The Social Commerce Revolution

The global consumer appetite for social commerce is growing

With 28.4% growth projected between 2021 and 2028, social commerce carries a heightened sense of opportunity. Consumers want it, and big business is backing it, with the likes of Meta, TikTok, and Douyin in China, leading the charge.

Social platforms started out as platforms where people sought connection and inspiration. The idea that you could link this directly to product search and transaction to create an end-to-end shopping journey on some of the world’s most popular apps has been talked about for years. But it has been more aspiration than reality – until now.

Drawing on our 2024 Future Shopper data, we take a closer look to unpack the opportunity, explore why the time for brands to get involved with social commerce is now, and how we can support them on that journey.

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In breve

73%

of global shoppers have bought through social media platforms in the last 12 months

In breve

87%

of 16-24 year-olds have purchased on social media in the last 12 months, led by Instagram & Facebook

In breve

62%

of consumers globally intend to shop more through social platforms in the future

The customer journey can be the difference between a purchase or a consumer getting stuck in a loop of exploration and evaluation. VML has the dedicated tools as part of its comprehensive social commerce capability to condense this journey, take away friction and lead to quick decision-making, which enables clients to stay ahead of the curve.