Social commerce is rewriting the shopping journey for younger consumers, according to new research from Savvy. Nearly half (47%) of Gen Z/Y shoppers have used TikTok Shop to browse or buy products in the past three months, compared with just 21% of UK shoppers overall.
Savvy’s survey of 1,005 UK shoppers found that, although brand and retailer websites remain the UK’s most-used online shopping destination (used by 54% of Gen Z/Y and 52% of shoppers overall in the past 3 months) social platforms are changing what consumers expect from the digital shopping experience, offering a more exciting and theatrical experience than conventional ecommerce.
As Alastair Lockhart, insight director at Savvy, commented: “Social commerce
brings together discovery, entertainment, social proof and instant purchase in a way that makes traditional ecommerce feel increasingly functional by comparison.
“For retailers, the challenge is not about whether to sell through TikTok Shop. It is how to make every channel – websites, apps and stores – feel more engaging, responsive and confidence-building.”
Social platforms are reshaping discovery
Savvy’s research also found that social platforms are playing an increasingly significant role before purchase. 64% of Gen Z/Y consumers have watched product reviews or recommendations on social media in the past month, 49% have clicked links to view products featured in posts or videos, and 36% have saved or bookmarked products to look at later.
Category relevance is broadening, with everyday categories including household and kitchen items, cleaning and laundry, gadgets and electronics, and food and snacks now a normal part of social commerce.
Live shopping is accelerating
Live shopping is also growing in popularity, adding to the theatricality of interactive retail experiences. Savvy’s May 2026 Shopper Panel found that 57% of Gen Y/Z shoppers enjoy watching live shopping events such as TikTok Live, while 66% said seeing products sell out or go viral makes them more likely to buy.
Lockhart pointed out that social commerce reflects shopper psychology in a way that traditional ecommerce does not. “Social commerce works because it mirrors how shoppers actually build confidence,” he said. “They see the product demonstrated, hear from other customers, watch creators explain it and see whether it is gaining momentum. That is a very different experience from searching a product grid or reading a static product description.
He added: “The retailers that come out on top will be those that turn viral moments into real-world shopping experiences. Consumers are already discovering what they want on social media – now they expect retailers to make finding and buying those products effortless, wherever they shop.
“As social commerce gathers pace, the connected retail experience will quickly shift from competitive advantage to customer expectation.”
Savvy’s research shows that retailers face a new reality: consumers no longer just want a transaction. They want confidence, excitement and validation built into every step of the journey.
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