Social shopping is growing but not as quickly in Western markets as it has in China, where Douyin saw $375 billion in sales in 2023. TikTok, in comparison, generated $4 billion in in-app spending last year. Facebook leads in driving social shopping behavior, but Snapchat and Reddit have higher purchase rates among their engaged users. Short-form videos are currently the most influential content type in social commerce, though security and trust issues continue to pose challenges for social shopping adoption.