TABLE OF
CONTENTS
1. What is Social Commerce?
2. Our Exclusive Survey
3. Social Media and Social Commerce
4. Livestream Shopping
5. Best Social Commerce Apps of 2023

30%

20%

10%

0%

TikTokYouTubeInstagram

Facebook

Twitte
r

Other

ROI

Market Size
75%

50%

25%

0%

< 150K

150-500K

500K1M

1-3M

3-5M

5M+

What you will learn
From our research on Social Commerce

From our exclusive surveys

1.

97% of Gen Zers turn to social media as their main
source of shopping inspiration.

6.

Facebook and Instagram Shops were top rated byresponders for social commerce experience, andFacebook Shop ranked #1 for checkout experience.

2.

eMarketer forecasted that US social commerce
sales would rise by 26.3% to $67.06 billion in 2023.

7.

Surveyed users ages 18-34 purchase via social
commerce for limited time offers whereas users
35+ are incentivised by free shipping,3.

China’s social commerce industry is projected toreach $442.64 billion in 2023, Yahoo Financereports.

8.

Apparel, beauty products, and home products
account for 60% of all social commerce purchases,
a 25% increase from our 2021 report.

4.

Insider Intelligence forecasts that the average U.S.
social buyer will spend $641 via social commercechannels in 2023.

9.

37% of responders report spending more than$100 USD on social commerce in the past year.

5.

The livestream e-commerce market will reachapproximately $50 billion by the end of 2023,
Coresight Research and Bambuser reported.

10.

A majority of responders from all age groups saythey need to see a product 1-2 times before
making the decision to purchase.

Exclusive quotes

Brendan Gahan
Partner & Chief Social
Officer at Mekanism

Adrienne Lahens
Global Head ofOperations at TikTok

Avi Gandhi
Founder + Content Creatorof Creator Logic

Alessandro Bogliari
CEO & Co-Founder
The Influencer
Marketing Factory
Adi Ronen
CEO & Co-Founder ofbuywithLynn Ma
Co-Founder ofFilterbaby

Jim Louderback
Editor and Publisher of Inside
the Creator Economy

Exclusive quotes

Ayomi Samaraweera
Founder of Canopy

Aaron DeBevoise
CEO & Founderof Spotter

Kaya Yurieff

James Creech
Co-Founder & Board
Member of Measure Studio

Meagan Loyst

Jacob Pace
CEO & Founderof PaceFounder & CEOof Gen Z VCs

Creator Economy Reporterat The Information

Brian Harwitt
Partner at CoVenture

Jasmine Enberg
eMarketer Principal Analyst
at Insider IntelligenceWhat isSocialCommerce?

BUYWhat is Social Commerce?
In the dynamic digital landscape, social commerce has redefined the way
products are bought and sold. This transformative concept enables directtransactions within social media platforms, eliminating the need for users tonavigate away from their preferred networks. With intuitive features like the"buy now" button and autofill payments, the process becomes seamlessly
accessible to diverse users.
ORDER NOW

-50$
-100$

-30$

Central to this evolution are "Super Apps," exemplified by China's
pioneering approach, integrating social interactions and commercial
transactions seamlessly. This integration not only simplifies thepurchasing journey but also immerses users in a socially driven
shopping experience, transcending geographical boundaries.
Furthermore, social media influencers play a pivotal role in thisparadigm, engaging in affiliate programs within in-app purchasing
features. Through their unique affiliate links, influencers not only earncommissions but also ignite viral trends, enhancing sales and fostering
genuine connections between brands and consumers, thus enriching
the overall social commerce experience.

The U.S. Market
eMarketer forecasted that US social commerce sales would
rise by 26.3% to $67.06 billion in 2023.
Growth of social commerce sales have steadily declined
since social commerce’s blowout between 2020 and 2021,
when sales surged by 46.5%, due to the pandemic-driven
boom in e-commerce and increased social media
consumption.
US social commerce sales are on track to surpass $82.82
billion in 2024, a mere fraction of the estimated $507.94
billion in China, according to GMA.

Social Commerce Stats
In 2023, Facebook leads as the top US social commerce platform, with an estimated 65.7 million users set to make purchases on
the platform. (Oberlo)
50% of internet users aged 16 to 24 prefer social media when searching brands over traditional web search. (Hootsuite)

The thriving social commerce industry in China is poised for significant growth, projected to increase by 11.4% annually, reaching
an impressive $442.64 billion in 2023. (Yahoo Finance)
In 2023, social commerce sales constitute 16.3% of China's total e-commerce retail sales, indicating a robust upward trend. In
contrast, the US stands at approximately 5%. (GMA)

97% of Gen Zers turn to social media as their main source of shopping inspiration. (Cymbio)
The average U.S. social buyer will spend approximately $641 via social commerce channels in 2023, a 23.8% increase in spending
from 2022. (Insider Intelligence)
There are approximately 107.6 million U.S. social commerce buyers in 2023. (Ecommerce Tips).

Alessandro Bogliari

CEO & Co-Founderof The Influencer Marketing FactorySocial commerce is set to significantly alter thelandscape of brand interaction with mobile users,
offering substantial enhancements in mobile
conversion rates alongside a decrease in cart
abandonment. This emerging field presents
lucrative opportunities not only for brands but also
for influencers, who are positioned to benefit fromdiverse income streams, including affiliate
marketing, and garner greater earnings from theirproprietary merchandise and services. Our research
reveals a robust interest in social commerce,
spurred by the advent of new features and tools onsocial media platforms. There's a sense ofeagerness and anticipation for its future
progression, and we are excited to see thetransformative effects social commerce will bring.

Influencers Lead the Way
According to the Influencer Marketing Hub's 2023 State of Influencer
Marketing report, "67% of those respondents who budget for influencer
marketing intend to increase their influencer marketing budget over the
next 12 months." Why is influencer marketing spending on the rise? The
Influencer Marketing Hub reported that 82% of respondents believe "thatthe quality of customers from influencer marketing campaigns is better
than other marketing types,” a 13.9% increase since our 2021 report.
Influencer marketing, bolstered by sophisticated algorithms on platforms
like TikTok and Instagram, tailors content to your specific interests, making it
an exceptionally proactive strategy for enhancing your business. With
influencers hailing from diverse global niches, their creative videos
consistently captivate audiences, offering a unique opportunity to engage
potential customers. By adeptly selecting influencers based on theirinnovative skills, you can harness the potential of social media marketing,crafting delightful videos and images that resonate deeply with your viewers.
This approach not only captures attention but also builds genuine
connections, elevating your brand presence in the digital landscape.

DOWNLOAD OUR CREATOR ECONOMY REPORT• What is The Creator Economy• Exclusive Survey• Social Media features

CLICK HERE

• Games, Newsletters and Podcasts• Platforms for creators• Creator Brands

Influencers are Driving
Social Commerce
In the rapidly evolving landscape of social commerce, influencers haveemerged as the driving force behind consumer engagement and brandsuccess. At The Influencer Marketing Factory, we understand thetransformative power of influencer marketing, particularly in the realmof social commerce. The impact of influencer-generated content is
unparalleled, reaching not only a broader audience but also fostering
genuine connections within communities of shoppers perfectly alignedwith our clients' target demographics.
According to Tomoson, businesses are earning $6.50 for every $1
invested in influencer marketing campaigns. Insights from Influencer
Intelligence affirm the growing importance of influencers in social
commerce, with 62% of global marketers recognizing social
commerce as the most popular objective for influencer marketing
campaigns in the coming year. By partnering with The Influencer
Marketing Factory, brands can leverage these insights and trends tocraft compelling influencer marketing strategies, enhancing their brandvisibility and driving meaningful engagement and conversions.

NEED INFLUENCERS?
GET IN TOUCH!

Brian Harwitt
Partner at CoVenture

Social commerce will continue to be a major driver for
digitally native brands, both for e-commerce companies, aswell as creators. E-commerce companies will look to offset
potentially tightening consumer spend by improving margins
and optimizing customer acquisition costs, meaning creator
campaigns will become increasingly ROI/ROAS focused – this
could benefit smaller creators that have more engaged
audiences and provide better value for brands.

Social commerce is an umbrella term for a range of different
social shopping experiences, but almost all share one key
characteristic: Purchases are driven by inspiration. Brands
and retailers that can harness the power of engaging,entertaining, and educational creative can stop the scroll
and convince users to click 'buy' from creator-generated,organic, or paid content.

Jasmine Enberg
eMarketer Principal Analyst
at Insider IntelligenceFuture trends are alreadya reality in China
Based on data from Statista, it is estimated that global sales throughsocial media platforms will reach $1.298 billion in 2023. The
enduring popularity of this trend is evident, with projections indicatinga substantial increase to nearly $3 trillion by 2026. These figures
underscore the significant and sustained impact of social media on
the global market landscape, especially that of China.
According to eMarketer's projections, China is anticipated toachieve $281.21 billion in livestreaming social commerce sales
in 2023, marking a remarkable 114% increase since 2021. This
substantial growth serves as a valuable example for US
marketers, showcasing the effectiveness of integrating live
streaming into social commerce strategies. Utilizing creatorsand influencers to enhance engagement and drive sales stands
as a proven method, drawing upon the successful practices
observed in the Chinese market.

Aaron DeBevoise
CEO & Founderof Spotter

The future of social commerce will be driven and directed bycontent creators. Creators already have highly engaged andloyal audiences on social platforms so the opportunity to provide
their audiences with the products and goods they are craving,on the platforms they are already spending time on, istremendous. Creators know the social landscape and theiraudiences better than anyone and with this background are in aunique position to provide the goods and products people want,where they want them.

The future of social commerce is in the hands of creators, whether they’releveraging their audiences on TikTok to sell via TikTok Shop or their
Amazon Storefront (moving millions of dollars in product) or creating an
owned storefront via a platform like Canal or Flagship... it’s more
important than ever for brands and corporations alike to partner withcreators, share economics, and get their products into the hands of theright customers. The economics of creativity are changing, moving morein favor of creators finally having multiple ways to monetize theiraudiences and share their favorite products/recommendations.

Meagan Loyst
Founder & CEOof Gen Z VCs

Instagram Flow of Purchase

Search product of interest
on Explore Page.

Tap View Shop.

View product for productinfo, recommended
items, reviews, and more.

Add product to cart.

Check out with Meta Pay
via PayPal, Shop Pay, or
personal card.

Adrienne Lahens
Global Head of Operations
at TikTok

Creators are the present and future of social commerce.
We've seen a continued investment into the creator economy,
and it's because brands are experiencing full funnel business
impact from their work with creators. From the beginning, we'vebeen empowering brands to trust creators and bring them into
every aspect of the creative process. There's such a diversity of
new ways to partner with creators and leverage their expertise.
Across the industry, there's been a shift from the "why" to the"how" of creator partnerships, and that's where I see social
commerce continuing to move.

Right now we distinguish commerce driven by content as social
commerce because the idea is new. That won’t be the case forlong. Eventually all commerce - from digital to physicalproducts, from e-commerce to retail, from global to local - will
be social content driven. Soon enough, all commerce will besocial commerce.

Avi Gandhi
Founder + Content Creator of Creator
Logic

TikTok Flow of Purchase

Search product of interest
on main search bar andview Shop Tab.

Select item of interest toview product info, videos,reviews, and more.

Tap Add to Cart or Buy
Now. Clip TikTok Shopcoupons if available.

Check out via Apple Pay,
debit or credit card, or
PayPal.

Evolution of Social
Commerce Post-COVID
The rate at which social commerce sales increase by the year has
steadily decreased since its peak during the COVID-19 online shopping
boom. Now that consumers have full access to in-store shopping,brands and platforms have approached their social commerce strategy
with innovative new features and limited-time offers to incentivize
continuing to shop on social media platforms.
For instance, TikTok Shop is currently subsidizing discounts of up to 50%
so that products are significantly cheaper and more appealing to new
consumers. TikTok previously hosted training sessions in late September
to review such subsidies and selling via the marketplace in preparation
for TikTok Shop’s 2023 Black Friday program, as confirmed by a TikTok
Spokesperson with Time. TikTok Shop’s holiday shopping program is set
to commence on October 27th and will wrap on November 30, 2023.

Why Brands Should
Consider Social Commerce
Reduces the risk of abandoned carts

Removes friction & quickens checkout

Augmented Reality experiences

Meet Gen-Z and Millennials where they are

Macro/Micro-Influencer affiliate programs

Personalized shopping experience

Live-streaming events & sales

Reliable data and feedback

Money Money Money

Personalized & limited-time discounts

Boost awareness for small businesses

Build a strong relationship with customers

Favorite Creator’sSocial Media
50%

Greatest Challenges
for Creators

40%

Our Exclusive
SocialCommerce
Survey

30%

20%

10%

0%

0%

5%

10%

15%

LEARN MOREWe ran a survey

Summary
32.2%

50%
40%
30%

48.3%

Methodology:

20%
10%

19.5%

0%

1 time1-2 times

3-5 times

5+ times

The survey data presented in this report was collectedfrom 1,000 users based in the US who submitted their
responses in October 2023. Our target audience was users
between 16 and 54+ years old.
Our goal was to understand their preferences when it
comes to social commerce usage, online shopping
behavior and preferences, livestream shopping approach
and, overall, if and how they shop on social media.

Which shopping option
do you favor?

Do you prefer social commerce
platforms or e-commerce platforms?
None of the 15.6%
options22%

33.6%
In-store
Shopping

48.8%
Both

Online17.6% Shopping

eCommerce
62.4% Platforms

SocialCommerce

Which shopping option do you favor?
In-store shopping

Online shopping

60%

Both

56.5%
49.1%

50%

45.1%

42.6%

47.1%
42.5%

40%
33.9%

33.7%
30.7%

30%
23.5%

24.2%

20%

26.6%

16.9%

17.2%
10.4%

10%

0%

18 - 24

25 - 34

35 - 44Age

45 - 54

54+

Have you purchased a productthrough social media (withoutleaving the app) in the past year?

Why haven't you purchased
something through social media?
I prefer buying from thebrand using their loyalty
program to accumulate
points and discounts

5.5% Other

12.5%

Yes
43.4%

I don't trust social media
when it comes topurchasing something

30.6%

There are not enoughincentives (e.g. notenough promo anddiscount codes or freeshipping)

9.4%

No
56.6%

I don't want to sharesensitive information(e.g. billing address,
credit card info)

22.9%

I don't know thesellers19.1%

Have you purchased a product through social media(without leaving the app) in the past year?
Yes

No

80%

76.4%
63.2%

60%

57.7%
51.3%

52.4%

48.7%

47.6%

42.3%
36.8%

40%

23.6%

20%

0%

18 - 24

25 - 34

35 - 44Age

45 - 54> 54

How often do you purchaseproducts/services onsocial media?
30%

19%

20%

15%
12.1%

10%

Which category of products do you
tend to purchase most frequently
through social media?

13.5%

13.2%

14.5%

25%
13.2%

20% 19.4%
9.3%

15%

13.5%

10%

5.2%

5%

5.2%

5%

6.2%

8.3%

6.2%
3.8%

6.2%
2.8% 2.8%

e
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O

Apparel, beauty products, and home
products account for 60% of allsocial commerce purchases, a 25%
increase from our 2021 report.

25.6%

Brendan Gahan
Partner / Chief Innovation
Officer at Mekanism

Social commerce is on the verge of mass adoption in the West.
Platforms, and TikTok in particular, are rolling out functionality
to support it. And, there’s a precedent for this. China is at the
bleeding edge of social commerce. It's estimated that livecommerce is on track to generate $562 billion in revenue thisyear alone. Is it a sure thing that Americans will adopt the same
behaviors? Not necessarily. But, why wouldn't it be successful
here in the US given the widespread popularity of QVC?

When Live commerce is combined with influencers marketing that's where the true magic happens - influencers bring their loyal
followers to the Live which makes it a social, fun and exciting
shoppitainment opportunity, helps the brand expand its audience,and magnifies the conversation. We are proud to serve many of ourcustomers worldwide with not only amazing technology, but alsowith a unique creator marketplace to help them find the perfect
hosts for their Live events.

Adi Ronen
CEO & Co-Founder of buywithHow much have you spent in the past
year in total through social
commerce?
$0-20
12.5%
$100+
35.6%
$20-5020.1%

When I buy things throughsocial media, it is because:

Limited time offers (e.g. 30% off, buy
1 get 1)20.47%To discover and save new products

20.08%

Convenience - I don’t have to fill my
info (billing address and payment)

17.21%

There is FREE Shipping

21.76%

Promoted by trusted influencer orcreator

16.62%

Other$50-100
31.8%

3.9%
0%

5%

10%

15%

20%

25%

When I buy things through social media, it is because:
Limited time offers (e.g. 30% off, buy 1 get 1)
To discover and save new products
Convenience - I don’t have to fill my info (billing address and payment)
There is FREE Shipping
Promoted by trusted influencer/creator
Other
30%
26.9%
25.5%

25%

24.2%

23.5%

20.3%

19.5%

20%

20.3%

20.2%

19.9%

18.8%

18.4%

21.5%

21.4%

21.1%

19.5%

19.2% 19.2%

19.2%
17.9%

19.5%

17.7%

16.6%

15%

14.8%
13.1%

10%

10%

5%
1.6%

0%

4%

3.9%

18 24

1.6%

0.7%

25 34

35 - 44Age

45 - 54

54+

On average, how many times do you see a product onsocial media before making the decision to purchase?
1 time1-2 times

3-5 times

5+ times

50%
45.7%

40%

37.7%

45.5%

43.8%

36.1%
33.3%

43.1%

34.9%

32.9%

30%

20%

27.8%

18.1%

16.4%
13.2%
9.8%

10%

0%

18 - 24

12.4%

10.9%

10.6%

9%

7.8%

25 - 34

35 - 44Age

11%

45 - 54

54+

1st

2nd

1st

2nd

Facebook

Instagram

Facebook

Instagram

3rd

4th

3rd

4th

TikTokPinterest

TikTokPinterest

The findings indicate that Facebook led the way, followedby Instagram, TikTok, and then Pinterest in terms ofsocial commerce experience, encompassing productdiscovery and the overall purchasing flow.

The rankings reveal that, in terms of the social
commerce checkout experience (purchasing the
product), Facebook claimed the top spot, closely
followed by Instagram, TikTok, and Pinterest.

On a scale from 1 to 5 how
important are product reviews
on social media listing?

Are you planning to purchase atleast 1 item on social media for the2023 holidays?

40%

40%

30%
25.6%

No
45.3%

19.9%

20%

Yes
54.7%
10%

0%

7.3%

7.2%

1

2

3

4

5

Favorite Creator’sSocial MediaGreatest Challenges

Do you plan to sellfor Creators
products/services
in the future?

Our Creator
SocialCommerce
SurveyWhy are you not
selling products/services on social
media?

DOWNLOAD

We ran a survey

Summary
32.2%

50%
40%
30%

48.3%

Methodology:

20%
10%

19.5%

0%

1 time1-2 times

3-5 times

5+ times

The survey data presented in this report was collected from500 content creators based in the US who submitted their
responses in October 2023.
The data we are presenting was obtained frominfluencers.club and pertains to U.S.-based content creators
on TikTok, YouTube, and Instagram with an average of 186k
followers, with 90% falling in the age range of 18–44.
Our goal was to understand their preferences when it comesto social commerce usage, online shopping behavior andpreferences, livestream shopping approach, and, overall, if
and how content creators sell on social media.

influencers.clubDo you actively sell products/services via social commerce?
Yes
25.8%

Yes

100%

No
85.71%

84.09%

80%

73.95%

69.7%
59.8%

60%
40.2%

40%

30.3%

26.05%

20%

No
74.2%

0%

15.9%

13 - 24

14.29%

25 - 34

35 - 44

Age*Data powered by influencers.club

45 - 54> 54

Do you plan to sell
products/services in the future?

Why are you not selling
products/services on social media?
No storage

4.8% space
No
25.3%

Early stage andprefer to wait

Lack of knowledge
about social
commerce andaffiliate programs

24.1%

43.3%

Yes
74.7%
Lack of time

27.8%
*Data powered by influencers.clubLynn Ma
Co-Founder of Filterbaby

I believe TikTok's algorithms are actively boosting the visibility ofaccounts that show the shop feature, boosting those accounts
impact on reach and engagement. Secondly, they have data on
can viewers with a strong purchase inclination and track recordof shopping on the platform, and I believe they showcase Shop
videos to a highly receptive audience. The results have been
impressive. In app purchasing also streamlines the buying
process, making it easy and less barriers for consumers to makepurchases without ever leaving the platform.

Data – or the lack thereof is the biggest thing no one talks about
in the social commerce space. One of the biggest opportunities
going forward will be helping retail and brands figure out WHO
converts, what they convert on, and how profitable theircommunity actually is. Expect everyone to get into thecommerce game – but weeding out the real performers fromthe wannabees won’t be easy.

Jim Louderback
Editor and Publisher of Inside theCreator EconomyDo you plan to sell products/services in the future?
Yes

No

100%
83.3%

78.6%

80% 76.6%

69.6%

65.6%

60%

40%

34.4%
23.4%

20%

0%

30.4%

21.4%

18 - 24
25 - 34*Data powered by influencers.club

16.67%

35 - 44Age

45 - 55+

55+

How much did you earn in the past year
thanks to social commerce via affiliate
programs (Not a fixed brand deal)?*$5000-10000
3.7%$10000+23.4%

What platform have you found to be
most effective for selling
products/services?
Instagram$0-100
8.4%

Pinterest
1.6%

22.5%

YouTube25.5%$500-1000
13.1%

TikTok
18.6%$1000-5000
28%$100-500
23.4%*Data powered by influencers.club

Facebook
7.8%

Other
24%

Will you increase the investment in social
commerce in the future?
No, I plan to reduce the time I spend on social
commerce activities in the future

4.6%

No, I plan to maintain the same level of time
investment in social commerce as
I do now

10%

Yes, I might allocate more time to social
commerce, but it won't be a significant
increase

24.6%

Yes, I plan to significantly increase the time I
spend on social commerce in the future

60.8%

0%

25%

50%

75%

h

lt

ea

H

er

5%

th

6.9%

O

en
t

m

s

Cr
af
t
in

ta

d

an

ts

4.1%

En
te
r

ts

15%

Ar

or

ec

D

e

di
s

6.5%

Pr
od
uc

d

an
al

it

ig

om
e

an

4.1%

d

g

3.4%

Fo
o

in

am

G

h

Te
c

on

hi

s

im
al

Fa
s

An

5%

D

d

an

ar
e

re

5.9%

M
er
ch

s

lC

ca

Sk
in

so
na

d

10%

H

an

Pe
r

Pe
t

d

an

ty

Be
au

What types of products are you selling?

20%

17.1%

12.8%

11.2%
8.7%
8.1%

6.2%

0%

Our full survey
Infographics

SOCIAL COMMERCE IN 2024
WHAT 1.000+ AMERICAN RESPONDENTS
THINK ABOUT SOCIAL COMMERCE

What isSocial Commerce?
Social commerce is a subset of ecommerce, where social media
platforms are used to promote andsell products or services directly. It
combines online shopping with social
networking, leveraging user
recommendations, reviews, and social
interactions to drive sales andenhance the shopping experience.

Have you purchased a product through social media(without leaving the app) in the past year? (by age)
Yes

Our agency surveyed 1.000+ American responders in October
2023 to know more about their experience with online shopping

No

80%
76.5%

60%

63.2%

57.7%

62.4%

51.3%

40%

Candy Pink
Suede
Pumps

$14
5

52.4%

48.7%

47.6%

42.3%

of consumers prefere-commerce platforms(e.g., Amazon)

36.8%

20%

23.6%

0%

48.8%

Hydrating Face

$270 Serumof consumers prefer bothonline and offline shopping.

Which shopping option
do you favor?

Check it out

How often do you purchaseproducts/services on social media?
Do you prefer social commerce
platforms or e-commerce platforms?

20%
19%

15%
22%
33.6%

48.8%

14.5%
13.2% 13.2%

13.5%

10% 12.1%

9.3%

62.4%

15.6%

5%

17.6%

5.2%

0%
In-store shopping

Social commerce platforms

Online shopping

eCommerce platforms

Both

None of the above

Which category of products do you tend topurchase most frequently through social media?

Have you purchased a productthrough social media (withoutleaving the app) in the past year?

30%
25%

No

25.6%

20%

Yes

15%

40%

19.4%

10%
56.6%

43.4%

13.5%

5%

Why haven't you purchased
something throughsocial media?
I don't trust social media when it comes topurchase something
I don't know the sellers

5.2%

5.5%

12.5%

I don't want to share sensitive information(e.g. billing address, credit card info)
There are not enough incentives (e.g. not enoughpromo and discount codes or free shipping)
I prefer buying from the brand using their loyalty
program to accumulate points and discounts
Other

8.3%

0%

6.2%

3.8%

9.4%

19.1%

2.8%

Limited time offers (e.g. 30% off,buy 1 get 1)

20.47%To discover and save new products

20.08%

Convenience - I don’t have to fill my
info (billing address and payment)$ 20-50
20.1%$ 100+
35.6%

30%

Other

19.9%

7.3%

37.7%

45.5%

43.8%

43.1%

36.1%
33.3%

Download at: XYZ
18.1%

16.4%

45.3%

of consumers buy things through social media
because of limited-time offers

13.2%
9.8%

10.9%
7.8%

12.4%

10.6%

Are you planning to purchase atleast 1 item on social media forthe 2023 holidays?
-500$
-100$
-300$

Diamond Bridal Set$2.700No
Yes

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45.3%

34.9%

32.9%

7.2%

10%

5%

On average, how many times do you see a product on15%social
20%
media before making the decision to purchase? (by age)

$ 50-100
31.8%

10%

0%

3.9%

45.7%

25.6%

20%

16.62%

0%$ 0-2012.5%

40%21.76%

Promoted by trusted influencer
or creator

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40%

17.21%

There is FREE Shipping

How much have you spent in the past year
in total through social commerce?

On a scale from 1 to 5 how
important are product reviews
on social media listing?

6.2%
2.8%

When I buy things through social
media, it is because:

30.6%

22.9%

6.2%

of users consider product reviews onsocial media to be extremely important

9.1%

27.8%

54.5%

Add to Card

Candy Pink Suede
Pumps

$145

Social Mediaand Social
Commerce
OrdersHydrating Face Serum$270+35k 12%In the last monthFacebook

Facebook’s popularity in private selling via
Facebook Marketplace has r﻿esulted in an
expansion of more B2C e-Commerce solutions.

Facebook Shops: An online storefront on Facebook Pages,
which allows businesses to display products, tag them in posts,
and process transactions directly, visible via the "Shops" tab.
Collections: Businesses may customize their storefronts byorganizing products into collections from which they run sales
and create unique shopping experiences for customers.
Shoppable Content: Brands and influencers can tag productsin Facebook posts.
Facebook Marketplace: Discover, buy, and sell items locallywith ease.
Partner Platforms: Businesses selling on platforms like
Shopify or BigCommerce may create their Shop by importingand syncing their products.
Shop Pay by Shopify: Shops set up with check out willautomatically activate Shop Pay by Shopify, which may beturned off at any time buy businesses.

Instagram
Instagram Shop Tab discontinued 2023: Removed to
streamline sharing and connections. In-the-moment shopping
still available across feed, Reels, Stories, Explore, and ads.
Shoppable Content: Businesses and influencers can tag
products in their posts, and through "Instagram Checkout,"
users can purchase items directly on the platform without
exiting the app.
Instagram Reel Shopping: Users viewing a Reel with producttags can tap "View Products" to purchase, save, or get more
information about the tagged product.
Product Stickers: Businesses can promote products,
collections, or their storefront by adding Product Stickers to
Instagram Stories.
Feature UGC for Your Shop: Brands may request to use UGC
posts from public creators tagging their business to be
displayed via the product page and the brand’s storefront.

James Creech

The most successful examples of social commerce in the Westare those that cater to a specific fandom and focus on
producing great content, e.g. NTWRK and Whatnot. Expect the
popularity of social commerce to continue to grow in thenext few years as more and more creator-led brand emerge
and social platforms continue to build out tools andinfrastructure to support this space.

Co-Founder & Board
Member of Measure Studio
Plenty of people buy things they’ve seen on social media. But many of
those transactions are happening outside of social apps, like by visitinga retailer’s website or offline. TikTok has been stepping up efforts topush its new shopping features, but they could risk alienating users by
inundating them with shopping content, when many are there forentertainment. A few elements are at play, including trusting social
networks with sensitive information such as payment data, andmaking the experience of shopping on social as good as on a retailer’s
website, such as being able to see sizing, reviews and otherinformation in one place.

Kaya Yurieff
Creator Economy Reporterat The Information

TikTok
TikTok Shop: Offers a personalized and integrated commerce
solution connecting sellers with creators and communities.
TikTok Shop Affiliate Programs: Connect with creators fit foryour brand, monitor how well creators sell your products, andpay experienced influencers commission automatically.
Shop Plan: Simply set a flat-rate commission for all products.
Open Plan: Create a special plan open to all creators forunique products.
Targeted Plan: Invite hand-selected creators to promoteparticular products with specialized rates.
Fulfilled by TikTok Shop: Seamless integration with TikTok Shop
Seller Center which manages storing, picking, packing, andshipping goods for merchants.
Shop Ads: Offers sellers more opportunities to promote their
shops and direct in-app purchasing.
Secure Checkout: TikTok collaborates with trusted third-party
payment platforms for secure transactions on TikTok Shop.

Pinterest
Shop from Search: Users may search for unique styles, top
brands, and well-priced products via the Shop tab.
Shopping List: Users may save all shoppable items to a single
board which provides price-drop notifications.
Shop with Lens: With the snap of a photo, users may search
products of interest on the go using the Pinterest searchcamera.
Shop from Pins: Whether a Pin of interest directly tags aproduct, users may shop related collections, looks, and moretagged below listings.
Try-On Product Pins: AR tech allows users to virtually try on
products discovered through Pinterest Lens, accessible also via
the search bar or certain Product Pins with Try-On enabled.
Shop from Boards: Users can find a dedicated Shop section on
their Pinterest boards, showcasing in-stock product suggestions
inspired by their saved content.
Shopping Spotlights: Expert-selected, trending content toinspire Pinners to shop and discover new brands.

Jacob PaceThe Shadow Work journal by Zenfulnote has been an amazingcase study to watch on TikTok Shop. To date, the product has
sold almost half a million units on the platform. I think this isdue to the idea of the product itself, being a new-age selfreflection journal, as well as its natural ability to invite organic
content using the product since customers of the book aresharing their answers on TikTok with a link to the product.

CEO & Founder of Pace

Creators are the future of retail, which is why we've seen asignificant shift in how how brands interact with creators, andhow creators interact with their audience on the major
platforms. With platforms like TikTok making big bets on social
commerce, to the extent that the "Friends" feed on TikTok has
been replaced by a "TikTok Shop" feed, it is a really exciting time
for creators to explore this monetization pathway anddiversify their income - which remains a key priority for mid-tiercreators who are trying to build a sustainable career.

Ayomi Samaraweera
Founder at Canopy

YouTube
Shoppable Videos: Users may click the Shopping bag icon tobuy or learn more about featured products in videos.
Shoppable Shorts: Tagged products will be shown in a productshelf at the bottom of Shorts which display pricing and productdetails. Users may tap to learn more or purchase featured items.
Store Description Links: Access product previews directly on
YouTube via URL store links in video descriptions.
Channel Store: View all products sold by creators via their Storetab located on the channel homepage.
YouTube Shopping Affiliate Program: Participating brands andretailers set commission rates and attribution windows per
individual product which only U.S. creators may tag in their
videos and collect earnings via Adsense account.
Third-Party Integrations: Set up your channel‘s store outside ofYouTube on mobile or the web using platforms such as Shopify,
Spring, or Spreadshop.

Snapchat
Catalog Powered Shopping Lenses: Brands may add up to 20
clothing SKUs for users to “try-on” with a single lens, creating amore personalized shopping experience at scale.
3D AR Assets: Take the guesswork out of shopping on Snap
using 3D assets to “try-on” and view products in your current
space.
Public Profiles: Brands with public profiles may host nativesocial commerce shops which can be utilized as virtual try-on
stores on native stores and checkout.
ARES discontinued 2023: Snap announced the shutdown of its
AR Enterprise business after 6 months due to not enoughinvestment in web-based AR, competition with generative AI,
and a necessary redirection of resources toward its core
advertising business.
Snap will continue to Support CameraKit, Sponsored AR
Advertising, and other core AR tools in the long run.

USE CODE IMF30

Livestream
Shopping

DOWNLOAD OUR LIVESTREAM SHOPPING REPORTINCLUDES
What is Livestream Shopping?
The Chinese Market
Livestream Shopping Survey
Social Media and Livestream
Shopping Platforms

CLICK HERE

Growth and Benefits ofLivestream Shopping
Livestream shopping has become the perfect hub for brands and creators toconnect with new audiences and interesting consumers. Creators may host
lives on various platforms such as Amazon or TikTok to share all about theirlatest favorite products, voice their user testimonies, and give productrecommendations relevant to their niche of content. Brands may utilize live
shopping events on their primary channels to give more expert solutions andrecommendations as well as trouble-shoot fulfillment issues, answer
questions related to products, and inform consumers about current deals.
According to a recent report from Coresight Research and Bambuser, thelivestream e-commerce market will reach approximately $50 billion by
the end of 2023, nearly triple its size in 2021. Coresight Research andBambuser projects that the livestream e-commerce market will surpass$67.8 billion in 2026 which will account for more than 5% of all e-commerce
sales. As influencers and businesses big and small fine-tune theirlivestreaming business models, profit-sharing and identifying key strategies
are repeatedly at the tops of conversations.

Amazon LiveEntertain and Inspire: Grab attention with lively videos featuring
real people, telling stories about your brand and products.
Inform and Educate: Educate viewers through live product demos,
showcasing features, and benefits to assist informed buying
decisions.
Connect and Engage: Interact with shoppers in real time using
Live's chat feature and keep them connected through the 'Follow'
option on Amazon, allowing followers to receive reminders whenever
you go live.
Amazon Hosts: Brands can join Amazon's curated live shows,featuring special themes, realistic demonstrations, and authentic
testimonials aimed at educating shoppers about products available
in Amazon's store.
Amazon Influencers: Brands can sponsor influencer livestreams
created by top influencers through the Amazon Live Creator app.
Self-Service Brand Hosts: Brands can livestream directly to Amazon
from their iOS device using the Amazon Live Creator app,maintaining full control over the content.

TikTok Live
Live Shopping Ads: Brands can help users discover and watch
their live videos and browse featured products, brining more traffic
to their TikTok Shop and profile.
Live Shopping: Promote and sell your products while you actively
engage with your audience in real time.
Shop Live Products: Users may access a list of all featured
products featured in a livestream to shop or browse at any time bytapping the Orange Cart button.
Showcasing different products? Change product links in realtime.
Livestream hosts may tag and untag featured products in realtime to highlight products showcased on screen, limited-time
price drops, and more.
Many livestream creators take advantage of this feature to
instill a sense of urgency in viewers to tap to view product info
and save for a later purchase.

Pinterest TV

In 2022, Pinterest hosted a “Shop the Holidays”
program with 10 hours of daily programming
between November 15-18th in the U.S. and Canada.

Fresh, live inspiration: Users may discover fresh inspiration via
live content from diverse Pinterest creators across various niches.
Inspiration for your life: Pinterest TV shares new live shoppingshows every weekday focused on different lifestyle categories
including food, home, fashion, and beauty.
Watch live, revisit later: Users may tune in during livestreams tochat with creators and tap into exclusive deals with selectPinterest TV recordings available after they air.
Pinterest recommends users tap “Remind Me” on theirfavorite creators and brands’ profiles so they never miss a live
event.
Shop anytime: New Shoppable Boards will be released following
every Pinterest TV shopping stream showcasing featured
products to streamline the shopping and browsing experience forusers.
Shopping Toolbox: Live hosts have access to a variety of rools
including a product drawer with product details, price drops,
stock quantity, and a limited-time-offer module to offer discounts.

YouTube Live

89% of viewers agree that YouTube creators givetrustworthy product recommendations.

Host live shopping streams by encoder or your mobile device.
When on mobile, YouTube recommends to have a laptop or
desktop device handy to manage product tagging and live chatduring your stream.
Set up your live shopping stream in advance to give users space tochat and generate excitement as the countdown closes.
Be sure to have your store connected to your channel and all of
your products to be shared approved. YouTube notes that productapproval may take up to 5 business days.
By clicking “Shop for products in this live stream,” livestream
viewers may open the list of featured products in your live andshop without leaving YouTube.
Viewers may shop for featured products even when they have live
chat closed by accessing the product section of top of the watch
feed.
YouTube recommends shopping livestreams between 30 min - 1
hour.
Have a script ready with all your products numbered and in order.

Methods to Engage
with Viewers on Live
Chat Functions: Users can chat amongst each other, express their opinions
and questions via chat functions in a live stream
Viewership: Often associated with high user or customer interest, the moreviewers the more customers and in turn more satisfaction
Followership: Users can show their loyalty or interest in a streamer throughfollowing their channel, which will alert them when they next go live
Channel Subscriptions: Users can show their loyalty and satisfaction toa streamer by paying a monthly/annual subscription, which also
benefits a user by receiving additional content
Monetary Donations: Users are able to send monetary gifts or
donations to their streamers

Download our Livestream
Shopping ReportLivestream Shopping
Revolutionized in China
According to data from Statista, more than 526 million people used livecommerce In China, which accounts for approximately 48.8% of totalinternet users in the country. More than $500 billion in goods were soldduring 2022 via Chinese livestreaming apps such as Douyin according toTencent. The abundant use and favorability of live shopping in China comes as
no surprise considering the regions revolution of such social commerce features.
According to GMA, Chinese internet users are much more tech-oriented
compared to social media users in the West. In China, online users are in searchof all-in-one platforms due to their convenience. Western social platforms aremuch more segmented by content style and level of privacy, but many top
platforms are shifting to a Chinese approach, such as TikTok’s social commerce
push to better resemble Douyin.
What makes Chinese super-apps which feature livestream shopping stand out
from the biggest U.S. platforms are their group buying deals, QVC-style productlivestreams, and a combination of cross-brand and cross-category businessmodels. Furthermore, Chinese audiences are much more invested in livestream
viewership and make use of chat features and tune in for several hours on end.
ORDER NOWBest Social
Commerce
Apps of 2023

Top U.S. Social Commerce Apps

LTK

Shop App

BuyWithLTK is a social commerce platform
which drives more than $4.1 billion
annually in brand sales by uniting
brands, creators, and shoppers via
the power of original content.

The Shop App is an all-in-one hub
for discovering new products andtracking your online orders from
integrated platforms such as
Facebook or TikTok Shop.

BuyWith is one of the leading
livestream shopping platforms
with up 8-times the industry
average sales conversion rate and
67% livestream user engagement.

Top U.S. Social Commerce Apps

Flip.shop

NTWRK

Whatnot

Flip is a platform where genuine
conversations about brands andproducts meet hassle-free
shopping, rewarding engagement,
and excellent customer support.

NTWRK is the top platform for
exclusive sneakers, apparel,collectibles, and more, with live
auctions, curated collections, anddaily livestreams.

Whatnot is a dynamic social
marketplace offering live video
shopping shows, card breaks, andevents where collectors candiscover a wide range of products.

Top Chinese Social Commerce Apps

Xiaohongshu

Douyin

WeChatXiaohonshu aka Little Red Book is
China’s most-trusted social
commerce platform regarding
reviews and recommendations
according to GMA.

Douyin, TikTok’s Chinese sister
app, successfully integrates
shoppable video content as the
top short-form video platform in
China.

WeChat, developed by Tencent,hosts more than 1.3 billion active
monthly users with miniprograms, in-app shops, andWeChat Pay.

WeChat Mini-Programs
are Mega Useful
WeChat is taking the world of social commerce by storm by enabling businesses toestablish specially-tailored and branded in-app experiences with customizable
WeChat Mini-Programs. Mini-Programs may be integrated by brands into Channels
and micro-blog-style official WeChat accounts to provide Chinese users with a morecohesive, smooth experience.
WeChat Mini-Programs may be leveraged by brands in a variety of different way totruly maximize the user experience for all:Showcasing products
Offering exclusive deals
Streamlining purchasing
Users may access Mini-Programs from their favorite brands by searching via WeChat,scanning QR code invites, or receiving status updates on Mini-Programs via chats.
Chozan notes that creating Mini-Programs on WeChat is a cost-effective strategy forbrands, providing them with the opportunity to test market viability without a large
initial investment and reconsider their approach based on user feedback.

Buy Now, Pay Later
Buy Now, Pay Later services have become a staple in the e-commerce
experience for primarily Gen-Z and Millennial users due to the appeal of
splitting large payments without paying interest. NerdWallet highlights
the seven top Buy Now, Pay Later apps of 2023 to be the following:
1. Affirm
2. Afterpay
3. Apple Pay Later
4. Klarna
5. PayPal
6. Sezzle
7. ZipAccording to eMarketer, approximately 46.5% of Gen-Z users
will use Buy Now, Pay later services in 2023 when shopping
online whereas 40.6% of Millennials say the same. Adobe
predicts that a record number of consumers during the 2023
holiday season will opt for Buy Now, Pay Later services resultingin $17 billion in sales. Moreover, Adobe predicts more than 51.2%
of online sales during the holidays this year will take place onmobile devices, including social commerce platforms.

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Resources
https://theinfluencermarketingfactory.com/social-commerce/
https://www.insiderintelligence.com/insights/social-commerce-brand-trends-marketing-strategies/
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https://www.oberlo.com/statistics/top-social-commerce-platforms#:~:text=According%20to%20a%20recent%20analysis,of%20the%20US%20adult%20population
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https://www.statista.com/statistics/1231944/social-commerce-global-market-size/
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https://time.com/6314923/tiktok-holiday-discounts-amazon-price-war/
https://www.retaildive.com/news/us-livestream-commerce-expected-to-surpass-31b-in-2023-report/644319/
https://www.cnbc.com/2023/06/09/livestream-shopping-booms-as-small-businesses-hit-social-media-.html
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https://company.shopltk.com/en/company
https://www.buywith.com/?kw=buywith&cpn=18810804883&gclid=Cj0KCQjw1aOpBhCOARIsACXYv-djtX46VhBRx-diFsRus9QKs-qVAph4NRZet7cZGRCrXCYsSvdGmQaAn5HEALw_wcB#about&utm_term=buywith&utm_campaign=Brand+US%26UK&utm_source=adwords&utm_medium=ppc&hsa_acc=4389493047&hsa_cam=18810804883&hsa_grp=
144262301898&hsa_ad=634053803507&hsa_src=g&hsa_tgt=kwd-1201558029970&hsa_kw=buywith&hsa_mt=p&hsa_net=adwords&hsa_ver=3
https://chozan.co/blog/wechat-mini-programs/
https://marketingtochina.com/social-commerce-in-china/#:~:text=China's%20social%20commerce%20market%20is,of%20social%20commerce%20in%20China.
https://new.qq.com/rain/a/20221214A039HC00
https://www.cym.bio/blog/what-gen-zs-impact-on-social-commerce-means-for-your-brand/#:~:text=97%25%20of%20Gen%20Zers%20turn,comes%20to%20discovering%20new%20products