Key stat: 37.2% of US adults say they're most likely to shop via Instagram, making it the top social commerce platform, ahead of TikTok (30.5%), according to a September 2025 survey from Power Digital Marketing.

Beyond the chart:

• 39% of UK/US tech CMOs say their top planned update to social selling strategies is integrating marketing, comms, and sales efforts, according to August 2025 data from 3Thinkrs.
• Reddit ad spend surged 46.3% YoY in November 2025, outpacing all major social platforms and narrowly edging out mobile apps (+42.3%), according to a November 2025 survey from Sensor Tower.

Use this chart: Marketers and brands should double down on Instagram and TikTok commerce strategies: Think influencer partnerships, native product tags, and short-form video content. If your social strategy still relies heavily on Facebook or Pinterest, it may be time for a channel shift.

Related EMARKETER reports:

• Beauty Ecommerce 2025 (EMARKETER subscription required)
• Gen Z Technology and Media Preferences 2025 (EMARKETER subscription required)

Methodology: Data is from the December 2025 Power Digital Marketing "2026 State of Social Media Trends Report." 1,483 US adults ages 18+ were surveyed during June-September 2025. 84% of the respondents permanently reside in the US, and 77% identify as female.