Q3 2026 data

Retail & E-commerce social media benchmarks

How Retail & E-commerce brands performed on social media in Q3 2026, based on 7,171 posts from 38 brands.

Retail & E-commerce social media benchmarks
All industries

The benchmark at a glance

Retail & E-commerce brands that posted
38Brands
Followers per brand
11.7MAvg.Median 6.33M
Engagements per brand
652kAvg.Median 60.8k
Engagement rate per brand
0.15%Avg.Median 0.033%

Top 10 Retail & E-commerce brands

Sort by any column. Q3 2026, across all platforms.

Rank Brand
01
SephoraPosted on Facebook, Instagram, TikTok and YouTube
47.3M8.9M 657 0.29%
02
WalmartPosted on Facebook, Instagram, TikTok, X and YouTube
40.8M2.39M 216 0.47%
03
SHEINPosted on Facebook and YouTube
39.9M670k 547 0.004%
04
LazadaPosted on Facebook, Instagram and TikTok
38M166k 223 0.003%
05
TargetPosted on Facebook, Instagram, TikTok and YouTube
32.8M552k 342 0.026%
06
FlipkartPosted on Facebook, Instagram, X and YouTube
32.4M1.75M 167 0.76%
07
Amazon.comPosted on Facebook
29.7M169k 150 0.004%
08
Alibaba.comPosted on Facebook
28.9M23.4k 100 0.001%
09
Mercado LivrePosted on Facebook and YouTube
16.6M10.9k 96 0.002%
10
ZalandoPosted on Facebook, Instagram, TikTok and YouTube
15M367k 211 0.069%

Standout posts across the benchmark

The Retail & E-commerce posts with the most engagements in Q3 2026, on any platform.

  1. Reels on Facebook, Aug 24 shoptemu

    Turn these craft paper cups into creative gift holders for parties, favors, and handmade surprises. 🔍 Find it at https://temu.to/m/g72t86z51hq or with this code fep3445. #temu #di

    1,603,599 engagements View post (opens in a new tab)
  2. Video on TikTok, Sep 23 Walmart

    pumpkin stuns in new photos

    836,323 engagements View post (opens in a new tab)
  3. Video on TikTok, Aug 3 Sephora

    Legend has it she’s still there.

    686,986 engagements View post (opens in a new tab)

Platform breakdown

Averages per platform for Retail & E-commerce brands in Q3 2026.

Metric Instagram TikTok Facebook X YouTube
Avg. engagement rate per post 0.16% 0.61% 0.025% 0.036% 0.18%
Avg. posts per brand per week 8.8 5.2 7.8 2 4.3
Brands present on the platform 22 12 26 9 16

Brands present on the platform: brands that posted at least once on the platform in Q3 2026 (July 1 – September 30, 2026).

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What worked on each platform

Where the Retail & E-commerce engagements came from in Q3 2026, next to where brands posted.

By platform
Platform Engagements Posts
Instagram 35.6% 35.4%
Facebook 29.4% 37.2%
TikTok 27.3% 11.5%
YouTube 7.6% 12.7%
X 0.1% 3.2%
By format
Format Engagements Posts
Video 82.6% 67.9%
Carousel 10.5% 18.7%
Image 6.6% 10.3%
Link 0.2% 2.2%
Text 0% 0.8%

Observations

Written by AI from this report's data.

Video generated 82.6% of Retail & E-commerce engagements from 67.9% of posts, making it the standout format this quarter. TikTok also delivered a strong share of engagement relative to its posting volume, while Instagram contributed the largest share overall.

  • Facebook had the largest share of posts at 37.2%, but accounted for 29.4% of engagement. TikTok produced 27.3% of engagement from just 11.5% of posts, while Instagram’s shares were nearly even at 35.4% of posts and 35.6% of engagement.
  • Across formats, Video drew 82.6% of engagement from 67.9% of posts. Carousel, Image, and Link each contributed a smaller share of engagement than of posts: 10.5% vs. 18.7%, 6.6% vs. 10.3%, and 0.2% vs. 2.2%, respectively.
  • On Facebook, Reels made up 55.5% of posts and had an average engagement rate of 0.034%, compared with 0.014% for Album. Facebook’s top post was a Reels post by shoptemu, with 1,603,599 engagements.

How we calculate this

Every figure in this report comes from public social media data, collected by Socialinsider.

Period
The full calendar quarter July 1 – September 30, 2026 (Q3 2026). The data is refreshed every quarter.
Brands
The leading global Retail & E-commerce brands and their official accounts on Instagram, TikTok, Facebook, X and YouTube. A brand counts as present on a platform if it posted there at least once in the period.
Engagements
Likes, comments and shares or reposts on a post, plus saves where the platform reports them.
Engagement rate
A post's engagements divided by the profile's followers at the time of the post, times 100. Averages are the mean across posts. Posts with an engagement rate above 100% are excluded as data errors.
Per-brand figures
Averages and medians are computed across the brands that posted in the period. A brand's engagement rate needs at least 10 posts.
Platform figures
Platform figures are shown only when at least 5 brands posted on that platform.
Breakdowns
The platform and format charts show each slice's share of all the industry's posts and engagements. Formats are grouped across platforms: Reels and videos count as Video, carousels and albums as Carousel.
Observations
The observations are written by AI from this report's numbers.