Social commerce is growing rapidly, eCommerce through social media, which in the United States alone should be worth $ 36 billion this year.
Facebook leads this rise.
These are the data of an eMarketer report according to which, about 56 million US residents will make at least one purchase on Facebook, giving the social media giant a share of 22.3%.
Another 32 million people will have bought something on Instagram - also owned by Facebook - thus assigning it a 12.9% market share.
The third player is Pinterest, with a forecast of 13.9 million buyers, or 5.6% of the market.
According to the report that photographs the American trend, but which will soon expand to other countries, the sales of social commerce will increase by 35.8% to 36.62 billion dollars.
The leader in this field is China: this year around 424 million people will make purchases on its platforms such as WeChat.
"The US must look to China for the development of social commerce as many of the trends that will drive its growth, such as streaming shopping, originated in this country," explains Jasmine Eenberg, senior analyst at eMarketer.