The Rise of Social Commerce: How SMEs Can Sell Directly Through Social Media

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For many SMEs, social media has long been about visibility, posting updates, sharing case studies, and maybe running the occasional ad. But the way people use platforms like Instagram, TikTok, Facebook and even LinkedIn has shifted. They are no longer just communication tools; they have evolved into direct sales channels where your customers can browse, engage and buy without leaving the app.

This is the rise of social commerce, and it is transforming how products are sold online. What once sat firmly in the “marketing” box is now part of sales. If you run a B2C or e-commerce business, this is an opportunity you cannot afford to ignore.

What Is Social Commerce?

Social commerce allows customers to purchase directly within a social platform. They might see your product in a video, tap to learn more, and complete the purchase in a few clicks, all without being redirected to your website.

The impact is significant: a shorter buying journey, less friction, and more sales. For SMEs, it means competing with larger players without needing the same scale of e-commerce infrastructure.

Which Platforms Support Social Commerce?

Several platforms have built-in shopping functionality:

• Instagram & Facebook – Shops allow you to showcase products and sell directly in-app.
• TikTok – TikTok Shop has grown rapidly, turning viral videos into instant sales opportunities.
• Pinterest – Product Pins make it possible for users to buy what inspires them.
• LinkedIn – While not a retail platform, LinkedIn is experimenting with event and service bookings, which could expand into B2B commerce.

If your business sells physical products, particularly in retail, fashion, beauty, food, or consumer goods, these platforms already have the features and, more importantly, the audiences you need.

The Growth Of Social Commerce - In Numbers

These numbers show how rapidly the landscape is shifting and how much potential is waiting for early adopters:

• The UK social commerce market is forecast to grow 22.7 % year-on-year, reaching USD 49.21 billion in 2025. (GlobeNewswire)
• Another study projects that social commerce sales in the UK will more than double from £7.4 billion (2024) to nearly £16 billion by 2028. (TikTok Newsroom)
• Over 56 % of UK consumers have already made purchases via social or entertainment platforms. (gs1uk.org)
• Among UK TikTok users, 44 % have made a purchase directly through the platform. (Brabners)
• In the UK, there are now over 200,000 active businesses selling via TikTok Shop, a figure that has doubled in about a year. (Ecommerce News)
• The number of live shopping sessions on TikTok UK has jumped by 64 % year-on-year, to around 5,000 daily events. (edesk.com)
• TikTok reports that its daily sales growth in the UK has risen 93 % year-on-year. (Evening Star)
• More broadly, the UK’s social commerce market is expected to grow at 26.6 % annually, with gross merchandise value (GMV) reaching USD 31.27 billion by around 2024 in some forecasts. (Sprout Social)
• On consumer behaviour: 82 % of shoppers use social media to discover and research products. (Hostinger)
• In the UK, e-commerce users are projected to reach 62.1 million in 2025, with over 60 % of consumers using smartphones to make online purchases. (ProfileTree)

What Does The Rise Of Social Commerce Mean for Your Business?

These statistics tell a compelling story: social commerce is no longer niche; it’s becoming a core sales channel. As a B2C or e-commerce SME, here’s what’s possible:

• Get in early: Platforms are still evolving, and differentiation matters. The earlier you adopt, the more you learn, the more advantage you gain over slower competitors.
• Leverage Live Shopping: With thousands of events daily in the UK, live commerce is becoming the norm. Test it for your niche.
• Tap Impulse and Discovery: Many social purchases are unplanned, caught in the scroll. Good creatives and effortless checkout push those impulses into conversions.
• Scale Responsively: You don’t need to migrate your whole e-commerce stack yet, but begin by integrating with social shops and testing product lines.
• Reinvest In Content: Quality video, user-generated content, and influencer partnerships are paying off more than polished banner ads in this environment.

How To Use Social Media For Your Business

Get in touch with one of the social media specialists at JDR today to discuss whether it’s the right move for your business.

Alternatively, for more information on social media marketing, trends, and best practices, please download a free copy of our How to Use Social Media for Business Guide.