ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Consumers unwilling to pay for AI features

Article |
 Jul 30, 2025

Loyalty on the line: How price increases are reshaping consumer choice

Article |
 Jul 30, 2025

Revolut could soon become a full-service US bank

Article |
 Jul 30, 2025

Q2 consumer spending picks up slightly from Q1 but is well short of last year’s growth

Article |
 Jul 30, 2025

The big answers: EMARKETER Daily quiz

Article |
 Jul 29, 2025

Younger generations concerned most with cost of living

Article |
 Jul 29, 2025

Brands prioritizing engagement, loyalty in influencer marketing

Article |
 Jul 29, 2025

OpenAI’s upcoming GPT-5 unifies models, widens ChatGPT's lead

Article |
 Jul 29, 2025

De minimis crackdown puts pressure on UPS’ cross-border business

Article |
 Jul 29, 2025

Brazil’s streaming shakeup: Prime Video tops Netflix as ad-supported rivals surge

Article |
 Jul 29, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

UK Social Commerce 2023

Millennials Drive Spending Growth and TikTok Gains Ground on Meta

Report by Carina Perkins  |  Dec 1, 2023
Download
Report
Executive Summary
Share
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
E-Mail ChartDownload

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

2files

Exportable files for easy reading, analysis and sharing.

8charts

Reliable data in simple displays for presentations and quick decision making.

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

authors

Carina Perkins

Contributors

Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Jasmin Ellis
Forecasting Analyst
Bill Fisher
Principal Analyst, UK
Amy Rotondo
Director, US Research
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo