Social commerce sales in the UK are expected to double over the next four years, according to a new report from influencer marketing platform Traackr analyzing data from over 114,000 creators and 500 Gen Z and Millennial consumers.
The report reveals significant growth in live shopping content, with a 73% increase in active influencers and a 135% increase in mentions year-over-year from January 2023 to November 2024. TikTok Shop UK specifically recorded a 27% increase in shoppable videos during the same period.
Consumer data indicates strong creator influence on purchasing decisions, with 57% of UK consumers reporting that creators sway their buying choices. Additionally, 60% of consumers indicate they might purchase products owned by creators they follow.
Among social platforms, UK consumers rank TikTok as their preferred destination for social commerce, followed by Facebook, Instagram, and YouTube. Fashion and Beauty/Personal Care emerge as the top two product categories consumers will most likely purchase through social media.
This fall, TikTok Shop partnered with the British Beauty Council to assist UK beauty brands in leveraging social commerce opportunities. The company reported that its platform sold beauty products every two seconds, highlighting LIVE shopping as a key driver of growth for beauty brands and allowing real-time product demonstrations and interactive engagement with audiences.
Brand Performance
The research highlights successful brand implementations of social commerce strategies.
PUMA, an early adopter of TikTok Shop, achieved a 737% revenue increase in one week during an April 2024 campaign for its Mayze shoe collection. The brand’s strategy includes product-specific campaigns, affiliate partnerships with high-affinity creators, and diverse content formats, including lives, short videos, and shopping ads.
ASOS reports exceeding its target metrics after implementing a focused creator strategy. The fashion retailer achieved 57% of transactions from existing ASOS customers, surpassing its 30% goal. The company’s approach included targeting fashion-conscious consumers in their twenties and training 60 creators on shoppable video creation and product promotion.
Made by Mitchell, a beauty brand founded in 2020, generated $1 million in revenue during a single 12-hour live sale after joining TikTok Shop in March 2022. The brand focuses on exclusive product bundles, behind-the-scenes content, and trend-responsive merchandise releases.
The report identifies key strategies for brands entering social commerce:
Finding creators with proven social commerce experience and organic brand affinity
Implementing opt-in product seeding to manage costs
Using open affiliate partnership models to scale creator relationships
Standardizing measurement across engagement metrics and spending efficiency
Consumer insights derive from survey data collected from 500 Gen Z and Millennial consumers in the UK as part of Traackr’s 2025 UK Influencer Marketing Impact Report. The Top Creators Lists are based on sales conversion success in beauty and fashion categories on TikTok Shop UK from June to December 2024.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
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Social commerce sales in the UK are expected to double over the next four years, according to a new report from influencer marketing platform Traackr analyzing data from over 114,000 creators and 500 Gen Z and Millennial consumers.
The report reveals significant growth in live shopping content, with a 73% increase in active influencers and a 135% increase in mentions year-over-year from January 2023 to November 2024. TikTok Shop UK specifically recorded a 27% increase in shoppable videos during the same period.
Consumer data indicates strong creator influence on purchasing decisions, with 57% of UK consumers reporting that creators sway their buying choices. Additionally, 60% of consumers indicate they might purchase products owned by creators they follow.
Among social platforms, UK consumers rank TikTok as their preferred destination for social commerce, followed by Facebook, Instagram, and YouTube. Fashion and Beauty/Personal Care emerge as the top two product categories consumers will most likely purchase through social media.
This fall, TikTok Shop partnered with the British Beauty Council to assist UK beauty brands in leveraging social commerce opportunities. The company reported that its platform sold beauty products every two seconds, highlighting LIVE shopping as a key driver of growth for beauty brands and allowing real-time product demonstrations and interactive engagement with audiences.
Brand Performance
The research highlights successful brand implementations of social commerce strategies.
PUMA, an early adopter of TikTok Shop, achieved a 737% revenue increase in one week during an April 2024 campaign for its Mayze shoe collection. The brand’s strategy includes product-specific campaigns, affiliate partnerships with high-affinity creators, and diverse content formats, including lives, short videos, and shopping ads.
ASOS reports exceeding its target metrics after implementing a focused creator strategy. The fashion retailer achieved 57% of transactions from existing ASOS customers, surpassing its 30% goal. The company’s approach included targeting fashion-conscious consumers in their twenties and training 60 creators on shoppable video creation and product promotion.
Made by Mitchell, a beauty brand founded in 2020, generated $1 million in revenue during a single 12-hour live sale after joining TikTok Shop in March 2022. The brand focuses on exclusive product bundles, behind-the-scenes content, and trend-responsive merchandise releases.
The report identifies key strategies for brands entering social commerce:
Consumer insights derive from survey data collected from 500 Gen Z and Millennial consumers in the UK as part of Traackr’s 2025 UK Influencer Marketing Impact Report. The Top Creators Lists are based on sales conversion success in beauty and fashion categories on TikTok Shop UK from June to December 2024.
Get the full report here.