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The social planet


feel connected with friends and family virtually


feel connected using virtual experiences


say communities have found new ways to support one another


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


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