Social Commerce 2025:

Facebook Leads in Conversions, TikTok Gains on Influence

Based on the recent data from January 2025, here are the key insights about social media platforms' influence on US consumer purchase decisions:

Facebook is more influential than TikTok for purchase decisions Most Influential Social Media Platforms on US Consumer Purchase Decisions, Jan 2025 (% of respondents) | EMARKETER according to a survey of 1,012 US consumers ages 18+ conducted in January 2025. This finding is particularly noteworthy given TikTok's rapid growth and influence among younger demographics.

The latest research also shows that when it comes to making direct purchases on social media, Facebook is the top social media platform (39%), followed by TikTok (36%) and Instagram (29%) Social Media Demographics to Inform Your 2025 Strategy | Sprout Social. This data suggests Facebook maintains its dominance in social commerce despite increased competition from newer platforms.

The broader context shows that social commerce made up about 5% of US eCommerce sales in 2022 and is expected to inch up to nearly 7% by 2025 Nearly half of US consumers say they have made a purchase through social media | Mintel, indicating continued growth in this sector.

For marketers and businesses, this data suggests that while TikTok has significant influence, particularly among younger consumers, Facebook remains the most powerful platform for driving actual purchase decisions across all age groups in the US market. The platform's established shopping features and broader demographic reach appear to give it an edge in converting social media engagement into actual sales.

Note: Ages 18+ Source: Relex, "Viral Products & Social Media Influence Consumer Report," Jan 29, 2025

Publisher: eMarketer