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Annual non-food social commerce sales are expected to reach £9.1bn in 2025, according to new research from retail technology firm Unbox and consultancy Retail Economics.
According to the study, UK spending through social platforms is rising at about 17% a year and is projected to hit £20bn by 2030.
The researchers identified Gen Z consumers as a key driver of the shift, with younger shoppers planning to spend more than a third of their Christmas gift budgets on social platforms. They estimate that UK social commerce sales during the festive period will total £2.4bn. More than half of UK adults expect social platforms to account for a larger share of their online purchases in 2026, rising to 65% among Gen Z.
Unbox and Retail Economics said changing shopper behaviour is reinforcing this growth, with social networks becoming a primary search tool for younger demographics. The firms noted that trust dynamics are also shifting, with Gen Z shoppers reported to be twice as likely to rely on creators rather than brands when choosing what to buy.
The research highlighted TikTok Shop as the strongest performer, accounting for an estimated 39% of UK social commerce spending. However, it said concerns about reliability and authenticity remain barriers to faster adoption, particularly when purchasing from newer platforms.
Hugo Soul, chief executive of Unbox, said: “Gen Z has rewritten how product discovery works. TikTok is now their primary search engine, and trust has migrated from brands to creators.
“It’s no surprise global brands are reorganising around social commerce, but doing so at enterprise scale requires new systems, new governance and new ways of working.”
Richard Lim, chief executive of Retail Economics, added: “Social commerce is becoming a mainstream part of the retail landscape, particularly for younger shoppers as they head into Christmas. Gen Z’s reliance on creators and social search is accelerating this shift, reshaping how brands need to show up and compete.
“The challenge for retailers is keeping pace with rapid behavioural change while maintaining trust, accuracy and consistency across fast-moving platforms.”
