Nearly half (47%) of Gen Z/Y shoppers have used TikTok Shop to browse or buy products in the past three months, compared with just 21% of UK shoppers overall, according to the latest research from retail and shopper marketing agency Savvy. Carried out across 1,005 UK shoppers, the findings suggest social commerce is no longer an emerging channel but a growing force that’s reshaping how younger consumers discover and buy products – raising expectations that traditional ecommerce sites increasingly struggle to meet.
While brand and retailer websites remain the UK’s most-used online shopping destination (used by 54% of Gen Z/Y and 52% of shoppers overall in the past 3 months), the research indicates that social platforms are rapidly narrowing the gap with conventional ecommerce for younger consumers, changing what they expect from the digital shopping experience.
Since the birth of online shopping, ecommerce has offered shoppers range, convenience and practicality – but it has often lacked the excitement and theatre of physical retail. Social commerce is starting to change that.
It brings together discovery, entertainment, social proof and instant purchase in a way that makes traditional ecommerce feel increasingly functional by comparison.
For retailers, the challenge is not about whether to sell through TikTok Shop. It is how to make every channel – websites, apps and stores – feel more engaging, responsive and confidence-building.
– Alastair Lockhart, Insight Director, Savvy
Savvy’s research shows that social platforms are playing an increasingly significant role before purchase. Among Gen Y/Z shoppers, 64% have watched product reviews or recommendations on social media in the past month, 49% have clicked links to view products featured in posts or videos, and 36% have saved or bookmarked products to look at later.
While the social shopping opportunity is traditionally associated with fashion and beauty, category relevance is broadening. Consideration now extends into everyday categories including household and kitchen items, cleaning and laundry, gadgets and electronics, and food and snacks.
Live shopping is also accelerating the shift from static ecommerce to more interactive retail experiences. Savvy’s May 2026 Shopper Panel found that 57% of Gen Y/Z shoppers enjoy watching live shopping events such as TikTok Live, while 66% said seeing products sell out or go viral makes them more likely to buy.
It’s all about tapping into the psychology of shopper decision-making, including social proof, fear of missing out and repeated exposure to products through creators, reviews and viral content.
Social commerce works because it mirrors how shoppers actually build confidence. They see the product demonstrated, hear from other customers, watch creators explain it and see whether it is gaining momentum. That is a very different experience from searching a product grid or reading a static product description.
The retailers that come out on top will be those that turn viral moments into real-world shopping experiences. Consumers are already discovering what they want on social media – now they expect retailers to make finding and buying those products effortless, wherever they shop. We’re already seeing this start to happen in retail – at Boots for example where they highlight TikTok trending products instore, but we expect to see a lot more of these types of retail activations as social commerce grows further.
As social commerce gathers pace, the connected retail experience will quickly shift from competitive advantage to customer expectation.
– Alastair Lockhart, Insight Director, Savvy
TikTok is unlike any other channel you may already be selling on, so if you want some insights on how to get started from the experts, download our free Mastering TikTok Shop ebook.
In the ebook is a link where you can Book a Free TikTok Shop Growth Session with the experts from award winning TikTok service provider eBusiness Guru, who will assist you to:
- Access your marketplace potential/current TikTok Shop setup
- Identify missed revenue oppertunities
- Audit your creative affiliate strategy
- Review your Live selling structure
One Response
The growth of social commerce is changing how people discover products, but I don’t think it replaces marketplaces. For many sellers, social platforms generate interest while marketplaces are where buyers compare prices, reviews, and complete purchases.
That’s also why it’s common to evaluate multiple selling channels instead of relying on one. Alongside larger marketplaces, some sellers consider platforms such as TrueGether.com, an eBay alternative with no listing or selling fees, depending on their product categories and business priorities. Every marketplace has different trade-offs, whether that’s buyer reach, competition, or seller costs.
As shopping habits continue to evolve, I think the most successful sellers will be the ones who adapt to where customers are discovering products while maintaining accurate listings and a consistent buying experience across every channel they use.