Highlights. In an average month, over one billion consumers shop on Facebook Marketplace.
- 40% of Facebook’s 3.07 billion users regularly shop on the platform.
- 16% of Facebook users (491 million) log in specifically to shop on Marketplace.
- 250 million sellers list items on Facebook Marketplace.
- 51.2% of consumers who shop on social media made their most recent purchase on Facebook Marketplace.
Facebook Marketplace Shopping Statistics
Facebook Marketplace is the most popular social commerce platform among social media consumers, including Facebook’s other shopping media.
- Among recent Facebook shoppers, 77.4% purchased from Marketplace; 14.4% and 8.12% purchased using Shops and Messenger, respectively.
- 16% of Facebook users regularly shop or buy items from Facebook Marketplace.
- Among users who regularly tap ads, 54.2% subsequently make a purchase.
- 20.1% of global consumers have bought items through Facebook Marketplace.
- Facebook Marketplace is available in 228 countries and territories worldwide.
Facebook Marketplace Shopping by Category
Over 60% of social commerce shoppers purchased from Facebook Marketplace in 2024.
- 75.7% of Facebook Marketplace users, or 45.4% of all social commerce shoppers, purchase clothing through the platform.
- 64.0% of Facebook Marketplace shoppers purchase accessories, and 43.2% purchase beauty products.
- 30.3% of users shop for furniture and home goods on Facebook Marketplace.
- Consumers are less likely to purchase beauty products and consumer electronics on Facebook Marketplace than on other social media websites.
- Over 200 million fashion items are listed on Facebook Marketplace in the U.S.
Facebook Marketplace Shopping by Age
Younger Facebook users are more likely to shop on Facebook Marketplace.
- 23% of Facebook users between the ages of 18 and 34 use Facebook Marketplace daily.
- 18% of Facebook users aged 35 to 44, and 11% of users aged 45 to 64, shop on Marketplace daily.
- Only 5% of users 65 and over shop on Facebook Marketplace daily.
- Among Facebook Marketplace users aged 18 to 34, 33% bought and 27% sold furniture on the platform.
- 68% of Facebook Marketplace users aged 18 to 34 enjoy shopping for one-of-a-kind items; 65% like that it is environmentally friendly.
Facebook Consumer Statistics
80% of Facebook Marketplace users log in with the goal to buy; 20% are window shoppers.
- 25% of Facebook’s daily users shop on Marketplace every day.
- 24% of Facebook users enjoy clicking or tapping on ads.
- 66.1% of all social media consumers made their most recent purchase via Facebook.
- 9.54% of consumers who shop on social media platforms made their most recent social media purchase on Facebook Shops.
- 5.37% of social consumers made their most recent social media platform purchase through Facebook Messenger.
- In 2023, Facebook Marketplace users increased 3.61% year-over-year (YoY).
Facebook User Statistics
A majority of Facebook users have visited Facebook Marketplace at least once.
- In 2023, Facebook had a global monthly average of 3.07 billion active users.
- 55.5 million or 20.6% of American adults report logging into Facebook at least once per week.
- 23.0 million or 8.52% of American adults report daily Facebook activity.
- 78% of U.S. women report Facebook use compared to 63% of men.
- 50% of adults who use Facebook log on less than once per week.
Facebook User Geographic Statistics
Users in Asia and Pacific regions are more likely to be infrequent Facebook users while users in Canada, Europe, and the United States are more likely to be daily users.
- At 914 million daily active users (DAU), Asia and Pacific regions have the largest number of global Facebook accounts.
- DAU in Asia and Pacific regions increased at an average quarterly rate of 13.5 million or 1.58% per quarter over two (2) years.
- 53% of North Americans and 41% of Europeans use Facebook.
- North American users are 29.3% more likely to be DAU users than Europeans.
Facebook Marketplace Seller Statistics
Among the leading online marketplaces, Facebook is the least popular with U.S. online marketplace sellers.
- Facebook Marketplace is 24.1% less popular than the leading online marketplace for U.S. sellers: eBay.
- 39% of North American social media users use Facebook Marketplace and/or Instagram Shopping Bag.
- Globally, 34% of all social media users use Facebook Marketplace and/or Instagram Shopping Bag.
- As of 2025, eBay and Poshmark sellers can integrate with Facebook Marketplace to list products.
Facebook Marketplace Advertising Statistics
Retailers, marketers, and Shop owners purchase ads that appear on Marketplace and across other Meta apps and brands.
- Meta platform advertising revenue totaled $196.2 billion in 2025.
- Since May 2018, Facebook has sold 18.2 million ads to American businesses.
- U.S. businesses have spent $5.33 billion on Facebook advertising.
- The most expensive ad campaign in Facebook history was Joe Biden’s presidential campaign, which exceeded $79.7 million.
- Among retailers, Walmart spent the most advertising on Facebook at $6.27 million all-time.
- 34% of Marketplace ads are suspected scams.
These data and insights were compiled by the Capital One Shopping team based on publicly available data.
Sources
- U.S. Securities and Exchange Commission, Meta Platforms, Inc.
- Statista, Facebook: Statistics & Facts
- Who can use Facebook Marketplace
- Meta Ad Library, Meta Investor Relations
- SimplicityDX, The Truth About Meta’s Social Commerce Market Share
- U.S. Census Bureau, National Population by Characteristics
- PEW Research Center, Social Media Fact Sheet
- Worldometer
- Market.us, Scoop
- TSB Bank, News Releases
- Emarketer, Trends & Statistics
- Morning Consult, Facebook Marketplace Gen Z