Summary

According to PayNXT360, social commerce industry in United States is expected to grow by 18.1% on annual basis to reach US$72,932.64 million in 2024.

The social commerce industry is expected to grow steadily over the forecast period, recording a CAGR of 14.7% during 2024-2029. The social commerce GMV in the country will increase from US$61,736.43 million in 2023 to reach US$144,607.00 million by 2029.

The United States social commerce market is poised to grow at a rapid rate over the medium term. Both domestic and global firms are increasing their investment in the sector. This will aid innovation and competitive landscape in the social commerce market, supporting the broader industry growth over the medium term. TikTok, for instance, is spending big to build a logistics network to drive the platform’s appeal among sellers and buyers.

In the United States, firms are also projected to raise venture capital and private equity funding in 2024, to develop and launch new social commerce features. This will further aid the competitive landscape in the fast-growing sector over the medium term. Overall, PayNXT360 maintains a robust growth outlook for the social commerce industry in the United States over the next three to four years.

Social media platforms are betting on shoppable ads to drive sales and revenue growth in the United States

An increasing number of shoppers have become social commerce buyers in the United States. The trend is especially higher among Gen Z shoppers. To tap into the growth market, social media platforms are betting on shoppable ads in the United States.

• Pinterest, for instance, experienced a surge of 11% in ad revenues in Q3 2023. This comes at a time when brands and retailers are looking for ways to connect with shoppers during the product discovery process. The firm, while having its own checkout option, is not focusing on direct commerce. This is because shoppers prefer making a purchase from the retailers directly.

• Meta is also placing emphasis on ads that allow users to shop directly. Instead of handling the actual buying and selling, the firm has teamed up with Amazon. This collaboration lets Facebook and Instagram users buy products from Amazon without having to leave their social media feeds. It is like combining Meta's expertise in advertising that encourages discovery with Amazon's extensive retail system.

Pinterest and Snap have also entered into similar strategic partnerships. These collaborations might disrupt the social commerce sector in the United States, potentially affecting the growth rate of TikTok over the medium term.

TikTok is increasing investment in the social commerce sector to tap into the United States market

According to a report from eMarketer, the United States social commerce sales are projected to exceed US$100 billion by 2025. This growth will be driven by the rising adoption of social commerce buying among Gen Z shoppers and increasing spending from existing buyers over the medium term. TikTok, which is well-funded, is seeking to tap into this growth potential over the next three to four years.

• TikTok is making a big investment in the United States social commerce market. The firm, notably, is spending big to build a logistic network. This is part of the firm's strategy to boost the platform's appeal among sellers and buyers. The firm reported strong growth in the social commerce sector in 2023. PayNXT360 expects another strong show from the Chinese firm over the next 12 months. TikTok, notably, is finding success in categories like beauty and personal care. As per NielsenIQ, this accounted for nearly 85% of its total sales in September 2023.

TikTok has adopted a different growth strategy in the United States. While others are betting on shoppable ad formats to drive revenue growth, TikTok is focused on direct platform sales. The firm launched the e-commerce marketplace TikTok Shop in September and is expected to launch more features to support direct sales over the medium term.

Firms are raising venture capital and private equity funding to launch social commerce features

With live shopping projected to grow over the next few years in the United States, firms are raising venture capital and private equity funding to launch new features and services on their platform.

• SuperOrdinary, in October 2023, announced that the firm raised US$58 million as part of its Series B funding round at a valuation of US$800 million. Manzanita, Alliance Consumer Growth, and Demira Gate Investments are among the investors that participated in the Series B round. The firm, notably, assists consumer brands from America and Europe in expanding their presence on platforms such as Amazon, selling via social commerce, and entering the Chinese market.

• SuperOrdinary anticipates becoming profitable, over the next 12 months, with a growth exceeding 50% and achieving US$350 million in revenue. The company reports a 30% annual revenue increase over the past year, and during this period, its engineering team has tripled in size. With fresh capital, the firm is planning to add more capabilities in the United States, including livestreaming and creator-led e-commerce.


Going forward, PayNXT360 expects more such social commerce firms to raise venture capital and private equity funding in the United States. This will drive innovation and a competitive landscape in the fast-growing sector over the next three to four years.

This report provides a detailed data centric analysis of social commerce industry, covering market opportunities and risks. With over 50+ KPIs at country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.

PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view on emerging business and investment market opportunities.

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Table of Contents

1. About this Report
1.1. Summary
1.2. Methodology
1.3. Social Commerce Definitions
1.4. Disclaimer

2. United States Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
2.1. United States Ecommerce – Gross Merchandise Value Trend Analysis, 2020-2029
2.2. United States Ecommerce – Average Value Per Transaction Trend Analysis, 2020-2029
2.3. United States Ecommerce – Transaction Volume Trend Analysis, 2020-2029

3. United States Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
3.1. United States Social Commerce – Gross Merchandise Value Trend Analysis, 2020-2029
3.2. United States Social Commerce – Average Value Per Transaction Trend Analysis, 2020-2029
3.3. United States Social Commerce – Transaction Volume Trend Analysis, 2020-2029
3.4. United States Social Commerce Market Share Analysis by Key Players, 2023

4. United States Social Commerce Industry Market Size and Forecast by Location
4.1. United States Social Commerce Market Share by Location (%), 2023
4.2. United States Social Commerce by Cross Border – Gross Merchandise Value Trend Analysis, 2020-2029
4.3. United States Social Commerce by Domestic – Gross Merchandise Value Trend Analysis, 2020-2029

5. United States Social Commerce Industry Market Size and Forecast by Product Categories
5.1. United States Social Commerce Market Share by Product Categories (%), 2023
5.2. United States Social Commerce Clothing & Footwear – Gross Merchandise Value Trend Analysis, 2020-2029
5.3. United States Social Commerce Beauty and Personal Care – Gross Merchandise Value Trend Analysis, 2020-2029
5.4. United States Social Commerce Food & Grocery – Gross Merchandise Value Trend Analysis, 2020-2029
5.5. United States Social Commerce Appliances and Electronics – Gross Merchandise Value Trend Analysis, 2020-2029
5.6. United States Social Commerce Home Improvement – Gross Merchandise Value Trend Analysis, 2020-2029
5.7. United States Social Commerce Travel – Gross Merchandise Value Trend Analysis, 2020-2029
5.8. United States Social Commerce Accommodation – Gross Merchandise Value Trend Analysis, 2020-2029

6. United States Social Commerce Industry Market Size and Forecast by End Use Consumer Segment
6.1. United States Social Commerce Market Share by End Use Segment (%), 2023
6.2. United States Social Commerce B2C Segment – Gross Merchandise Value Trend Analysis, 2020-2029
6.3. United States Social Commerce B2B Segment – Gross Merchandise Value Trend Analysis, 2020-2029
6.4. United States Social Commerce C2C Segment – Gross Merchandise Value Trend Analysis, 2020-2029

7. United States Social Commerce Industry Market Size and Forecast by End Use Device
7.1. United States Social Commerce Market Share by End Use Device (%), 2023
7.2. United States Social Commerce by Mobile – Gross Merchandise Value Trend Analysis, 2020-2029
7.3. United States Social Commerce by Desktop – Gross Merchandise Value Trend Analysis, 2020-2029

8. United States Social Commerce Industry Market Size and Forecast by Cities
8.1. United States Social Commerce Market Share by Cities (%), 2023
8.2. United States Social Commerce by Tier-1 Cities – Gross Merchandise Value Trend Analysis, 2020-2029
8.3. United States Social Commerce by Tier-2 Cities – Gross Merchandise Value Trend Analysis, 2020-2029
8.4. United States Social Commerce by Tier-3 Cities – Gross Merchandise Value Trend Analysis, 2020-2029

9. United States Social Commerce Industry Market Size and Forecast by Payment Method
9.1. United States Social Commerce Market Share by Payment Method (%), 2023
9.2. United States Social Commerce Payment by Credit Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.3. United States Social Commerce Payment by Debit Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.4. United States Social Commerce Payment by Bank Transfer – Gross Merchandise Value Trend Analysis, 2020-2029
9.5. United States Social Commerce Payment by Prepaid Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.6. United States Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value Trend Analysis, 2020-2029
9.7. United States Social Commerce Payment by Other Digital Payment – Gross Merchandise Value Trend Analysis, 2020-2029
9.8. United States Social Commerce Payment by Cash – Gross Merchandise Value Trend Analysis, 2020-2029

10. United States Social Commerce Industry Market Size and Forecast by Platforms
10.1. United States Social Commerce Market Share by Platforms Method (%), 2023
10.2. United States Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value Trend Analysis, 2020-2029
10.3. United States Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value Trend Analysis, 2020-2029
10.4. United States Social Commerce Platforms by Social Reselling – Gross Merchandise Value Trend Analysis, 2020-2029
10.5. United States Social Commerce Platforms by Group Buying – Gross Merchandise Value Trend Analysis, 2020-2029
10.6. United States Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value Trend Analysis, 2020-2029

11. United States Social Commerce Industry Market Size and Forecast by Contents
11.1. United States Social Commerce Market Share by Contents (%), 2023
11.2. United States Social Commerce Contents by Live Streamers – Gross Merchandise Value Trend Analysis, 2020-2029
11.3. United States Social Commerce Contents by Gaming Streamers – Gross Merchandise Value Trend Analysis, 2020-2029
11.4. United States Social Commerce Contents by Reels – Gross Merchandise Value Trend Analysis, 2020-2029
11.5. United States Social Commerce Contents by Influencers – Gross Merchandise Value Trend Analysis, 2020-2029
11.6. United States Social Commerce Contents by Stories – Gross Merchandise Value Trend Analysis, 2020-2029

12. United States Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour
12.1. United States Social Commerce Spend Share by Age Group, 2023
12.2. United States Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis, 2020-2029
12.3. United States Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis, 2020-2029
12.4. United States Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2020-2029
12.5. United States Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis, 2020-2029
12.6. United States Social Commerce Share by Income Level, 2023
12.7. United States Social Commerce Share by Gender, 2023

13. Further Reading
13.1. About PayNXT360
13.2. Related Research

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List of Tables/Graphs

Table 1: United States Ecommerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 2: United States Ecommerce – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 3: United States Ecommerce – Transaction Volume (Million), 2020-2029
Table 4: United States Social Commerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 5: United States Social Commerce – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 6: United States Social Commerce – Transaction Volume (Million), 2020-2029
Table 7: United States Social Commerce by Cross Border – Gross Merchandise Value (US$ Million), 2020-2029
Table 8: United States Social Commerce by Domestic – Gross Merchandise Value (US$ Million), 2020-2029
Table 9: United States Social Commerce Clothing & Footwear – Gross Merchandise Value (US$ Million), 2020-2029
Table 10: United States Social Commerce Beauty and Personal Care – Gross Merchandise Value (US$ Million), 2020-2029
Table 11: United States Social Commerce Food & Grocery – Gross Merchandise Value (US$ Million), 2020-2029
Table 12: United States Social Commerce Appliances and Electronics – Gross Merchandise Value (US$ Million), 2020-2029
Table 13: United States Social Commerce Home Improvement – Gross Merchandise Value (US$ Million), 2020-2029
Table 14: United States Social Commerce Travel – Gross Merchandise Value (US$ Million), 2020-2029
Table 15: United States Social Commerce Accommodation – Gross Merchandise Value (US$ Million), 2020-2029
Table 16: United States Social Commerce B2C Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 17: United States Social Commerce B2B Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 18: United States Social Commerce C2C Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 19: United States Social Commerce by Mobile – Gross Merchandise Value (US$ Million), 2020-2029
Table 20: United States Social Commerce by Desktop – Gross Merchandise Value (US$ Million), 2020-2029
Table 21: United States Social Commerce by Tier-1 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 22: United States Social Commerce by Tier-2 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 23: United States Social Commerce by Tier-3 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 24: United States Social Commerce Payment by Credit Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 25: United States Social Commerce Payment by Debit Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 26: United States Social Commerce Payment by Bank Transfer – Gross Merchandise Value (US$ Million), 2020-2029
Table 27: United States Social Commerce Payment by Prepaid Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 28: United States Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value (US$ Million), 2020-2029
Table 29: United States Social Commerce Payment by Other Digital Payment – Gross Merchandise Value (US$ Million), 2020-2029
Table 30: United States Social Commerce Payment by Cash – Gross Merchandise Value (US$ Million), 2020-2029
Table 31: United States Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value (US$ Million), 2020-2029
Table 32: United States Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 33: United States Social Commerce Platforms by Social Reselling – Gross Merchandise Value (US$ Million), 2020-2029
Table 34: United States Social Commerce Platforms by Group Buying – Gross Merchandise Value (US$ Million), 2020-2029
Table 35: United States Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value (US$ Million), 2020-2029
Table 36: United States Social Commerce Contents by Live Streamers – Gross Merchandise Value (US$ Million), 2020-2029
Table 37: United States Social Commerce Contents by Gaming Streamers – Gross Merchandise Value (US$ Million), 2020-2029
Table 38: United States Social Commerce Contents by Reels – Gross Merchandise Value (US$ Million), 2020-2029
Table 39: United States Social Commerce Contents by Influencers – Gross Merchandise Value (US$ Million), 2020-2029
Table 40: United States Social Commerce Contents by Stories – Gross Merchandise Value (US$ Million), 2020-2029
Table 41: United States Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 42: United States Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 43: United States Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 44: United States Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029