Social media is no longer just for sharing photos and videos. It has become the new shopping mall for millions of Americans. Platforms like TikTok Shop and Facebook Marketplace are leading this exciting change in how we buy things online.
The Rise of Social Shopping
There will be over 100 million social buyers in the US in 2024, according to our forecast. This huge number shows how fast social commerce is growing. People are now buying products directly from their favorite social media apps without leaving to visit other websites.
The U.S. social commerce market size was valued at USD 89.11 billion in 2022 and is expected to grow at a CAGR of 29.2% from 2023 to 2030, making it one of the fastest-growing areas in online shopping.
TikTok Shop Leads the Charge
TikTok Shop, which launched in the US in September 2023, will be the single largest contributor to buyer and sales growth this year. The app has quickly become a shopping destination for young Americans who love discovering new products through fun videos.
Why TikTok Shop Works
TikTok Shop will convert over 40% of TikTok users into buyers. This success comes from:
- Video-first shopping: Users see products in action through short videos
- Influencer power: Creators show real product reviews and demos
- Easy buying: Users can purchase without leaving the app
- Personalized feeds: Smart algorithms show products based on user interests
Facebook Marketplace Holds Strong
Facebook Marketplace remains a major player in social commerce. Over 1.1 billion Facebook users in 70 countries are now using Facebook Marketplace, making it one of the largest online shopping platforms in the world.
What Makes Facebook Shopping Special
27% of online shoppers worldwide say that Facebook is the platform where they most likely shop. Facebook succeeds through:
- Local connections: Users can buy from people in their community
- Trust factor: Seeing seller profiles builds confidence
- Wide variety: Everything from furniture to cars is available
- Messenger integration: Easy communication between buyers and sellers
The Three Pillars: Deals, Data, and Dialogue
Social commerce grows because of three key elements:
Deals
Social platforms offer special discounts and flash sales that create excitement. Time-limited offers make users act fast, leading to more purchases.
Data
These platforms know what users like based on their posts, likes, and viewing habits. This helps show the right products to the right people at the right time.
Dialogue
Comments, reviews, and direct messages create conversations between buyers and sellers. This social proof helps people feel confident about their purchases.
The Future Looks Bright
Social commerce and retail media will converge as Amazon’s ad partnerships with the social platforms start to pack a punch. This means we will see even more integration between social media and online shopping.
American shoppers are changing how they discover and buy products. Instead of searching on Google or going directly to shopping websites, they are finding products through their social media feeds. This shift is creating new opportunities for both businesses and consumers.
Social commerce is here to stay. As platforms continue to improve their shopping features and more brands join these marketplaces, social shopping will become even more popular. The combination of entertainment, social interaction, and easy purchasing makes this trend unstoppable.
