The global Social Purchasing Market was valued at USD 4.5 Billion in 2022 and is projected to reach USD 19.6 Billion by 2030, growing at a robust CAGR of 20.2% from 2024 to 2030. The increasing adoption of social media platforms for purchasing goods and services, along with the rise in influencer marketing, has been driving market growth. With the growing shift towards online shopping and the integration of e-commerce with social platforms, this market has seen significant traction in recent years. The widespread use of smartphones and the rise of mobile commerce are further fueling this trend, allowing users to discover, engage, and make purchases through social media platforms seamlessly.
Key factors contributing to this growth include the integration of social buying features in social networking sites, increased consumer spending on social commerce, and the growing preference for personalized shopping experiences. As brands continue to leverage user-generated content and real-time interactions to drive sales, the market is expected to expand rapidly in the coming years. By 2030, the market is projected to reach new heights with sustained adoption across various sectors, including retail, fashion, beauty, and lifestyle, among others, driven by technological advancements and changing consumer behaviors.
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The Social Purchasing Market is a rapidly growing segment in the broader e-commerce landscape. This market is driven by consumers' increasing desire to engage in collaborative consumption, influenced by social platforms and online communities. Social purchasing refers to the act of buying goods or services with the influence of social media, peers, or community-based platforms. This market is categorized into various applications, which allow different types of purchases to be made in a way that reflects collective decision-making or social influence. These applications include Entertainment, Food & Beverages, Retail & Clothing, Travel, and Others. The shift towards social purchasing emphasizes the role of user reviews, ratings, and recommendations, which have become key factors in driving sales across all segments. This also involves leveraging social media platforms, influencer marketing, and peer-to-peer sharing models to create a more interactive and socially driven shopping experience. In this report, we will explore these application segments in greater detail, focusing on their specific market dynamics, trends, and opportunities.
The entertainment segment of the social purchasing market revolves around the sale of tickets, subscriptions, events, and media content driven by social media and peer recommendations. Consumers increasingly rely on social validation, whether through reviews, likes, or the shared experiences of friends, to make decisions related to entertainment purchases. Social media platforms such as Instagram, TikTok, and YouTube play a significant role in promoting entertainment offerings by allowing users to share their personal experiences, thus influencing their network to make similar purchases. Concerts, live shows, movie screenings, and online streaming services are key players in this category. As social media engagement continues to grow, the entertainment segment is expected to see continued expansion with new, innovative purchasing models, such as social-based ticketing and live streaming events for wider audiences.
The rising popularity of user-generated content (UGC) in entertainment also drives the social purchasing market. Streaming platforms like Netflix, Spotify, and Hulu use social media to promote new releases and exclusive content, where fans often share content recommendations and reviews. This creates a cycle where consumers rely heavily on their social circles for content discovery, further boosting purchasing behavior. Additionally, collaborative consumption models, like group-buying discounts on tickets for concerts or events, encourage mass participation through social media-driven campaigns, where discounts and offers are unlocked when a certain number of individuals commit to buying. These developments suggest that social purchasing in the entertainment industry will continue to thrive, especially with the growth of virtual and hybrid events that tap into social media influence and community-driven demand.
The food and beverage sector within the social purchasing market has expanded dramatically due to the increasing influence of social media platforms on consumer choices. Restaurants, cafes, and food delivery services are among the key players in this segment, where customers are encouraged to share their experiences online through platforms like Instagram, Facebook, and Yelp. Social media influencers and celebrities often collaborate with food brands to generate buzz and attract new customers. These platforms allow users to access peer recommendations, reviews, and photos, which directly influence purchasing decisions. Social purchasing in food and beverages has become not just about purchasing meals, but also about discovering new food trends, engaging with brands, and participating in food-related challenges or campaigns that leverage social media platforms for viral marketing.
Another trend in this segment is the growth of group-buying deals and community-based promotions. Food apps like Grubhub and DoorDash often provide social purchasing features, allowing users to share promotions or create group discounts for friends. Additionally, food and beverage brands are increasingly relying on social media to promote exclusive, limited-time offers or collaborative food items, encouraging customers to make quick purchasing decisions based on trending content. This engagement between consumers and brands through social media platforms ensures that food and beverage purchases are highly influenced by social interactions, ultimately contributing to the growth of this segment within the social purchasing market.
The retail and clothing segment is one of the largest categories within the social purchasing market, driven by the increasing use of social media platforms to discover and buy fashion items. Social media has significantly altered how consumers engage with fashion brands, as platforms like Instagram, Pinterest, and TikTok provide a space for brands to showcase their latest collections, share promotional content, and collaborate with influencers. These platforms enable users to directly link to product pages, allowing consumers to purchase items with a single click, all while being influenced by peers' opinions and social trends. Additionally, fashion retailers increasingly rely on user-generated content, where customers share their outfits and styling tips, further fueling the desire for products that align with social trends.
Group-buying and referral programs are prevalent in the retail and clothing market, where brands encourage consumers to share special offers or discounts with their network in exchange for rewards or incentives. This model works particularly well in online fashion stores, where influencers promote exclusive collections, and users post reviews or styling tips, contributing to a viral purchasing process. Social shopping features like live streaming, where influencers showcase fashion items in real-time, are also gaining traction. As the demand for seamless, social shopping experiences continues to grow, retailers and fashion brands will increasingly focus on enhancing their social purchasing features, integrating e-commerce platforms with social media to streamline the buying process and further connect with consumers through shared experiences.
In the travel industry, social purchasing is influenced heavily by social media platforms that showcase travel destinations, experiences, and packages. Travelers often make decisions based on recommendations, reviews, and testimonials from fellow travelers or influencers. Platforms like Instagram, YouTube, and Pinterest serve as primary channels for discovering new destinations, with images and videos driving consumer interest and purchase intent. Travel agencies, tour operators, and airlines increasingly collaborate with influencers and create sponsored content to reach potential customers. As more people turn to social media for inspiration, the travel sector has adopted social purchasing models, including group discounts, referral programs, and special offers targeted at large social circles, which encourage travelers to share deals within their network.
Additionally, the rise of “experience-based” travel, where social media plays a pivotal role in shaping consumer decisions about adventure tourism, is further fueling the growth of social purchasing in the travel market. Social media platforms are now used to market personalized travel experiences, where consumers can explore travel package
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