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Facebook is still the king of social commerce in the US. More than 60% of US social media users ages 14 and older will make a purchase via the platform this year, and about 40% will do so via its sister app Instagram. TikTok will grow the fastest in this regard, drawing nearly one-quarter of social buyers in that age group.
Beyond the chart: TikTok will remain the No. 3 social commerce destination for the next few years, but it could climb the rankings as Instagram’s focus switches to advertising.
In addition to its new shopping ads, TikTok also benefits from its direct line to Douyin, its Chinese counterpart, which flourishes in a country with more than 460 million social buyers, versus the nearly 100 million in the US.
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Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues from major online retailers and social network companies, consumer online buying trends and macro-level economic conditions.