Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

TikTok will drive social commerce growth in 2023

The stats: Social commerce sales grew 34.4% this year to $53.10 billion, per our forecast, as more people shop on social media and existing buyers spend more.

  • We expect social commerce sales to grow by over 20% over the next three years to reach $107.17 billion by 2025.

What major players are up to: Social platforms have been busily adding to their social commerce features over the past year as they look for revenue streams to make up for losses stemming from Apple’s privacy changes. But a downturn in ad spending has forced several companies—most notably Meta—to downsize their commerce ambitions.

Meta cuts back. While Facebook and Instagram attracted the majority of social commerce buyers this year—63.5 million and 41 million respectively—Meta’s ecommerce initiatives largely failed to bear fruit.

Pinterest finds a way forward. Pinterest has become a valuable platform for retailers because of the role it plays in driving trends and product discovery, which also gives it valuable insights into purchase intent.

  • Pinterest’s commerce initiatives over the past year have included a shopping API to let merchants sync their catalogs to the platform, personalization advancements to surface more relevant results for users, a hosted checkout feature, and AR try-on tools for furniture and decor.
  • Those investments helped make Pinterest an increasingly attractive place for advertisers, as well as make it the rare social media platform to report an increase in revenues in Q3.

TikTok comes into its own. The number of US TikTok buyers grew by 72.3% this year to 23.7 million, surpassing Pinterest for the first time, as the company transforms from a discovery vehicle to a shopping platform.

  • Over the past year, TikTok made its platform more shoppable by adding ad formats, rolling out its Shop feature to US merchants, and partnering with TalkShopLive for livestream commerce. The company is also planning to open fulfillment centers in a bid to establish itself as an end-to-end commerce platform.
  • By expanding its in-app commerce initiatives, TikTok—and retailers—will be better positioned to capitalize on the #TikTokMadeMeBuyIt phenomenon, which continues to generate billions of views.

The outlook: With Meta shifting its focus to commerce-related advertising over direct sales, the door is wide open for TikTok to become a dominant player, although it will have fewer social buyers than Facebook and Instagram until at least 2025.

However, we expect buyer growth to slow significantly over the next few years as the pandemic boost fades, and economic uncertainty and lack of trust in social media platforms deter users from making purchases.