- /
- All Industries /
- Retail /
- eCommerce /
- US Social Commerce Market Report 2023
Unlock the potential of the social commerce market with our comprehensive report. Our analysis examines current social commerce market landscape, consumer preferences, and behaviors. You’ll gain invaluable insight into the social commerce market size in the US, as well as market projections, segmentation, and the latest trends. With our extensive social commerce market report, you can gain a better understanding of how to respond to changing consumer demands and take advantage of new opportunities to stay ahead of your competition. Download your copy today.
Social Commerce: Current Market Landscape
Per a study from Insider Intelligence, only about 5% of US ecommerce sales came from social commerce in 2022 and this is expected to inch up to about 7% by 2025, showing a slow growth pattern. This demonstrates the importance of brands actively engaging with consumers on social media and providing shopping opportunities, including shoppable posts and videos. As consumers grow more comfortable with this shopping option, it will soon become an expectation that brands offer the ability to shop their products directly on social media, particularly with the growth of Gen Z and Gen Alpha.
US Social Commerce — What Consumers Want and Why
Consumers are engaging with social commerce opportunities. Nearly half have made a purchase and more than half have interest in doing so in the future. Despite the slow growth in this area, consumer interest shines a bright light on the future of social commerce. It will (slowly) become a bigger portion of ecommerce sales over time, particularly as consumers are more active on their mobile devices. The key is to help consumers overcome hesitations about security and show them how the process is similar to shopping on a website.
Market Trends and Consumer Behavior in Social Commerce
- US consumer behavior industry trends:
While the main focus of social commerce is of course to drive purchases, brands are using their social media platforms to engage with consumers and further develop relationships with them. Showcasing consumers on the brand’s platform is also a way that companies are recognizing dedicated individuals – this tactic could be applied to those who make purchases off social media, as well.
- Social commerce in the US market research:
Social commerce will grow slowly in the US for some time. Brands will need to stay patient as they wait for consumers to adapt to a new way of shopping. As online shopping took time to catch on, so will shopping via social media. However, when it does, brands don’t want to be behind the eight ball and playing catch-up. By starting now, even if with small efforts, brands will be in a better position when consumers are ready to purchase via social.
Opportunities in the US Market
- It’s no secret that consumers are concerned about their privacy and data protection when shopping via social media. Consumers want to know that they will be safe if they do make a purchase on social media and the product will actually arrive and be as described. Brands can ease consumer concerns by highlighting return policies, customer reviews and testimonials, and more in-depth product images so consumers can better understand what they are buying.
- Just as consumers need to see security, they also need to see value from the social commerce experience. More than a quarter (27%) of consumers would make a purchase via a social channel because they had access to an exclusive item. Brands can pique consumer interest by creating product lines only sold on social media. Alternatively, brands can gather consumer feedback or have them submit their own ideas for product creation, which can then be featured on social. This way, brands can also lean into community to give consumers what they want.
Read on to discover more about the social commerce consumer market, read our US Marketing to Generation Z Market Report 2021, or take a look at our other Ecommerce research reports.
Quickly Understand Social Commerce Trends in 2023
- Social media platforms used and purchasing participation.
- Shopping behaviors on social media.
- Motivations and barriers to purchasing.
- Attitudes toward social commerce.
- Platform attribute associations.
- Consumers’ attitudes and behaviors toward livestreaming.
Covered in this Social Commerce Market Report
Leading Brands in the Social Commerce Market: Snapchat, Meta (Facebook and Instagram), TikTok, BeReal, Twitter.
Expert Analysis from a Specialist in the Field
This report, written by Katie Hansen, a leading analyst in the Retail and eCommerce sector, delivers in-depth commentary and analysis of social commerce statistics to highlight current trends and add expert context to the numbers.
Social commerce is growing, albeit at a much slower pace in the US compared to the rest of the globe. This, however, does not mean that brands should ignore this emerging shopping option. Nearly half of consumers have made a purchase via social media, showcasing that this avenue is not going to go away. Brands need to be prepared to help consumers understand the process of shopping via social media and make them feel safe on social media platforms. Other aspects such as product exclusivity and price advantages will help drum up interest in the future.
Katie Hansen
Senior Analyst, Retail and eCommerce
Collapse All
-
Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
-
Executive Summary
- Top Takeaways
- Consumer trends
- Figure 1: Purchase history, 2022
-
- Figure 2: Motivations to purchase, 2022
-
- Figure 3: Barriers, 2022
-
- Figure 4: Purchasing via livestream, 2022
- Competitive strategies
- Brands seek out partnership opportunities by listening to their biggest fans
- Going beyond the transaction and using social media to foster engagement
- Brands look to understand what opportunities might lie with BeReal
- Market predictions
- Figure 5: Social commerce outlook, 2023-28
- Opportunities
- Showcase security features, customer testimonials to reduce concerns
- Tap into exclusive products and experiences to drum up interest
- Embrace livestreaming as a tool for engagement, purchasing
-
Market Landscape
- Social commerce sees slow growth but a bright future
-
Market Factors
- We don’t talk about TikTok
- Budget-conscious consumers see a dim light at the end of a (very, very) long tunnel
- Figure 6: Consumer Price Index change from previous year, 2020-22
- Social media platforms appealing to younger consumers add security features to ensure user safety
- Figure 7: Population by generation, 2026
-
Competitive Strategies and Market Opportunities
- What’s happening: the main platforms in a snapshot
- Snapchat
- Figure 8: Snapchat helps consumers find Halloween costumes with AR features, 2022
- Meta: Facebook & Instagram
- TikTok
- Figure 9: TikTok highlights its livestream capabilities at the 2023 Super Bowl, 2023
- Leverage organic content on social to create natural partnerships for brands
- Figure 10: Tabasco partners with Tinx to launch new hot sauce salad dressing, 2023
- Involve consumers to increase their engagement with the brand outside of sales
- Figure 11: Doritos involves consumers in its Super Bowl campaign on TikTok, 2023
- Getting real with BeReal
-
The Social Media Consumer – Fast Facts
-
Platforms Used and Purchase Habits
- Most platforms see (slow) growth in social commerce
- Figure 12: Platforms shopped, 2022 and 2021
- Some platforms reach specific audiences; others reach the masses
- Figure 13: Platforms shopped, by key demos, 2022
- Consumer interest remains stagnant
- Figure 14: Purchase history, 2022
- Millennials lead in current purchases, Gen Z will follow suit
- Figure 15: Purchase history, by key demos, 2022
- Consumers will be most comfortable purchasing the same items on social media that they do already online
- Figure 16: Products interested in purchasing, by key demos, 2022
- Most platforms see (slow) growth in social commerce
-
Actions on Social Media
- Consumers are social on social media
- Figure 17: Actions on social media, 2022
- Generations take social media and make it their own
- Figure 18: Actions on social media, by generation, 2022
- Women consume more passively, men are more engaged with social content
- Figure 19: Actions on social media, by gender, 2022
- Consumers are social on social media
-
Shopping Behaviors
- Consumers use social media for its convenience
-
- Figure 20: Starbucks leans into social commerce but misses easy opportunity to make post shoppable, 2023
- Figure 21: Shopping behaviors, 2022
- Men want more transparency from brands
- Figure 22: Opportunity to link shoppable posts with experts’ opinions, 2022
- Figure 23: Shopping behaviors, by gender, 2022
- Millennials lead in exploring digital tools on social media
- Figure 24: Shopping behaviors, by generation, 2022
- Social media is still viewed mainly as a place of inspiration not purchasing
- Figure 25: Adore Me educates consumers about how to shop via social media, 2022
- Figure 26: Social media uses, 2022
- Involve younger consumers in product creation, marketing elements
- Figure 27: Social media uses, by generation, 2022
- There’s opportunity for more budget-friendly posts
- Figure 28: Social media uses, by household income, 2022
-
Motivations and Barriers to Social Commerce
- Special pricing, encouragement from others could lift social commerce
- Figure 29: Motivations to purchase, 2022
- Platforms that embody fun, creativity are seen as most inviting
- Figure 30: Motivations to purchase, by platform used daily, 2022
- Create a streamlined experience for Millennials
- Figure 31: Motivations to purchase, by generation, 2022
- Consumers need security, reassurance in order to make a purchase via social media
- Figure 32: Barriers, 2022
- Consumers are wary about platforms’ ability to deliver purchases
- Figure 33: Barriers, by platforms used daily, 2022
- Gen Zs seek engagement from brands
- Figure 34: Barriers, by generation, 2022
- Special pricing, encouragement from others could lift social commerce
-
Attitudes toward Social Shopping and Platform Perceptions
- Clear privacy policies, closer product inspection will help drive interest and purchase
- Figure 35: Attitudes, 2022
- Social commerce can assist parents’ decision-making process
- Figure 36: Attitudes, by parental status, 2022
- Platforms are entertaining with room to improve on trust
- Figure 37: Platform attributes, 2022
- Clear privacy policies, closer product inspection will help drive interest and purchase
-
Emerging Trend: Livestreaming
- Participation remains stagnant
- Figure 38: Adore Me gives insight into New York Fashion Week via livestream, 2023
- Figure 39: Livestream participation, 2022
- Livestreaming can do more for brands besides driving transactions
- Figure 40: Livestream participation, by platform used daily, 2022
- Involve Gen Z as active participants, not passive viewers
- Figure 41: Livestream participation, by generation, 2022
- Consumers are split when it comes to purchasing through livestream events
- Figure 42: Purchasing, 2022
- Brands should look to keep up with Millennials and Gen Z
- Figure 43: Purchasing, by key demos, 2022
- Consumers remain somewhat passive about livestreaming
- Figure 44: Attitudes toward livestreaming, 2022
- Providing a positive experience is key in garnering return participants
- Figure 45: Attitudes toward livestreaming, by livestream participation, 2022
- Participation remains stagnant
-
Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
About the report
Below is a sample report, understand what you are buying.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.
Other Popular Reports
US Gen Z Online Shopping Behaviors Market Report 2023
$4,995 (Excl.Tax)
Gen Z represents an increasingly important target audience across categories; brands will want to understand what they want from an online shopping experience. Marisa Ortega, Retail & eCommerce...
Find out moreUS Luxury Shopping Online Market Report 2023
$4,995 (Excl.Tax)
Luxury retail is evolving in the omnichannel era, where digital expansion is paramount to delivering quality experiences to a new generation of luxury shoppers. Brittany Steiger, Senior Analyst,...
Find out moreUS Social Media Trends: Spotlight on Content Creators Market Report 2023
$4,995 (Excl.Tax)
“Companies must be aware of the different social dynamics at play on different social media platforms in order to succeed with their marketing efforts. Influencer and content creator...
Find out moreUS Baby Boomers: Online Shopping Behaviors Market Report 2023
$4,995 (Excl.Tax)
“Baby Boomers are more savvy online shoppers than they feel they are given credit for. Despite not being digital natives, they have adapted to shopping online, in many...
Find out moreUS Online BPC Product Discovery Market Report 2023
$4,995 (Excl.Tax)
The BPC category evokes a strong sense of enjoyment among users, creating a highly receptive platform for new product discovery, especially in digital spaces. Carson Kitzmiller, Senior Analyst,...
Find out moreTrusted by global industry leaders
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
It’s mostly me who uses them but if I know someone is working on something specific I will share the relevant reports.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
Andrew Neeson, Market Intelligence Manager, VocaLink
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Sr. Marketing Manager, CE, Amazon
“We also use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.”
Marie Stafford, European Director, The Innovation Group, Wunderman Thompson
“When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.”
Rebecca Green, Market Insight Manager, Wincanton
