Social e-commerce is on the rise in the UK, with the number of people shopping through TikTok increasing by 553%

To study the impact of social platforms on e-commerce, user review and social commerce platform Bazaarvoice conducted a questionnaire survey on 3,272 British consumers in the Influenster community . The results showed that social platforms are increasingly becoming a platform for consumers to discover and purchase products.

During the epidemic, shopping on TikTok has gradually become a trend. The number of people who discover products and shop on TikTok has surged by 553% , almost three times the growth of shopping on Instagram (189%) and Facebook (160%) .

Social platforms are increasingly influencing e-commerce. More than three-quarters ( 79%) of consumers now discover and shop on social platforms compared to the year before . Instagram leads the way in social commerce , with 64% of Brits shopping on the platform last year , while Facebook and TikTok account for 45% and 24% of Brits respectively .

But among short video apps, TikTok is challenging Facebook for the top spot in terms of percentage growth alone, with a 553 % increase in the number of people who discovered and shopped on TikTok last year . Now that number is likely to continue to increase, as TikTok is testing in-app shopping features in Europe .

In addition to Instagram , Facebook and TikTok , another social platform worth paying attention to is Pinterest. In the past year, Pinterest 's shopping volume has increased by 356% , second only to TikTok's growth rate.

Ed Hill, senior vice president of EMEA at Bazaarvoice, said in a statement: The epidemic has had a huge impact on social commerce . Over the past year, consumers have spent more and more time on social applications and are more susceptible to user-generated content , advertising and product promotion marketing. Social commerce will drive the development of e-commerce .

Research shows that consumers are also more inclined to use social apps to browse and discover new products and brands , with 70% of consumers using social media to purchase new brands , and almost half (49%) saying they would choose a new brand over a known, established brand due to the influence of social media .

Additionally , product relevance ( 47%) is increasingly becoming the primary driver for consumers to choose a new brand through social media, followed by the product’s benefits, features or ingredients ( 41%), visual content produced by the brand (27%), and price (27%).

All signs indicate that social e-commerce is developing strongly. Merchants can take advantage of this trend, develop social platform marketing strategies, increase publicity efforts, and create popular products.

U.K.

Social e-commerce

TikTok