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US social commerce is expected to grow nearly 20% in 2025, reaching $85.58 billion in sales, according to our forecast. Other formats, such as shoppable TV shows, are still in the experimental phase鈥攁nd it鈥檚 still too early to know how consumers will respond en masse. Retailers and their media partners have led the charge to expand shoppable media formats.

In the current economic environment, many brands are also tacking on direct sales goals after agreeing to a campaign brief: Sales are now the primary goal of influencer marketing campaigns among marketers worldwide, cited by 35.6% of respondents in the Influencer Marketing Hub survey. That can be a challenge if the strategy and measurement framework aren鈥檛 set up to account for that goal.

Creator content was more effective than all other content types at driving sales from social media, per our March 2024 鈥淯S Social Commerce鈥� survey. In November, creator shopping platform LTK integrated with TikTok, allowing users to shop looks from LTK creators on the app like they do on Instagram. The company also has direct relationships with retailers, like Target.

Discovery and consideration are two areas where creators already shine: Creator and influencer content was the most effective type of content at driving sales from social media, per our March 2024 US Social Commerce survey. Creator product reviews are also a major reason why consumers increasingly turn to social media, rather than search engines, for product research.

Creator content was more effective than all other content types at driving sales from social media, per our March 2024 鈥淯S Social Commerce鈥� survey. In November, creator shopping platform LTK integrated with TikTok, allowing users to shop looks from LTK creators on the app like they do on Instagram. The company also has direct relationships with retailers, like Target.

Meta will 鈥渃ontinue to invest in AI models like Andromeda that analyze tens of millions of ads and find the right message for the right person at the right time,鈥� while also 鈥渋ntroducing new tools and placements that can be used with the AI-powered Advantage+ sales campaigns to maximize performance,鈥� the company said.

In 2024, sales via Douyin, Kuaishou, and Xiaohongshu will account for 14.3%, 7.0%, and 1.0%, respectively, of total retail ecommerce sales in China. Douyin is approaching JD.com (16.5%) and Pinduoduo (16.4%) but is still far behind Alibaba (39.8%). However, the growth of the social commerce trio is approaching saturation.

Mother鈥檚 Day campaigns are shifting toward personal storytelling, creator partnerships, and emotionally resonant content to deepen consumer connection. For marketers, it鈥檚 a reminder that authenticity and brand values can drive both engagement and sales.

So we of course keep a close eye on retail media ad spending, and there are some developments in that space that I think stand to have a really significant impact on the creator economy and social commerce more broadly.

Brands like e.l.f. and Unwell need to prove they can drive ticket sales, not just social media buzz. As the NWSL expands its brand partnerships, its ability to attract non-endemic sponsors and engage younger fans will be crucial to its long-term commercial success鈥攁nd it has some catching up to do.

What impact would a permanent ban have on US social commerce growth? A TikTok ban would undoubtedly hurt the growth of US social commerce, which grew 26% in 2024 to $71.6 billion, driven heavily by TikTok Shop. Sales are projected to rise to $85.58 billion this year and surpass $100 billion by 2026. If TikTok departs the US, won鈥檛 other platforms simply replicate TikTok Shop鈥檚 success?

Use this chart: For marketers and sales teams can use this chart to prioritize clear pricing on your website and sales materials. Martech companies can use it to make the case for investing in features that showcase value and outcomes, helping to demystify ROI for buyers. Related 蘑菇AV reports:. B2B SEO and the Shift to AI-Driven Search (蘑菇AV subscription required).

In 2024, conversions (46.0%)鈥攕uch as sign-ups or downloads鈥攁nd sales (44.0%) are used as success metrics for influencer campaigns, according to September 2024 data from Linqia. Both metrics saw double-digit increases from 2023, with conversions up 11.6 points and sales increasing 13.7 points underscoring growing pressure on marketers to demonstrate the financial impact of influencer programs.

Nearly half of marketers surveyed by Influencer Marketing Hub in August 2024 said Shopping Collections had significantly boosted sales. Implications for brands. YouTube is down the list for creator commerce. Creators are becoming an important conduit to potential customers. But YouTube is less mature in this regard.

Social commerce is the fastest-growing US retail channel, and retailers will need to offer a seamless payment experience to maximize the opportunity. Understanding payment preferences will be key to ensuring conversion at checkout.

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Brands that accurately portray women in advertising saw 10x lifts in sales, per ANA. Women spent $8.5 billion more on out-of-pocket prescription costs than men last year, per a March 2025 GoodRx analysis. Our take: Pharma and healthcare marketers need to more effectively reach women.

The frenzy over high-search volume ad space may generate Black Friday sales, but it might not create loyal customers. Some companies like British retailer Asos have opted to focus on loyalty programs instead in the hopes of driving recurring sales. Others have been pulled to Meta platforms and TikTok, leaning on their large audiences and shoppable commerce features instead.