After years of being viewed as a top-of-the-funnel activity, social has evolved into a valuable direct sales channel in the UK. Fueled by the success of TikTok Shop, social commerce sales are surging. And while the era of hyper-growth is coming to an end, the channel will continue outperforming wider ecommerce through 2029 as average spending rises. Livestreaming is finally gaining momentum as retailers ramp up their efforts. Meanwhile, brands are leveraging AI to supercharge influencer marketing strategies, but consumers aren’t always convinced.

Key Question: What is the outlook for social commerce in the UK in 2026 and beyond?

Key Stat: UK social commerce sales will reach £11.75 billion ($15.01 billion) in 2026. Double-digit growth will continue through 2029, when it will surpass £16 billion.