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The power of social commerce in the UK: growth opportunities in 2024


Social commerce has emerged as a powerful force in the retail landscape, transforming the way consumers shop and businesses sell. In the United Kingdom, social commerce is experiencing rapid growth. This is driven by the increasing popularity of social media networks and the convenience of shopping directly within them.

Delving into the world of UK social commerce, we’ll explore its impact, benefits and opportunities for businesses. We’ll also provide practical tips and examples of UK brands that are successfully leveraging social commerce to drive sales and engage customers.

The rise of social commerce in the UK

In the fast-paced world of e-commerce, social commerce is a rising star, transforming how businesses engage with their customers and boost sales. Its smooth integration with social media networks offers a unique mix of convenience, engagement and accessibility, making it a game-changer in the industry.

The United Kingdom is a European leader in social media commerce adoption. With a tech-savvy population and a strong social media presence, the UK’s social commerce market is expected to grow by 26.6% annually, reaching US$31.27 billion in 2024. And the future is looking bright with predicted social commerce GMV in the UK to reach $83 billion by 2029.

What is social commerce?

Social commerce is the buying and selling of goods or services directly within a social media network like Facebook, Instagram, TikTok or Pinterest. As consumers spend more time on these platforms, businesses recognize their importance in reaching new audiences and driving sales.

As social commerce occurs directly on social media networks, it removes the need for a third-party platform. It is an essential part of a comprehensive e-commerce marketing strategy and a powerful tool for business expansion.

Social commerce vs e-commerce

Social commerce involves selling products directly through social media networks, integrating shopping experiences into the network itself and allowing users to purchase without leaving the site. In contrast, e-commerce is the broader buying and selling of goods and services over the internet, through websites and mobile apps. It includes a wide range of online business activities and electronic transactions.

Social commerce is more than just a new sales channel. It’s a way to connect with your customers and create a more engaging shopping experience. You can share behind-the-scenes content, run contests and giveaways and respond to customer inquiries in real time. Plus, user-generated content and social proof are powerful tools for influencing purchase decisions. Customers are more likely to trust recommendations from friends and influencers on social media than they are to trust traditional advertising.

Top social commerce platforms in the UK

Social media networks have recognized the potential of social commerce and have been continuously enhancing their features to cater to businesses. In the United Kingdom, Facebook, Instagram, TikTok and Pinterest are the most popular social media networks that offer social shopping options.

Facebook Shops

Facebook Shops is a feature that allows businesses to easily display and sell products on Facebook. Setting up a shop on Facebook is free and straightforward. You can select the products you want to showcase, customize the design of your shop and then promote your products to Facebook’s large and active user base.

Facebook Shops also integrates with Facebook’s social features, allowing businesses to connect with customers, receive feedback and provide customer support. The platform’s user-friendly interface and popularity have made Facebook Shops a popular choice for British businesses.

NewLookFacebook three images of summer fashion with link to FB shop

TikTok Shop

TikTok Shop is where the fun of TikTok’s short-form video content meets a smooth shopping experience. It’s a hit with Gen Z shoppers, who are drawn to TikTok’s unique algorithm that personalizes video feeds, making it a perfect place for product discovery. Businesses can show off their products with engaging videos, get influencers to endorse them and tap into TikTok’s large and active user base.

Instagram Shopping

Instagram Shopping is a feature that allows businesses to create digital storefronts on their Instagram profiles. Users can browse, save and purchase products seamlessly within the app. The platform is particularly popular for fashion, beauty and lifestyle brands. Instagram has a large and highly engaged user base in the UK, making it a key channel for social commerce.

The White Company Instagram Shopping picture of three cups with shopping links

5 ways to increase sales on social media using Sprout Social

1. Understand Your Audience: Tailor your social commerce strategy to align with the preferences and behaviors of your audience. Utilize Sprout Social’s analytics tools to gather insights on demographic data and engagement patterns. This will help you select the most relevant products and craft messages that resonate with your target market.

Instagram analytics Demographics report

2. Optimize Your Content Schedule: Leverage Sprout Social’s scheduling capabilities to ensure your posts go live at times when your audience is most active. Regularly sharing engaging content can maintain interest and drive traffic to your social storefronts. Include detailed product information and high-quality images to enhance appeal.

3. Personalize Customer Interactions: Engage with your audience by personalizing replies to their queries. Sprout Social allows you to integrate product links directly into your responses, making it easier for customers to make purchases. This approach not only provides excellent customer service but also streamlines the buying process.

Adding Product Link to a Facebook post with Sprout Social

4. Monitor and Adapt Your Strategy: Use Sprout Social to track the performance of your social commerce activities. Tag your posts to analyze which types of content drive the most sales and adjust your strategy accordingly. Utilizing UTM parameters can also help identify the most effective tactics for engaging your UK audience.

5. Automate for Efficiency: implement chatbots within Sprout Social to handle common inquiries instantly. This ensures that potential customers receive timely responses, which is crucial for closing sales. Automation helps maintain a high level of service, especially outside of normal business hours.

Example configuration of a Sprout Social chatbot

Examples of social commerce in the UK

Next: Dynamic Social Commerce Strategy to Engage Customers

Next has effectively harnessed social commerce to enrich customer interaction. Acknowledging the rising influence of social media, Next has integrated its e-commerce platform with Facebook and Instagram. With this feature, customers can look at products, see if they’re available and buy them straight from Next’s social media pages.

Instagram social commerce post from Next containing maxi skirt, waistcoat and accessories

By using high-quality visual content, working with relevant influencers‌ and creating targeted advertising, the retailer is improving their reach. They also actively engage with their customers by replying to comments and direct messages, which in turn, has helped them to build a strong online community and a loyal customer base.

ASOS: Engaging Gen Z Through Dynamic Content

ASOS make engaging with the tech savvy Gen Z audience a priority, through a carefully crafted social commerce strategy. The brand shares dynamic and interactive video content on TikTok, offering product highlights and styling tips to inspire its customers. By tapping into TikTok’s potential for virality, ASOS has effectively captured the attention of a younger demographic, turning their interest into actual sales through the platform’s seamless shopping capabilities.


These UK brands are leading the way in showing how businesses can use social commerce to connect with customers, drive sales‌ and stay competitive in the fast-changing e-commerce landscape. By optimizing their social media presence, working with influencers‌ and creating content that’s tailored to each platform, these brands are tapping into a growing trend and making it easier for their customers to shop and have a great experience.

How to build a social commerce strategy

To capitalize on the UK’s growing social commerce landscape, it is important to build a robust social commerce strategy. Here are a few pointers to get you started:

1. Know Your Audience

Start by understanding your target audience. Analyze their demographics, preferences and social media behavior. This knowledge will guide your content creation, platform selection and overall social commerce approach.

Insights from Sprout’s Listening tool showcasing audience demographics like age and gender.

2. Select the Right Platforms

Choose the social media networks where your audience is most active. Each platform caters to different audiences and offers unique features. Familiarize yourself with these platforms and tailor your strategy accordingly.

3. Set Clear Goals

Define your social commerce objectives. Are you aiming for increased brand awareness, higher engagement or more sales? Setting clear goals will help you measure your progress and fine-tune your strategy as needed.

4. Optimize Your Profiles

Make sure your social media profiles are optimized for social commerce. Use high-quality visuals, engaging bios and relevant keywords to attract and keep customers.

5. Create High-Quality Content

Create captivating content that resonates with your audience and showcases your products effectively. Leverage visually appealing images, engaging videos and compelling descriptions to capture attention and drive sales.

6. Leverage Influencers and User-Generated Content (UGC)

Team up with influencers and inspire user-generated content to extend your brand’s reach and bolster its reputation. By working with influencers who resonate with your brand’s values and sparking customer participation through exciting challenges and campaigns, you can create a powerful ripple effect.

7. Implement Social Proof

Display customer reviews, testimonials and social proof to build trust and credibility among potential buyers. Incorporate user-generated content and success stories to showcase the satisfaction of real customers.

8. Engage and Interact

Social media is all about connecting. Be quick to respond to comments, messages and tags. Engage in dialogue, answer queries and show gratitude for feedback. By building these connections, you’re fostering loyalty and encouraging repeat business.

Sprout Private Reply

9. Utilize Paid Advertising

Consider using social media advertising to broaden your reach and target specific audiences. Platforms like Facebook and Instagram offer powerful advertising tools to help you connect with your target audience and boost conversions.

10. Measure, Analyze and Optimize

Keep a close eye on your social commerce performance by using platform analytics. Metrics such as engagement, reach, conversion rates‌ and customer lifetime value should be analyzed. Use these insights to tweak your strategy, improve your content‌ and boost your social commerce triumphs.

The Cross-Network Post Performance Report in Sprout showcasing top performing posts across major networks like X, Instagram and TikTok.

Get started with social commerce

By implementing these strategies, you can effectively harness the power of UK social commerce to grow your business, connect with customers‌ and drive sales in this dynamic and thriving e-commerce landscape.
Ready to elevate your social commerce game in the UK? Get started on your strategy with our social commerce strategy interview guide and unleash your brand’s potential.

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