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TikTok versus Instagram: Who is dominating social commerce in 2022?

Social commerce, or purchasing products and services within social platforms, represented just 4 per cent of the US retail e-commerce market in 2021. Live shopping, or purchasing products during a live stream, was a small part of that.  However, both are growing trends projected to reach $45.74 billion in sales in 2022.  Millennials and Gen Z, whose reliance on social media and willingness to make in-app purchases, are fuelling wider adoption —  and a sort of transformation too.