E-commerce purchases via social media and live-streaming are growing on TikTok, especially among younger buyers.

According to Insider Intelligence/eMarketer, Facebook leads social media platforms with 20.5% of purchases. Instagram is in the second spot with 14.6%, followed by YouTube with 9.5%, and then TikTok with 7.8%.

After TikTok, the top social media platforms were Snapchat, X (formerly Twitter), and Pinterest.

The survey was conducted in June and is based on US adults who made purchases in the previous 30 days.


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