Social media shopping trends among Britons

As social media platforms increasingly integrate e-commerce features, a YouGov Surveys: Self-serve poll sought to understand how British adults engage with shopping through social media. The significance of social commerce was recently highlighted by Lidl’s TikTok Shop launch, which sold out in just 18 minutes, demonstrating the growing demand for shopping through social media platforms.

Facebook leads as the preferred social commerce platform with 11% of respondents identifying it as their primary choice for shopping. TikTok follows at 7%, while Instagram accounts for 5%. Other platforms, including YouTube and X (formerly Twitter), see lower engagement, with just 2% of social shoppers relying on them. Pinterest and Snapchat register minimal traction in this space.

When it comes to the types of products purchased, clothing and accessories dominate, with 47% of social shoppers having bought fashion items through these platforms. Beauty and personal care products are also a strong category, with 37% of respondents making such purchases. Electronics and gadgets (28%) and home decor and furniture (26%) also see notable engagement. Meanwhile, food and beverages (20%), fitness and wellness products (17%), and digital products like e-books and online courses (16%) round out the list.

What influences their purchase decisions?

Price incentives play a significant role in social commerce, as 49% of respondents cite discounts and special promotions as a key factor in their purchasing decisions. Reviews and ratings also carry weight, influencing 41% of social media shoppers. Convenience and the availability of unique products each drive 30% of purchase decisions, while recommendations from friends or family (24%) and brand reputation (23%) are also contributing factors. Interestingly, influencer or celebrity endorsements play a relatively minor role, swaying just 11% of consumers.

Digital wallets are the preferred payment method

When it comes to payment, digital wallets such as Apple Pay, Google Pay, and PayPal are the most widely used option (43%). Credit and debit cards are the next most commonly used, accounting for 38% of transactions. Direct bank transfers and "Buy Now, Pay Later" services each represent a small portion of payments at 5%.

A majority of transactions fall within the lower price brackets, with 30% of shoppers spending between £25 and £50 and 26% making purchases of less than £25. Higher price points see decreasing engagement, with 14% spending between £51 and £100, 6% spending £101 to £250, and only 9% making purchases exceeding £250.

Methodology: YouGov polled 1000 UK adults on March 12, 2025. The survey was carried out through YouGov Surveys: Self-serve. Data is weighted by age, gender, political affiliation, education level and region. Learn more about YouGov Surveys: Self-serve.

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