Since its UK debut in September 2021, TikTok Shop has quickly evolved into a disruptive force in retail, blending the appeal of short-form video with seamless in-app purchasing. This fusion of entertainment and commerce is closing the gap between inspiration and conversion to just a few seconds, reshaping the path to purchase – especially among younger audiences.
But TikTok Shop’s influence now extends well beyond Gen Z. Insights from the Savvy Shopper Panel (June 2025) reveal growing interest in social commerce across a wider range of demographics and product categories, presenting significant opportunities, and potential threats, for brands and retailers.
In Savvy’s June 2025 research (an online survey of a representative sample of 1,000 UK shoppers), we found that engagement with social shopping platforms has increased – even over the past six months. 42% of shoppers say they would consider purchasing through platforms like TikTok Shop or Instagram Shop. Among 18–34s, this rises to a striking 89%.
What shoppers are buying through TikTok Shop and Instagram Shop
The idea that social shopping is limited to fashion and beauty is becoming outdated. While these remain leading categories, a broader mix of products is now under consideration.
Clothing still leads, with 27% of all shoppers open to purchasing it through platforms like TikTok Shop. Among 18–34s, consideration climbs to 61%. Similarly, beauty and skincare products appeal to 22% of all shoppers – and a substantial 53% of younger adults.
Gifting is another strong area. Gifts and novelty items attract 21% of all shoppers and 48% of 18–34s. This aligns with Savvy’s broader events research, where we’ve seen growing use of social platforms for inspiration across key gifting moments like Christmas and birthdays in the past couple of years.
Homeware and kitchen products also have traction, considered by 20% of all shoppers and 45% of 18–34s.
Impulse categories follow close behind. Food and snacks are considered by 18% of all shoppers, rising to 41% among younger adults. Alcoholic drinks are selected by 14% of the total sample and 32% of 18–34s, while non-alcoholic drinks stand at 10% and 22% respectively. Potentially concerning, 6% of all shoppers – and 14% of 18–34s – say they would consider buying medication through social platforms.
Fast fulfilment is unlocking new types of impulse buying
These figures point to a rapid evolution in the role of social media in retail. In categories like snacks and drinks, fulfilment is the enabler. The appeal of buying food or drinks via TikTok relies on speed – the ability to move from motivation to consumption in a short window. When a product seen in a 15-second video can arrive within the hour, the gap between impulse and action narrows significantly.
This mirrors the emotional mechanics of the content itself: fast, satisfying and behaviourally primed to spark spontaneous interest. Social commerce is, in effect, enabling a new kind of impulse mission – one that’s digitally initiated and fulfilled quickly enough to satisfy the desire for immediate gratification.
Social commerce is becoming mainstream
As TikTok usage continues to grow (including among older demographics) and Meta’s platforms double down on integrated retail features, social commerce is becoming a fully fledged sales channel. Shoppers are no longer just discovering brands via social – they’re buying directly, often within minutes (or even seconds) of seeing a post or video.
Coupled with rapid advances in AI, the pace of change is only accelerating. Product discovery, personalisation and fulfilment are being reshaped, creating new retail dynamics that blend entertainment, cultural currency and commerce. For brands and retailers, the message is clear: this isn’t a passing trend. Social commerce is gaining momentum and fundamentally reshaping how shoppers engage, discover and buy.
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