* Social network users have made at least one purchase via any social channel, including links and transactions on the platform itself, during the calendar year, including online, mobile, and tablet purchases.
Citation formats
Social commerce buyer share in the U.S. 2022-2028, by platform
In 2024, TikTok became the ultimate destination for social commerce in the United States. According to estimates, about **** percent of U.S. TikTok users were buyers on the platform that year. Facebook and Instagram followed, with **** percent and **** percent of their respective user bases participating in social shopping. On Pinterest, around ** percent of users made purchases. Forecasts suggest a continuous rise in the proportion of users engaging in social commerce across these four platforms by 2028.
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Insider Intelligence, & eMarketer. (December 2, 2024). Share of users purchasing on leading social media platforms in the United States from 2022 to 2028 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 24, 2026, from /statistics/1334118/us-social-commerce-buyer-share-by-platform/
Insider Intelligence, und eMarketer. "Share of users purchasing on leading social media platforms in the United States from 2022 to 2028." Chart. December 2, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 24, 2026. /statistics/1334118/us-social-commerce-buyer-share-by-platform/
Insider Intelligence, eMarketer. (2024). Share of users purchasing on leading social media platforms in the United States from 2022 to 2028. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 24, 2026. /statistics/1334118/us-social-commerce-buyer-share-by-platform/
Insider Intelligence, and eMarketer. "Share of Users Purchasing on Leading Social Media Platforms in The United States from 2022 to 2028." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 2 Dec 2024, /statistics/1334118/us-social-commerce-buyer-share-by-platform/
Insider Intelligence & eMarketer, Share of users purchasing on leading social media platforms in the United States from 2022 to 2028 ÌÇÐÄÆƽâ°æ, /statistics/1334118/us-social-commerce-buyer-share-by-platform/ (last visited July 24, 2026)
Share of users purchasing on leading social media platforms in the United States from 2022 to 2028 [Graph], Insider Intelligence, & eMarketer, December 2, 2024. [Online]. Available: /statistics/1334118/us-social-commerce-buyer-share-by-platform/
