This accounts for 16.7% of the $7 trillion e-commerce total spend. China will remain the most advanced market both in size and maturity, yet the highest growth will be seen in developing markets such as India and Brazil. In these markets, social commerce has the potential to leapfrog e-commerce as new business models allow for greater participation in digital commerce across all spectrums of society. And in the US, social commerce will more than double, reaching $99 billion by 2025, with the largest opportunities in apparel, consumer electronics and home decor. But this is just the start.
Social commerce is a democratizing force, opening up new avenues of opportunity for individuals and small businesses. For example, 59% of social buyers say that they are more likely to buy from a small business when shopping through social commerce versus online. And 44% are more likely to buy a brand that they have not previously encountered17.
Yet everyone stands to gain from social commerce. The implications cut across every consumer category, across products and services, and will impact every platform, brand and retailer, as social commerce will grow three times faster than traditional e-commerce on a compound annual basis. These players need to put “people” at the heart of their strategies and embrace this rich ecosystem with new partnerships and business models. Look at, for example, a large retail company working with Tiktok18 on livestream shopping events, or how L’Oréal and Meta19 have combined their capabilities to create a new way for people to try on make-up on Instagram via augmented reality.
If they work together, sharing data, insights and capabilities, businesses will be able to create the right incentives for users to drive their own best experience within a dynamic ecosystem of platforms, marketplaces, social media, brands, resellers, creators, and influencers.
Coming up next
As brands, retailers and platforms make their plans, one thing has to be at the center of their strategies, and that's people. In our next essay in this series, we'll be digging deeper into what consumers want from a social shopping experience, barriers to adoption, and the roles that platforms, retailers and brands should play in addressing those needs. Future essays will profile social shoppers, consumer demand for specific products, the role that creators play and what they need to be successful.