Social Commerce Industry Overview
The global social commerce market size was valued at USD 584.91 billion in 2021 and is projected to grow at a compound annual growth rate (CAGR) of 30.8% from 2022 to 2030.
Increased average time spent on social media platforms during a pandemic and the convenience of buying products online has facilitated market growth. The pandemic has highlighted the importance of staying connected and has enforced us to adapt and connect in new ways. By letting the customer checkout directly through social media platforms, social commerce eliminates excessive steps and helps streamline the buying process. As a result, the market is likely to gain traction owing to the growing inclination towards ease of product discovery and checkout. Moreover, a rising number of potential buyers from different social media platforms such as Facebook, Pinterest, Snapchat, and Instagram is also expected to support the market growth.
Social commerce, the use of a social media platform to drive and/or process online purchases, has led to new forms of shopping in collaboration with virtual environments. The convergence of content sharing, shopping, payments, and messaging features has enabled the proliferation of social commerce in the past few years. Seamless access to social media networking sites coupled with a high level of impulse buying, especially amongst the millennials and Gen Z has created huge potential for several brands/sellers to increase their sales and attract new customers.
Gather more insights about the market drivers, restrains and growth of the Global Social Commerce Market
Moreover, social commerce has given merchants/brands the power of merging social media and e-commerce sites, thereby providing a huge branding opportunity. This has led to enhanced social media presence and has allowed creating brand awareness to stay top-of-mind of the customers through daily engaging content.
Social commerce has become a democratizing force as it has opened new avenues of opportunities for small businesses and individuals. Social buyers are more likely to buy from a small business when shopping through social commerce in comparison to that e-commerce sites. Several factors support this trend, including the fact that individuals are spending an increasing amount of time on social media platforms. Studies suggest that an average individual spends over two hours on a social media platform each day and is likely to buy from a brand that they have not encountered previously.
Consumer preferences and attitudes have changed dramatically over the past few years. A shift in consumer preference is one of the significant factors driving the social commerce market growth. Along with the innovations in mobile technology, consumers have become accustomed to immediate communication and now look forward to instant customer service. Additionally, consumers are looking for new avenues to engage with brands using the latest technology, with younger generations seen dominating the social commerce charge. As per the Global Web Index report, the usage of social commerce is comparatively high among the Millennials and Generation Z, with over 60% more prone to purchase on a social media platform when given the opportunity.
The COVID-19 pandemic compelled users to spend more time on the social media platform, which pushed retailers to increase their investments in advertisements. This, in turn, has led brands to extend their reach to new customers and varied product categories. Furthermore, pandemic-induced lockdowns and restrictions in 2020 triggered a behavior shift among in-store buyers, including non-digital communities. Users began to lean toward online shopping as social distancing became the norm. Customers became more comfortable and confident while spending time and money in a digital environment, thereby paving the way for market growth.
Despite the market being estimated to record significant growth in coming years owing to the benefits mentioned above, increasing concerns among users over the collection and potential use of personal information by social media platforms are emerging as a possible restraint for the market growth. While advances in technology bode well with the market, any misuse of customer data can lead to financial and personal losses. Social media users are apprehensive about illegal access to the data as many social media sites are not shielded against the risk of cyberattacks. Security concerns are expected to be short-term as retailers/vendors are working collectively with third-party payment platforms to offer a safer and secure payment environment to consumers. Therefore, long-term issues about data privacy are expected to be resolved in the near future.
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Social Commerce Market Segmentation
Grand View Research has segmented the social commerce market on the basis of business model, product type, platform/sales channel, and region:
Social Commerce Business Model Outlook (Revenue, USD Billion, 2018 – 2030)
- Business to Consumer (B2C)
- Business to Business (B2B)
- Consumer to Consumer (C2C)
Social Commerce Product Type Outlook (Revenue, USD Billion, 2018 – 2030)
- Personal & Beauty Care
- Apparels
- Accessories
- Home Products
- Health Supplements
- Food & Beverage
- Others
Social Commerce Platform/Sales Channel Outlook (Revenue, USD Billion, 2018 – 2030)
- Video Commerce (Live stream + Prerecorded)
- Social Network-led Commerce
- Social Reselling
- Group Buying
- Product Review Platforms
Social Commerce Regional Outlook (Revenue, USD Billion, 2018 – 2030)
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East & Africa
Market Share Insights
- In 2020: Walmart piloted a live shopping event on TikTok that allowed the company to add nearly 25% to its TikTok follower base.
- April 2021: Pinterest partnered with Shopify, Inc., an e-commerce solution provider, to expand its social commerce presence internationally.
- March 2019: Instagram launched a checkout feature, which allows users to complete the purchase process without having to leave the app.
Key Companies profiled:
Some prominent players in the global social commerce market include
- Etsy, Inc.
- Fashnear Technologies Private Limited (Meesho)
- Meta Platforms, Inc. (Facebook)
- Pinduoduo Inc.
- Pinterest, Inc.
- Poshmark
- Roposo
- Snap, Inc.
- Taobao
- TikTok (Douyin)
- Trell Shop
- Twitter, Inc.
- WeChat (Weixin)
- Xiaohongshu
- Yunji Sharing Technology Co., Ltd.
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Grand View Research, U.S.-based market research and consulting company, provides syndicated as well as customized research reports and consulting services. Registered in California and headquartered in San Francisco, the company comprises over 425 analysts and consultants, adding more than 1200 market research reports to its vast database each year. These reports offer in-depth analysis on 46 industries across 25 major countries worldwide. With the help of an interactive market intelligence platform, Grand View Research Helps Fortune 500 companies and renowned academic institutes understand the global and regional business environment and gauge the opportunities that lie ahead.
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