What is Social Commerce?

Social media is no longer just a place to share photos and stay in touch with friends, it has become a key influence on how we discover, research, and buy products. This transformation has driven the rise of social commerce, a fast-growing segment of online retail. In 2025, social commerce sales are projected to account for 17% of all eCommerce transactions and are expected to reach nearly £16 billion in the UK by 2028.

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

The appeal of social commerce lies in its convenience. Consumers can find products, check reviews, and complete their purchases all in one place, making the process faster and more efficient. For businesses, this integration creates new opportunities to connect with potential customers, enhance engagement, and drive sales more effectively.

1 in 3 consumers say that social media platforms are their preferred channel for product discovery and most report discovering more new brands on social platforms than through traditional shopping channels.

The Current Landscape of Social Commerce

Instagram, Facebook, and TikTok are at the forefront of social commerce, each offering distinct features to meet the needs of modern consumers. These platforms have evolved into key marketplaces, enabling businesses to sell products directly within their ecosystems. In fact, 69% of UK consumers have made a purchase after seeing a product featured on social media.

Instagram’s shoppable posts allow businesses to tag products in images and videos, making it easy for users to purchase with just a few taps. Facebook Marketplace facilitates buying and selling within local communities, while TikTok’s focus on short-form video has fuelled the rise of live shopping, where users can explore and buy products in real time.

Several key trends are shaping the future of social selling:

• Influencer marketing continues to be a powerful strategy, with brands collaborating with content creators to drive product discovery and sales. Spending on influencer advertising reached £791 million in 2024. That’s more than is spent on cinema, radio, or magazine advertising in the UK.
• Live shopping offers an interactive experience, allowing consumers to see products in action and engage directly with sellers. In 2024, there were around 5,000 live shopping sessions on TikTok Shop every day in the UK.
• User-generated content (UGC), such as customer reviews and testimonials, plays a crucial role in building trust and credibility. 88% of Gen Z users visit social media after making a purchase to share their experience, leave review, watch how-to videos or contact the brand.
• Short-form video content, particularly on TikTok and Instagram Reels, has transformed how products are showcased and marketed, making visual storytelling more engaging than ever. Instagram Reels users spend an average of 53 minutes per session watching short-form video content.

The Future of Social Commerce

Emerging technologies are set to reshape the social commerce landscape, enhancing how consumers discover and interact with products. Augmented reality (AR) and virtual reality (VR) will allow shoppers to virtually try on items or see how they fit into their surroundings before making a purchase. Artificial intelligence (AI) will drive personalised recommendations, tailoring product suggestions to individual preferences. Meanwhile, advancements in in-app purchasing will further streamline the buying process, reducing friction and making transactions even faster.

Consumer expectations are also evolving. Shoppers increasingly seek integrated, hassle-free shopping experiences, where they can move effortlessly from product discovery to checkout. Authenticity and community engagement are becoming more important, with consumers valuing brands that foster genuine connections. At the same time, data privacy concerns are growing, and businesses must ensure secure transactions and transparent data handling to maintain consumer trust.

For marketers, adapting to changing algorithms and platform features is essential. Staying informed about updates and refining strategies accordingly will help businesses stay ahead. Authentic content and meaningful engagement are key to building long-term customer relationships. Additionally, leveraging data analytics allows brands to better understand consumer behaviour, optimise their social commerce strategies, and deliver more targeted, effective campaigns.

Conclusion

With 69% of consumers buying a product after seeing it on social media, social commerce is redefining online shopping by integrating eCommerce directly within social media platforms. This shift goes beyond traditional advertising, creating a more seamless and engaging purchasing experience within apps. Looking ahead, emerging technologies such as AR, VR, and AI will play a key role in shaping this sector, while consumer expectations continue to evolve, with a strong emphasis on convenience, authenticity, and data privacy.

To succeed in this rapidly changing landscape, businesses must remain adaptable and innovative. Building genuine connections with audiences, leveraging data analytics to refine strategies, and staying informed about platform updates and algorithm changes to build long-term success.

As social media and online retail become increasingly intertwined, social commerce will continue to grow in importance. Businesses that embrace this shift and invest in evolving their approach will be well-positioned to thrive in the digital marketplace.

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