June 03, 2025 Industry news
Social media has evolved well beyond its original purpose. Once used mainly to connect with others, it now plays a central role in how people shop online. In 2025, social commerce — the integration of e-commerce and social platforms — is expected to represent a significant share of global online sales. This article explores the trends behind its growth, the opportunities it presents and the challenges that businesses must address to stay ahead.
From social networks to shopping platforms
Platforms such as TikTok, Instagram and Facebook are shifting from content-sharing tools to retail ecosystems. By 2025, social commerce is expected to account for around 17 per cent of global e-commerce transactions.
Understanding how to sell effectively on these platforms is becoming essential. Leading brands including Mars, ASOS and Zara are already using social commerce to engage customers and unlock new growth opportunities.
Key trends shaping social commerce
Several developments are influencing how consumers find and buy products through social media:
Shoppable posts
Platforms like Instagram and Pinterest are offering features that allow purchases directly within the app.
This streamlines the buying process and can improve conversion rates, making it easier for businesses to meet customers where they already are.
Live shopping events
Live-streamed shopping offers a way for brands to showcase products and respond to customer questions in real time.
These events create a sense of immediacy and trust that can drive sales and brand loyalty.
Personalised journeys
Technology is making it possible to tailor the online shopping experience. With tools that respond to customer behaviour and preferences, businesses can offer more relevant product recommendations and create stronger customer relationships.
Why transparency matters
As social commerce grows, so does the need for accurate, accessible product information. Shoppers want to know where items come from, how they were made and whether they are available. Businesses that provide this clarity are better positioned to earn trust and stand out from competitors.
Ensuring supply chain visibility and compliance with relevant legislation is vital, especially when trading across borders. Customers expect products to meet safety and quality standards and businesses must be ready to demonstrate that they do.
Without clear stock information or traceability, customers may lose confidence. To avoid this, businesses need real-time inventory tracking and systems that present reliable, up-to-date data at the point of purchase.
Social commerce: the numbers
Recent figures highlight the momentum behind social commerce:
- UK sales are forecast to reach £7.4 billion in 2024, rising to nearly £16 billion by 2028. That reflects a compound annual growth rate (CAGR) of 21.2 per cent (Retail Economics)
- Gen Z and millennials are leading the shift, choosing to spend more through social platforms
- More than 56 per cent of UK consumers have already made purchases through social or entertainment platforms
Opportunities and challenges ahead
Social commerce gives businesses a chance to engage customers in new, more direct ways. But it also brings specific challenges:
- Data privacy: Protecting customer data is key to building confidence and enabling secure transactions
- Keeping pace with change: Social platforms evolve quickly. Businesses must adapt to new tools and customer behaviours
- Inventory and supply chain: Meeting expectations for accuracy and fulfilment requires strong operational processes
GS1 UK engagement manager for marketplaces, Emma-Michaela Rigby
What to expect
Looking ahead to 2025, social platforms will likely offer more advanced shopping features. Live-stream events will become more interactive, AI will enable deeper personalisation and shoppable content will be further embedded across channels.
To succeed, businesses must put transparency, compliance and customer experience at the heart of their social commerce strategies. Those that act early and build the right foundations will be best placed to grow.
Social commerce is more than a trend. It marks a fundamental shift in how people shop and how businesses connect with them. The key to success lies in accurate product information, visible supply chains and a commitment to meeting customer expectations.
As the landscape continues to evolve, UK businesses must be ready to lead with confidence, transparency and trust.
