According to eMarketer in 2021, US social commerce sales will rise by 35.8% to $36.62 billion. That’s only a slight deceleration in growth from social commerce’s blowout 2020, when sales surged by 38.9%, thanks mainly to the pandemic-driven boom in ecommerce and increased social media consumption.
Despite strong growth, the US’s social commerce market will be about one-tenth the size of China’s—$351.65 billion in 2021.
Our inaugural forecast shows that Facebook is the No. 1 social commerce platform in the US; we expect 22.3% of US internet users, or 56.1 million people ages 14 and older, will make at least one purchase on Facebook in 2021. Meanwhile, 12.9% of internet users, or 32.4 million people, will make a purchase on Instagram, compared with 5.6% of internet users, or 13.9 million people, on Pinterest.