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2025 SOCIAL COMMERCE TRENDS

7 in 10 global shoppers buy on social media – and 71% say it could become their primary shopping channel by 2030!

Social media is now a vital sales channel for e-commerce businesses. From targeted ads and influencer campaigns to live product demos and customer support, these platforms offer countless ways to engage and convert shoppers. To turn scrolls into sales, explore social commerce trends from across the globe and how different generations are making it their primary shopping destination vs. using it to keep up with trends.


Social commerce in numbers

$1 trillion

is how much social commerce is expected to be worth by 2028 (1)

89%

of chinese shoppers buy from douyin, 75% from wechat and 66% from little red book

82%

of shoppers say trending or viral products influence their purchases

62%

of shoppers say customer reviews on social media influence their buying decisions

66%

of shoppers are interested in live-streamed shopping events

58%

of shoppers want free delivery & returns on their social media purchases

52%

of shoppers buy from facebook – but gen z are more likely to buy from instagram or tiktok

37%

of shoppers say social media makes them shop more frequently


Which social platforms do shoppers prefer?

Across the globe, shoppers favor different social platforms depending on where they live. While preferences vary by country, Facebook often takes the top spot.

Among generations, Gen Z favors Instagram and TikTok, while Millennials lead the way on Facebook and YouTube. Gen X and Baby Boomers may shop less on social media, but when they do, Facebook is their platform of choice.

 

Facebook

Instagram

YouTube

TikTok

Argentina

67%

56%

22%

14%

Australia

50%

32%

23%

22%

Austria

25%

27%

21%

18%

Brazil

53%

55%

38%

27%

Canada

48%

29%

26%

19%

The Czech Republic

47%

23%

24%

13%

France

32%

26%

26%

22%

Germany

29%

34%

28%

25%

India

69%

70%

65%

27%

Italy

35%

31%

24%

20%

Malaysia

61%

46%

29%

81%

Morocco

88%

66%

50%

42%

The Netherlands

36%

31%

26%

22%

Nigeria

88%

74%

63%

56%

Poland

44%

26%

30%

21%

South Africa

65%

30%

27%

27%

Spain

31%

35%

27%

24%

Sweden

45%

29%

26%

18%

Thailand

78%

49%

42%

86%

Turkey

43%

66%

47%

27%

The UAE

69%

68%

53%

55%

The UK

46%

30%

28%

39%

The USA

51%

33%

38%

40%

Gen Z

54%

60%

40%

48%

Millennials

64%

53%

42%

39%

Gen X

52%

34%

32%

27%

Baby Boomers

36%

17%

20%

13%

 


The social platforms set to rise by 2030!

Shoppers’ social buying habits are shifting. Over the next five years, where people shop will change – and knowing which platforms they intend to buy more (or less) from can help your business focus your efforts to increase your sales.  

Millennials are the biggest users of Facebook, with 67% saying they plan to shop the same or more on the platform over the next five years. Meanwhile, Gen Z is driving growth across most other channels – especially TikTok (34%) and Instagram (40%), where they plan to increase their shopping the most. However, not all generations are following the same trend. Baby Boomers remain resistant to TikTok, with 60% saying they would never use it to shop. Gen X are split on most social platforms – except for Facebook, where 1 in 4 say they plan to shop more in the years ahead. 

How will shoppers buying behaviour change on each social media platform by 2030?

A row of four phones split into percentages showing how shoppers buying behavior will change on each social platform in the next five years. Instagram: 27% will buy more, 28% will buy the same amount, 9% will buy less, 15% might use in the future, 23% would never use. Facebook: 25% will buy more, 33% will buy the same amount, 12% will buy less, 11% might use in the future, 19% would never use. YouTube: 23% will buy more, 32% will buy the same amount, 10% will buy less, 16% might use in the future, 20% would never use. TikTok: 22% will buy more, 21% will buy the same amount, 9% will buy less, 14% might use in the future, 34% would never use.

Head to page 18 of the 2025 E-Commerce Trends Report to view the full data.


Social media isn’t just influencing purchases – it’s increasing them

Shoppers are spending more time and money on social media. Understanding how these platforms influence their buying decisions can help your business tap into new growth opportunities. Many shoppers now spend more time researching products before buying, while a significant number shop more often and make more impulse purchases – presenting opportunities for retailers to boost their sales.

How has social media changed shoppers’ buying habits?

A ring light with a phone attached showing a woman recording a product video for social media. Around the ring light, four stats are displayed showing how social media has changed shoppers’ buying habits: 42% spend more time researching products, 37% shop more frequently, 31% make more impulse purchases, 18% say it hasn’t changed their habits.

Head to page 16  of the 2025 E-Commerce Trends Report to view the full data.


The social content that makes shoppers click

Social media might not always be where the sale happens, but it’s often where buying decisions start. Customer reviews, users’ posts and exclusive offers all capture shoppers’ attention on social media – and this scroll-stopping post could be the first step to getting them to hit ‘buy now’ on your website.

Millennials are the generation most likely to use social media for research – 61% typically use it to keep up to date with new products or services and 58% to learn more about a brand or retailer. Gen X and Baby Boomers show similar behaviors, using social media to stay informed. Gen Z, on the other hand, are most likely to head to social media to try and find a discount code.

What content influences shoppers’ decisions – and where globally and in Europe does it have the most impact?

An image split into five columns, each with a photo of a person inside a circle that shows the percentage of shoppers who say that type of social media content influences their buying decisions. Below the image and statistic, the global and European country where this content has the most influence is written. The statistics show: Customer reviews: 62%, highest in Thailand and Turkey. Offers or discounts: 61%, highest in Malaysia and Poland. Posts from a brand’s account: 40%, highest in Nigeria and Turkey. Shoppable posts: 37%, highest in Malaysia and Turkey. User-generated content: 31%, highest in China and Turkey.

Head to page 17 of the 2025 E-Commerce Trends Report to view the full data.


Meet the social shopper

Want to sell to today’s social shoppers? Start by understanding how they buy, what they expect – and how to earn their trust.

Their in-app behavior goes beyond social platforms – 83% use retailers’ apps to browse and buy. They are one of the most trusting shopper types during the Black Friday sales, with 56% completely or mostly trusting retailers’ offers and prices during this seasonal event.

Head to page 53  of the 2025 E-Commerce Tends Report to access the full infographic.

Discovery drives their decisions

Social shoppers aren’t going to social media with a purchase in mind – they’re going for inspiration. They use social platforms to explore, spot new trends and find products they didn’t know they needed.

They shop more and expect items faster

Social shoppers browse and buy more often than the average consumer. They’re also more likely to abandon purchases if there are problems – like hidden costs or slow delivery.

They trust people, not just Brands

What others say and do influences social shoppers. From product reviews to live-streamed shopping, they value real opinions and social proof.


(1) Statista, 2025   

All stats and figures are taken from the DHL eCommerce Online Shopper Survey conducted between February and March 2025. Respondents were required to have made at least one purchase online within the three months prior to the survey. 70+ questions were asked to 24,000 respondents across 24 countries (1,000 per country) with an equal split across demographics – where possible. The countries chosen for this survey represent some of the most active e-commerce markets across the globe. Where percentages do not equal 100%, this is due to certain questions having multiple-choice options. Where there is a deviation of percentages over 100%, this is due to rounding of answer options. Not all data from the survey is displayed on this page. Country, regional, generational, and shopper profile data is provided, but this does not reach a level of statistical significance to make definitive statements about specific groups globally. Figures are correct at the time of publishing.


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