29 Marketplace Performance Statistics for eCommerce Stores

Data-driven insights revealing how social commerce, visitor identification, and first-party data strategies are reshaping online retail success

The social commerce landscape has fundamentally transformed how consumers shop online, with the global market reaching $1.2 trillion in 2025. This explosive growth creates unprecedented opportunities for eCommerce brands that can effectively identify, engage, and convert marketplace visitors. Brands using Opensend Connect to capture high-intent visitors report significant improvements in conversion rates and customer acquisition costs by transforming anonymous browsers into known leads ready for personalized outreach.

Key Takeaways

• Social commerce is exploding — The market will grow from $1.2 trillion in 2025 to $6.2 trillion by 2030, representing significant continued expansion
• Mobile dominates but struggles with conversion — 93% of users access the internet via mobile, yet cart abandonment rates hit 86% on smartphones
• First-party data is essential — With 5.66 billion social identities worldwide, capturing and owning customer data determines competitive advantage
• TikTok Shop leads growth — Platform sales grew 407% in 2024 and now command 18.2% of U.S. social commerce
• Product research happens on social — 76% of shoppers use social media to research products before purchasing
• Cross-device identification matters — The average user engages across 6.75 platforms monthly, making unified identity tracking critical

Understanding Key eCommerce Marketplace Performance Metrics

1. Global social commerce market valued at $1.2 trillion in 2025

The worldwide social commerce industry has reached a $1.2 trillion valuation in 2025, establishing social platforms as legitimate retail channels rather than mere discovery tools. This figure represents a fundamental shift in consumer purchasing behavior, where browsing and buying occur within the same ecosystem. Brands that fail to establish presence across these marketplaces risk losing access to this massive and growing customer base.

2. U.S. social commerce will reach $87.02 billion in 2025

American social commerce sales are projected to hit $87.02 billion in 2025, representing substantial year-over-year growth. This acceleration demonstrates that U.S. consumers have embraced in-platform purchasing at scale. The opportunity for brands lies in identifying which visitors are most likely to convert and capturing their information before they leave.

3. Social commerce represents 6.9% of retail eCommerce in 2025

Currently, social commerce accounts for 6.9% of total eCommerce, with projections showing this share increasing to 9.3% by 2029. While this percentage may seem modest, it represents billions in transaction volume concentrated among engaged, high-intent shoppers. Understanding where these customers come from and how to re-engage them across channels is essential for maximizing marketplace performance.

4. 114.3 million social media buyers in the United States

The U.S. market now includes 114.3 million social buyers, representing substantial growth from previous years. This expanding buyer base creates immense opportunity for brands equipped with proper identity resolution capabilities. Each of these buyers represents potential first-party data that brands can own and leverage for ongoing marketing efforts.

Leveraging Data for Strategic Marketplace Growth

6. 5.66 billion social media user identities exist worldwide

The global landscape includes 5.66 billion social identities, representing an unprecedented pool of potential customers. This massive user base creates both opportunity and complexity for marketers attempting to identify and engage prospects. Success requires sophisticated identity graph technology that can match anonymous visitors with known profiles across multiple touchpoints.

7. 63.9% of global population uses social media

Social media usage now encompasses 63.9% of the population worldwide, making these platforms unavoidable for eCommerce brands seeking growth. This saturation means your customers are already present on social marketplaces—the challenge lies in identifying them when they visit your store. First-party data strategies become essential when reaching audiences at this scale.

8. Users actively engage across 6.75 platforms monthly

The typical social media user maintains active presence on 6.75 different platforms each month, fragmenting their identity across multiple touchpoints. This multi-platform behavior makes cross-device tracking essential for understanding complete customer journeys. Without unified identity resolution, brands see only fragments of customer behavior rather than the complete picture needed for effective personalization.

9. 93.8% of internet users access social media monthly

Nearly all internet users—93.8% specifically—engage with social media platforms on a monthly basis. This near-universal adoption means social commerce isn't a niche channel but a primary customer acquisition path. Brands must invest in retargeting capabilities that can reach these users across platforms with consistent, personalized messaging.

10. 259 million new social media users added in the past year

Social platforms gained 259 million new users over the past twelve months, expanding the potential customer pool at 4.87% annual growth. This continuous influx of new users means marketplace performance optimization is an ongoing process rather than a one-time initiative. Brands that systematically capture and nurture new visitor data will compound their competitive advantage over time.

Optimizing Visitor Identification and Conversion on Marketplaces

11. Nearly 47% of shoppers influenced by customer reviews

Customer reviews influence nearly 50% of purchase decisions on social platforms, demonstrating the power of social proof in conversion optimization. This statistic highlights why capturing customer contact information matters—satisfied buyers become advocates whose reviews drive future conversions. Systematic collection of customer engagement data enables brands to activate their best customers as marketing assets.

12. 47% abandon cart due to unexpected additional costs

Cart abandonment analysis reveals 47% of shoppers abandon due to unexpected shipping, taxes, or fees appearing at checkout. This friction point represents recoverable revenue when brands maintain contact with abandoning visitors. Effective cart abandonment strategies require capturing visitor identity before abandonment occurs so personalized recovery campaigns can reach them.

Platform-Specific Marketplace Performance Statistics

13. Facebook has 3.07 billion monthly active users

Facebook maintains its position as the largest social platform with 3.07 billion monthly users, providing unmatched reach for eCommerce brands. This massive user base includes diverse demographics and purchasing behaviors that require sophisticated segmentation. Brands leveraging AI-powered personas can build targeted cohorts that maximize advertising efficiency on this platform.

14. 60.9% of U.S. social shoppers have purchased via Facebook

Purchase behavior shows 60.9% of American shoppers have completed transactions through Facebook. This dominant position makes Facebook essential for marketplace strategy, yet extracting value requires connecting platform engagement with owned customer data. Multi-channel attribution and identity resolution help brands understand Facebook's true contribution to revenue.

15. Instagram has 3 billion monthly active users

Instagram has achieved 3 billion monthly users, with 63% of that user base aged 18-34. This younger demographic represents tremendous lifetime value potential for brands that successfully capture their data early in the customer relationship. Visual-first platforms like Instagram demand integrated marketing approaches that connect social engagement with email marketing strategies.

16. TikTok Shop reached $15.82 billion in 2024 U.S. sales

TikTok Shop reached $15.82 billion in U.S. sales in 2025, commanding 18.2% of U.S. social commerce; eMarketer expects it to surpass $20 billion in 2026 and reach over $30 billion in 2028. This platform's meteoric growth demonstrates how quickly marketplace dynamics can shift. Brands must maintain flexibility in their identification and engagement strategies to capture value wherever customer attention moves.

17. TikTok converts 43.8% of users into buyers

TikTok demonstrates remarkable efficiency by converting 43.8% of users into active buyers. This exceptional conversion rate reflects the platform's immersive, discovery-driven experience that shortens the path from awareness to purchase. Understanding which TikTok visitors subsequently arrive at your store—and capturing their data—maximizes the platform's contribution to overall revenue.

18. TikTok Shop grew 407% in 2024

Year-over-year analysis shows TikTok Shop grew 407% in 2024, the fastest growth of any social commerce platform. This explosive expansion indicates where consumer attention and purchasing behavior are heading. Brands with robust visitor identification systems can capitalize on this shift by connecting TikTok-driven traffic with comprehensive customer profiles.

Mobile Commerce and Cross-Device Challenges

19. 93% of active users access internet through mobile devices

Mobile dominance is clear with 93% of users accessing the internet via smartphones and tablets. This behavior creates complexity for identification and tracking as users move between devices throughout their purchase journey. Cross-device tracking capabilities become essential for maintaining unified customer views across touchpoints.

20. Mobile users have cart abandonment rate of nearly 86%

Mobile commerce struggles with 86% cart abandonment, significantly higher than desktop experiences. This abandonment challenge makes visitor identification even more critical—brands must capture mobile visitor data early in sessions to enable recovery outreach. Opensend Revive helps brands maintain contact with mobile abandoners by replacing bounced emails with active addresses.

21. People spend 2 hours 21 minutes daily on social media

Daily social media usage averages 2 hours 21 minutes per user, creating extensive windows for brand exposure and engagement. This substantial time investment means your target customers are accessible—but capturing their attention and data requires strategic presence across multiple platforms. Coordinated omnichannel marketing approaches maximize effectiveness during these engagement windows.

22. 25% abandon cart because sites require account creation

Friction analysis shows 25% of abandonment stems from required account creation at checkout. This barrier highlights why alternative identification methods matter—brands can capture visitor data without forcing registration through sophisticated identity resolution. Reducing friction while maintaining data capture capabilities improves both conversion rates and customer retention.

Advertising Investment and ROI Statistics

23. Social media advertising revenue reached $64.9 billion in 2023

Advertising investment in social platforms hit $64.9 billion in 2023, reflecting brands' confidence in these channels for customer acquisition. This massive investment requires equally sophisticated measurement and attribution capabilities. Brands must connect ad spend with actual customer identification and conversion to calculate true return on ad spend.

24. Retail media network advertising reached $43.7 billion in 2023

Retail media networks captured $43.7 billion in revenue in 2023, representing substantial year-over-year growth. This channel represents brands advertising directly within marketplace environments where purchases occur. Maximizing retail media ROI requires connecting marketplace advertising with comprehensive customer identification across all touchpoints.

25. 49% had influencer recommendations impact their purchase

Influencer marketing demonstrates significant impact with 49% of social shoppers citing influencer recommendations as purchase factors. This statistic validates investment in creator partnerships but also highlights the need for attribution. Brands must track which influencer-driven visitors convert and capture their data for ongoing relationship building.

Consumer Behavior and Conversion Factors

26. 60.9% of U.S. shoppers purchased via Facebook

Post-exposure conversion data shows 60.9% of U.S. shoppers complete purchases through Facebook. This conversion rate validates social platforms as legitimate revenue drivers. Brands must ensure they capture visitor identity during the social-to-site transition to optimize the complete customer journey.

27. 24% named Facebook their favorite social commerce platform

Platform preference data shows 24% of global shoppers identify Facebook as their favorite social commerce destination, followed by Instagram at 20%. These preferences guide platform prioritization decisions while emphasizing the need for multi-platform presence. Effective marketing automation coordinates engagement across preferred platforms while maintaining unified customer profiles.

28. Social commerce projected to exceed $1 trillion by 2029

Long-term projections indicate social commerce will exceed $1 trillion by 2029, representing a continued structural shift in retail behavior. This growth trajectory means marketplace performance optimization isn't optional—it's existential for eCommerce brands. Building robust first-party data assets through systematic visitor identification positions brands to capture disproportionate value as this market expands.

29. Average user engages 6.75 platforms monthly

Cross-platform engagement data shows users actively maintain presence on 6.75 different platforms each month. This behavior creates fragmented customer identities that brands must unify for effective marketing. Without sophisticated identity resolution connecting these touchpoints, brands miss opportunities for personalized engagement across the customer's preferred channels and platforms.

Maximizing Marketplace Performance Through Visitor Identification

Maximizing marketplace performance requires systematic approaches to visitor identification and data capture. Leading eCommerce brands focus on several key areas: deploying identity resolution infrastructure that identifies anonymous visitors and connects them with known profiles across devices; prioritizing first-party data ownership rather than depending on platform-specific audiences; ensuring messaging consistency across email, social, postal, and SMS touchpoints; identifying high-intent visitors during sessions rather than relying on post-abandonment recovery; and maintaining legal compliance with CAN-SPAM, CCPA, and other regulations while maximizing data capture.

Opensend helps brands execute these strategies through proprietary identity graph technology that matches anonymous visitors with opt-in consumer profiles. The platform integrates seamlessly with existing marketing tools including Shopify, Klaviyo, and major advertising platforms to activate captured data across channels. By combining visitor identification, email verification, and cross-device tracking, brands build comprehensive customer profiles that drive personalized marketing and improved conversion rates.

The statistics presented throughout this article demonstrate that social commerce represents a fundamental shift in consumer behavior rather than a temporary trend. Brands that invest in robust lead generation and identity resolution capabilities position themselves to capture disproportionate value as this $2+ trillion market continues expanding. Success requires moving beyond platform-dependent strategies toward owned first-party data assets that provide independence, flexibility, and sustainable competitive advantage.

Frequently Asked Questions

What are the most critical performance statistics for eCommerce marketplaces?

The most critical metrics include conversion rate, cart abandonment rate, customer lifetime value, and customer acquisition cost. Social commerce specifically requires tracking platform-specific conversion rates, cross-device attribution, and first-party data capture rates. Understanding that 76% of shoppers research on social media before purchasing highlights the importance of tracking the complete customer journey from discovery to purchase.

How can I improve my marketplace conversion rates?

Improving conversion requires reducing friction at checkout—addressing the 47% who abandon due to unexpected costs and 25% who leave when forced to create accounts. Implementing guest checkout options, transparent pricing, and real-time visitor identification helps capture customers before abandonment. Brands using identity resolution technology can recover abandoners through personalized email outreach.

What is first-party data and why is it important for marketplace performance?

First-party data refers to information collected directly from your customers and website visitors that you own outright. With 5.66 billion social identities scattered across platforms, owning your customer data provides independence from platform algorithm changes and enables consistent engagement across channels. Brands that build robust first-party data assets through systematic visitor identification compound their competitive advantage over time.

How does identity resolution technology enhance eCommerce marketplace statistics?

Identity resolution connects anonymous website visitors with known profiles, enabling personalized marketing before formal registration occurs. With the average user engaging across 6.75 platforms monthly, cross-device identity matching prevents fragmented customer views. Opensend's identity graph processes billions of events daily to provide comprehensive visitor identification while maintaining full legal compliance.

What are the legal compliance requirements for collecting and using marketplace data?

U.S. marketplace data collection must comply with CAN-SPAM regulations for email marketing, CCPA requirements for California residents, and general consumer privacy best practices. Compliant data collection requires partnering with networks that maintain proper consumer consent for partner marketing. Opensend addresses compliance through end-to-end encryption, consent-based data partnerships, and sophisticated security protocols that protect both brands and consumers.