UK Social Commerce 2022

As Consumers Tune Out Mega-Influencers, Brands Tap Into the Power of the People

Report by Carina Perkins  | UPDATED: Jan 29, 2024
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Table of Contents
Executive Summary
Key Points
After a Pandemic-Induced Bump, Social Buyer Growth Is Set to Slow
Platform Shopping Appeal Varies Across Generations
What Trends Will Affect Social Commerce in the UK?
5 Ways UK Brands and Retailers Can Succeed at Social Commerce in 2022 and Beyond
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
UK consumers’ hearty appetite for ecommerce hasn’t extended to social shopping. But there is strong potential for growth as TikTok triggers a new wave of community-driven commerce.
Topics
Social Commerce
United Kingdom
Table of Contents
Executive Summary
Key Points
After a Pandemic-Induced Bump, Social Buyer Growth Is Set to Slow
Platform Shopping Appeal Varies Across Generations
What Trends Will Affect Social Commerce in the UK?
5 Ways UK Brands and Retailers Can Succeed at Social Commerce in 2022 and Beyond
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

UK consumers’ appetite for ecommerce hasn’t yet extended to social shopping and buying. But there is strong potential for growth. TikTok is leading the charge toward a new wave of community-driven commerce.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How many social buyers are in the UK, and what trends are set to disrupt social commerce?
  2. What do the key platforms offer when it comes to social commerce?
  3. How can retailers and brands succeed in social commerce in 2022 and beyond?

WHAT’S IN THIS REPORT? Our forecast for social buyers in the UK, plus an analysis of consumer attitudes toward social commerce, the latest moves from social platforms, and the trends set to disrupt social shopping.

UK Social Buyers, 2021-2025 (millions, % change, and % of population)
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KEY STAT: There will be 15.1 million social buyers in the UK in 2022. That’s 5.5 million more than in 2019, before the pandemic. But social commerce is still in its infancy: Less than a quarter of the UK population will make purchases via social media this year, despite more than 80% now shopping online.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

17charts

Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. After a Pandemic-Induced Bump, Social Buyer Growth Is Set to Slow
    4. Platform Shopping Appeal Varies Across Generations
    1. What Trends Will Affect Social Commerce in the UK?
    2. 5 Ways UK Brands and Retailers Can Succeed at Social Commerce in 2022 and Beyond
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    UK Social Buyers, 2021-2025 (millions, % change, and % of population)Social Buyers Worldwide, by Country, 2022 (% of population)
    Where Are Digital Buyers in Great Britain Most Likely to Start Their Shopping Journey? (% of respondents, May 2022)Number of Times UK Adults Need to See/Hear New Information/News From Select Information Sources Before They Believe It, Jan 2022 (% of respondents)
    Channels in Which the Shopping Journey Begins According to UK Adults, Gen Z vs. Millennials, Q2 2022 (% of respondents in each group)Retail Ecommerce Sales in the UK, 2020-2026 (billions of GBP, % change, and % of total retail sales)
    UK vs. Worldwide Digital Shoppers Who Plan to Spend More on Social Commerce in the Future, April 2022 (% of respondents )Social Platforms Used by UK Social Media Buyers to Purchase a Product, by Generation, Q2 2022 (% of respondents in each group)
    UK Instagram Users, 2021-2026 (millions, % change, and % of internet users )UK Facebook Users, 2021-2026 (millions, % change, and % of internet users )
    UK TikTok Users, 2021-2026 (millions, % change, and % of internet users )Social Networks: Average Time Spent by Users in the UK, by Platform, 2019-2024 (hrs:mins per day among users of each platform)
    Social Video: Average Time Spent in the UK, 2019-2024 (hrs:mins per day among population, % change, and % of total social media time spent)Digital Buyers Worldwide Who Have Used Livestream Commerce to Purchase Products Online, by Country, April 2022 (% of respondents in each group)
    Benefits of Livestreaming Shopping According to UK Adults, Q2 2022 (% of respondents)Types of Social Media Accounts That UK Social Media Shoppers Follow/Buy From, by Generation, Q2 2022 (% of respondents)
    Type of Content That Highly Impacts Their Purchasing Decisions According to Consumers in Australia, the UK, and the US, June 2021 (% of respondents)

    Interviewed for This Report

    Justin Biddle
    Shopware
    UK General Manager, Strategy and Business Development
    Interviewed September 13, 2022
    Wayne Liu
    Perfect Corp.
    Chief Growth Officer
    Interviewed September 15, 2022
    Christina Miller
    VMLY&R
    Head of Social Media
    Interviewed September 2, 2022

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    First Published on Nov 3, 2022

    authors

    Carina Perkins

    Contributors

    Suzy Davidkhanian
    Principal Analyst, Retail & Ecommerce
    Jasmine Enberg
    Principal Analyst
    Bill Fisher
    Principal Analyst, UK
    Angela Kim
    Senior Researcher
    Peter Newman
    Director, Forecasting