Social Commerce Market Size, Share & Trends Report

Social Commerce Market Size, Share & Trends Analysis Report By Business Model (B2C, B2B, C2C), By Product Type (Apparel, Personal & Beauty Care, Accessories, Home Products), By Region, And Segment Forecasts, 2021 - 2028

  • Published Date: Jan, 2021
  • Base Year for Estimate: 2020
  • Report ID: GVR-4-68039-318-0
  • Format: Electronic (PDF)
  • Historical Data: 2017 - 2019
  • Number of Pages: 101

Report Overview

The global social commerce market size was valued at USD 474.8 billion in 2020. It is expected to expand at a compound annual growth rate (CAGR) of 28.4% from 2021 to 2028. Social commerce involves the usage of social networking websites for selling and promoting products and services. It refers to a shopping experience through social media platforms. The demand for social commerce is anticipated to gain momentum owing to convenience in shopping, increased smartphone, and social media penetration are a few factors contributing towards market growth. Several e-commerce vendors advertise their products on social media platforms to reach out to a larger customer base. Social media platforms help these e-commerce firms target new customers through posts related to products. As users share these posts, it helps them reach new customers. Therefore, social commerce is slowly gaining traction, a trend expected to continue over the forecast period.

Asia Pacific social commerce market size, by business model, 2017 - 2028 (USD Billion)

A high number of social media users in the region is anticipated to favor market growth. Due to an increasing number of social media users, retailers in the Asia Pacific are using social media platforms such as Facebook, Instagram, Twitter to market their products. Although the social commerce market growth looks promising, concerns related to consumer data privacy will pose a challenge to industry growth. Retailers in this space are leveraging technologies such as AI, big data, blockchain to improve the customer buying experience, and will play a pivotal role in uplifting industry growth. However, these technologies are evolving with use cases still being explored in the social commerce space. Therefore, privacy issues and incidences of cyber-attacks may hinder market growth to a certain extent.

Technological changes advanced by artificial intelligence, online platforms, big data, virtual reality, blockchain technology, and virtual assistants are transforming the way social media users shop online. The perplexities of privacy issues have increased owing to these changes. Social media users are concerned about unauthorized access to their data as many of the social media sites are not safeguarded against the threat of cyber-attacks. Security concerns are short-term as vendors/retailers are collaborating with third-party payment processors to offer a more secure payment environment to the consumers/buyers. Therefore, long-term issues concerning data privacy will be under control and create opportunities for market growth.

The outbreak of the COVID-19 pandemic led numerous countries to impose strict lockdown measures. The market experienced a slight slump in the year 2020 due to the pandemic. The first half of 2020 was under partial and then complete shut-down worldwide. As a result, of this shutdown, several manufacturing plants and supply chain operations came to a sudden halt, due to which the market witnessed a slight dip, particularly in Q2 2020. Although companies have resumed operations, the market is expected to register moderate sales throughout the year. The market began to rebound around Q4 2020, a trend expected to continue through 2021.

Business Model Insights

The B2C segment held the largest market share of 53.0% in 2020. Social commerce platforms allow customers to seamlessly view, choose, and order a product while comparing the same basis reviews posted by other users. Further, since there is no involvement of a middleman in the business to consumer model, customers can get the products at a low price, thereby allowing businesses to spend on promotional campaigns and order fulfillment.   

B2B segment captured a market share of 35% in 2020. This type of social commerce website is used by other businesses or companies as a platform to sell products or services to another company. For example, TripAdvisor serves its hotel partners through their Twitter account. B2B businesses also focus on niche markets (for example, selling dog food to a pet store) and fulfill the specific needs of clients. Growing digitization across various industries and changing business trends towards social media platforms is expected to bolster the social commerce market growth.

Product Type Insights

The apparel segment held the largest market share of 21.69% of the overall social commerce revenue in 2020. Apparels are one of the most popular selling products on social media platforms. The number of vendors selling apparel is the largest in the market. During the time of strict lockdown due to the COVID-19 pandemic, shoppers were spending more time online and explored new social commerce shopping platforms. In addition to this, many platforms were offering discounts, free delivery, and exchange offers to attract customers during the time of lockdown. This has resulted in growth in the sales of the apparel segment. 

Global social commerce market share, by product type, 2020 (%)

The personal and beauty care segment is expected to register a CAGR exceeding 34% from 2020 to 2028. Users prefer buying these products online as they do not need to touch the products, and they get to know what they are getting every time they buy it.

Regional Insights

Asia Pacific accounted for the largest revenue share of 68.47% in 2020. Factors driving regional market growth include rising investments in the telecommunication infrastructure, growing demand for smartphones, and the widespread reach of social media websites such as Facebook, Twitter, and Instagram. The growing number of smartphones as well as social media users in countries such as China and India are largely favoring the regional market growth.

The North American market held a substantial share of the global market demand in 2020. North America has one of the highest rates of internet penetration in the world. In addition to this, there has been a sharp increase in time spent on social media by the users in 2020 due to the COVID-19 pandemic, subsequently creating market growth opportunities.

Key Companies & Market Share Insights

A few key market players include Etsy, Inc.; Facebook; Pinterest; Taobao (; and Twitter, Inc., among others. The market is characterized by intense competition among the key market players that have a global presence. In a bid to sustain profitability and beat competition, vendors opt for M&As to improve their capabilities in terms of supply chain reach, product offerings, and payment solutions. For instance, in November 2020, Facebook announced that it had signed an agreement to acquire Kustomer, which specializes in chatbots and customer-service platforms, as a part of an effort to help companies use Facebook to conduct business.

Companies also focus on launching new features on their social commerce platforms. For instance, Alibaba launched the live streaming service, Alibaba Live in 2018. With the help of this service, online retailers could market their products on Alibaba’s social commerce platform. Some prominent players in this social commerce market include:

  • Etsy, Inc.

  • Fab

  • Facebook

  • PayPal Payments Private Limited

  • Pinterest;

  • Poshmark, Inc.

  • Reddit Inc.

  • SINA Corp.

  • Taobao (

  • Twitter, Inc.

Social Commerce Market Report Scope

Report Attribute


Market size value in 2021

USD 584.9 billion

Revenue forecast in 2028

USD 3,369.8 billion

Revenue Growth Rate

CAGR of 28.4% from 2021 to 2028

Base year for estimation


Historic Data

2017 - 2019

Forecast period

2021 - 2028

Quantitative units

Revenue in USD Billion and CAGR from 2021 to 2028

Report coverage

Revenue forecast, company share, competitive landscape, growth factors, and trends

Segments covered

Business model, product type, region

Regional scope

North America; Europe; Asia Pacific; Latin America; MEA

Country scope

U.S.; Canada; U.K.; Germany; France; China; India; Japan; Brazil; Mexico

Key Companies Profiled

Etsy, Inc.; Fab; Facebook; PayPal Payments Private Limited; Pinterest; Poshmark, Inc.; Reddit Inc.; SINA Corp.; Taobao (; Twitter, Inc.

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Free report customization (equivalent to up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

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Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends from 2017 to 2028 in each of the sub-segments. For this study, Grand View Research has segmented the global social commerce market report based on the business model, product type, and region:

  • Business Model Outlook (Revenue, USD Billion, 2017 - 2028)

    • Business to Consumer (B2C)

    • Business to Business (B2B)

    • Consumer to Consumer (C2C)

  • Product Type Outlook (Revenue, USD Billion, 2017 - 2028)

    • Personal & Beauty Care

    • Apparel

    • Accessories

    • Home Products

    • Health Supplements

    • Food & Beverage

    • Others

  • Regional Outlook (Revenue, USD Billion, 2017 - 2028)

    • North America

      • U.S.

      • Canada

    • Europe

      • U.K.

      • Germany

      • France

    • Asia Pacific

      • China

      • India

      • Japan

    • Latin America

      • Brazil

      • Mexico

    • Middle East & Africa

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