Newsletter sign-up
Does my company subscribe?
Contact Sales:1-800-405-0844
EMARKETER
Log in
Become a ClientGet a DemoPricing
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 →

Most retail media teams still rely on manual creative processes

Article |
 Jan 9, 2026

The big answers: EMARKETER Daily quiz

Article |
 Jan 8, 2026

AI is reshaping how prescription drug names are created

Article |
 Jan 8, 2026

Measurement is driving martech-adtech convergence

Article |
 Jan 8, 2026

FAQ on ad blocking: Preparing for platform crackdowns, user response, and what’s changing in 2026

Article |
 Jan 8, 2026

FAQ on Gen Z: How marketers can reach this generation in 2026

Article |
 Jan 8, 2026

What MrBeast’s ‘viral marketing’ hiring spree says about social in 2026

Article |
 Jan 8, 2026

Retail leaders see AI-powered recommendations redefining shopping in 2026

Article |
 Jan 8, 2026

Retail layoffs rose 123% in 2025

Article |
 Jan 8, 2026

Consumer tech rebounds in 2025—but growth shifts away from North America

Article |
 Jan 8, 2026
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

US Social Commerce Forecast 2026

Creators, TikTok Shop, and Gen Z Power Momentum

Report by Minda Smiley  |  Jan 7, 2026
Download
Report
Share
Table of Contents
Executive Summary
AI, creators, and TikTok are boosting social commerce
TikTok Shop is a massive bright spot for the platform
Instagram will steadily gain ground while Marketplace powers Facebook’s growth
Pinterest’s pivot to shopping is paying off
Live shopping is finally beginning to break through
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery
About This Report
Social commerce has hit a turning point as creators, younger shoppers, and built-in checkout push spending higher. Growth is accelerating, but it’s uneven—favoring platforms and strategies that turn attention into action.
Topics
Social Commerce
Ecommerce Sales
Consumer Behavior
United States
Table of Contents
Executive Summary
AI, creators, and TikTok are boosting social commerce
TikTok Shop is a massive bright spot for the platform
Instagram will steadily gain ground while Marketplace powers Facebook’s growth
Pinterest’s pivot to shopping is paying off
Live shopping is finally beginning to break through
Recommendations for marketers
EMARKETER Interviews
Sources
Media Gallery

US social commerce is evolving as creator-led shopping and younger buyers drive sales higher. Growth is concentrating on platforms and features that convert discovery into purchases.

Key Question: How will users shop and spend across social networks this year and beyond?

Key Stat: Over half of social buyers (51%) in the US will shop on TikTok this year, per our forecast.

More Than Half of Social Buyers Will Shop on TikTok This Year
E-Mail ChartDownload

authors

Minda Smiley

Contributors

Rahul Chadha
Director, Report Editing
Nikolai Dineros
Zach Goldner
Senior Forecasting Analyst
Oscar Orozco
Senior Director, Forecasting
Matt Torpey
Senior Chart Editor
Max Willens
Yoram Wurmser
Principal Analyst
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+
EMARKETER

Geographies

EMARKETER

Media Services

Free Content

Contact Us →

Worldwide HQ

One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844

Sales Inquiries

1-800-405-0844sales@emarketer.com

* Copyright © 2026 
EMARKETER Inc. All Rights Reserved.