Insider Intelligence, 2021)
People who use social media to access educational and inspirational content like livestreams and stories are more likely to make purchases on social platforms. (GWI, 2020)
13% of social networkers say the “buy” button is one of the top purchase drivers. (GWI, 2020)

image

Social Commerce Statistics by Platform

facebook social commerce statistics

Facebook is overall the most trusted social shopping platform. (HubSpot, 2023)
Consumers say Facebook has the best in-platform purchasing experience, and it’s the platform most consumers have used for in-app purchases over the past three months. (HubSpot, 2023)
With 63.5 million buyers, Facebook ranks as the top social commerce platform in the US. (Statista, 2022)
Facebook and Instagram are the most used platforms in the US to learn about, discover, and buy fashion apparel products. More than half of users said the content they see in their feed results in a purchase. (Retail Dive, 2021)
As of the first quarter of 2021, there were one million active Facebook Shops with over 250 million active participants every month. (Adweek, 2021)

Instagram social commerce statistics

Instagram is the third-most trusted social shopping platform, but consumers say it has the second-best in-app shopping experience. (HubSpot, 2023)
Zen, a retail brand using Instagram Shopping, reported that 80% of total social sales came from the platform between July 2020 and February 2021. (Instagram, 2021)
Instagram has 41M social buyers in the US. (Statista, 2022)
Over 36% of B2B decision-makers use Instagram to get information about new products or services. (Hootsuite, 2020)

youtube social commerce statistics

YouTube is the second most trusted social shopping platform and consumers say its in-app shopping experience is the third best. (HubSpot, 2023)
31% of survey respondents discovered a new product through YouTube ads in the last three months. (HubSpot, 2023)
In Q3 2021, YouTube made its ads more shoppable by allowing video action campaigns on connected TVs. (Google, 2021)
51% of consumers in the US and UK use YouTube to research or find products to buy. (GWI, 2020)

tiktok social commerce statistics

45% of consumers have made purchases from the TikTok app in the last three months. (HubSpot, 2023)
Overall, TikTok is the least trusted platform for in-app purchases among consumers, but Gen Z really loves it. (HubSpot, 2023)

Pinterest Social Commerce Statistics

27% of consumers have made a purchase from the Pinterest app in the last three months. (HubSpot, 2023)
Advertisers using mobile deep links on Pinterest see a 235% increase in conversion rates and 35% lower cost-per-acquisition. (Pinterest, 2023)
Pinterest‘s weekly users are willing to pay more than those on other social platforms – up to 40% more per month, in fact. (Pinterest, 2023)

Social Commerce Statistics for Business

47% of social media marketers say their brand already sells directly in social media apps. (HubSpot, 2023)
87% of sellers say social selling has been effective for their business this year, and 56% say they are selling more through the channel this year than last year. (Hubspot, 2023) Social Media Sales Amount Image
Over 36% of B2B decision-makers use Instagram to get information about new products or services. (Hootsuite, 2020)
93% of US executives said their businesses are moving ecommerce efforts to social media. (Statista, 2021)
In a 2021 survey, 86% of marketers and agency professionals in the US reported that they were enabling shopping functions in their influencer marketing campaigns. The most common function is to link to the brand’s own website. (Statista, 2021)
Advertisers are projected to spend $68 billion promoting their products on social networks in 2023. (Statista, 2023)
The top benefits of social selling are precise audience targeting, a frictionless shopping experience, and the ability for brands to build and connect with their community (HubSpot, 2023).
Nearly 80% of social media marketers say consumers would rather purchase products directly within social apps than through brand websites or third-party websites like Amazon. (HubSpot)
More than half of the businesses selling on social media have fewer than 100 employees, and nearly 20% have less than $100K in revenue. (HubSpot, 2023)