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Social media is top channel for shoppers worldwide to discover, buy products

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: Half of shoppers worldwide have used social media to discover products, per Salesforce, but even more (59%) have used it to purchase something.

Beyond the chart:

  • In 2024, there will be 110.4 million social buyers in the US, representing 38.8% of the population, according to our forecast.
  • Facebook will be the top platform for social commerce next year with 64.6 million social buyers, followed by Instagram (46.8 million), and TikTok (40.7 million), per our forecast.
  • Livestream commerce hasn’t quite caught on with US consumers yet. But as it’s a major part of TikTok Shop’s ecommerce push in the US, the channel may start to gain adoption in the year ahead.

Use this chart:

  • Identify where worldwide shoppers are finding products and where they are buying them across social and digital channels.

More like this:


Methodology: Data is from the August 2023 Salesforce "Connected Shoppers Report, Fifth Edition." 2,400 shoppers worldwide ages 18+ and 1,125 retail professionals worldwide were surveyed online during May 18-June 21, 2023. For the consumer survey, 31% of respondents were from the US. For the retailer survey, 27% were from the US.