Signal Instagram and YouTube stay ahead of Facebook and TikTok in social commerce

Summary

Capgemini finds that Instagram and YouTube remain the leading platforms for social commerce. Among consumers who have bought through social media, these two are most often named as their first choice. Facebook and TikTok follow behind them, with WhatsApp further down the list. The ranking has held across the three survey waves from 2023 to 2025. The report credits interactive features such as comments, direct messages, and live sessions, combined with AI recommendations and social proof, for making these channels persuasive.