Social Commerce Forecast 2022

Sales Continue to Rise, Even as Buyer Growth Slows

Report by Jasmine Enberg  | Sep 12, 2022
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Table of Contents
Executive Summary
Key Points
Sales Expand as Existing Buyers Spend More
How Social Commerce Stacks Up Across the Social Platforms
How Important Is Native Checkout Really?
5 Best Practices for Social Commerce in 2022 and Beyond
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
Reports that Instagram, Facebook, and TikTok are abandoning some of their shopping features are not a reflection of the platforms’ overall commerce ambitions. But as social commerce buyer growth slows, brands should focus more on reengaging existing customers and less on direct buying capabilities like native checkout.
Topics
Social Commerce
Digital Shoppers & Buyers
US
Worldwide
Table of Contents
Executive Summary
Key Points
Sales Expand as Existing Buyers Spend More
How Social Commerce Stacks Up Across the Social Platforms
How Important Is Native Checkout Really?
5 Best Practices for Social Commerce in 2022 and Beyond
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

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.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  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.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

7charts

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

5expert perspectives

Insights from industry and company leaders.

    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

    Charts in This Report

    US Retail Social Commerce Sales, 2019-2025 (billions, % change, and % of total US ecommerce sales)Average Annual US Retail Social Commerce Sales per Buyer, 2019-2025 (dollars and % change)
    US Social Commerce Buyers, 2019-2025 (millions, % change, and % of US social network users)US Social Buyers, by Age, 2022 (% of social network users)
    Retail Social Commerce Sales in China vs. the US, 2019-2025 (% of total retail ecommerce sales)US Social Commerce Buyers, by Platform, 2019-2025 (millions)
    US TikTok Social Buyers, 2020-2026 (millions, % change, and % of US TikTok users)

    Interviewed for This Report

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

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    authors

    Jasmine Enberg

    Contributors

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