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.

Our exclusive primary research survey reveals which platforms US social media users feel most comfortable buying on, and why trust is essential for the future growth of social commerce.

It’s still early days, but augmented reality is showing real potential for social commerce. Brands can use the technology to improve the experience and help customers make more informed purchase decisions.

Sustainability is a hot topic, especially in the wake of the coronavirus pandemic. In 2021, most ecommerce buyers, sellers, and logistics firms are taking steps to be more eco-friendly. But commitment and progress are patchy.

In the Middle East and Africa, that share will surpass 40% for the first time, but this will still be the least penetrated area in the world for retail ecommerce buyers. China Leads in Social Commerce with the US in Second Place. China has more social buyers than any other country we cover—both in millions and as a proportion of internet users—and that share will reach 46.4% in 2021.