New Zealand Social Commerce Market Report Size Share Growth Drivers Trends Opportunities & Forecast 2025–2030

New Zealand Social Commerce Market Overview

• The New Zealand Social Commerce Market is valued at USD 1.1 billion, based on a five-year historical analysis and its relationship to the broader national e?commerce market, which reached around NZD 10.5 billion in revenue and shows strong social?commerce-driven growth. This growth is primarily driven by the increasing penetration of social media platforms and the rising trend of online shopping among consumers, supported by rising online retail spending and digital payment adoption. The integration of e-commerce functionalities within social media platforms has significantly enhanced user engagement and purchasing behavior through targeted advertising, influencer marketing, and in?app purchasing features on platforms such as Instagram, Facebook, and TikTok, leading to robust market expansion.
• Auckland and Wellington are the dominant cities in the New Zealand Social Commerce Market due to their high population density and advanced digital infrastructure, as reflected in their leadership in online retail spending and online business registrations. These cities have a vibrant tech ecosystem and a large number of active social media users, which fosters a conducive environment for social commerce activities, particularly for mobile-first and social-media-led shopping. The presence of major brands and local businesses leveraging social platforms for marketing and sales, including small and medium enterprises adopting platforms like Shopify, WooCommerce, and Trade Me, further strengthens their market position.
• In 2023, the New Zealand government advanced regulations to enhance consumer protection in online transactions through the phased implementation of the Consumer Data Right framework under the Consumer Data Right Act 2023, issued by the New Zealand Parliament and administered by the Ministry of Business, Innovation and Employment (MBIE). This framework allows consumers to safely request access to and sharing of their data held by businesses in designated sectors via accredited data holders and intermediaries, with requirements around consent, security, and accreditation that are directly relevant to digital and social?commerce channels. These rules aim to promote transparency and trust in digital transactions by giving consumers greater control over their personal data used for personalization, payments, and marketing, thereby encouraging more consumers to engage in social commerce.

New Zealand Social Commerce Market Segmentation

By Social Commerce Model:The social commerce model in New Zealand is diverse, encompassing various platforms and approaches, closely linked to the country’s fast?growing e-commerce and mobile?commerce landscape. The leading sub-segment is Social Network–Driven Commerce, which includes platforms like Facebook, Instagram, TikTok, and Pinterest; these platforms have become essential for brands to connect with consumers through engaging content, short?form video, influencer collaborations, and highly targeted advertising formats that increasingly enable direct checkout from posts and ads. Social Marketplace Platforms, such as Trade Me and Facebook Marketplace, also play a significant role by facilitating peer-to-peer transactions and supporting both new and second?hand goods, leveraging New Zealand’s strong online shopping culture. The rise of Social-led D2C Stores, Group Buying, and Live Shopping further illustrates the dynamic nature of this market, as merchants integrate Shopify and WooCommerce with social channels to drive direct-to-consumer sales, experiment with time?bound deals, and adopt livestream formats that merge entertainment with real?time purchasing.

By Transaction Type:The transaction types in the New Zealand Social Commerce Market are varied, with B2C transactions leading the way, reflecting the dominance of individual consumers in the broader national e-commerce market. This segment includes brands and retailers selling directly to consumers, leveraging social media for marketing and sales, mobile?optimized experiences, and integrated payment options. C2C transactions, where consumers sell to each other, are also significant, particularly on platforms like Trade Me and Facebook Marketplace, aligning with New Zealand’s strong online shopping and resale culture. B2B transactions are growing as small and medium enterprises utilize social platforms for wholesale selling, lead generation, and account?based marketing. Social Affiliate and Group Buying transactions are emerging trends that are gaining traction among consumers, supported by creator?commerce models, influencer partnerships, and community?based deal?sharing that encourage collective purchasing behavior.

New Zealand Social Commerce Market Competitive Landscape

The New Zealand Social Commerce Market is characterized by a dynamic mix of regional and international players. Leading participants such as Trade Me, Meta (Facebook and Instagram New Zealand), TikTok New Zealand, Shopify, Xero, Canva, Snapchat, Pinterest, Afterpay, Laybuy, Hootsuite, Mailchimp, Vend, Buffer, Klaviyo contribute to innovation, geographic expansion, and service delivery in this space.

New Zealand Social Commerce Market Industry Analysis

Growth Drivers

• Increased Mobile Usage:The number of mobile phone users in New Zealand reached approximately 5.3 million, representing a penetration rate of about 98%. This surge in mobile usage has facilitated easier access to social commerce platforms, enabling consumers to shop directly through social media apps. With mobile internet traffic accounting for over 65% of total web traffic, businesses are increasingly optimizing their social commerce strategies for mobile devices, driving growth in this sector.
• Rise of Influencer Marketing:In future, the influencer marketing industry in New Zealand is projected to generate around NZD 160 million, reflecting a significant increase from previous years. This growth is fueled by brands leveraging social media influencers to reach targeted audiences effectively. With over 75% of consumers trusting recommendations from influencers, businesses are increasingly investing in influencer partnerships, enhancing their social commerce initiatives and driving sales through authentic engagement.
• Growth of E-commerce Platforms:The e-commerce sector in New Zealand is expected to reach NZD 7 billion, showcasing a robust growth trajectory. This expansion is largely attributed to the increasing number of e-commerce platforms integrating social commerce features, allowing seamless shopping experiences. As more consumers turn to online shopping, businesses are capitalizing on this trend by enhancing their social commerce capabilities, thus driving overall market growth and consumer engagement.

Market Challenges

• Data Privacy Concerns:With the implementation of the Privacy Act 2020, New Zealand has seen heightened scrutiny regarding data protection. Approximately 65% of consumers express concerns about how their personal data is used by social commerce platforms. This skepticism can hinder user engagement and deter potential customers from making purchases, posing a significant challenge for businesses aiming to build trust and loyalty in the social commerce landscape.
• Competition from Traditional E-commerce:Traditional e-commerce continues to dominate the market, with a projected revenue of NZD 6 billion. This competition poses a challenge for social commerce platforms, as consumers often prefer established e-commerce sites for their reliability and extensive product offerings. As a result, social commerce businesses must innovate and differentiate themselves to capture market share and attract consumers who are accustomed to traditional shopping experiences.

New Zealand Social Commerce Market Future Outlook

The New Zealand social commerce market is poised for significant evolution, driven by technological advancements and changing consumer behaviors. As mobile usage continues to rise, businesses will increasingly adopt innovative strategies to enhance user experiences. The integration of augmented reality and virtual reality technologies is expected to reshape how consumers interact with products online. Additionally, the focus on sustainability and ethical practices will likely influence purchasing decisions, prompting brands to align their offerings with consumer values for greater engagement.

Market Opportunities

• Expansion of Payment Solutions:The introduction of diverse payment options, including buy-now-pay-later services, is expected to enhance consumer purchasing power. With over 45% of online shoppers in New Zealand favoring flexible payment methods, businesses can leverage this trend to increase conversion rates and drive sales through social commerce platforms.
• Integration of AR/VR Technologies:The adoption of augmented reality (AR) and virtual reality (VR) technologies in social commerce is anticipated to create immersive shopping experiences. With the AR market projected to reach NZD 1.2 billion, businesses can utilize these technologies to enhance product visualization, thereby increasing consumer engagement and satisfaction in the social commerce space.