- E-commerce

IntroductionIntroduction
Global Social Media UsageGlobal Social Media Usage
Top Social Media PlatformsTop Social Media Platforms
Monthly Active Users GraphMonthly Active Users Graph
User Demographics InsightsUser Demographics Insights
Advertising and Marketing TrendsAdvertising and Marketing Trends
Emerging Social Media TrendsEmerging Social Media Trends
Social Commerce LeadersSocial Commerce Leaders
Social Commerce Store ExamplesSocial Commerce Store Examples
Top Social Commerce BrandsTop Social Commerce Brands
US vs China Live ShoppingUS vs China Live Shopping
China’s Live Shopping BoomChina’s Live Shopping Boom

Social Media Statistics

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Social media continues to dominate global communication, with 5.17 billion users worldwide in 2024, representing 63.8% of the global population and marking a 4.44% increase from 2023, according to recent reports from Influencer Marketing Hub and Backlinko.

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Global Social Media Usage

Daily engagement on social media platforms has seen a slight decrease, with users spending an average of 143 minutes per day in 2024, down from 151 minutes in 2023

1. This trend occurs despite the exponential growth in user numbers, which have increased by a factor of 2.49 since 20152. The rapid expansion of social media’s reach is evident in the jump from 2.08 billion users in 2015 to over 5 billion in 2024, highlighting its increasingly pervasive role in global communication and interaction2 3.

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Top Social Media Platforms

Facebook maintains its position as the largest social media platform, boasting approximately 3.07 billion monthly active users. Following closely are YouTube with 2.5 billion users, and both WhatsApp and Instagram with 2 billion users each

1 2. TikTok has rapidly gained popularity, especially among younger demographics, with 1.58 billion active users3. Other notable platforms include X (formerly Twitter) with around 619 million monthly active users, which is particularly popular for news updates and real-time information sharing4. This diverse ecosystem of platforms caters to various user preferences and content types, from short-form videos to messaging and photo sharing.

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Monthly Active Users Graph

Here’s a visualization of monthly active users for major social media platforms as of 2024:

Facebook: 3.07 billion1 2
YouTube: 2.70 billion2
WhatsApp: 2.40 billion2
Instagram: 2.35 billion2
TikTok: 1.67 billion2
WeChat: 1.31 billion2
Facebook Messenger: 1.10 billion2
Telegram: 900 million2
Snapchat: 800 million2
X (formerly Twitter): 550 million3

This graph illustrates the dominance of Meta-owned platforms (Facebook, WhatsApp, Instagram, Messenger) in the social media landscape. It also highlights the rapid rise of TikTok, which has surpassed older platforms like X in monthly active users. The data shows a clear hierarchy in social media usage, with Facebook maintaining a significant lead over its competitors despite increased competition and diversification in the social media market

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User Demographics Insights

Males dominate the global social media landscape, accounting for 53.4% of users compared to 46.6% female users. In the United States, Millennials (ages 27 to 42) form the largest demographic group with approximately 68.5 million users, followed closely by Gen Z (ages 11-26) with 56.4 million users

1. This demographic breakdown highlights the generational differences in social media adoption and usage patterns, with younger cohorts showing particularly strong engagement across various platforms.

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Advertising and Marketing Trends

Social media advertising expenditure is projected to reach approximately $219.8 billion in 2024, underscoring the robust market for brands leveraging these platforms for marketing purposes. Video content remains a key focus for marketers, with short-form videos being particularly favored for product promotion and engagement strategies. This trend aligns with the growing popularity of platforms like TikTok and Instagram Reels, which have seen significant user engagement through their short-video formats

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Emerging Social Media Trends

Emerging social media trends for 2024-2025 emphasize authenticity, AI integration, and evolving content formats:

AI-powered content creation is becoming mainstream, with 80% of marketers reporting positive impacts on efficiency and creativity1 2
Short-form video remains dominant, but long-form content is making a comeback on platforms like TikTok3 4
Micro and nano-influencers are gaining traction due to higher engagement rates and cost-effectiveness2 5
Social commerce continues to grow, with platforms introducing more shopping features1 4
Authenticity is increasingly valued, driving demand for behind-the-scenes and user-generated content6 5
Private spaces like groups and communities are becoming more important for fostering engagement4
Social media is evolving into a primary search tool, especially for younger generations6

These trends reflect a shift towards more personalized, interactive, and commerce-driven social media experiences, with AI playing a crucial role in content creation and strategy optimization.

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Social Commerce Leaders

Social commerce has gained significant traction across various platforms, with certain frontrunners emerging as the most popular choices for consumers and businesses alike:

Facebook remains the leading platform for social commerce, expected to reach 64.6 million social commerce buyers in the US by 20241
Instagram follows closely with an estimated 46.8 million buyers making purchases in 20231
TikTok is rapidly gaining ground, with 35.3 million users buying on the platform in 2023, outpacing the net increase of shoppers on Facebook, Instagram, and Pinterest combined1
Pinterest Shopping has also become a significant player, allowing retailers to upload product catalogs and tag products in Pins1

The popularity of these platforms for social commerce is driven by their large user bases, integrated shopping features, and the ability to create engaging, shoppable content. Facebook and Instagram benefit from their established presence and robust advertising ecosystems, while TikTok’s explosive growth is fueled by its appeal to younger demographics and innovative short-form video format

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Social Commerce Store Examples

Here are some notable examples of successful social commerce stores:

Charlotte Tilbury: This cosmetics brand pioneered virtual reality shopping, launching a 3D digital store where customers can explore products, receive personalized recommendations, and even shop with friends through video calls1.
Kylie Cosmetics: An early adopter of TikTok’s social commerce features, Kylie Jenner’s brand tags products in videos, linking directly to a shopping page on their TikTok profile2.
Milk Bar: The bakery leverages Instagram’s social commerce tools, using live videos and eye-catching photos to showcase their treats. Customers can make direct purchases through their Instagram storefront2 3.
CLUSE: This Dutch watch and jewelry brand has transformed its Instagram page into an integrated digital storefront. Users can browse products, get detailed information, and seamlessly transition to the website for purchase2 3.
Glamnetic: Known for magnetic lashes and press-on nails, Glamnetic excels in live shopping on Facebook. They regularly host live videos featuring product demonstrations and exclusive offers for viewers4.

These brands demonstrate innovative uses of social commerce features across different platforms, leveraging visual content, live streaming, and seamless shopping experiences to engage customers and drive sales directly through social media

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Top Social Commerce Brands

Several social commerce stores have captured significant attention due to their innovative use of social media platforms to drive sales and engage customers:

The Tiny Tassel: This retailer specializes in handmade jewelry and effectively utilizes Facebook Shop features to create detailed product pages that include customization options and shipping information. This approach builds trust and encourages purchases from new customers1.
Made by Mitchell: Known for its makeup products, this brand leveraged TikTok’s LIVE shopping feature for an exclusive product launch. By collaborating with TikTok creator Melissa Jade, they attracted 50,000 live views and achieved a 100% sell-out rate during the session1.
100% PURE: A natural cosmetics brand that maximizes its presence on Pinterest and Instagram. By using shoppable content, the brand allows users to discover and purchase products directly from their feeds, significantly boosting their online sales2.
JUNO & Co.: This beauty brand has found immense success on TikTok, where it showcases its skincare products. After joining Shopify’s pilot program for TikTok sales, JUNO & Co. reported sales on TikTok that were ten times higher than those from Instagram and Facebook2.

These examples illustrate the power of social commerce in creating interactive shopping experiences that seamlessly integrate with users’ social media activities, driving engagement and sales through innovative strategies.

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US vs China Live Shopping

Live shopping has seen vastly different levels of adoption and success in the USA versus China:

China: Live commerce is a mature, thriving market
- Estimated to reach $623 billion in sales by 20231
- Accounts for 10-20% of total e-commerce sales2
- Platforms like Taobao Live and Douyin dominate
USA: Still in early stages of growth
- Market projected to reach $35 billion by 20243
- Currently accounts for only about 2% of e-commerce sales4
- Facebook, Instagram, and TikTok are key players

Key differences:

Cultural acceptance: Chinese consumers readily embraced live shopping, while US consumers are still warming up to the concept
Infrastructure: China has more developed live commerce ecosystems and technologies
Influencer involvement: In China, influencers drive massive sales through live events, a trend still developing in the US

While the US market is growing, it lags significantly behind China in adoption and sales volume. However, experts predict rapid growth in the coming years as more US retailers and platforms invest in live shopping capabilities

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China’s Live Shopping Boom

China’s live shopping market is expected to continue its rapid growth trajectory in 2024, with forecasts projecting it to surpass US$1.1 trillion in gross merchandise value (GMV) by 2026

1 2. This represents a remarkable increase from the US$540.3 billion GMV recorded in 20221. Key trends shaping the live commerce landscape in China include:

Quiet selling and quiet luxury, where influencers focus on niche, high-end products1
Weekly fashion shows by international brands, leveraging live streaming to showcase new collections1
Diverse live streaming hosts, ranging from celebrities to farmers and fishermen, catering to various consumer segments1 3
Integration of live commerce features into leading social and e-commerce platforms like Taobao, Douyin (TikTok), and WeChat4 5 6
Blurring lines between entertainment and e-commerce, with live streams incorporating engaging elements like guest appearances, singing, and dancing3

As live commerce becomes increasingly mainstream in China, it is transforming the retail landscape and setting new standards for interactive, engaging shopping experiences

3 6. With its immense scale and innovative use cases, China’s live shopping market offers valuable insights for retailers and platforms worldwide looking to capitalize on this growing trend5 7.

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