Social Media Benchmarks for the E-Commerce Industry
See how e-commerce brands perform across Facebook, Instagram, X, TikTok, and LinkedIn—with real data, fresh insights, and actionable strategies.
The way consumers discover and shop for products online is changing fast, and so is the way e-commerce brands need to show up across social media. This comprehensive benchmark report breaks down what’s actually working in e-commerce digital marketing today. Based on 12 months of performance data, this study reveals the real engagement metrics, content trends, and platform-specific opportunities that can help online retailers make smarter moves.
Executive Summary
- Top-performing platforms for social media engagement for online stores—and how to use each one strategically
- Comparison of content types by engagement across Facebook, Instagram, X, TikTok, and LinkedIn
- Formats that are being used most vs. what actually performs
- Content pillars that drive the strongest engagement across platforms
- Data-driven insights to help you boost follower growth, traffic, and social commerce sales
Averages Across All Platforms
Looking at the e-commerce landscape as a whole, TikTok and Instagram dominate engagement, but for very different reasons.
TikTok delivers massive engagement, especially for small accounts under 10K followers, where average engagement rates reach an insane 56.7%. It’s built for emotional, quick-hit storytelling and viral product discovery—perfect for emerging brands.
Instagram holds strong with a 1–2% average follower engagement rate, especially when brands mix carousels and Reels intelligently. It’s a key channel for visual storytelling in e-commerce marketing and building brand loyalty through creative content.
Facebook and LinkedIn show lower follower-based engagement, around 0.2–0.5%, but remain vital for reach and relationship-building, especially when leveraging the right content formats like video on Facebook and documents on LinkedIn.
X (formerly Twitter) struggles the most with flat reach and weak video engagement. However, community-driven posts and GIFs still carve out modest but meaningful interactions.
If you’re benchmarking your brand, these averages provide a baseline for e-commerce digital marketing benchmarks across social platforms, helping you spot where you’re winning or leaving opportunities untapped.
Engagement Rates by Content Type (Per Platform)
Photos and albums still dominate posting volume, but short-form videos drive far better engagement rates by reach. Reels are massively underused on Facebook despite their potential for organic reach and social media conversion rates for e-commerce.
Carousels slightly outperform Reels in engagement for many brands. Mixing strong visuals, storytelling, and varied formats is key. Relying solely on Reels can actually lower your overall engagement potential.
X (formerly Twitter)
Video content performs poorly, but status updates and animated GIFs still generate stronger interaction than links or traditional video posts. Snackable, quick-hitting content is the best bet on this platform.
TikTok
It’s almost entirely about video—and it delivers. Even brands with small audiences can outperform massive competitors if their videos hit emotional or trend-driven notes. Carousels are barely used but show promising engagement when tested.
Documents and long-form articles outperform images and video posts by a wide margin. Professional storytelling through thought leadership, case studies, and launches is the most effective engagement strategy here.
These insights give you a crystal-clear understanding of the best content types for e-commerce brands on social media.
Post Formats by Volume (Per Platform)
Photos (42.7%) and albums (27.4%) still rule the feed, but they underperform dramatically compared to short video content. Brands that pivot towards video could see major gains in organic reach and interaction.
Reels dominate volume at 40.2%, followed by images (34.9%) and carousels (24.8%). While Reels get the spotlight, carousels often drive deeper engagement, especially for mid-sized e-commerce brands focused on visual product discovery.
X (formerly Twitter)
Photos and status updates make up the majority of content, while video posts are rare and ineffective. Animated GIFs, despite representing a tiny slice of posts, consistently generate better engagement.
TikTok
Video makes up 99.7% of posts—and that’s exactly how it should be. Carousels are extremely rare but offer an opportunity for brands willing to experiment with educational or product-focused storytelling.
Images dominate at 56.3%, but documents (14.3%) and articles (8.1%) drive stronger conversations and reach. Brands treating LinkedIn like another image-first platform are missing its real power.
This helps you rethink your posting frequency for e-commerce brands, matching what audiences actually respond to, not just what’s easiest to post.
Top Content Pillars (Per Platform)
Top-performing content pillars include Product Discovery & Recommendations, Tech Talk & Electronics Reviews, and Delivery & Customer Service. Posts focused purely on promotions consistently underperform compared to educational or customer-focused narratives.
Themes like Diversity & Inclusion, Food & Beverage Tips, and Tech Reviews consistently drive the highest engagement. Visual storytelling rooted in community and culture outshines pure product pushes.
X (formerly Twitter)
Professional Development and Productivity topics unexpectedly lead engagement. E-commerce brands leaning into thought leadership, employee culture, and customer education find stronger traction than pure sales messaging.
TikTok
Tech Reviews, Delivery & Customer Service Tips, and Active Lifestyle Content dominate. Authenticity wins here—fast, relatable, emotional stories consistently outperform polished ads.
Product Launches, Fashion Trends, and Active Lifestyle Gear top the charts. Brands using LinkedIn for real storytelling, case studies, and community leadership outperform those sticking to generic company news.
Ready to download the full report?
The full PDF includes detailed benchmark tables, platform-specific engagement breakdowns, and strategic insights—all designed to help you level up your e-commerce brand’s social media game.
Whether you’re scaling DTC brands, launching new online stores, or optimizing global e-commerce strategies, this report will help you execute smarter moves backed by real data, not guesswork.
Download the PDF now and see how your social media performance stacks up against the industry’s best.
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