FAQ on social commerce: How creators and platforms power shopping in 2026 – eMarketer

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Social commerce blends social media engagement with ecommerce, allowing consumers to discover and purchase products without leaving their favorite platforms. As TikTok Shop gains ground and influencer marketing matures into a performance channel, brands are rethinking where and how they reach shoppers. This FAQ covers the platforms, demographics, and strategies shaping social commerce in 2026.
Social commerce is the integration of ecommerce functionality into social media platforms, enabling consumers to browse, discover, and purchase products directly within apps like TikTok, Instagram, and Facebook. Unlike traditional ecommerce where shoppers arrive with purchase intent, social commerce thrives on discovery, inspiration, and impulse. Users encounter products through creator content, algorithm-driven feeds, and livestream shopping, then complete transactions without switching to a retailer’s website.
The model benefits both consumers and brands. Shoppers enjoy a frictionless path from discovery to checkout. Marketers gain access to highly engaged audiences and more transparent attribution, connecting ad exposure directly to sales within a closed ecosystem.
Several factors are accelerating brand investment in social commerce:
Facebook leads in total US social buyers, but TikTok Shop is growing fastest and will surpass major retailers in ecommerce sales by 2026, EMARKETER forecasts.
Younger consumers drive social commerce adoption, though the gap with older generations is narrowing.
One-third of adults ages 18 to 34 have made a purchase on social media, compared with 23% of 35- to 54-year-olds and 13% of adults between 55 and 65, according to a September 2025 survey by Bizrate Insights for EMARKETER.
Gen Z stands out for using social media as a primary product discovery tool. 73% of US Gen Zers say social media is their main source for learning about new products, per Salsify. By contrast, 61% of Gen Xers discover products while browsing in physical retail stores.
Beauty, cosmetics, and apparel perform particularly well on social commerce platforms, driven by the enduring popularity of “get ready with me” videos and shopping haul content among younger audiences.
TikTok Shop officially launched in September 2023 and is the fastest-growing social commerce platform in the US, despite having fewer total social buyers than Facebook.Its algorithm-driven feed excels at product discovery and impulse purchases, particularly for low-price, trend-driven items promoted by creators.
During Black Friday and Cyber Monday 2025, TikTok Shop generated over $500 million in sales across four days, with a nearly 50% year-over-year increase in shoppers making a purchase. Shoppers tuned into over 760,000 livestream sessions, resulting in 1.6 billion views.
TikTok’s US operations are now majority-owned by American investors: Oracle, Silver Lake, and MGX hold a combined 50% stake, with ByteDance retaining 19.9%. This restructuring brings greater operational stability for advertisers after years of ban-related uncertainty.
Consumer trust remains a significant barrier to social commerce adoption.
These trust gaps create opportunities for brands that prioritize transparency, authentic creator partnerships, and seamless fulfillment experiences.
Influencer marketing drives measurable sales, but effectiveness depends on transparency and authenticity.
58% of consumers over 18 have purchased products because of an influencer endorsement, per the National Advertising Division. Influencer marketing has evolved from an awareness tactic into a full-funnel performance channel, with platforms like Later processing $2.4 billion in annualized gross merchandise value through creator-led commerce.
The most effective partnerships share common traits:
However, over 50% of marketers spend only 30 minutes or less vetting a single influencer, per EMARKETER and Viral Nation research. Insufficient vetting exposes brands to reputational risk.
Marketers should treat social commerce as a distinct channel requiring dedicated investment, not an extension of traditional ecommerce or social media advertising.
We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.
EMARKETER forecast data was current at publication and may have changed. EMARKETER clients have access to up-to-date forecast data. To explore EMARKETER solutions, click here.
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