The UK’s Social Commerce Surge
Social commerce in the UK is rapidly transforming the retail landscape, with projections indicating market value will reach £9.1 billion by 2025. This growth rate outpaces the broader e-commerce sector, particularly in the non-food category, which dominates social commerce sales. As consumer habits evolve, social media platforms increasingly serve as the primary channels for product discovery and transactions.
Gen Z: Reshaping Discovery and Trust
Generation Z plays a central role in driving social commerce growth. Unlike previous generations, Gen Z prefers discovering products through social platforms rather than traditional search engines, with over 50% using apps like Instagram and TikTok for product research. Brand trust is shifting; only around 25% of Gen Z consumers cite brands as their most trusted source, compared to nearly 35% who trust creators and influencers. This change is fueling the creator economy’s expansion, as authentic content from trusted figures influences purchasing decisions.
TikTok Shop’s Market Dominance
TikTok Shop has established itself as a dominant force in the UK social commerce sector. Data reveals that TikTok users are 30% more likely to make purchases directly through the platform compared to other social apps. Its seamless integration of entertainment and shopping experiences capitalizes on Gen Z’s preferences for engaging, interactive content. TikTok Shop’s share in UK social commerce sales now accounts for a significant portion, underscoring its importance for brands targeting younger consumers.
Adapting for the Future of Retail
For brands and marketplace sellers, adapting to this social-first retail environment requires rethinking traditional marketing and sales approaches. Building strong partnerships with creators and implementing governance frameworks around influencer collaborations are essential steps. Investing in new systems that support real-time social commerce analytics and customer engagement can provide a competitive edge. Embracing social platforms as key sales channels is no longer optional but necessary to capture emerging consumer segments and stay ahead in the evolving UK market.
