Consumer research snapshot: Social commerce shows greatest growth among online shoppers

Approximately 63.5 million shoppers in the United States made a purchase on Facebook last year, making it the most widely used platform for social commerce,  according to eMarketer/Insider Intelligence estimates. Forecasts suggest that Facebook and Instagram, which is owned by Facebook’s parent company Meta, will remain at the forefront of social shopping in the U.S. in the coming years, with more than 69 million and 47 million shoppers, respectively, by 2025.