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The social planet

63%

feel connected with friends and family virtually

42%

feel connected using virtual experiences

49%

say communities have found new ways to support one another

62%

feel closer to friends and family, 51% to immediate neighbors and 44% to their communities

"It’s word of mouth on steroids"

— SANDIE HAWKINS, TikTok’s GM of North America Solutions7 on social commerce

Understanding social commerce business

From powerhouses to people-powered

I've definitely been finding a lot of smaller shops and I feel like the more that I shop on Instagram, the more these types of shops are recommended to me.

— INSTAGRAM SHOP USER, Accenture Research social commerce shopper interviews

Embracing social commerce tools for business

Welcome to the democratic republic of social commerce

$1.2T

Social commerce opportunity by 2025

About the Authors

Robin Murdoch

Managing Director – Corporate Strategy, Global


Oliver Wright

Senior Managing Director – Consumer Goods & Services, Global Lead


Karen Fang Grant

Managing Director – Industry Networks & Programs, Global Research Lead


Kevin Collins

Managing Director – Software & Platforms, Innovation & Offerings, Global


Laura McCracken

Managing Director – eCommerce & Payments, Global