Following an uptick in retail sales last month, new research from money.co.uk has revealed the categories dominating social commerce.
In 2024, an estimated 16.2 million social commerce users in the UK generated £7.3 billion in sales, offering great potential to businesses. This trajectory is expected to continue, to reach an estimated £15.7 billion in sales in the UK alone by 2028.
|
Rank |
Commerce category |
Annual percentage of users who have made a purchase in the last 12 months* |
|
1 |
Beauty & Wellness |
46% |
|
2 |
Clothing & Footwear |
40% |
|
3 |
Home & DIY |
24% |
|
4 |
Food & Drink |
21% |
|
5 |
Electronics & Technology |
18% |
|
6 |
Toys, Books & Games |
17% |
|
7 |
Sports & Leisure |
16% |
|
7 |
Jewellery, Watches & Accessories |
16% |
Beauty and wellness is the top social commerce sector, with almost half (46 per cent) of social commerce users in the UK making a purchase in this category in the most recently documented 12-month period.
This popularity goes hand-in-hand with the rise of beauty influencers on social media, with 84 per cent and 68 per cent of Gen Z and Millennials following influencers, according to a recent survey.
This type of marketing has become a staple in the industry, driving public awareness, opinion, and engagement for brands in the sector.
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