US Social Commerce Market Analysis
Social commerce is growing in the U.S., contributing to the $1.4 trillion ecommerce market. Over half of consumers have already made a purchase on social media, while another fifth are open to doing so. TikTok leads the charge in platform influence, followed by Facebook and Instagram, showing how social media plays an important role in the shopping journey.
Beyond direct transactions, shoppers use these platforms for discovery and research, bringing brands closer to consumers earlier in their decision-making process. For instance, consumers see discovering new products on social media as a benefit, and use it to gather information before purchasing.
Younger, multicultural consumers are the most enthusiastic about social commerce. These groups are drawn to exclusive products, interactive features like augmented reality, and authentic connections through influencers and user-generated content. Tailored strategies that focus on inclusivity and innovation will be critical in capturing this growing audience segment.
Yet, trust remains a significant barrier, especially around payment security and product quality. And, a potential TikTok ban or major platform shift could disrupt the social commerce ecosystem. Brands must focus on transparency, secure systems and diversifying strategies to mitigate these risks and build confidence.
Key Topics Analyzed in the Report
- Market and economic factors impacting social commerce
- Consumer participation in social commerce
- Platforms used and shopped
- Attitudes toward social commerce features
- Motivations and barriers to shop on social media
- Approach toward shopping on social media
- Attitudes toward social commerce
Meet the Expert Behind the Analysis
This report was written by Katie Hansen. Katie joined Mintel in July 2019 and writes a variety of Reports within the retail and ecommerce space. She has experience in researching consumer behavior and enjoys observing the ever-evolving retail landscape, consumers’ changing behaviors and uncovering the “why” behind those behaviors.
Social media shapes every stage of the shopping journey, from product discovery to purchase, and remains a pivotal force in how consumers make buying decisions.
Katie Hansen
Senior Analyst – Retail & eCommerce
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
- Tap into security, community, exclusivity and human connection
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MARKET DYNAMICS
- Market context
- Market drivers
- Market landscape
- Economic uncertainty could have consumers spending cautiously
- Growing younger generations are key to social commerce success
- Graph 1: projected population by generation in 2029
- Younger consumers are increasingly more diverse
- Tech is transforming what social commerce can do
- A TikTok ban (or buy) would reshape the social commerce landscape
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CONSUMER INSIGHTS
- Consumer fast facts
- Social commerce participation
- Consumers’ interest in social commerce grows slowly
- Graph 2: social commerce participation, 2021-25
- Younger, multicultural consumers are key to driving social commerce growth
- Graph 3: social commerce participation, by key demographics, 2025
- Platforms used and shopped
- Consumers frequent a variety of platforms daily
- Graph 4: social media usage, February 2025
- Younger and multicultural consumers consume content from across a wide selection of social media platforms
- Graph 5: social media usage, by key demographics, February 2025
- TikTok Shop has helped forge the way for social commerce
- TikTok helped social commerce bloom
- Graph 6: social media platforms shopped, 2025
- Visual discovery platforms see high potential
- Tap into platform-specific strategies to engage with each generation
- Graph 7: platforms shopped – any interest, by generation, 2025
- Platform spotlight: Facebook & TikTok
- Consumers tap into Facebook’s various shopping avenues
- Graph 8: behaviors on Facebook, 2025
- Millennials are a key opportunity for brands on Facebook
- Graph 9: Facebook behaviours, by key demographics, 2025
- Consumers hold conflicting views on TikTok
- Graph 10: attitudes toward TikTok, 2025
- Younger and multicultural consumers are the most enthusiastic about TikTok
- Graph 11: attitudes toward TikTok, by key demographics, 2025
- Attitudes toward social commerce features
- A human touch and shoppable content drive social commerce
- Reviews and real connection help drive trust, engagement and sales
- Graph 12: attitudes toward social commerce features, 2025
- Incorporate tech innovations to reach younger generations
- Graph 13: attitudes toward social commerce features, by generation, 2025
- Tech and live streaming will also resonate with multicultural consumers
- Graph 14: attitudes toward social commerce features, by race or ethnicity, 2025
- Motivations to shop on social media
- Exclusivity emerges as a key driver for social media shopping
- Graph 15: motivations to shop on social media, 2025
- Building trust and offering inspiration are motivators for younger consumers
- Brands can tap into a variety of motivators to encourage younger consumers to participate in social commerce
- Graph 16: motivations to shop on social media, by generation, 2025
- Special pricing can encourage cash-strapped consumers to participate in social commerce
- Graph 17: motivations to shop on social media, by financial situation, 2025
- Consumers’ need for data security rises
- Graph 18: reasons to shop on social media, “I would…”, 2025
- Brands can reach younger consumers through enhanced personal engagement
- Brands can tap into a variety of opportunities to encourage younger consumers to engage in social commerce
- Graph 19: reasons to shop on social media, by generation, “I would…”, 2025
- Multicultural consumers want more insights into brands and products on social media
- Graph 20: reasons to shop on social media, by race or ethnicity, “I would…”, 2025
- Barriers to shop on social media
- Lack of trust and complacency remain barriers to entry
- Graph 21: barriers to shopping on social media, 2025
- Older consumers need more support to shop on social media
- Graph 22: barriers to shopping on social media, by generation, 2025
- Multicultural consumers are interested in brand interactions on social but need to see evidence in quality
- Graph 23: barriers to shopping on social media, by race or ethnicity, 2025
- Approach toward shopping on social media
- Social media plays a vital role in discovery, decision making and even planned purchases
- Graph 24: approach toward shopping on social media, 2025
- Social media is a key space for discovery and information for younger, multicultural consumers
- Graph 25: approach toward shopping on social media – discovery and research, by generation, 2025
- Brands can tap into customer service assistance via social channels
- Graph 26: approach toward shopping on social media – customer service, by generation and Race/ethnicity, 2025
- Attitudes toward social commerce
- Consumers want transparency and trustworthiness from social sites
- Graph 27: attitudes toward social commerce – trust, by generation, 2025
- Younger consumers seek out interactions with brands online
- Graph 28: attitudes toward social commerce – engagement, by generation, 2025
- Social media is a discovery playground for younger consumers
- Graph 29: attitudes toward social commerce – discovery, by generation, 2025
- Brands, platforms need to balance quantity and quality of ads on sites
- Graph 30: attitudes toward social commerce – ads, by generation, 2025
- Rewards, sampling and exclusivity are areas of opportunity on social media
- Graph 31: attitudes toward social commerce – purchasing, by generation, 2025
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COMPETITIVE STRATEGIES
- Platform innovations
- Innovations from TikTok
- TikTok Security Checkup gives consumers greater peace of mind
- Innovations from Pinterest
- Pinterest leans into beautiful visuals in its latest updates
- Innovations from Meta
- Meta makes updates across Instagram and Facebook
- How brands are showing up on these platforms
- Duolingo, Nutter Butter tap storytelling and Gen Z humor to win consumers’ attention
- Duolingo, Nutter Butter win TikTok with Gen Z humor
- e.l.f. cosmetics took to Instagram to showcase their values
- Affirm gives consumers a chance to daydream on Pinterest
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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