Men do, and it is not close at the top of the range. 46 percent of men spent $200 or more on social commerce in six months, versus 36 percent of women. At the $1,000 level it is 6 percent of men versus 2 percent of women.
This contradicts the number most people quote. The widely cited figures put women ahead of men on social shopping spend, and they are built on discovery-era data: who follows brands, who saves products, who engages. Engagement is not spend. When you ask people what they actually spent in the last six months, the ranking flips.
Two things are true at once, and conflating them is how the industry got this wrong. Women are more present in social commerce: more browsing, more saving, more of the behavior that shows up in platform analytics. Men convert that presence into larger baskets less often but at higher values when they do.
The commercial read is uncomfortable for anyone whose social commerce strategy has a fashion-and-beauty shape by default. Category penetration in our data is broad, with no category below one in four shoppers. A channel that is planned around one audience will keep finding that audience, and keep missing the one spending at the top of the range.
Worth pairing with the age finding: the highest spenders in this dataset are adults 35 to 44, not Gen Z. Put the two together and the shopper carrying social commerce revenue looks almost nothing like the shopper in the pitch deck.
The full data, including the cross-tabs behind these findings, is in the Social Commerce Intelligence Report 2026. The free executive summary covers the headline findings. The full report (PDF) is available at three license tiers.
ScrollSignal is an independent B2B research firm publishing original consumer research on social commerce. No platform funding. No sponsored findings. n = 1,000 active US social media shoppers, ages 18 to 64, fielded April 2026, stratified to US Census on age, gender, and region.