查看购物车
  • Traditional Chinese
  • English
  • Japanese
封面
市场调查报告书
商品编码
1776772

2032 年社交商务市场预测：按产品类型、平台、经营模式和地区进行的全球分析

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个工作天内

价格

根据 Stratistics MRC 的数据，全球社交商务市场规模预计在 2025 年达到 1.57 兆美元，到 2032 年将达到 13.4 兆美元，复合年增长率为 35.8%。

社群商务将购物功能融入社群媒体平台，让消费者能够直接透过这些平台发现、参与并购买产品。它将精简的购买流程与内容主导的体验（例如网红推荐和同行评审）相结合，无需依赖外部网站。此模式利用社群互动和即时参与来增强个人化和信任。透过将社交环境转变为销售管道，企业可以在用户在线时长所在的地方触达他们，从而提高转换率和品牌知名度。

根据 Baymard 研究所的数据，近 89% 的购物车放弃行为发生在社群媒体管道，远高于电子邮件（80%）和直接搜寻（75%），这凸显了社群商务平檯面临的一个关键挑战。

社群媒体采用率和参与度爆炸性成长

全球社群媒体使用量的快速成长正在推动社交商务的潜力。随着消费者在 Instagram、TikTok 和 Facebook 等平台上花费的时间越来越多，品牌正在整合并利用购物功能来提升参与度和销售量。娱乐、内容消费和电子商务融合成一个生态系统，使社群媒体成为一个强大的零售管道。这一趋势正在将购买路径转变为一种动态的、以用户为中心的体验。

客户流失和“订阅和广告疲劳”

消费者常常会因为重复的优惠讯息、导向广告和过多的促销通知而感到厌倦。缺乏长期忠诚度以及偶尔对购后体验的不满，会导致频繁的顾客流失。此外，跨多个应用程式和介面的分散化客户旅程会降低一致性，并阻碍转换。品牌必须在个人化与隐私之间取得平衡，以减少选择退出和客户流失。

与人工智慧集成，实现超个性化和预测分析

人工智慧正在透过实现精准定位和个人化购物体验，彻底改变社交商务。人工智慧主导的分析使平台能够预测消费者偏好、优化产品布局并优化内容传送。预测演算法推动即时个人化，从推荐时尚风格到基于行为模式的捆绑优惠。诸如此类的智慧整合有助于企业扩展规模并适应不断变化的消费者期望。

平台政策变化与演算法转变

平台演算法和政策框架的频繁变化，可能导致受众覆盖率和可见度不一致的风险。内容优先顺序和广告指南的突然调整可能会减少卖家的流量，并影响转换指标。日益严格的监管，尤其是在资料使用、网红资讯揭露和交易透明度方面，可能会增加营运负担，进而影响宣传活动的效果和行销投资报酬率。

COVID-19的影响：

疫情加速了购物向数位转型，并增强了社交商务的重要性。由于实体零售受到限制，消费者越来越多地转向社交平臺来发现和购买产品。然而，供应链中断导致延迟和库存缺口，暂时影响了用户满意度。儘管如此，这场危机已成为一个转捩点，迫使传统零售商重新强调其对平台主导商务的承诺。

社交网路主导的商业领域预计将在预测期内成为最大的市场

受 Instagram、TikTok、Facebook 和 Pinterest 等平台的普及推动，社群网路主导商务预计将在预测期内占据最大市场占有率。这些平台不再只是社交中心，而是已发展成为综合购物生态系统。内容的演算法个人化确保用户获得符合其兴趣的产品，从而提高转换率。随着平台持续投资原生商务工具，预计该细分市场将在新兴市场和成熟市场中保持主导地位。

预计企业对企业 (B2B) 领域在预测期内的复合年增长率最高

随着社群平台日益成为专业互动的策略工具，企业对企业 (B2B) 领域预计将在预测期内呈现最高成长率。中小企业 (SME) 正在利用社群媒体展示其产品、建立信誉并与利基买家群体建立联繫。随着数位采购变得更加协作和主导，社交平台正逐渐成为 B2B 商务的关键推动者。

占比最大的地区：

预计亚太地区将在预测期内占据最大的市场占有率，这得益于其庞大的数位人口和行动优先的消费行为。中国、印度和印尼等国家正经历创作者主导的电商、团购和直播购物的爆炸性成长。政府推动数位创业、金融包容性和跨境电商的倡议正在进一步加速这些应用的普及。该地区年轻的人口结构，加上高智慧型手机普及率和低数据成本，为社交电商创新提供了肥沃的土壤。

复合年增长率最高的地区：

由于技术日趋成熟和消费者预期不断变化，预计北美在预测期内的复合年增长率将最高。该地区在人工智慧个人化、AR/VR购物体验以及创作者收益模式方面处于领先地位。直销品牌 (D2C) 和社群优先行销策略的兴起正在重塑企业与消费者的互动方式。消费者对数位支付的高度信任以及与网红互动的浓厚文化，正推动社交商务应用的强劲成长。

免费客製化服务

此报告的订阅者可以使用以下免费自订选项之一：

  • 公司简介
    • 对最多三家其他市场公司进行全面分析
    • 主要企业的SWOT分析（最多3家公司）
  • 区域细分
    • 根据客户兴趣对主要国家进行的市场估计、预测和复合年增长率（註：基于可行性检查）
  • 竞争基准化分析
    • 根据产品系列、地理分布和策略联盟对主要企业基准化分析

目录

第一章执行摘要

第二章 前言

  • 概述
  • 相关利益者
  • 调查范围
  • 调查方法
    • 资料探勘
    • 数据分析
    • 数据检验
    • 研究途径
  • 研究材料
    • 主要研究资料
    • 次级研究资讯来源
    • 先决条件

第三章市场走势分析

  • 驱动程式
  • 抑制因素
  • 机会
  • 威胁
  • 产品分析
  • 新兴市场
  • COVID-19的影响

第四章 波特五力分析

  • 供应商的议价能力
  • 买方的议价能力
  • 替代品的威胁
  • 新进入者的威胁
  • 竞争对手之间的竞争

5. 全球社交商务市场（依产品类型）

  • 个人护理和美容护理
  • 服装与时尚
  • 配件
  • 居家生活
  • 电子产品和小工具
  • 健康与保健
  • 玩具、游戏和嗜好
  • 食品/饮料
  • 其他产品类型

6. 全球社交商务市场（按平台）

  • 视讯商务
  • 社交网路主导的商业
  • 社交转售平台
  • 团购及社区商务
  • 产品评论平台
  • 通讯和聊天商务
  • 混合电子商务/社交平臺

7. 全球社交商务市场（依经营模式）

  • 企业对消费者（B2C）
  • 企业对企业（B2B）
  • 消费者对消费者（C2C）
  • 企业对消费者（B2C2C）

8. 全球社交商务市场（按地区）

  • 北美洲
    • 美国
    • 加拿大
    • 墨西哥
  • 欧洲
    • 德国
    • 英国
    • 义大利
    • 法国
    • 西班牙
    • 其他欧洲国家
  • 亚太地区
    • 日本
    • 中国
    • 印度
    • 澳洲
    • 纽西兰
    • 韩国
    • 其他亚太地区
  • 南美洲
    • 阿根廷
    • 巴西
    • 智利
    • 南美洲其他地区
  • 中东和非洲
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 卡达
    • 南非
    • 其他中东和非洲地区

第九章：主要进展

  • 协议、伙伴关係、合作和合资企业
  • 收购与合併
  • 新产品发布
  • 业务扩展
  • 其他关键策略

第十章：企业概况

  • 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.