UK Social Commerce 2023

Millennials Drive Spending Growth and TikTok Gains Ground on Meta

Report by Carina Perkins  | UPDATED: Dec 22, 2023
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Report
Executive Summary
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Table of Contents
Executive Summary
Social commerce is a latent opportunity for UK retailers
Meta still dominates social commerce—but TikTok is gaining ground
Influencers and creators are boosting clicks and conversions
What should brands and retailers do next?
Sources
Media Gallery
About This Report
Social commerce has yet to reach its potential in the UK. Social buying is still on the rise—and there is plenty of headroom to grow spend.
Topics
Social Commerce
United Kingdom
Table of Contents
Executive Summary
Social commerce is a latent opportunity for UK retailers
Meta still dominates social commerce—but TikTok is gaining ground
Influencers and creators are boosting clicks and conversions
What should brands and retailers do next?
Sources
Media Gallery

Social commerce has yet to reach its potential in the UK. But social buying is still on the rise—and there’s plenty of room to grow spend. Retailers without a social strategy risk missing out, particularly if they want to reach the coveted cohort of Gen Z and young millennials.

Key Question: What’s the opportunity for social commerce in the UK—and where should retailers invest?

Instagram Is Still Top for Social Shopping Among 18-to-34s, but TikTok Isn't Far Behind
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Key Stat: Some 36.1% of 18- to 34-year-olds in the UK have made a purchase on TikTok recently.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Social commerce is a latent opportunity for UK retailers
  3. Meta still dominates social commerce—but TikTok is gaining ground
  1. Influencers and creators are boosting clicks and conversions
  2. What should brands and retailers do next?
  3. Sources
  1. Media Gallery

Charts in This Report

Instagram Is Still Top for Social Shopping Among 18-to-34s, but TikTok Isn't Far BehindThe UK Is the Top Social Buying Country in Europe—but It Still Has Plenty Room for Growth
UK Social Buyer Numbers Are Still Rising, but Growth Is Slowing SignificantlyThe Share of UK Millennials Who Made a Social Purchase Rose Significantly From Q1 to Q2 2023
Facebook Is Still the Top Platform for Social Commerce in the UKOne-Third of 18-to-34s in the UK Have Used AI Chatbots, Visual Search, and Shoppable Commerce
Younger Consumers Are Most Likely to Use In-App Checkout for Social PurchasesRecommendations From Friends and Family Reign Supreme Among UK Consumers

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First Published on Dec 1, 2023

authors

Carina Perkins

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Jasmin Ellis
Forecasting Analyst
Bill Fisher
Principal Analyst, UK
Amy Rotondo
Director, US Research