Social media platforms have evolved far beyond their origins as mere sources of memes and online commentary. In 2025, Instagram, TikTok, and Facebook have become integral parts of the ecommerce industry, giving rise to the concept of social commerce.
The Rise of Social Commerce
Research from money.co.uk reveals that social commerce users have generated a staggering £7.3 billion in sales, with an estimated 16.2 million users participating in this phenomenon.
- • Estimated £7.3 billion in sales generated by social commerce users in 2024
- • 16.2 million social commerce users in the UK
Social commerce offers a seamless shopping experience, allowing online sellers to advertise products through reviews and tutorials, while buyers can discover new products without leaving the app.
Leading Sectors in Social Commerce
A study from money.co.uk has identified the top-performing industries in social commerce, with beauty and wellness leading the charge.
- • Beauty and wellness: 46% of all UK social commerce users made a purchase in the last 12 months
- • Clothing and footwear: 40% of online shoppers made a purchase in this category
- • Home and DIY: 24% of users made purchases in this category
Success in social commerce often relies on influencer marketing, where brands partner with beauty and wellness influencers to promote their products.
Choosing the Right Platforms for Social Commerce
The best platform for your social commerce strategy will depend on your goals, brand, and products.
| Platform | Description | Example |
| TikTok | Viral trends and direct in-app purchases | TikTok creators using hashtags to promote products |
| Curated approach, shoppable posts, and tagged products | Instagram influencers promoting products through shoppable posts |
TikTok focuses on fast-paced content, while Instagram offers a more visual approach, making it ideal for businesses that want to post aspirational content.
Turning Trends into Transactions
Small businesses can get involved in social commerce by understanding user behavior and adapting to trends.
“Given the fast-paced nature of social commerce, businesses need to be agile to succeed. The ability to quickly respond to trends and engage with both existing and potential customers is crucial,” says Joe Phelan from money.co.uk.
Small businesses can benefit from experimenting with social media, particularly TikTok, to get a better understanding of user behavior and trends.
Conclusion
Social commerce is an exciting development for small businesses, offering a creative approach to sales.
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