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.

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.