The rise of social commerce in the UK and Europe: strategic insights for senior marketers

Once a fringe experiment, social commerce is now very much mainstream. For brand leaders and marketing managers, it’s reshaping sales channels and redrawing the boundaries of customer experience, brand interaction and purchase intent.

In both the UK and European markets, this shift marks a new line on the marketing roadmap. Smart brands should be asking: how well are we integrating social commerce into our planning and are we prepared for the future evolution of social platforms?

Market growth and forecasts in the UK and Europe

Social commerce is on a steep growth trajectory across the UK and Europe. In 2024, the UK’s market reached £24 billion. By 2026, it’s expected to hit £38 billion, a 26% annual leap. Looking ahead, projections see it surpassing £80 billion by 2030.

And across Europe, the momentum is just as clear: £95 billion in 2024, scaling to over £240 billion by the end of the decade.

Globally, social commerce is projected to reach £950 billion by 2025

This is not an isolated phenomenon. Globally, social commerce is projected to reach £950 billion by 2025, growing nearly three times faster than traditional e-commerce. And it’s being driven by the people who now shape mainstream purchasing behaviours: Gen Z and Millennials, who will account for over 60% of all social commerce spend within the next 12 months.

If you lead a brand and social commerce isn’t yet an agenda item in the boardroom, it really should be. It’s no passing phase, but a consumer habit that’s set to stay. And it presents a real opportunity for brands to carve out their competitive edge.

The psychological drivers – social proof and buyer behaviour

If you’re looking for the answer as to why social commerce is so effective at driving purchases, you need only look at consumer psychology. Particularly the power of social proof, influence and community on buyer behaviour.

Social proof

At the heart of social commerce’s rise is something far older than TikTok or Instagram. Humans are inherently social learners. We take cues from others when making decisions, and purchasing is no exception. Social proof refers to the phenomenon where people are influenced by seeing others take part in an action or endorse a product. On social media, users are constantly exposed to what others are buying, wearing and enjoying. This creates a powerful bandwagon effect, and if someone, be that an acquaintance, influencer or community member, has bought something and sings its praises, it lowers the psychological barriers for us to buy the same.

Ultimately people trust people – they always have. That’s why user reviews, micro-influencer endorsements and user-generated content now outperform polished marketing campaigns in driving conversions. 70% of shoppers trust peer reviews on social platforms, compared to just 17% who trust traditional influencers – in other words, an everyday person’s opinion carries more credibility than a paid celebrity post.

70% of shoppers trust peer reviews on social platforms

Strategically for senior marketers, it’s a reminder that the most valuable content could come from your community. Brands should be investing in scalable ways to amplify real voices and user-generated content. Think curated testimonials, live Q&As, unfiltered reviews, product demo content made by customers, for customers.

Fear of missing out (FOMO) in B2C & B2B markets

Another psychological factor at play is fear of missing out (FOMO) and the thrill of real-time engagement. Social platforms often show when items are limited or trending – for example, Instagram drops or live shopping events on TikTok where a product might sell out on the spot. Buyers feel a sense of urgency and excitement, akin to a Black Friday rush, except it’s happening on a random Tuesday via a live stream.

These dynamics can trigger impulse purchases. In fact, the interactive and entertainment aspect of social media can lower consumers’ resistance to buying. Browsing social feels fun and casual, so when a purchase opportunity is so well embedded, it doesn’t feel as “formal” or daunting as going to a website and entering credit card details.

Whilst this may sound like a phenomenon exclusive to B2C markets, in the B2B arena FOMO can tap into professional advantage for brands – missing out on an offer, an exclusive product spec or an insight could mean being outpaced by competitors.

So for example, if you’re a boiler brand targeting contractors and specifiers, imagine this:

• A LinkedIn Live demo of a new compact, ultra-efficient boiler model – streamed at lunchtime, with an on-the-spot Q&A.
• Viewers are told: “Order before 5pm today for an exclusive 10% trade discount – available only through this live session.”
• You showcase real-time performance data, installation ease or energy savings vs competitor models.

You’re creating a sense of urgency through relevance, exclusivity and access to innovative solutions.

Frictionless paths to purchase

Once upon a time, customers would discover products on social, then head to a website to buy. Today, they don’t leave the app. And if you make them leave today, you actually risk losing the sale.

Social commerce is condensing the purchase funnel. TikTok Shop, Instagram Checkout and Pinterest Buyable Pins all allow the consumer to move from interest to purchase within seconds. Fewer taps mean fewer drop-offs. More importantly, it repositions convenience as a core differentiator of your brand.

Meta’s integration of Shops across Facebook and Instagram has already demonstrated this, with brands reporting up to 24% more new customer acquisition thanks to in-app shopping. If your social customer journey involves clunky redirections or log-ins, it’s time for an urgent audit.

B2B can use social commerce too

It’s tempting to view social commerce as a B2C-only tactic. But smart B2B brands are already rewriting that narrative and taking advantage.

While a construction firm may not sell an excavator on Instagram, the same B2C principles still apply. Discovery, trust and action can all be accelerated via social. LinkedIn Product Pages showcasing client testimonials, live demos on Facebook – the tools are already here, they just need to be applied creatively.

Over 50% of B2B businesses are now using shoppable social posts or ads to capture leads or trigger sales conversations.

The B2B buyer is also a digital consumer. They expect the same ease, relevance and responsiveness in their work life as in their personal one. If your social presence doesn’t reflect this, your competitors will step in.

Commercial impact beyond direct sales

Even when the final purchase doesn’t happen in-app, social platforms are becoming powerful commercial tools for B2B brands, helping with lead generation and shortening complex buying cycles.

Example: A construction equipment supplier on LinkedIn

Imagine a supplier of industrial machinery using LinkedIn to post videos of new product launches – not to sell directly, but to spark conversations with contractors and procurement managers. The content shows real-world applications and shares maintenance tips, prompting thousands of views and multiple DMs asking for demo bookings. No one’s hitting ‘Add to Basket’ on a digger via LinkedIn, but they are entering the pipeline faster, with informed questions and genuine purchase intent.

Social commerce in B2B is as much about nurturing relationships as it is closing sales. In fact, it’s often the first step in a conversation that might later close via an offline contract or a bespoke package. Social posts become conversation starters and help to build trust, both crucial in high-consideration B2B environments.

Platform innovation is shaping strategic choice

Different platforms offer different advantages – and it’s best to build differentiated strategies rather than blanket campaigns.

• Meta (Instagram/Facebook): Excellent for catalogue integration, in-app checkout and omnichannel reach across age demographics. Ideal for fashion, homeware and lifestyle.
• TikTok: A powerhouse for video-centric commerce. Live shopping, affiliate marketing and algorithmic discovery make it perfect for trend-driven retail and impulse purchases. TikTok Shop saw an 85% YoY sales jump in the UK.
• Pinterest: Lower volume, higher intent. A strategic channel for early-stage consideration in sectors like interiors, fashion and weddings. Inspiration meets intent on this platform.
• Snapchat & YouTube: Augmented reality filters, shoppable videos and influencer tags are driving niche but highly engaged purchasing paths.
• LinkedIn: The dark horse for B2B, with Product Pages and evolving lead-gen tools that mimic social commerce mechanics for high-value offerings.

In short, if you know your audience and understand how they behave on each platform, you can create a social commerce strategy that meets them exactly where they are, with messaging and buying options tailored to that specific moment.

Brand equity and creating a business case

Beyond generating revenue, social commerce is a reputational opportunity. A brand that makes buying easy is viewed as customer-first and current.

Consumers equate frictionless experiences with quality. 83% say they’re more loyal to companies that deliver seamless experiences across platforms. That includes social.

Moreover, the data advantage is clear. When transactions happen inside social ecosystems, the brand gains richer, more granular insight into what content converts, which feeds back into sharper optimisation, personalised retargeting and strategic planning across media.

You can’t get this kind of insight from web traffic alone. Social commerce upgrades the entire feedback loop for your brand.

Risk, trust and regulation

It’s not all plain sailing however. Platforms and brands need to tread carefully in Europe’s privacy-first regulatory environment (see GDPR and the Digital Markets Act).

Trust is a barrier for many consumers. 40% of those not yet using social commerce report concerns about data security or legitimacy of sellers, so brands have to work harder to counteract this.

Embedding reassurance into your social storefronts (verified seller badges, transparent returns policies) is now just as important as showcasing your product.

It’s also a strategic opportunity. Brands that actively prioritise consumer confidence will stand out in a landscape where scepticism still lingers.

What leaders need to act on now

For brands serious about growth, the rise of social commerce demands a reset. Here’s where to focus next:

1. Map out new consumer journeys – Think about micro-moments. Can your customers go from discovery to checkout in one simple scroll? If not, fix the gaps and reduce the number of steps.
2. Invest in social proof at scale – Reviews, testimonials, live comments – these are the new trust signals for your audience. Integrate them into your strategy. Make sure you’re building community content into your planning.
3. Make convenience a competitive advantage – Benchmark your social checkout journey. Every extra tap is a risk. Aim to be the brand that can be bought in under 30 seconds.
4. Tailor your strategy to platform behaviours – What works on Pinterest won’t work on TikTok. Match your approach to the nuance of each space, and make sure your teams are equipped with the knowhow to keep up with rapid platform innovation.
5. Build cross-functional capability – Don’t restrict knowledge to your social media managers. E-commerce, CX and brand need to work together to build seamless experiences. Break the silos.

In short

Social commerce is rewriting the rules of how consumers engage with brands, and in doing so, it’s also reshaping the role of marketers and brand managers. For brands with ambition, it pays to enter into this strategic arena. And those doing it well look set to gain the edge in brand perception, loyalty and relevance.

Do you need help navigating the rise of social commerce? Let’s talk – we’d love to help. Alternatively, for the latest brand strategy news, take a look at our Articles.