[eMarketer] Social commerce to surpass 100 million US buyers

This year, 102.6 million people will buy via social platforms in the US. That’s up just 5.9% from last year, following double-digit growth that’s persisted since we began tracking this metric, in 2016.

eMarketer is of the opinion that Facebook and Instagram will remain the biggest US platforms for social commerce this year, attracting 61.9% and 40.0% of buyers, respectively.

About 40% of social buyers are ages 18 to 34. Younger consumers are more likely to use TikTok, which will help propel the platform to third place with a 23.1% share.

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