UK Social Commerce 2023

Millennials Drive Spending Growth and TikTok Gains Ground on Meta

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?

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

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First Published on Dec 1, 2023


Carina Perkins


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

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