TikTok is the social commerce platform of the moment, as brands and marketers look to cash in on the #TikTokMadeMeBuyIt phenomenon. While TikTok may not have as large a shopper base as Facebook or Instagram, its shoppers are highly active and engaged.

Around the world, Facebook is the most popular social app for livestream purchases. Among internet users who had bought a product via a social media livestream, 57.8% did so on the blue app. Meanwhile, 45.8% have made a livestream purchase on Instagram, and just 15.8% have on TikTok.

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.

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eMarketer was pleased to moderate a Tech-Talk Webinar featuring Salsify's SJ Petteruti, principal go-to-market (GTM) strategist, and Jon Herman, data analyst, for this Tech-Talk Webinar. They unpacked the holiday shopping season and shared expert tips for finding success in 2021.

In this Meet the Analyst Webinar, Andrew Lipsman, eMarketer principal analyst at Insider Intelligence, shared the latest trends in social commerce.