Data Drop: 6 Charts on Social Shopping by Product Category, by Platform

What Social Shoppers Are Buying and Where They Buy From

Report by Max Willens  | UPDATED: Sep 25, 2024
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Data Drop: 6 Charts on Social Shopping by Product Category, by Platform
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About This Report
Shopping has spread across the entire social ecosystem. Our survey of social shoppers found that the kinds of goods and services people buy differ meaningfully across the platforms.
Topics
Social Commerce
United States

Shopping has spread across the entire social ecosystem. Our survey of social shoppers found that the kinds of goods and services people buy differ meaningfully across the platforms.

Facebook’s social shoppers do not stand out in any product categories

Thanks to the strong penetration of Marketplace, Facebook claimed the largest share of social shoppers in our survey. More than 60% of respondents said they’d purchased something while using Facebook in the 12 months preceding our poll. But that did not result in Facebook shoppers significantly overindexing for purchases in any specific product category.

Facebook Shoppers' Purchases Do Not Overindex in Any Product Category (% of US social shoppers* who made a purchase on each social platform, by product category, March 2024)
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For more on US social commerce, read our report:
Report by Max Willens Aug 23, 2024
Consumer Approaches Toward Social Commerce

Here’s what’s in the full report

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Exportable files for easy reading, analysis and sharing.

6charts

Reliable data in simple displays for presentations and quick decision making.

Charts in This Report

Facebook Shoppers' Purchases Do Not Overindex in Any Product Category (% of US social shoppers* who made a purchase on each social platform, by product category, March 2024)YouTube Shoppers Underindex in the 3 Most Popular Product Categories in Social Commerce (% of US social shoppers* who made a purchase on each social platform, by product category, March 2024)
Instagram Leads the Major Social Platforms in Clothing and Accessories Purchase Penetration (% of US social shoppers* who made a purchase on each social platform, by product category, March 2024)TikTok Leads the Major Social Platforms in Beauty Purchase Penetration (% of US social shoppers* who made a purchase on each social platform, by product category, March 2024)
Snapchat Leads the Major Social Platforms in Purchase Penetration for Financial Services (% of US social shoppers* who made a purchase on each social platform, by product category, March 2024)Every Major Product Category Has Been Bought by at Least 10% of Reddit Shoppers (% of US social shoppers* who made a purchase on each social platform, by product category, March 2024)

First Published on Sep 3, 2024

authors

Max Willens