We Are Social 2023 January Report Summary

We Are Social 2023 January Report Summary

“In the last twelve months we passed, digital behaviours of the world showed us some deepest changes that we had shown for years even compared with the “pandemic years.”

Simon Kemp who is the founder of Kepios which prepared Digital 2023 report together with Wearesocial and Meltwater sums it up like that. 

We are social’s January 2023 Digital Report prepared on basis of the data taken by Statista, Semrush, Similarweb, PPRO etc. sources and handling 2022’s digital performance in a detailed way is published.

The report has many numeric details and details that contain many datas under titles like; global headgear issued on digital, world population, internet and social media, mobile, e-commerce and digital marketing titles.  We summed up that report for you shortly.

World Population and Internet Usage

According to the last countings, the world’s population surpassed 8 billion. In the report,  it is indicated that 5.16 billion of that population are internet users. When the social media user population refers to 4.76 billion, the mobile device user number is visualized as 5.44 billion. For this reason, the data belonging to from which devices internet usage is more preferred, it is shown that mobile devices are used at a higher rate than the rest of devices.

59% of internet users on mobile devices, 38.9% on desktops, and 1.98% on tablets prefer to enter the internet. The widest using web pages categories are mainly like that;

  • Chat and messaging applications (%94.8)
  • Social networks (%94.6)
  • Search Engines (%81.8)
  • Shopping Websites (%76)
  • Navigation Applications (%55)

According to that, we see that e-commerce is located in the first five for internet usage world. This shows that in fact how important online shopping is. The report has a detailed part about e-commerce. In this scope, we tried to shortly sum up.

Online Shopping Activities on the Weekly Basis

We are Social begins their report’s part of e-commerce by handling weekly data. While there are some declines in some categories in comparison with the last year, some are kept their place. In weekly consumer behavior, product and service purchasing has a 57.6% rate, there is a 1.4% decline in comparison to last year. In second-hand products shopping has a 14.2% rate in the market with the same rate of decline.

In this table, the category stays in the same place as the food category, as many of us can suggest. Online food and grocery that is not declined and hold their place from the last year to today, confront us with 28.3% share. In 2022 one reason of the decline in some categories can be a signal that the abnormal increase of the pandemic lockdowns in the countries in 2020 and 2021 created converted into a little regular level, we will understand that better in the following months.

For e-commerce, in order to sell, offered payment methods and prices are important along with products and service categories. Economic improvements around the world pave the way for consumers to behave price-focused. However, the consumers who want to use the time-saving advantage of e-commerce,  focus on meeting their needs swiftly instead of prices. In wearesocial report on weekly basis, it is shared that the usage of price comparison services declined by 4.5%. Besides, “buy now pay later” payment option’s usage increased by 3.4% rate.

Meanwhile speaking of payments, there are data belonging to payment methods that consumers prefer in 2023. In payment methods, the biggest share belongs to digital payment platforms with a 58.8% rate. In the second row, bank cards take place with a 52.8% rate. Around the world usage of credit cards is behind bank cards. Credit cards as a preferred payment method have a 24.5% rate. In Turkiye, even digital payment platforms still have a limited amount, you can use it as the alternative payment method in the sales you will do.

57.6% of the world population shopped online weekly. In the first of 3 country listed in the report, Turkiye is in 3rd row. This both gives signals for new potential to the brands and draws attention of the global market’s sellers. When we observe the digital marketing part of the same report, Turkiye is the first country where the users use Intagram application the most. Our country not only for e-commerce but also has a high potential for s-commerce. Meanwhile we are talking about s-commerce, we want to share some data that We Are Social shared in their report about social media side.

In We are social 2023 Report Social Media and S-Commerce

In the data, regarding 16-64 years of social media users around the world, firstly using aims are issued. Among social media’s using purposes in 1st row with 47.1% rate communication with friends and family members, in 2nd row entertaining in free time, in 3rd-row reading stories are shown us. Product selling and finding new products as a field of s-commerce is in 5th row with %25.9 rate.  In our s-commerce blog we mentioned that the biggest population of s-commerce comes from Gen Z. When we look at daily social media usage spans, amid 16-24 years population has the highest rate. Women users in that age range spend time on social media daily 3 hours 11 minute, men users 2 hours 46 minutes on average.

We are social sorted the most time-spending social media platforms on the report. In first line, TikTok comes with 23 hours, according to last year’s data it increased by 19.7% rate. Facebook takes place in 2nd line with 19 hours monthly. Instagram, being under the same group company as Meta, ranked in 3rd line of the list with 12 hours. The growth in usage percentages of applications and utilization purposes’ variety gives many opportunities to the brands in this field. To grow brands’ sales s-commerce is a chance, besides, let’s gaze at other data about sale-growing details in the report.

Online Sales Growing Factors

Each customer’s requirements, preferences may vary however they have common expectations from the sellers. We are social presents the data in its report that shows customer budgets and how their purchasing decisions are shaping related to offered advantages. Between 16-64 years old internet shoppers worldwide, the most significant factors for completing the purchase respectively like that;

Free delivery option49.4%
Coupon and Discounts 37.9%
Comments of the other customers31.6%
Easy return options30.4%
Fast and easy payment systems28.2%
Next day delivery27.6%
Advantage given by loyalty programs24.6%

Best-selling Categories in 2022

For 2023, there is no enough time passed to evaluate the prominent categories. For this reason, We are social in its report gives place best-selling categories in 2022 by comparison with the previous year’s data. The best selling rates including categories rank is like that;

CategoryAcquisite Turnover
Textile and Fashion871.2 Billion $
Electronics 765.7 Billion $
Toys and Hobby601.7 Billion $
Furniture and Home Group387.7 Billion $
Personal Care368.2 Billion $

According to our collected data from other reports of We are Social prepared based on countries similar to in the last years, China comes to the scene by owning the highest share on e-commerce with 1.16 Trillion $. Approximately with 905 Billion $ America ranked in 2nd line following China. Another Asian country, Japan ranked in 3rd line with 181.2 Billion $. 

When we look at Europe, the United Kingdom is the country where has the highest turnover in Europe with 164.1 Billion $. With 115.5 Billion $ Germany is 2nd, approximately 84 Billion $ France ranked as 3rd.

Based on category, when we gaze at country turnover, earning breakdown for top 3 categories are like that: 


China266 Billion $
United States of America 197.3 Billion $
United Kingdom51.47 Billion $
Japan47.59 Billion $
Germany32.69 Billion $
France28.01 Billion $
Italy16.51 Billion $
Canada  15. 5 Billion $  
Hong Kong11.83 Billion $
Netherlands9.27 Billion $
Spain8.72 Billion $
United Arab Emirates4.42 Billion $
Singapore1.76 Billion $  


China302.1 Billion $
United States of America126.5 Billion $
Japan30.14 Billion  $
United Kingdom28.15 Billion $
Germany19.73 Billion $
France16.56 Billion $
Canada10.89 Billion $
Italy9.98 Billion $
Spain7.75 Billion $
Netherlands6.58 Billion $
Hong Kong2.37 Billion $
United Arab Emirates2.11 Billion $
Singapore1.54 Billion $

Hobby and toys,diy

United States of America205.6 Billion $
China197.3 Billion $
United Kingdom23.72 Billion $
Japan18.27 Billion $
Germany17.29 Billion $
Canada13 Billion $
France11.49 Billion $
Italy4.41 Billion $
Netherlands3.60 Billion $
Spain3.18 Billion $
United Arab Emirates970.7 Billion $
Singapore598.2 Billion $

The Most-Chosen Mobile Applications on E-Commerce, on December 2022

While marketplaces are holding their strong position on e-commerce, their mobile application’s usage volume draws attention as well. Mobile applications of marketplaces that allow global shopping like Amazon, eBay are sorted among the most chosen ones. The first of 10 of that mobile applications by order;











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