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Social Commerce Statistics 2026 (Sales, Growth & Platform Data)

Global social commerce sales are forecast to clear $908.5 billion in 2026 on their way past $1 trillion by 2028, according to Statista. The channel — buying directly inside apps like TikTok, Instagram, and Douyin — is growing roughly three times faster than the wider e-commerce market, fueled by TikTok Shop's surge and China's commanding lead. This page collects the most current 2025–2026 figures on sales, growth, buyers, and platform share.

Key social commerce stats (2025–2026)

  • Global social commerce sales reach $908.5 billion in 2026, up from $821B in 2025. Statista
  • US social commerce sales hit $87.02 billion in 2025 (+21.5% YoY) and will top $100B in 2026. eMarketer
  • 108.3 million Americans bought via social media in 2025 — 47.9% of US social network users. eMarketer
  • TikTok Shop reached $15.82 billion in US sales in 2025 (+108% YoY), an 18.2% share of US social commerce. eMarketer
  • TikTok Shop's global GMV roughly doubled to ~$66 billion in 2025, from $33.2B in 2024. Statista
  • China accounts for an estimated ~50% of global social commerce revenue. Grand View Research
  • 64% of social media users made a social commerce purchase in the prior year, per Accenture. Accenture
  • 73% of US Gen Z say social media is their main source for discovering new products. eMarketer

How big is social commerce?

Statista's official forecast series puts global social commerce sales at $821 billion in 2025, rising 10.7% to $908.5 billion in 2026 and crossing the $1 trillion mark by 2028 — up from $699 billion in 2024, a compound annual growth rate of roughly 13.7% across the period (Statista).

Estimates vary widely by firm because of differing definitions of what counts as "social commerce." Accenture's influential 2022 study projected the channel would hit $1.2 trillion globally by 2025 and grow three times faster than traditional e-commerce, with social commerce reaching 17% of all e-commerce spend (Accenture). Market-research houses including Grand View Research peg the 2025 market even higher, near $1.48 trillion, when broader categories are included (Grand View Research). The direction is consistent across all sources even where the absolute numbers differ.

Global social commerce sales, 2024–2028 ($B)

2024
$699B
2025
$821B
2026
$908B
2028 (est.)
$1.0T+
Source: Statista, 2025. Other firms (Accenture, Grand View) estimate higher under broader definitions.

Where is social commerce growing fastest?

The market is heavily concentrated in Asia. China alone is estimated to generate close to half of all global social commerce revenue, and the wider Asia-Pacific region holds the dominant share of the global market (Grand View Research). Social shopping is also far more mature in China, where it makes up a meaningfully larger slice of total online retail than in Western markets (Statista).

In the United States — a much younger market — eMarketer expects sales to climb from $87.02 billion in 2025 (+21.5% YoY) to over $100 billion in 2026, an 18.0% increase that marks the first time US social commerce crosses the nine-figure threshold (eMarketer).

Estimated share of global social commerce revenue by region

China
~50%
Rest of Asia-Pac
~23%
North America
~10%
Rest of world
~17%
Source: Grand View Research, 2025 (approximate revenue-share estimates).

Which platforms drive the most social sales?

TikTok Shop is the fastest-moving force in the category. Its global GMV roughly doubled to around $66 billion in 2025, up from $33.2 billion the year before (Statista). Southeast Asia is its largest regional bloc, while the US is its biggest single market — independent tracking by Momentum Works put US GMV at roughly $15.1 billion in 2025, up about 68% year on year (Momentum Works).

Within the US specifically, eMarketer credits TikTok Shop with $15.82 billion in sales and an 18.2% share of social commerce in 2025, after a 108% jump — and forecasts US TikTok Shop sales rising to $23.41 billion in 2026 (eMarketer). Among the more established platforms:

US social commerce by platform, 2025 (sales / share)

Instagram
~$42.8B
TikTok Shop
$15.82B
Sources: Electro IQ (Instagram), eMarketer (TikTok Shop). Estimates use differing methodologies and are not strictly comparable.

How many people shop on social media?

In the US, eMarketer counts 108.3 million social buyers in 2025 — 47.9% of social network users and 47.5% of all digital buyers — with the figure projected to keep climbing through 2026 (eMarketer). TikTok Shop alone reached 53.2 million US buyers in 2025, up 13.6% year on year (eMarketer).

Globally, Accenture estimated that 64% of social media users — nearly 2 billion people — had made a social commerce purchase in the prior year (Accenture). That base keeps expanding as overall social media usership tops 5.4 billion people worldwide in 2025 (DataReportal).

Younger consumers lead the shift. Adoption is far higher among 18–34s, with about one-third having bought through social media, versus 23% of 35–54s and 13% of 55–65s (eMarketer). Bazaarvoice found roughly 80% of Gen Z and Millennials now fold social media into their shopping journey (Bazaarvoice).

US adults who have purchased via social media, by age

18–34
~33%
35–54
23%
55–65
13%
Source: eMarketer, 2026.

What does live shopping look like?

Livestream commerce — selling in real time during a video stream — is the engine behind much of social commerce's growth, especially in Asia. China's live commerce market runs into the trillions of yuan annually and continues to expand at strong double-digit rates (Statista). Global estimates for the live commerce market in 2025 range widely depending on scope, but research firms broadly agree Asia-Pacific holds roughly two-thirds of the total (Grand View Research).

TikTok Shop showcased the format's scale during the 2025 holiday peak: over the Black Friday–Cyber Monday window it ran 760,000+ livestream sessions generating 1.6 billion views, with live-driven sales up 84% year on year and total BFCM sales topping $500 million in four days (eMarketer). The format is still nascent in the West but growing fast as platforms invest in shoppable live video.

Who and what is driving social commerce growth?

Creators and influencers are central. eMarketer projects the US creator economy at $20.6 billion in 2025 (+16.2% YoY), and finds 58% of adults have bought a product because of an influencer endorsement (eMarketer). Discovery is the entry point: 73% of US Gen Z name social media as their primary channel for finding new products.

Trust remains the main brake. Accenture found about half of social users worry their purchases won't be properly protected or refunded, while eMarketer notes 26% distrust influencer marketing outright and 64% distrust influencers who skip disclosure (eMarketer). Clothing and apparel consistently rank as the top social commerce category worldwide.

Frequently Asked Questions

How big is the social commerce market in 2026?

Statista's official forecast puts global social commerce sales at roughly $908.5 billion in 2026, up from $821 billion in 2025, and on track to pass $1 trillion by 2028. Broader market-research definitions (e.g., Grand View Research) estimate the 2025–2026 market well above $1 trillion.

How much is US social commerce worth?

US social commerce sales reached $87.02 billion in 2025, up 21.5% year over year, and eMarketer expects them to surpass $100 billion in 2026 for the first time.

How big is TikTok Shop?

TikTok Shop's global GMV roughly doubled to around $66 billion in 2025. In the US it generated about $15.1–15.82 billion (eMarketer/Momentum Works estimates), claiming an 18.2% share of US social commerce — the fastest-growing platform in the category.

How many people buy products on social media?

In the US, 108.3 million people bought via social media in 2025 — about 47.9% of social network users. Globally, Accenture estimated roughly 64% of social users (nearly 2 billion people) had made a social commerce purchase in the prior year.

Which country leads social commerce?

China dominates, generating an estimated ~50% of global social commerce revenue. Platforms like Douyin (China's TikTok), Taobao Live, and Xiaohongshu have made livestream shopping mainstream years ahead of Western markets.

Do Gen Z shoppers use social commerce more?

Yes. About one-third of US adults aged 18–34 have purchased through social media, versus 13% of 55–65s. Roughly 80% of Gen Z and Millennials integrate social media into their shopping journey, and 73% of US Gen Z call social media their main product-discovery channel.

Which social platform is best for shopping?

It depends on goals. Facebook has the largest US shopper base, Instagram leads on sales value (~$42.8B in 2025), TikTok Shop grows fastest, and Pinterest and YouTube excel at discovery and video-driven conversion.

Sources