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1776772

2032 年社交商務市場預測：按產品類型、平台、經營模式和地區進行的全球分析

Social Commerce Market Forecasts to 2032 - Global Analysis By Product Type, Platform, Business Model and By Geography
出版日期: | 出版商: Stratistics Market Research Consulting | 英文 200+ Pages | 商品交期: 2-3個工作天內

價格

根據 Stratistics MRC 的數據，全球社交商務市場規模預計在 2025 年達到 1.57 兆美元，到 2032 年將達到 13.4 兆美元，複合年成長率為 35.8%。

社群商務將購物功能融入社群媒體平台，讓消費者能夠直接透過這些平台發現、參與並購買產品。它將精簡的購買流程與內容主導的體驗（例如網紅推薦和同行評審）相結合，無需依賴外部網站。此模式利用社群互動和即時參與來增強個人化和信任。透過將社交環境轉變為銷售管道，企業可以在用戶在線時長所在的地方觸達他們，從而提高轉換率和品牌知名度。

根據 Baymard 研究所的數據，近 89% 的購物車放棄行為發生在社群媒體管道，遠高於電子郵件（80%）和直接搜尋（75%），這凸顯了社群商務平檯面臨的一個關鍵挑戰。

社群媒體採用率和參與度爆炸性成長

全球社群媒體使用量的快速成長正在推動社交商務的潛力。隨著消費者在 Instagram、TikTok 和 Facebook 等平台上花費的時間越來越多，品牌正在整合並利用購物功能來提升參與度和銷售量。娛樂、內容消費和電子商務融合成一個生態系統，使社群媒體成為一個強大的零售管道。這一趨勢正在將購買路徑轉變為一種動態的、以用戶為中心的體驗。

客戶流失和“訂閱和廣告疲勞”

消費者常常會因為重複的優惠訊息、導向廣告和過多的促銷通知而感到厭倦。缺乏長期忠誠度以及偶爾對購後體驗的不滿，會導致頻繁的顧客流失。此外，跨多個應用程式和介面的分散化客戶旅程會降低一致性，並阻礙轉換。品牌必須在個人化與隱私之間取得平衡，以減少選擇退出和客戶流失。

與人工智慧整合，實現超個性化和預測分析

人工智慧正在透過實現精準定位和個人化購物體驗，徹底改變社交商務。人工智慧主導的分析使平台能夠預測消費者偏好、最佳化產品佈局並最佳化內容傳送。預測演算法推動即時個人化，從推薦時尚風格到基於行為模式的捆綁優惠。諸如此類的智慧整合有助於企業擴展規模並適應不斷變化的消費者期望。

平台政策變化與演算法轉變

平台演算法和政策框架的頻繁變化，可能導致受眾覆蓋率和可見度不一致的風險。內容優先順序和廣告指南的突然調整可能會減少賣家的流量，並影響轉換指標。日益嚴格的監管，尤其是在資料使用、網紅資訊揭露和交易透明度方面，可能會增加營運負擔，進而影響宣傳活動的效果和行銷投資報酬率。

COVID-19的影響：

疫情加速了購物向數位轉型，並增強了社交商務的重要性。由於實體零售受到限制，消費者擴大轉向社交平臺來發現和購買產品。然而，供應鏈中斷導致延遲和庫存缺口，暫時影響了用戶滿意度。儘管如此，這場危機已成為一個轉捩點，迫使傳統零售商重新強調其對平台主導商務的承諾。

社交網路主導的商業領域預計將在預測期內成為最大的市場

受 Instagram、TikTok、Facebook 和 Pinterest 等平台的普及推動，社群網路主導商務預計將在預測期內佔據最大市場佔有率。這些平台不再只是社交中心，而是已發展成為綜合購物生態系統。內容的演算法個人化確保用戶獲得符合其興趣的產品，從而提高轉換率。隨著平台持續投資原生商務工具，預計該細分市場將在新興市場和成熟市場中保持主導地位。

預計企業對企業 (B2B) 領域在預測期內的複合年成長率最高

隨著社群平台日益成為專業互動的策略工具，企業對企業 (B2B) 領域預計將在預測期內呈現最高成長率。中小企業 (SME) 正在利用社群媒體展示其產品、建立信譽並與利基買家群體建立聯繫。隨著數位採購變得更加協作和主導，社交平台正逐漸成為 B2B 商務的關鍵推動者。

佔比最大的地區：

預計亞太地區將在預測期內佔據最大的市場佔有率，這得益於其龐大的數位人口和行動優先的消費行為。中國、印度和印尼等國家正經歷創作者主導的電商、團購和直播購物的爆炸性成長。政府推動數位創業、金融包容性和跨境電商的舉措正在進一步加速這些應用的普及。該地區年輕的人口結構，加上高智慧型手機普及率和低數據成本，為社交電商創新提供了肥沃的土壤。

複合年成長率最高的地區：

由於技術日趨成熟和消費者預期不斷變化，預計北美在預測期內的複合年成長率將最高。該地區在人工智慧個人化、AR/VR購物體驗以及創作者收益模式方面處於領先地位。直銷品牌 (D2C) 和社群優先行銷策略的興起正在重塑企業與消費者的互動方式。消費者對數位支付的高度信任以及與網紅互動的濃厚文化，正推動社交商務應用的強勁成長。

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    • 根據產品系列、地理分佈和策略聯盟對主要企業基準化分析

目錄

第1章執行摘要

第2章 前言

  • 概述
  • 相關利益者
  • 調查範圍
  • 調查方法
    • 資料探勘
    • 數據分析
    • 數據檢驗
    • 研究途徑
  • 研究材料
    • 主要研究資料
    • 次級研究資訊來源
    • 先決條件

第3章市場走勢分析

  • 驅動程式
  • 抑制因素
  • 機會
  • 威脅
  • 產品分析
  • 新興市場
  • COVID-19的影響

第4章 波特五力分析

  • 供應商的議價能力
  • 買方的議價能力
  • 替代品的威脅
  • 新進入者的威脅
  • 競爭對手之間的競爭

5. 全球社交商務市場（依產品類型）

  • 個人護理和美容護理
  • 服裝與時尚
  • 配件
  • 居家生活
  • 電子產品和小工具
  • 健康與保健
  • 玩具、遊戲和嗜好
  • 食品/飲料
  • 其他產品類型

6. 全球社交商務市場（按平台）

  • 視訊商務
  • 社交網路主導的商業
  • 社交轉售平台
  • 團購及社區商務
  • 產品評論平台
  • 通訊和聊天商務
  • 混合電子商務/社交平臺

7. 全球社交商務市場（依經營模式）

  • 企業對消費者（B2C）
  • 企業對企業（B2B）
  • 消費者對消費者（C2C）
  • 企業對消費者（B2C2C）

8. 全球社交商務市場（按地區）

  • 北美洲
    • 美國
    • 加拿大
    • 墨西哥
  • 歐洲
    • 德國
    • 英國
    • 義大利
    • 法國
    • 西班牙
    • 其他歐洲國家
  • 亞太地區
    • 日本
    • 中國
    • 印度
    • 澳洲
    • 紐西蘭
    • 韓國
    • 其他亞太地區
  • 南美洲
    • 阿根廷
    • 巴西
    • 智利
    • 南美洲其他地區
  • 中東和非洲
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 卡達
    • 南非
    • 其他中東和非洲地區

第9章：主要進展

  • 協議、夥伴關係、合作和合資企業
  • 收購與合併
  • 新產品發布
  • 業務擴展
  • 其他關鍵策略

第10章：企業概況

  • Pinduoduo Inc.
  • Meesho
  • Amazon Live
  • Snap, Inc.
  • TikTok
  • Pinterest Inc
  • Instagram
  • WhatsApp
  • Pinterest, Inc.
  • YouTube
  • Taggshop
  • Facebook
  • YouTube
  • Poshmark Inc.
  • WeChat（Weixin）
Product Code: SMRC30103

According to Stratistics MRC, the Global Social Commerce Market is accounted for $1.57 trillion in 2025 and is expected to reach $13.4 trillion by 2032 growing at a CAGR of 35.8% during the forecast period. Social commerce is the integration of shopping features within social media platforms, enabling consumers to discover, engage with, and purchase products directly through these networks. It blends content-driven experiences like influencer endorsements and peer reviews with streamlined purchasing, eliminating the need for external websites. This model enhances personalization and trust by leveraging community interactions and real-time engagement. By turning social environments into sales channels, businesses can reach users where they spend time online, improving conversion rates and brand visibility.

According to the Baymard Institute, nearly 89% of shopping cart abandonment occurs through social media channels, significantly higher than via email (80%) or direct search (75%), highlighting a key challenge in social commerce platforms.

Market Dynamics:

Driver:

Explosive growth of social media penetration and engagement

The rapid expansion in global social media usage is significantly boosting the potential of social commerce. As consumers spend more time on platforms like Instagram, TikTok, and Facebook, brands are leveraging embedded shopping features to drive engagement and sales. The merging of entertainment, content consumption, and e-commerce in one ecosystem has made social media a powerful retail channel. This trend is transforming the path to purchase into a dynamic, user-centered experience.

Restraint:

Customer churn and "subscription/ad fatigue

Consumers often experience fatigue from repetitive offers, targeted ads, and excessive promotional notifications. The lack of long-term loyalty and occasional dissatisfaction with post-purchase experiences contributes to frequent churn. Additionally, fragmented customer journeys across multiple apps and interfaces diminish consistency and hamper conversion. Brands must balance personalization with privacy to reduce opt-outs and disengagement.

Opportunity:

Integration with AI for hyper-personalization and predictive analytics

Artificial Intelligence is revolutionizing social commerce by enabling precise targeting and individualized shopping experiences. With AI-driven analytics, platforms can anticipate consumer preferences, optimize product placements, and refine content delivery. Predictive algorithms facilitate real-time personalization, from recommending fashion styles to bundling offers based on behavior patterns. These smart integrations are helping businesses scale and adapt to evolving consumer expectations.

Threat:

Platform policy changes and algorithm shifts

Frequent modifications in platform algorithms and policy frameworks pose a risk to consistency in audience reach and visibility. Sudden adjustments to content prioritization or ad placement guidelines may reduce traffic to sellers and impact conversion metrics. Regulatory tightening especially around data usage, influencer disclosure, or transaction transparency can add operational burden affecting campaign performance and marketing ROI.

Covid-19 Impact:

The pandemic accelerated the shift toward digital-first shopping, reinforcing the relevance of social commerce. With physical retail restricted, consumers increasingly turned to social platforms for product discovery and purchase. On the downside, supply chain disruptions led to delays and inventory gaps, temporarily affecting user satisfaction. Nevertheless, the crisis proved a turning point, pushing traditional retailers to explore platform-driven commerce with renewed urgency.

The social network-led commerce segment is expected to be the largest during the forecast period

The social network-led commerce segment is expected to account for the largest market share during the forecast period driven by the ubiquity of platforms like Instagram, TikTok, Facebook, and Pinterest. These platforms are no longer just social hubs they've evolved into integrated shopping ecosystems. The algorithmic personalization of content ensures that users are exposed to products tailored to their interests, increasing conversion rates. As platforms continue to invest in native commerce tools, this segment is poised to maintain dominance across both emerging and mature markets.

The business to business (B2B) segment is expected to have the highest CAGR during the forecast period

Over the forecast period, the business to business (B2B) segment is predicted to witness the highest growth rate as social platforms increasingly serve as strategic tools for professional engagement. Small and medium enterprises (SMEs) are using social media to showcase offerings, build credibility, and connect with niche buyer communities. As digital procurement becomes more collaborative and content-led, social platforms are emerging as key facilitators of B2B commerce.

Region with largest share:

During the forecast period, the Asia Pacific region is expected to hold the largest market share fueled by its vast digital population and mobile-first consumer behavior. Countries like China, India, and Indonesia are witnessing explosive growth in creator-led commerce, group buying, and livestream shopping. Government initiatives promoting digital entrepreneurship, financial inclusion, and cross-border e-commerce are further accelerating adoption. The region's youth-driven demographics, coupled with high smartphone penetration and low data costs, make it a fertile ground for social commerce innovation.

Region with highest CAGR:

Over the forecast period, the North America region is anticipated to exhibit the highest CAGR driven by technological maturity and evolving consumer expectations. The region is at the forefront of AI-powered personalization, AR/VR shopping experiences, and creator monetization models. The rise of direct-to-consumer (D2C) brands and social-first marketing strategies is reshaping how businesses engage with audiences. High consumer trust in digital payments and a strong culture of influencer engagement are contributing to robust growth in social commerce adoption.

Key players in the market

Some of the key players in Social Commerce Market include Pinduoduo Inc., Meesho, Amazon Live, Snap, Inc., TikTok, Pinterest Inc, Instagram, WhatsApp, Pinterest, Inc., YouTube, Taggshop, Facebook, YouTube, Poshmark Inc and WeChat (Weixin).

Key Developments:

In June 2025, TikTok Cycling Race debut at Tour de France stage the platform is launching its first TikTok Cycling Race during stage 6 of the Tour de France on July 10, featuring creators and personalities racing alongside professional cyclists.

In June 2025, Amazon Ads revealed that Amazon Live engagement metrics impressions, views, clicks-are now available within Amazon Marketing Cloud. This enhancement empowers advertisers to measure live shopping performance and complete the full-funnel campaign analytics.

In February 2025, Poshmark launched Smart List AI for iOS in the U.S. and Canada, enabling sellers to auto-generate titles, descriptions, and categories from a single image. The tool cuts listing time by ~48%, supporting scalability and discovery for secondhand sellers.

Product Types Covered:

  • Personal & Beauty Care
  • Apparel & Fashion
  • Accessories
  • Home & Living
  • Electronics & Gadgets
  • Health & Wellness
  • Toys, Games, & Hobbies
  • Food & Beverage
  • Other Product Types

Platforms Covered:

  • Video Commerce
  • Social Network-led Commerce
  • Social Reselling Platforms
  • Group Buying & Community Commerce
  • Product Review Platforms
  • Messaging & Chat Commerce
  • Hybrid E-commerce/Social Platforms

Business Models Covered:

  • Business to Consumer(B2C)
  • Business to Business(B2B)
  • Consumer to ConsumerC2C)
  • Business-to-Consumer-to-Consumer (B2C2C)

Regions Covered:

  • North America
    • US
    • Canada
    • Mexico
  • Europe
    • Germany
    • UK
    • Italy
    • France
    • Spain
    • Rest of Europe
  • Asia Pacific
    • Japan
    • China
    • India
    • Australia
    • New Zealand
    • South Korea
    • Rest of Asia Pacific
  • South America
    • Argentina
    • Brazil
    • Chile
    • Rest of South America
  • Middle East & Africa
    • Saudi Arabia
    • UAE
    • Qatar
    • South Africa
    • Rest of Middle East & Africa

What our report offers:

  • Market share assessments for the regional and country-level segments
  • Strategic recommendations for the new entrants
  • Covers Market data for the years 2024, 2025, 2026, 2028, and 2032
  • Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
  • Strategic recommendations in key business segments based on the market estimations
  • Competitive landscaping mapping the key common trends
  • Company profiling with detailed strategies, financials, and recent developments
  • Supply chain trends mapping the latest technological advancements

Free Customization Offerings:

All the customers of this report will be entitled to receive one of the following free customization options:

  • Company Profiling
    • Comprehensive profiling of additional market players (up to 3)
    • SWOT Analysis of key players (up to 3)
  • Regional Segmentation
    • Market estimations, Forecasts and CAGR of any prominent country as per the client's interest (Note: Depends on feasibility check)
  • Competitive Benchmarking
    • Benchmarking of key players based on product portfolio, geographical presence, and strategic alliance

Table of Contents

1 Executive Summary

2 Preface

  • 2.1 Abstract
  • 2.2 Stake Holders
  • 2.3 Research Scope
  • 2.4 Research Methodology
    • 2.4.1 Data Mining
    • 2.4.2 Data Analysis
    • 2.4.3 Data Validation
    • 2.4.4 Research Approach
  • 2.5 Research Sources
    • 2.5.1 Primary Research Sources
    • 2.5.2 Secondary Research Sources
    • 2.5.3 Assumptions

3 Market Trend Analysis

  • 3.1 Introduction
  • 3.2 Drivers
  • 3.3 Restraints
  • 3.4 Opportunities
  • 3.5 Threats
  • 3.6 Product Analysis
  • 3.7 Emerging Markets
  • 3.8 Impact of Covid-19

4 Porters Five Force Analysis

  • 4.1 Bargaining power of suppliers
  • 4.2 Bargaining power of buyers
  • 4.3 Threat of substitutes
  • 4.4 Threat of new entrants
  • 4.5 Competitive rivalry

5 Global Social Commerce Market, By Product Type

  • 5.1 Introduction
  • 5.2 Personal & Beauty Care
  • 5.3 Apparel & Fashion
  • 5.4 Accessories
  • 5.5 Home & Living
  • 5.6 Electronics & Gadgets
  • 5.7 Health & Wellness
  • 5.8 Toys, Games, & Hobbies
  • 5.9 Food & Beverage
  • 5.10 Other Product Types

6 Global Social Commerce Market, By Platform

  • 6.1 Introduction
  • 6.2 Video Commerce
  • 6.3 Social Network-led Commerce
  • 6.4 Social Reselling Platforms
  • 6.5 Group Buying & Community Commerce
  • 6.6 Product Review Platforms
  • 6.7 Messaging & Chat Commerce
  • 6.8 Hybrid E-commerce/Social Platforms

7 Global Social Commerce Market, By Business Model

  • 7.1 Introduction
  • 7.2 Business to Consumer(B2C)
  • 7.3 Business to Business(B2B)
  • 7.4 Consumer to ConsumerC2C)
  • 7.5 Business-to-Consumer-to-Consumer (B2C2C)

8 Global Social Commerce Market, By Geography

  • 8.1 Introduction
  • 8.2 North America
    • 8.2.1 US
    • 8.2.2 Canada
    • 8.2.3 Mexico
  • 8.3 Europe
    • 8.3.1 Germany
    • 8.3.2 UK
    • 8.3.3 Italy
    • 8.3.4 France
    • 8.3.5 Spain
    • 8.3.6 Rest of Europe
  • 8.4 Asia Pacific
    • 8.4.1 Japan
    • 8.4.2 China
    • 8.4.3 India
    • 8.4.4 Australia
    • 8.4.5 New Zealand
    • 8.4.6 South Korea
    • 8.4.7 Rest of Asia Pacific
  • 8.5 South America
    • 8.5.1 Argentina
    • 8.5.2 Brazil
    • 8.5.3 Chile
    • 8.5.4 Rest of South America
  • 8.6 Middle East & Africa
    • 8.6.1 Saudi Arabia
    • 8.6.2 UAE
    • 8.6.3 Qatar
    • 8.6.4 South Africa
    • 8.6.5 Rest of Middle East & Africa

9 Key Developments

  • 9.1 Agreements, Partnerships, Collaborations and Joint Ventures
  • 9.2 Acquisitions & Mergers
  • 9.3 New Product Launch
  • 9.4 Expansions
  • 9.5 Other Key Strategies

10 Company Profiling

  • 10.1 Pinduoduo Inc.
  • 10.2 Meesho
  • 10.3 Amazon Live
  • 10.4 Snap, Inc.
  • 10.5 TikTok
  • 10.6 Pinterest Inc
  • 10.7 Instagram
  • 10.8 WhatsApp
  • 10.9 Pinterest, Inc.
  • 10.10 YouTube
  • 10.11 Taggshop
  • 10.12 Facebook
  • 10.13 YouTube
  • 10.14 Poshmark Inc.
  • 10.15 WeChat (Weixin)

List of Tables

  • Table 1 Global Social Commerce Market Outlook, By Region (2024-2032) ($MN)
  • Table 2 Global Social Commerce Market Outlook, By Product Type (2024-2032) ($MN)
  • Table 3 Global Social Commerce Market Outlook, By Personal & Beauty Care (2024-2032) ($MN)
  • Table 4 Global Social Commerce Market Outlook, By Apparel & Fashion (2024-2032) ($MN)
  • Table 5 Global Social Commerce Market Outlook, By Accessories (2024-2032) ($MN)
  • Table 6 Global Social Commerce Market Outlook, By Home & Living (2024-2032) ($MN)
  • Table 7 Global Social Commerce Market Outlook, By Electronics & Gadgets (2024-2032) ($MN)
  • Table 8 Global Social Commerce Market Outlook, By Health & Wellness (2024-2032) ($MN)
  • Table 9 Global Social Commerce Market Outlook, By Toys, Games, & Hobbies (2024-2032) ($MN)
  • Table 10 Global Social Commerce Market Outlook, By Food & Beverage (2024-2032) ($MN)
  • Table 11 Global Social Commerce Market Outlook, By Other Product Types (2024-2032) ($MN)
  • Table 12 Global Social Commerce Market Outlook, By Platform (2024-2032) ($MN)
  • Table 13 Global Social Commerce Market Outlook, By Video Commerce (2024-2032) ($MN)
  • Table 14 Global Social Commerce Market Outlook, By Social Network-led Commerce (2024-2032) ($MN)
  • Table 15 Global Social Commerce Market Outlook, By Social Reselling Platforms (2024-2032) ($MN)
  • Table 16 Global Social Commerce Market Outlook, By Group Buying & Community Commerce (2024-2032) ($MN)
  • Table 17 Global Social Commerce Market Outlook, By Product Review Platforms (2024-2032) ($MN)
  • Table 18 Global Social Commerce Market Outlook, By Messaging & Chat Commerce (2024-2032) ($MN)
  • Table 19 Global Social Commerce Market Outlook, By Hybrid E-commerce/Social Platforms (2024-2032) ($MN)
  • Table 20 Global Social Commerce Market Outlook, By Business Model (2024-2032) ($MN)
  • Table 21 Global Social Commerce Market Outlook, By Business to Consumer(B2C) (2024-2032) ($MN)
  • Table 22 Global Social Commerce Market Outlook, By Business to Business(B2B) (2024-2032) ($MN)
  • Table 23 Global Social Commerce Market Outlook, By Consumer to ConsumerC2C) (2024-2032) ($MN)
  • Table 24 Global Social Commerce Market Outlook, By Business-to-Consumer-to-Consumer (B2C2C) (2024-2032) ($MN)

Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.