ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Luxury consumers lose faith in the economy

Article |
 Jul 17, 2025

Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers

Article |
 Jul 16, 2025

Why is MMM making a comeback?

Article |
 Jul 16, 2025

Jewelry emerges as luxury’s bright spot

Article |
 Jul 16, 2025

Marketers risk missing AI traffic by ignoring desktop

Article |
 Jul 16, 2025

Google, Anthropic, OpenAI, Meta: We’re losing visibility into AI

Article |
 Jul 16, 2025

Nonessential spending slumps amid tariff price hikes

Article |
 Jul 15, 2025

JIC’s measurement audit shows a sector diversifying beyond Nielsen

Article |
 Jul 15, 2025

Marketers rush to unify social, CTV strategies

Article |
 Jul 15, 2025

AI summaries in Google’s news feed could undercut publisher traffic—again

Article |
 Jul 15, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Social Commerce Forecast 2023

Gen Z, TikTok Shop, and Increased Spending per Buyer Drive Growth

Report by Jasmine Enberg  |  Oct 19, 2023
Download
Report
Deck
Executive Summary
Share
Table of Contents
Executive Summary
The social commerce opportunity remains massive
Unpacking the nuanced and evolving social commerce market
Sources
Media Gallery
About This Report
Social commerce still has plenty of room to expand in the US. With discovery and inspiration as the key characteristics of social commerce, TikTok won’t be Amazon—but it will bring in new Gen Z shoppers.
Topics
Social Commerce
Digital Shoppers & Buyers
United States
Table of Contents
Executive Summary
The social commerce opportunity remains massive
Unpacking the nuanced and evolving social commerce market
Sources
Media Gallery

Social commerce is alive and well, but it’s getting harder to convert non-buyer social users into buyers. TikTok Shop will bring in new Gen Z shoppers, but most sales growth will come from increased spending among current buyers.

Key Question: What’s driving social commerce growth—and could TikTok Shop succeed?

KEY STAT: Annual social commerce sales per buyer will nearly double between 2023 and 2027.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

11charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. The social commerce opportunity remains massive
  1. Unpacking the nuanced and evolving social commerce market
  2. Sources
  1. Media Gallery

Charts in This Report

US Retail Social Commerce Sales, 2021-2027 (billions, % change, and % of total US ecommerce sales)US Social Buyers, 2021-2027 (millions, % change, and % of social network users)
US Social Network Users, by Generation, 2023-2027 (millions)Average Annual Retail Social Commerce Sales per Buyer, 2021-2027 (dollars and % change)
Social Networks Where US Adults Are Likely to Make Purchases Directly, Gen Z vs. Total, Q1 2023 (% of respondents)Facebook, Instagram, and TikTok Buyers, 2021-2027 (millions)
US Social Buyer Share, by Age, 2023 (% of total)US Social Buyers, by Platform, 2021-2027 (% of users on each platform)
Best Platform to Promote a Product Through an Influencer According to US Gen Z, 2021 & 2022 (% of respondents)US Unique Visitors to AliExpress, Shein, Temu, and Wish, April 2022-March 2023 (millions)
Where US Adults Start Their Online Product Searches, Gen Z* vs. Total, Q1 2023 (% of respondents)

authors

Jasmine Enberg

Contributors

Oscar Bruce Jr.
Senior Forecasting Analyst
Sky Canaves
Senior Analyst, Retail & Ecommerce
Jennifer Merritt
Vice President, Content
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo