Social commerce has yet to reach its potential in the UK. But social buying is still on the rise—and there’s plenty of room to grow spend. Retailers without a social strategy risk missing out, particularly if they want to reach the coveted cohort of Gen Z and young millennials.

Key Question: What’s the opportunity for social commerce in the UK—and where should retailers invest?

Key Stat: Some 36.1% of 18- to 34-year-olds in the UK have made a purchase on TikTok recently.