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市場調查報告書
商品編碼
2129274
社群型商務市場預測(2034 年)-按平台類型、產品類型、經營模式、社群結構、地區、技術整合、最終使用者和區域分類的全球分析Community-Based Commerce Market Forecasts to 2034 - Global Analysis By Platform Type, Product, Business Model, Community Structure, Market Geography, Technology Integration, End User and By Geography |
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全球社區商業市場預計到 2026 年將達到 1,673 億美元,並在預測期內以 17.3% 的複合年成長率成長,到 2034 年達到 5,995 億美元。
社區型商業是指一種基於通用興趣、地理連結、社交互動和互信而形成的社區的商業模式。這種模式不僅關注個人交易,更鼓勵消費者與商家之間的互動、合作、推薦交流以及參與團購活動。線上市場、社交網路、行動應用程式和通訊平台促進了這些聯繫,使消費者更容易獲得產品和服務。透過加強買家與本地商家之間的聯繫,社區型商業能夠促進經濟參與,同時強調信任、參與、個人化、合作和共用的社區價值。
根據聯合國貿易和發展會議(貿發會議)的數據,到2024年,45個已開發國家和開發中國家的企業電子商務銷售額將達到28兆美元,涵蓋的經濟區域約佔全球GDP和出口總額的四分之三。此外,預計2024年電子商務銷售額將比2023年成長4.4%,顯示數位商務正在持續擴張。
消費者越來越偏好本地和值得信賴的企業。
消費者對本地且值得信賴的企業的偏好日益成長,推動了社區型商業的擴張。消費者往往更青睞那些了解當地社區、與顧客保持密切聯繫並擁有相似價值觀的企業。鄰裡推薦、線上社群群組、顧客回饋和個人介紹都能顯著影響消費者的購買決策。支持本地零售商、生產商、創業者和服務供應商,也意味著消費者正在為當地經濟做出貢獻。數位平台透過連結消費者與本地賣家和社群網路,使建立這些關係變得更加便利。
在地化商業擴充性的局限性
依賴人際關係和社區參與的在地化企業,其快速擴張的能力可能有限。企業通常需要投入大量精力來建立信任、鼓勵參與,並滿足各個社區的特定偏好。在某一地域或興趣群體中行之有效的策略,由於消費者習慣、期望和社會特徵的差異,在其他地區可能並不適用。拓展到多個社區還會帶來額外的營運負擔,例如增加人員配備、技術投資、促銷活動和客製化策略。對於資源有限的中小型企業而言,這些挑戰尤其突出。
社群商務與社群平台的整合
透過將社交電商的功能與社群平台結合,社區型電商擁有巨大的成長潛力。企業可以利用社交網路、通訊服務、數位社群和專業市場與客戶緊密互動,並加強彼此關係。直播銷售、用戶生成內容、用戶推薦、團購和線上討論等工具可以提升產品知名度和用戶參與度。尤其對於獨立企業而言,無需過度依賴傳統廣告即可觸及特定客戶群,從而獲益匪淺。因此,數位社群的持續發展將推動更具互動性、便利性和以關係為中心的電商體驗的形成。
主要電子商務平台之間的激烈競爭
大型電商公司是社區型企業的重要競爭對手,它們為消費者提供種類繁多的產品、極具吸引力的價格、高效的配送和便利的線上購物體驗。它們雄厚的資源使其能夠持續投資於技術、促銷宣傳活動、履約基礎設施和客戶獲取策略。消費者對這些平台的熟悉程度,對那些致力於建立顧客忠誠度的小規模社群企業而言,無疑是雪上加霜。此外,大型線上零售商正日益發展在地化服務和個人化推薦。這種擴張加劇了競爭,並可能使社區型企業在客戶獲取、差異化、品牌知名度和盈利方面面臨更大的挑戰。
新冠疫情為本地商業帶來了顯著變化,消費者紛紛轉向線上購物和本地商家。旅行限制、封鎖措施和商店關閉使得人們更加依賴本地供應商、線上社區和數位市場購買生活必需品。通訊應用、社交平臺和電子支付方式幫助本地經銷商在面對面交流受限期間維繫客戶關係並維持交易。然而,中小企業卻面臨供應鏈中斷、消費支出疲軟和商業活動受限等諸多挑戰。
在預測期內,消費品領域預計將佔據最大的市場佔有率。
在預測期內,消費品領域預計將佔據最大的市場佔有率。這是因為日常必需品自然會促進重複購買和主導推薦。食品雜貨、家居用品、個人保健產品、服裝和其他消費品可以透過鄰裡網路和數位社區平台有效銷售。消費者在從與其鄰里和社區相關的賣家處購買商品時,可以透過推薦、討論和經驗共用發現產品。此外,隨著數位商務和在地化購物的日益融合,購物的便利性和可及性也不斷提高。
在預測期內,中小企業細分市場預計將呈現最高的複合年成長率。
在預測期內,中小企業預計將呈現最高的成長率。這是因為數位科技讓小規模企業更容易觸及本地消費者和特定客戶群。透過利用社區導向的平台,這些企業無需進行大規模基礎設施投資即可推廣產品和服務、建立直接聯繫、受益於客戶推薦並提升自身競爭力。社交網路、即時通訊服務、線上市場和數位支付技術正在簡化進入大規模商業領域的門檻。同時,消費者對獨立零售商和在地化企業的偏好日益增強,也支撐了該細分市場的需求。
在預測期內,北美預計將佔據最大的市場佔有率,這得益於其成熟的數位零售基礎設施、廣泛的網路環境和完善的線上社群生態系統。消費者擴大利用社交平臺、社區型市場、本地應用程式和數位通訊管道來尋找產品、聯繫本地賣家並完成交易。先進的支付技術和主流數位平台的普及進一步加速了全部區域社區為中心的商業發展。消費者對本地企業的認知度不斷提高,以及他們支持獨立企業的意願日益增強,也為市場帶來了更多機會。
在預測期內,亞太地區預計將呈現最高的複合年成長率,這主要得益於數位化進程的加速、智慧型手機普及率的提高以及消費者對社交購物模式日益成長的參與度。中國、印度和東南亞等市場在行動購物、數位支付解決方案、社交網路和在地化電商平台方面正經歷快速成長。整合式超級應用程式和社群導向電商模式使消費者能夠透過便利的數位管道與賣家溝通、發現產品並參與團購。網路接取的改善、消費者群體的擴大以及小規模和本地企業參與度的提高也為這一趨勢創造了有利條件。
According to Stratistics MRC, the Global Community-Based Commerce Market is accounted for $167.3 billion in 2026 and is expected to reach $599.5 billion by 2034 growing at a CAGR of 17.3% during the forecast period. Community-Based Commerce refers to a commerce approach built around communities formed through common interests, geographic connections, social interactions, and mutual trust. Instead of focusing only on individual transactions, this model encourages consumers and businesses to interact, collaborate, exchange recommendations, and participate in shared purchasing activities. Online marketplaces, social networks, mobile applications, and messaging platforms help facilitate these connections and make products and services more accessible. By strengthening connections between buyers and local businesses, community-based commerce can promote economic participation while emphasizing trust, engagement, personalization, collaboration, and shared community values.
According to UN Trade and Development (UNCTAD), business e-commerce sales across 45 developed and developing economies reached $28 trillion in 2024, covering economies representing about three-quarters of global GDP and exports. E-commerce sales were also 4.4% higher in 2024 than in 2023, demonstrating continued expansion of digital commerce.
Growing consumer preference for local and trusted businesses
The increasing inclination of consumers toward local and reliable businesses is supporting the expansion of community-based commerce. Buyers often value businesses that understand their communities, maintain personal relationships, and demonstrate values similar to their customers. Recommendations from neighbors, online community groups, customer feedback, and personal referrals can significantly shape purchasing behavior. Supporting local retailers, producers, entrepreneurs, and service providers also enables consumers to contribute to economic activity within their communities. Digital platforms are making these relationships easier to establish by connecting customers with nearby sellers and community networks.
Limited scalability of community-based commerce
The dependence of community-based commerce on personal relationships and localized engagement can restrict its ability to scale quickly. Businesses generally need substantial effort to establish credibility, encourage participation, and respond to the specific preferences of individual communities. Approaches that succeed in one geographic or interest-based group may not perform equally well elsewhere due to differences in consumer habits, expectations, and social characteristics. Expanding into several communities can also create additional operational demands, including greater staffing, technology investments, promotional activities, and customized strategies. These challenges can be particularly significant for smaller enterprises with limited resources.
Integration of social commerce and community platforms
Combining social commerce capabilities with community-oriented platforms offers considerable growth potential for community-based commerce. Companies can utilize social networks, messaging services, digital groups, and specialized marketplaces to interact closely with customers and strengthen relationships. Tools including live stream selling, customer-generated content, peer recommendations, collective purchasing, and online discussions can improve product visibility and participation. Independent businesses may particularly benefit by accessing focused customer groups without depending heavily on conventional advertising. The continued growth of digital communities can therefore support engaging, convenient, and relationship-driven commerce experiences.
Intense competition from large e-commerce platforms
Large e-commerce companies represent a significant competitive threat to community-based commerce because they provide consumers with broad product ranges, attractive prices, efficient delivery, and convenient digital shopping. Their substantial resources allow continued investment in technology, promotional campaigns, fulfillment infrastructure, and customer acquisition strategies. Strong consumer familiarity with these platforms may create additional challenges for smaller community-oriented businesses attempting to establish loyalty. Furthermore, major online retailers are increasingly developing localized services and personalized recommendations. This expansion could intensify competition and make customer acquisition, differentiation, visibility, and profitability more challenging for community-based businesses.
COVID-19 brought substantial changes to community-based commerce as consumers shifted toward digital purchasing and locally accessible businesses. Restrictions on movement, lockdown measures, and closures of physical stores increased reliance on neighbourhood suppliers, online community groups, and digital marketplaces for everyday requirements. Communication applications, social platforms, and electronic payment methods helped local sellers maintain customer relationships and continue transactions during periods of limited physical interaction. However, small businesses experienced difficulties from disrupted supply chains, weaker consumer spending, and restrictions on business activities.
The consumer goods segment is expected to be the largest during the forecast period
The consumer goods segment is expected to account for the largest market share during the forecast period because frequently needed products naturally encourage repeated purchases and community-driven recommendations. Items including groceries, household necessities, personal care products, apparel, and other everyday merchandise can be effectively marketed through neighbourhood networks and digital community platforms. Consumers can discover products through recommendations, discussions, and shared experiences while purchasing from nearby or community-connected sellers. Additionally, the increasing integration of digital commerce with localized shopping is improving accessibility and convenience.
The small businesses segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the small businesses segment is predicted to witness the highest growth rate because digital technologies are creating easier ways for smaller enterprises to reach nearby consumers and focused customer communities. Community-oriented platforms allow these businesses to showcase offerings, establish direct relationships, benefit from customer referrals, and improve their competitive position without major infrastructure investments. Social networks, messaging services, online marketplaces, and digital payment technologies are simplifying participation in local commerce. At the same time, increasing consumer preference for independent retailers and community enterprises supports demand within this segment.
During the forecast period, the North America region is expected to hold the largest market share because of its mature digital retail infrastructure, widespread connectivity, and well-established online community ecosystems. Consumers increasingly rely on social platforms, community marketplaces, neighborhood applications, and digital communication channels to find products, connect with nearby sellers, and complete transactions. Advanced payment technologies and the presence of major digital platforms further facilitate community-focused commerce throughout the region. Growing awareness of local businesses and increasing consumer willingness to support independent enterprises also strengthen market opportunities.
Over the forecast period, the Asia Pacific region is anticipated to exhibit the highest CAGR due to accelerating digital adoption, widespread smartphone usage, and growing engagement with socially connected purchasing models. Markets including China, India, and Southeast Asia are rapidly adopting mobile shopping, digital payment solutions, social networks, and localized commerce platforms. Integrated super-apps and community-oriented commerce models allow consumers to communicate with sellers, discover offerings, and engage in collective purchasing through convenient digital channels. Increasing internet accessibility, expanding consumer populations, and greater participation by small and local businesses are also creating favorable conditions.
Key players in the market
Some of the key players in Community-Based Commerce Market include CityMall, Meesho, GlowRoad, Trell, Shop101, CoutLoot, Kiko Live, GetWyld, Kirana Club, DealShare, Gobillion, BulBul, Mall91, simsim, Vingo, Etsy Inc., Nextdoor Holdings Inc. and Taskrabbit Inc.
In June 2026, Meesho has partnered with BSE Ltd. to launch Project Shikhar, an initiative designed to help MSMEs transition into publicly listed entities on the BSE SME platform. This collaboration aims to provide e-commerce sellers with access to growth capital and foster compliant, transparent businesses for India's formal economy.
In August 2025, Taskrabbit announced it is now available in all 50 states following a major expansion. This nationwide expansion brings Taskrabbit's trusted home services to even more households while creating flexible, meaningful work opportunities for Taskers across the country. With this launch, Taskrabbit expands into 50 new U.S. cities, including nine new states, giving more consumers access to help with everything around the home - from furniture assembly to moving, mounting, home repairs, cleaning, and more.
Note: Tables for North America, Europe, APAC, South America, and Rest of the World (RoW) Regions are also represented in the same manner as above.