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EMARKETER

US Social Commerce Forecast 2024

Sales Spike Thanks to TikTok Shop as Amazon Partnerships Start to Reshape the Landscape

Report by Jasmine Enberg  |  Dec 2, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
TikTok Shop propels social commerce growth in 2024
Facebook is losing ground to both Instagram and TikTok
Amazon partnerships will drive future sales growth
Sources
Media Gallery
About This Report
This year, most buyer and sales growth will be driven by TikTok Shop, which will convert over 40% of TikTok users into buyers. Social commerce and retail media will converge as Amazon’s ad partnerships with the social platforms start to pack a punch.
Topics
Social Commerce
Digital Shoppers & Buyers
US
Table of Contents
Executive Summary
TikTok Shop propels social commerce growth in 2024
Facebook is losing ground to both Instagram and TikTok
Amazon partnerships will drive future sales growth
Sources
Media Gallery

US social commerce sales are set to spike in 2024, with TikTok Shop propelling both buyer and spending growth. Looking ahead, Amazon’s ad alliances with Meta, Snap, Pinterest, and TikTok will drive further sales, indicating that retail media and social commerce are starting to converge.

Key Question: What is the outlook for social commerce in the US in 2024 and beyond?

TikTok Will Convert Over 40% of US Users Into Buyers in 2024, Ahead of Facebook and Instagram (% of US users of each social network who make a purchase on the platform, 2022-2028)
E-Mail ChartDownload

Key Stat: In 2024, for the first time, TikTok will have a higher percentage of US users who are buyers than any other platform, at 43.8%.

authors

Jasmine Enberg

Contributors

Rahul Chadha
Director, Report Editing
Nikolai Dineros
Oscar Orozco
Senior Director, Forecasting
Minda Smiley
Senior Analyst, Social Media
Matt Torpey
Senior Chart Editor
Paul Verna
VP, Content
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