Social Commerce is Exploding: Here’s What UK Marketers Need to Know

Social commerce isn’t coming, it’s already here. If your brand still treats Instagram like a brochure or TikTok like a scam, you’re officially behind.

Consumers now scroll to shop. From content creator hauls to “TikTok made me buy it” moments, purchasing decisions are happening on-platform, often without a second thought.

Let’s break down what’s changing and why UK brands need to shift strategy. Fast.

What is Social Commerce?

Social commerce = selling directly through social media platforms.

We’re talking:

• TikTok Shop with instant checkout

• Shoppable Instagram Stories and Reels

• Pinterest product pins

• YouTube product tagging

• Facebook Marketplace for DTC (direct-to-consumer) brands

And this isn’t niche behaviour anymore.

The Stats Show You What You May Not Know

A few recent figures outlined:

• 76% of UK shoppers plan to buy through social media this year, a significant increase from the previous year (The Times)

• 68% of Gen Z (age 16–26) made a purchase via social platforms in the last 12 months. A 40% jump from 2022 (Evening Standard)

• TikTok Shop UK saw more than 15 million users make purchases in 2024 (Toxigon)

Why It Matters for UK Brands

Social commerce changes the funnel. You’re no longer warming leads from awareness to checkout. The awareness is the checkout.

Customers:

• Discover products from creators they trust

• Engage with brands in comments and DMs

• Buy directly without leaving the app

Traditional ads? They feel colder by comparison.

What’s Working in 2025

✅ Micro-influencer partnerships: Creators with niche, loyal audiences convert more authentically than celebrity-style influencers.

✅ UGC-first campaigns: Consumers trust other consumers more than any polished brand ad.

✅ Shoppable content: Embed product links in Reels, Stories, Pins and TikToks. Don’t wait for them to visit your site.

✅ Conversational engagement: Respond to every comment, message and tag to someone else. this is where conversion j.

What to Stop Doing

❌ Posting static graphics with “link in bio”

❌ Using influencers just for reach (instead of relevance)

❌ Ignoring TikTok or saying “our audience isn’t there” (they are)

❌ Treating your socials like a billboard instead of a shopfront

Next Steps for Social Teams

If you’re a marketer or founder in the UK, here’s what to do now:

1. Audit your platforms

   Are they optimised for sales, or just vanity likes?

2. Rework your creator strategy

   Focus on micro-creators with real influence.

3. Test shoppable formats

   Try TikTok Shop, Instagram product tagging, and Pinterest Pins.

4. Start tracking differently

   Ditch CTR (click-through-rate) as the only metric. Start watching saves, shares, DMs and conversion points.

5. Build a trust loop

   If they don’t trust your content, they won’t click “buy.”

   
   

Final Thoughts

Social commerce isn’t a trend. It’s a shift that changes the digital world.

Your customer’s buying journey now starts with a swipe, not a search bar.

If your brand isn’t building trust, community and conversion directly in-feed, you’re handing revenue to competitors who are.

Looking to make your socials your highest-performing sales channel?

Let’s talk strategy before your competitors do.