Social commerce as share of total e-commerce worldwide 2018-2028

Social commerce has become increasingly significant in the e-commerce sector. In 2023, sales through social networks accounted for an estimated 18.5 percent of total online sales. This figure is expected to continue growing in the coming years.

Who has grown a liking for this channel?

The term "social commerce" is gaining traction worldwide. In 2024, global revenues generated through social media platforms were forecast to reach nearly 700 billion U.S. dollars, an increase of roughly 23 percent compared to the previous year. However, some countries have embraced this sales channel more vigorously than others. Leading the way in social shopping are Thailand, Colombia, and China. In 2023, approximately nine out of ten internet users in these countries made purchases through social networks.

The future of shopping is live

Live commerce has grown in popularity in recent years. Its prevalence is only expected to increase as companies utilize livestreaming technologies more and more for promotional and marketing purposes. Digital shoppers benefit from live commerce because it offers attractive discounts as well as inspiration and ideas. In 2022, Facebook was the leading social network platform where internet users purchased products during live streaming events. As with social commerce, Asian countries have paved the way for this highly interactive shopping experience. In 2023, over seven in ten consumers engaged in live shopping in China, India, Thailand, and United Arab Emirates.