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The majority of US social buyers still order from retailer websites, rather than directly on social platforms. In December, 61.5% said they made their most recent social commerce purchase on the retailer’s site, while 38.5% reported doing so through the social network’s checkout feature. Wherever the money changes hands, there’s certainly enough of it to go around: US social commerce sales topped $36 billion in 2021 and will more than double in 2025.

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