What is Social Commerce?

Social media is no longer just a place to share photos or stay in touch with friends. It has become a powerful influence on how we discover, research and buy products. This shift has fuelled the rapid growth of social commerce, one of the fastest‑growing areas of online retail.

By 2025, social commerce sales are projected to account for 17% of all eCommerce transactions, with the UK market expected to reach nearly £16 billion by 2028.

Social commerce integrates eCommerce directly into social media platforms, allowing consumers to browse, review and purchase products without ever leaving their favourite apps. Unlike traditional eCommerce, where social media primarily drives traffic to external websites, social commerce keeps the entire shopping journey within the platform itself.

Why Social Commerce Is Growing So Quickly

The appeal of social commerce lies in its convenience. Shoppers can discover products, read reviews and complete their purchase in one seamless experience. The result is a faster, more intuitive path to checkout.

For businesses, this creates new opportunities to:

• Reach customers at the moment of discovery

• Increase engagement through interactive content

• Convert interest into sales more efficiently

It’s no surprise that 1 in 3 consumers now say social media is their preferred channel for product discovery, with many reporting they discover more new brands on social platforms than through traditional shopping channels.

The Current Landscape of Social Commerce

Platforms such as Instagram, Facebook and TikTok are leading the way, each offering features designed to support in‑app shopping experiences. These platforms have evolved into fully‑fledged marketplaces, enabling brands to sell directly within their ecosystems.

In fact, 69% of UK consumers have purchased a product after seeing it featured on social media.

• Instagram enables shoppable posts, allowing users to tap and buy directly from images and videos.

• Facebook Marketplace supports buying and selling within local communities.

• TikTok has driven the rise of live shopping, where users can explore products and purchase in real time through short‑form video.

Key Trends Shaping Social Commerce

Several trends are accelerating the growth of social selling:

Influencer marketing

Influencer partnerships remain a powerful driver of discovery and trust. Spending on influencer advertising reached £791 million in 2024, exceeding spend on cinema, radio and magazine advertising in the UK.

Live shopping

Live shopping blends entertainment with commerce, allowing consumers to see products in action and interact with sellers. In 2024, there were around 5,000 TikTok Shop live shopping sessions every day in the UK.

User‑generated content (UGC)

Customer reviews, testimonials and real‑world usage play a critical role in building credibility. 88% of Gen Z users visit social media after making a purchase to share experiences, leave reviews, watch how‑to videos or contact brands.

Short‑form video

Platforms like TikTok and Instagram Reels have transformed how products are showcased. Visual storytelling is more engaging than ever, with Instagram Reels users spending an average of 53 minutes per session watching short‑form content.

The Future of Social Commerce

Emerging technologies are set to reshape how consumers interact with products online.

• Augmented reality (AR) and virtual reality (VR) will allow shoppers to virtually try products or visualise them in their home before buying.

• Artificial intelligence (AI) will power more personalised product recommendations.

• Improved in‑app checkout experiences will further reduce friction and speed up transactions.

At the same time, consumer expectations continue to evolve. Shoppers increasingly value:

• Seamless, end‑to‑end shopping journeys

• Authenticity and genuine brand engagement

• Transparent data handling and secure transactions

For marketers, staying ahead means adapting to platform updates, algorithm changes and shifting behaviours. Brands that focus on meaningful engagement, authentic content and data‑led insights will be best placed to build long‑term customer relationships.

Conclusion: Why Social Commerce Matters

With 69% of consumers purchasing after seeing a product on social media, social commerce is fundamentally changing how people shop online. By bringing discovery, engagement and checkout into one place, it delivers a more seamless and engaging buying experience.

Looking ahead, technologies such as AR, VR and AI will continue to shape this space, while expectations around convenience, trust and privacy grow. Businesses that remain agile, customer‑focused and data‑driven will be well positioned to succeed.

As social media and online retail become increasingly intertwined, social commerce will only grow in importance.

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