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.
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
How many consumers are buying on social media, and how much are they spending?
How important is native checkout for brands to drive sales on social media?
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
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
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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