UK Social Commerce 2022

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

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.


  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.

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.

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    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

    Interviewed for This Report

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

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    First Published on Nov 3, 2022


    Carina Perkins


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