10 Must-Know Stats to Win in Social Commerce for 2025
Social commerce is evolving faster than ever, and 2025 is set to bring even greater opportunities for e-commerce brands — especially those ready to adapt.
From TikTok Shop’s continued rise to the growing power of influencer influencer and live shopping, the brands that win will be the ones that leverage data to make informed, strategic moves.
In this micro-report, we’ve compiled 10 key stats that every e-commerce leader needs to know to navigate the shifting landscape of social commerce. Without further ado, let's dive in
1. Global Global Social Commerce Market reached $700B in 2024
Social commerce is projected to grow into a global trillion-dollar market by 2028, increasing from $699 billion in 2024 to $1,085 billion in just four years according to Statista.
2. Social Commerce in US Only at 6.6% of Total Ecommerce
US social commerce is projected to double its share of e-commerce sales from 4.1% in 2021 to 8.4% by 2027, signaling a critical growth opportunity for brands. With sales expected to quadruple in this period, businesses should prioritize social platforms to capture this expanding market.
3. TikTok Shop Sales Have Overtaken Sephora in US
According to a report, TikTok Shop has surpassed both Shein and Sephora in U.S. spending within 18 months, showcasing its rapid growth and dominance in the social commerce space especially in beauty & fashion. Brands should consider leveraging TikTok Shop's momentum to capture the increasing consumer engagement on the platform.
4. Beauty & Fashion Are Largest Categories on TikTok
TikTok Shop users in 2024 primarily purchase fashion, beauty, and electronics, highlighting these as top-performing categories. The category split also explains the previous chart, which shows TikTok Shop sales overtake Shein (fashion) and Sephora (beauty). Brands in these sectors should focus on investing into their social commerce capabilities to reach engaged shoppers and drive sales growth.
5. Influencer Marketing Spend Reached $24B
Influencer marketing budgets have seen exponential growth, increasing from $2 billion in 2016 to $24 billion in 2024 according to an Influencer Marketing Hub report. This rapid expansion highlights the importance of influencer strategies in modern marketing campaigns, making it a key area for businesses to invest in.
6. Influencer Marketing Is At 15% of Social Media Advertising
Influencer marketing spend in 2023, at $21.1 billion, is still a small fraction compared to Meta’s advertising revenue of $132 billion. This gap highlights significant growth potential for influencer marketing as brands continue to diversify their advertising budgets.
7. Shift In Influencer Strategies - Niching & Scaling Up
Brands are shifting their focus towards nano-influencers (1k–10k followers), with usage increasing by 12.8% in 2024, while micro and macro-influencer utilization declined by 13.3% and 10.5%, respectively (Influencer Marketing Hub report). Sourcing and managing a large pool if micro creators is challenging for all brands, which might explain the decline. On the other hand, increased prices for sponsored influencer posts leave out smaller brands from influencer partnerships, so they might seek out to nano influencers which explains the rise.
8. Influencer Commission Deals Rise by 138%
Influencer commission deals have grown by 138% in 2024, becoming a dominant method for rewarding partners, now accounting for 25% of total influencer payments. This shift reflects a growing preference for performance-based compensation models over flat-rate or product-based payments.
9. Live Shopping On The Rise, with 68% of US Shoppers Interested
Live shopping adoption in the U.S. remains low. According to an emarketer report, only 10-12% of respondents using it regularly or occasionally in 2023-2024. However, interest levels are high, with 60-70% of respondents expressing curiosity about trying it, indicating untapped potential for future growth which are continuously embraced by Digital Media Experts like Gary Vaynerchuk for 2025.
10. AI Tools Regularly Used By 91% Of Marketers
91% of marketers are using generative AI regularly, with 71% utilizing it weekly or more (source). On social platforms, content quantity and quality is driving conversions. With AI making content production more efficient, marketers need to learn how to leverage internal AI tools and vendors to drive ROI from their social commerce activities.
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