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.

Elon Musk isn’t trying to calm Twitter advertisers: The billionaire may be taking over as interim CEO once the deal closes, which is raising buyers’ anxiety.

But not every user will become a social buyer; as described earlier, our current forecast indicates that growth in the number of US social buyers on platforms like Facebook and Instagram will plateau in a few years.