Social commerce is becoming more popular, with Facebook being the most popular

Social commerce is one of the biggest trends in social media in 2021. All major platforms have pushed social commerce to the forefront of their business strategies, launching new features to make purchasing easier for consumers .

Many businesses are leaning towards social commerce.   Social   According to a February 2021 survey of 250 U.S. marketers , 85% of large companies, 84% of midsize companies, and 57% of small companies already sell on social commerce platforms.

Among consumers, social commerce usage is approaching mass adoption: The 2021 U.S. Digital Trust Survey shows that about half (48%) of U.S. social media users have purchased something through a social media platform within the past year .

More than half of social media-driven purchases occur outside of social platforms.   Insights stands for Insider   In an October 2021 study by Bloomberg Intelligence, 56% of U.S. social commerce buyers who made a purchase via social media in the past month made their purchase by clicking a link from a retailer’s product page, while 44% purchased directly on a social platform .

Facebook is the most popular social commerce platform, with about a third of adult social media users making a purchase there , according to the study . Instagram and YouTube follow closely behind.

Among them, Facebook and Instagram may top the list due to their overall popularity among social media users ; 88% and 60% of respondents have used them respectively . These platforms have also significantly enhanced their social commerce capabilities by launching features such as Facebook Marketplace and Instagram Shopping .

YouTube has a long history of allowing videos to include purchase links, which can be embedded in the video itself and in the video description. Users ' familiarity with this model , coupled with the fact that 82% of social network users say they use YouTube, has led to the platform ranking third in popularity .

Platforms like Pinterest , Snapchat, and TikTok are also building their own social commerce tools and features , but none are as large or deep as Facebook or Instagram’s offerings . They also have significantly lower penetration among social network users : 40% say they’ve used Pinterest , compared to 33% for Snapchat or TikTok .

Twitter, LinkedIn, and Reddit have less exposure to social commerce , so the percentage of social users who have made purchases on these platforms is lower.

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