Shoppers on Facebook, Instagram, Pinterest, and TikTok exhibit many similar behaviors, according to our March 2024 US Social Commerce survey. Most purchases are inexpensive, and a majority of shoppers on each platform make purchases less than once per month. But there are also key differences, especially when it comes to Gen Z and millennial social shoppers.

This data drop focuses on the top four social commerce platforms as measured by retail social commerce sales and the number of social buyers, according to our forecasts. (Our social commerce forecast excludes YouTube.)

Instagram shoppers tend to spend the most

Over half of shoppers on each platform spent less than an average of $200 on purchases in the 12 months preceding our survey. But the share of Instagram shoppers who spent $200 or more was at least 7.6 percentage points higher than on any other platform. Instagram also had the highest percentage of shoppers who spent $700 or more (8.7%).