Summary

According to PayNXT360, social commerce industry in United Kingdom is expected to grow by 26.6% on annual basis to reach US$31,278.79 million in 2024.

The social commerce industry is expected to grow steadily over the forecast period, recording a CAGR of 21.6% during 2024-2029. The social commerce GMV in the country will increase from US$24,712.72 million in 2023 to reach US$83,272.96 million by 2029.

The social commerce market is poised to grow at a steady rate over the medium term in the United Kingdom. While the sector is still in its early stages of development, the trend of social buying is on the rise in the European market. Gen Z and young millennials have increased their spending on social channels and PayNXT360 expects the trend to gain further momentum in 2024.

Small businesses, in the United Kingdom, are increasingly making use of social channels to reach their targeted customers. Platforms like Facebook, Instagram, Twitter, and TikTok have emerged as top sales generators for a significant chunk of small businesses across the country. Overall, PayNXT360 maintains a positive growth outlook for the social commerce market over the next three to four years in the United Kingdom.

Young generation consumers are leading the trend of social buying in the United Kingdom

While the United Kingdom is leading the social buying trend across the European region, there is still plenty of growth opportunity in the sector. Social commerce penetration is low in the country compared to other markets like the United States and China. Young generation consumers, Gen Z, and millennials, are projected to lead the trend of social buying over the medium term in the United Kingdom.

According to a report from eMarketer, Instagram is a top choice for social buying among young generation consumers, with 37.3% of the respondents preferring the channel for purchases. This is followed by TikTok at 36.1% and Facebook at 34.3%. This shows that while Meta is dominating the social commerce market in the United Kingdom, TikTok is gaining ground rapidly among social buyers. As the market continues to mature, PayNXT360 expects TikTok to further increase its investment in the United Kingdom’s social commerce industry over the next three to four years.

Social media platforms have emerged as a strong revenue generator for smaller businesses

Social media channels have continued to gain popularity over other marketing tools in the United Kingdom market. This trend is projected to further grow over the medium term, as more and more shoppers use social platforms to make purchases. Smaller businesses, especially, are benefiting from the rise in social buying in the United Kingdom.

• According to a report from BT, 28% of small businesses say that social channels are their primary revenue driver. For these businesses, social platforms are generating more sales compared to other channels such as physical stores and e-commerce platforms. The report also revealed that a quarter of the businesses are using organic reach to drive sales, while 22% are using paid social media posts to drive revenue growth.

• While using Facebook Marketplace, TikTok, and Instagram shops is a great way for businesses to connect with new customers and make sales on social media, small businesses are worried that the guidelines and algorithms on each platform differ, causing confusion and making them feel like they are falling behind, according to the report.


Consequently, for social platforms to gain more prominence and drive growth, investing in support services and offering other tools to develop a brand online becomes increasingly crucial over the medium term.

Klarna seeks to expand its Creator Shops functionality in the United Kingdom market to aid business growth

Klarna has been moving beyond its buy now pay later business model aggressively. To accelerate revenue growth, the firm has entered into various business verticals, including social buying and commerce. The firm, with its Creator Shops capabilities, has achieved strong traction in the United States. Klarna now is planning to expand the Creator Shops feature in the United Kingdom market.

• Through the Creators Shops feature, the firm is providing more than 500,000 creators the opportunity to create their own online stores on Klarna.com. Creators will have tools to ensure a seamless shopping experience for users, allowing them to discover and purchase the products recommended by their favorite creators all in one place.

• This platform enables creators to suggest items from a wide range of retailers, share interactive videos and photos for shopping, and promote their stores on social media. This not only benefits creators but also opens up new revenue possibilities for retailers.


In the United States, the Creator Platform has grown five times year on year, highlighting the value offered by Klarna. The launch, in the United Kingdom, will also drive more creators to the platform. This will subsequently support the growth of the social commerce market over the medium term.

This report provides a detailed data centric analysis of social commerce industry, covering market opportunities and risks. With over 50+ KPIs at country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.

PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view on emerging business and investment market opportunities.

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Table of Contents

1. About this Report
1.1. Summary
1.2. Methodology
1.3. Social Commerce Definitions
1.4. Disclaimer

2. United Kingdom Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
2.1. United Kingdom Ecommerce – Gross Merchandise Value Trend Analysis, 2020-2029
2.2. United Kingdom Ecommerce – Average Value Per Transaction Trend Analysis, 2020-2029
2.3. United Kingdom Ecommerce – Transaction Volume Trend Analysis, 2020-2029

3. United Kingdom Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
3.1. United Kingdom Social Commerce – Gross Merchandise Value Trend Analysis, 2020-2029
3.2. United Kingdom Social Commerce – Average Value Per Transaction Trend Analysis, 2020-2029
3.3. United Kingdom Social Commerce – Transaction Volume Trend Analysis, 2020-2029
3.4. United Kingdom Social Commerce Market Share Analysis by Key Players, 2023

4. United Kingdom Social Commerce Industry Market Size and Forecast by Location
4.1. United Kingdom Social Commerce Market Share by Location (%), 2023
4.2. United Kingdom Social Commerce by Cross Border – Gross Merchandise Value Trend Analysis, 2020-2029
4.3. United Kingdom Social Commerce by Domestic – Gross Merchandise Value Trend Analysis, 2020-2029

5. United Kingdom Social Commerce Industry Market Size and Forecast by Product Categories
5.1. United Kingdom Social Commerce Market Share by Product Categories (%), 2023
5.2. United Kingdom Social Commerce Clothing & Footwear – Gross Merchandise Value Trend Analysis, 2020-2029
5.3. United Kingdom Social Commerce Beauty and Personal Care – Gross Merchandise Value Trend Analysis, 2020-2029
5.4. United Kingdom Social Commerce Food & Grocery – Gross Merchandise Value Trend Analysis, 2020-2029
5.5. United Kingdom Social Commerce Appliances and Electronics – Gross Merchandise Value Trend Analysis, 2020-2029
5.6. United Kingdom Social Commerce Home Improvement – Gross Merchandise Value Trend Analysis, 2020-2029
5.7. United Kingdom Social Commerce Travel – Gross Merchandise Value Trend Analysis, 2020-2029
5.8. United Kingdom Social Commerce Accommodation – Gross Merchandise Value Trend Analysis, 2020-2029

6. United Kingdom Social Commerce Industry Market Size and Forecast by End Use Consumer Segment
6.1. United Kingdom Social Commerce Market Share by End Use Segment (%), 2023
6.2. United Kingdom Social Commerce B2C Segment – Gross Merchandise Value Trend Analysis, 2020-2029
6.3. United Kingdom Social Commerce B2B Segment – Gross Merchandise Value Trend Analysis, 2020-2029
6.4. United Kingdom Social Commerce C2C Segment – Gross Merchandise Value Trend Analysis, 2020-2029

7. United Kingdom Social Commerce Industry Market Size and Forecast by End Use Device
7.1. United Kingdom Social Commerce Market Share by End Use Device (%), 2023
7.2. United Kingdom Social Commerce by Mobile – Gross Merchandise Value Trend Analysis, 2020-2029
7.3. United Kingdom Social Commerce by Desktop – Gross Merchandise Value Trend Analysis, 2020-2029

8. United Kingdom Social Commerce Industry Market Size and Forecast by Cities
8.1. United Kingdom Social Commerce Market Share by Cities (%), 2023
8.2. United Kingdom Social Commerce by Tier-1 Cities – Gross Merchandise Value Trend Analysis, 2020-2029
8.3. United Kingdom Social Commerce by Tier-2 Cities – Gross Merchandise Value Trend Analysis, 2020-2029
8.4. United Kingdom Social Commerce by Tier-3 Cities – Gross Merchandise Value Trend Analysis, 2020-2029

9. United Kingdom Social Commerce Industry Market Size and Forecast by Payment Method
9.1. United Kingdom Social Commerce Market Share by Payment Method (%), 2023
9.2. United Kingdom Social Commerce Payment by Credit Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.3. United Kingdom Social Commerce Payment by Debit Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.4. United Kingdom Social Commerce Payment by Bank Transfer – Gross Merchandise Value Trend Analysis, 2020-2029
9.5. United Kingdom Social Commerce Payment by Prepaid Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.6. United Kingdom Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value Trend Analysis, 2020-2029
9.7. United Kingdom Social Commerce Payment by Other Digital Payment – Gross Merchandise Value Trend Analysis, 2020-2029
9.8. United Kingdom Social Commerce Payment by Cash – Gross Merchandise Value Trend Analysis, 2020-2029

10. United Kingdom Social Commerce Industry Market Size and Forecast by Platforms
10.1. United Kingdom Social Commerce Market Share by Platforms Method (%), 2023
10.2. United Kingdom Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value Trend Analysis, 2020-2029
10.3. United Kingdom Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value Trend Analysis, 2020-2029
10.4. United Kingdom Social Commerce Platforms by Social Reselling – Gross Merchandise Value Trend Analysis, 2020-2029
10.5. United Kingdom Social Commerce Platforms by Group Buying – Gross Merchandise Value Trend Analysis, 2020-2029
10.6. United Kingdom Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value Trend Analysis, 2020-2029

11. United Kingdom Social Commerce Industry Market Size and Forecast by Contents
11.1. United Kingdom Social Commerce Market Share by Contents (%), 2023
11.2. United Kingdom Social Commerce Contents by Live Streamers – Gross Merchandise Value Trend Analysis, 2020-2029
11.3. United Kingdom Social Commerce Contents by Gaming Streamers – Gross Merchandise Value Trend Analysis, 2020-2029
11.4. United Kingdom Social Commerce Contents by Reels – Gross Merchandise Value Trend Analysis, 2020-2029
11.5. United Kingdom Social Commerce Contents by Influencers – Gross Merchandise Value Trend Analysis, 2020-2029
11.6. United Kingdom Social Commerce Contents by Stories – Gross Merchandise Value Trend Analysis, 2020-2029

12. United Kingdom Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour
12.1. United Kingdom Social Commerce Spend Share by Age Group, 2023
12.2. United Kingdom Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis, 2020-2029
12.3. United Kingdom Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis, 2020-2029
12.4. United Kingdom Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2020-2029
12.5. United Kingdom Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis, 2020-2029
12.6. United Kingdom Social Commerce Share by Income Level, 2023
12.7. United Kingdom Social Commerce Share by Gender, 2023

13. Further Reading
13.1. About PayNXT360
13.2. Related Research

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List of Tables/Graphs

Table 1: United Kingdom Ecommerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 2: United Kingdom Ecommerce – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 3: United Kingdom Ecommerce – Transaction Volume (Million), 2020-2029
Table 4: United Kingdom Social Commerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 5: United Kingdom Social Commerce – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 6: United Kingdom Social Commerce – Transaction Volume (Million), 2020-2029
Table 7: United Kingdom Social Commerce by Cross Border – Gross Merchandise Value (US$ Million), 2020-2029
Table 8: United Kingdom Social Commerce by Domestic – Gross Merchandise Value (US$ Million), 2020-2029
Table 9: United Kingdom Social Commerce Clothing & Footwear – Gross Merchandise Value (US$ Million), 2020-2029
Table 10: United Kingdom Social Commerce Beauty and Personal Care – Gross Merchandise Value (US$ Million), 2020-2029
Table 11: United Kingdom Social Commerce Food & Grocery – Gross Merchandise Value (US$ Million), 2020-2029
Table 12: United Kingdom Social Commerce Appliances and Electronics – Gross Merchandise Value (US$ Million), 2020-2029
Table 13: United Kingdom Social Commerce Home Improvement – Gross Merchandise Value (US$ Million), 2020-2029
Table 14: United Kingdom Social Commerce Travel – Gross Merchandise Value (US$ Million), 2020-2029
Table 15: United Kingdom Social Commerce Accommodation – Gross Merchandise Value (US$ Million), 2020-2029
Table 16: United Kingdom Social Commerce B2C Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 17: United Kingdom Social Commerce B2B Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 18: United Kingdom Social Commerce C2C Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 19: United Kingdom Social Commerce by Mobile – Gross Merchandise Value (US$ Million), 2020-2029
Table 20: United Kingdom Social Commerce by Desktop – Gross Merchandise Value (US$ Million), 2020-2029
Table 21: United Kingdom Social Commerce by Tier-1 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 22: United Kingdom Social Commerce by Tier-2 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 23: United Kingdom Social Commerce by Tier-3 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 24: United Kingdom Social Commerce Payment by Credit Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 25: United Kingdom Social Commerce Payment by Debit Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 26: United Kingdom Social Commerce Payment by Bank Transfer – Gross Merchandise Value (US$ Million), 2020-2029
Table 27: United Kingdom Social Commerce Payment by Prepaid Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 28: United Kingdom Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value (US$ Million), 2020-2029
Table 29: United Kingdom Social Commerce Payment by Other Digital Payment – Gross Merchandise Value (US$ Million), 2020-2029
Table 30: United Kingdom Social Commerce Payment by Cash – Gross Merchandise Value (US$ Million), 2020-2029
Table 31: United Kingdom Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value (US$ Million), 2020-2029
Table 32: United Kingdom Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 33: United Kingdom Social Commerce Platforms by Social Reselling – Gross Merchandise Value (US$ Million), 2020-2029
Table 34: United Kingdom Social Commerce Platforms by Group Buying – Gross Merchandise Value (US$ Million), 2020-2029
Table 35: United Kingdom Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value (US$ Million), 2020-2029
Table 36: United Kingdom Social Commerce Contents by Live Streamers – Gross Merchandise Value (US$ Million), 2020-2029
Table 37: United Kingdom Social Commerce Contents by Gaming Streamers – Gross Merchandise Value (US$ Million), 2020-2029
Table 38: United Kingdom Social Commerce Contents by Reels – Gross Merchandise Value (US$ Million), 2020-2029
Table 39: United Kingdom Social Commerce Contents by Influencers – Gross Merchandise Value (US$ Million), 2020-2029
Table 40: United Kingdom Social Commerce Contents by Stories – Gross Merchandise Value (US$ Million), 2020-2029
Table 41: United Kingdom Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 42: United Kingdom Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 43: United Kingdom Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 44: United Kingdom Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029