In 2024, TikTok became the ultimate destination for social commerce in the United States. According to estimates, about 43.8 percent of U.S. TikTok users were buyers on the platform that year. Facebook and Instagram followed, with 37.3 percent and 36.6 percent of their respective user bases participating in social shopping. On Pinterest, around 22 percent of users made purchases. Forecasts suggest a continuous rise in the proportion of users engaging in social commerce across these four platforms by 2028.
Share of users purchasing on leading social media platforms in the United States from 2022 to 2028
* Social network users have made at least one purchase via any social channel, including links and transactions on the platform itself, during the calendar year, including online, mobile, and tablet purchases.
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Insider Intelligence, & eMarketer. (December 2, 2024). Share of users purchasing on leading social media platforms in the United States from 2022 to 2028 [Graph]. In Statista. Retrieved April 20, 2025, from https://www.statista.com/statistics/1334118/us-social-commerce-buyer-share-by-platform/
Insider Intelligence, und eMarketer. "Share of users purchasing on leading social media platforms in the United States from 2022 to 2028." Chart. December 2, 2024. Statista. Accessed April 20, 2025. https://www.statista.com/statistics/1334118/us-social-commerce-buyer-share-by-platform/
Insider Intelligence, eMarketer. (2024). Share of users purchasing on leading social media platforms in the United States from 2022 to 2028. Statista. Statista Inc.. Accessed: April 20, 2025. https://www.statista.com/statistics/1334118/us-social-commerce-buyer-share-by-platform/
Insider Intelligence, and eMarketer. "Share of Users Purchasing on Leading Social Media Platforms in The United States from 2022 to 2028." Statista, Statista Inc., 2 Dec 2024, https://www.statista.com/statistics/1334118/us-social-commerce-buyer-share-by-platform/
Insider Intelligence & eMarketer, Share of users purchasing on leading social media platforms in the United States from 2022 to 2028 Statista, https://www.statista.com/statistics/1334118/us-social-commerce-buyer-share-by-platform/ (last visited April 20, 2025)
Share of users purchasing on leading social media platforms in the United States from 2022 to 2028 [Graph], Insider Intelligence, & eMarketer, December 2, 2024. [Online]. Available: https://www.statista.com/statistics/1334118/us-social-commerce-buyer-share-by-platform/
