Social Commerce
Social commerce is transforming retail. Brands that adopt strong, compliant strategies can boost sales, engagement and customer trust.
Selling to consumers through social media platforms is no longer just a marketing tactic, it’s becoming a primary sales channel. Social commerce is reshaping how consumers interact with brands and is cornerstone for driving revenue growth while creating new opportunities for engagement with existing customers and wider audiences.
How social platforms are streamlining the buying journey
Consumers increasingly value how platforms like Instagram and TikTok streamline the purchasing experience, offering a friction-free journey that integrates with their favourite socials.
The trend is clear: social commerce in the UK is projected to sustain double digit growth in the coming years to reach £16 billion by 2028, accounting for 10% of online retail sales. This growth is powered by influencer driven content, live shopping events, and mobile-first payment solutions that remove friction and encourage impulse buying. Beauty, fashion, and homeware dominate, but food, drink, and tech are catching up fast.
For retailers, this shift isn’t optional, it’s strategic. Brands that embrace social commerce can unlock new revenue streams and deepen customer relationships. However, success requires more than just presence on TikTok or Instagram. It demands robust strategies around personalisation, transparency, and compliance.
How we help brands navigate social commerce
We’ve been helping brands, from start-ups to household names, formulate their social commerce strategies, advising on every step from concept to launch and beyond. Our expertise also extends to navigating the legal challenges this format presents, from data protection and payment security to consumer law and regulatory compliance. As social commerce accelerates, these considerations are critical to building trust and sustaining growth.
Key contacts
Jessica Matthews
Managing Associate
Philippa Dempster
Senior Partner | Head of Retail | London Office Managing Partner
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Whatever your legal needs, our wide ranging expertise is here to support you and your business, so let’s start your legal journey today and get you in touch with the right lawyer to get you started.
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