Five Key Social Commerce Considerations for Online Retailers
Overcoming cultural barriers
Europe’s slower adoption of social commerce reflects legal, cultural and behavioural factors. Historically, social media has been viewed as a space for communication rather than shopping, reinforced by strong data protection laws and privacy concerns.
Retailers that deliver secure, seamless and trustworthy experiences will build credibility faster — and see the commercial benefits sooner.
Building a consistent content and engagement strategy
Strong social commerce performance depends on consistent, high-quality content. That means having a clear plan for channel strategy, product storytelling, influencer and creator partnerships, and paid social activity.
According to the Retail Technology Show, the average UK shopper now makes 10 TikTok-inspired purchases per year. Brands like Waterstones, WH Smith and Superdrug are already leveraging “Trending on TikTok” to connect physical and digital retail experiences.
Brands that understand platform nuance — and user behaviour — will be best placed to benefit.
Using data and insights to target effectively
Personalisation remains a major competitive advantage. Social commerce enables brands to test, refine and scale highly targeted campaigns based on real-time performance data.
Retailers that use insights to tailor messaging, timing and offers will significantly outperform those taking a one-size-fits-all approach.
Creating a seamless social shopping experience
One of the biggest strategic decisions is whether to enable on-platform checkout or drive customers back to owned channels.
In-app purchasing reduces friction and boosts discovery, but many UK retailers prefer to retain control by directing shoppers to their own websites or physical stores. Each approach has trade-offs — and the right choice depends on your commercial goals and customer expectations.
Managing increased sales and operational pressure
Social commerce success often brings rapid growth. Higher order volumes, new markets and increased customer enquiries can quickly stretch operational capacity.
Partnering with a third-party logistics (3PL) provider can help manage scale — but even smaller retailers should ensure they have access to flexible eCommerce logistics solutions that offer customers choice over delivery speed and cost.
Key takeaway: Retailers looking to ride the social commerce wave must plan beyond marketing — ensuring their operational infrastructure can support sustainable growth.
Social Commerce Trends by Age: The 18–34 Club
Research from Taluna/Insider Intelligence highlights where Gen Z and younger millennials are most likely to shop socially.
Between September and October 2023, Instagram emerged as the most popular platform among 18–34-year-olds who had made a social purchase — either directly in-app or via a click-through to a product page.
However, the margins are tight:
Instagram: 37.3%
TikTok: 36.1%
Facebook: 34.3%
YouTube: 32.8%
Snapchat: 24.9%
X (Twitter): 15.7%
LinkedIn: 11%
Pinterest: 8.9%
This competition extends beyond younger demographics. PayPal research shows that nearly half of UK consumers have made a purchase through social media in the past six months.
Key takeaway: Instagram currently leads social commerce for 18–34s, but TikTok is closing the gap fast.