Social commerce is transforming retail, creating a £16 billion opportunity in the UK alone, according to Retail Economics.
With 82% of social media users engaging in shopping activities and 88% of UK consumers buying products they see on social media, the question isn’t if brands should use social selling—it’s how. Now, let’s break down the key pillars that help brands drive growth and boost ROI.
Pillar 1: Authentic brand storytelling
Social media has amplified the importance of storytelling in connecting with consumers. Shoppers seek brands that align with their values and offer a narrative they can connect with. Authentic storytelling leaves users more likely to engage and ultimately purchase. Example tactics include:
- Humanising your brand by sharing behind-the-scenes content to foster authenticity.
- Building emotional connections through relatable or aspirational stories that resonate with your target audience.
- Leveraging video content to showcase your products in action while telling a compelling story.
Pillar 2: Strategic content personalisation
Social media thrives on relevance. Consumers expect content tailored to their interests and needs. Personalisation not only boosts engagement but also significantly increases the likelihood of conversion. Example tactics include:
- Targeted campaigns that hone in on specific demographics, platforms, or behaviours using analytics tools.
- Content formats curated to fit the platform, such as short, punchy videos for TikTok or visually-driven carousel ads for Instagram.
- Using algorithms and customer data to recommend products that align with individual preferences.
Pillar 3: Streamlined path to purchase
One of the standout features of social commerce is its ability to minimise friction and maximise conversions. For example, when a customer shops on TikTok, the entire shopping experience happens within the app, making the process seamless and convenient. Example tactics include:
- Implementing shoppable posts and product tags (on Instagram, Facebook, or Pinterest) so users can move from product discovery to purchase with just a few clicks.
- Providing immersive experiences such as virtual try-ons, 360° product views, and AR filters to drive confidence and engagement.
- Leveraging social commerce platforms like TikTok Shop or Instagram Checkout to eliminate the need to leave the app to complete a purchase.

Pillar 4: Build an engaged community
By focusing on meaningful community engagement, you create loyal advocates for your brand. Social selling thrives on actively engaging users, earning trust, and building long-term relationships. Example tactics include:
- Responding rapidly to questions or comments, turning social media platforms into customer service extensions.
- Hosting interactive content such as live Q&A sessions, and giveaways to keep followers engaged and involved in your brand.
- Tracking engagement metrics to identify which posts and strategies resonate most effectively with your target audience.
A £16 Billion opportunity you can’t ignore
Social selling is a necessity for retail brands aiming to meet customers wherever they are. With 88% of UK consumers driving purchases influenced by social media, and the industry poised for continued growth, there’s never been a better time to refine your social selling strategy.
Want to see how your business can expand through social selling? Get in touch today!