In this report, we looked at how social media fits into shoppers’ lives today – especially compared to other digital shopping outlets. We have long tracked the evolution of social shopping in people’s lives, from TV shopping and catalogues to the internet, livestreaming, and the metaverse. This new study paints a clear picture of the current state of social shopping today – what’s changing, where it is now, and where it is head – alongside a deep dive into the role of Chinese marketplaces.

Highlights:

• Social media sites are new, but they have a dedicated base of shoppers.
• Social media shopping rates have been consistent since 2021 – unlike shopping via a livestream and the metaverse. Around one-in-four shoppers have purchased something on social media in the past 3 months every year since 2021!
• Social and Chinese marketplace shoppers are enthusiastic shoppers. They shop at more outlets than the average U.S. shopper so it’s worth getting their attention!
• Discover who the key social and Chinese marketplace shoppers are.
• Shoppers change what and how they shop based on the site they’re visiting. In order to succeed, your strategies need to align with where you’re reaching them.
• Finally, we give you six factors to keep in mind to help build successful social media shopping initiatives.

Technologies are constantly shaping and influencing the habits and decisions shoppers make and brands need to stay ahead of these changes.  This report gives you the information you need about today’s environment, where it’s headed.  It provides a guide on how social media shopping can fit into your brand’s larger campaigns, strategies, and goals.

About this report: This report is part of the How America Shops® shopper insight series. The sample is a national online survey of 1501 household shoppers. The survey was completed in June 2025.

If you would like to purchase this individual report, reach out to our Director of Insights, Rich Kaminski, through the form below!