Social Commerce Forecast 2022

Sales Continue to Rise, Even as Buyer Growth Slows

Executive Summary

The pandemic-related influx of new buyers won’t continue in 2022—except on TikTok. Even so, social commerce sales will continue to rise as current buyers spend more on purchases every year. Brands that can play to the strengths of each platform’s commerce experience will be able to squeeze more spending from customers.


  1. How many consumers are buying on social media, and how much are they spending?
  2. How important is native checkout for brands to drive sales on social media?
  3. How should marketers navigate commerce across the different platforms?

WHAT’S IN THIS REPORT? Our latest forecasts for social commerce sales in the US and social buyers in the US, China, and 12 other markets. It also features an analysis of how brands and retailers should approach commerce on Facebook, Instagram, Pinterest, Snapchat, TikTok, Twitter, and YouTube.

KEY STAT: Meta is the leader in social commerce, but TikTok will surpass Pinterest in US social buyers for the first time this year.

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Sales Expand as Existing Buyers Spend More
    4. How Social Commerce Stacks Up Across the Social Platforms
    1. How Important Is Native Checkout Really?
    2. 5 Best Practices for Social Commerce in 2022 and Beyond
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Carolina Arguelles Navas
    Global AR Product Strategy and Product Marketing Lead
    Interviewed June 20, 2022
    Bridget Evans
    Head of Business Marketing, Instagram Shopping
    Interviewed June 22, 2022
    Rachel Hardy
    Head of Shopping Product Marketing
    Interviewed June 22, 2022
    Jean-Philippe Maheu
    Vice President, Global Client Solutions
    Interviewed June 20, 2022
    Charles Nicholls
    Chief Strategy Officer
    Interviewed July 14, 2022

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    Jasmine Enberg


    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Peter Newman
    Senior Forecasting Analyst
    Debra Aho Williamson
    Principal Analyst