Social media is mostly used to scroll, but it is a major force in generating money. This year, social commerce in the UK is projected to reach £15 billion, and users can now find, explore, and buy products directly through Instagram, Facebook, and TikTok without visiting traditional online shops.
UK businesses should ensure they can leverage social commerce and shoppable content to access this growing market. Here, we at Goosebumps Media will explain how to improve Instagram sales, give you tips for other social media platforms, and offer strategies to help you gain more sales from social media in 2025.
Social Commerce is on the Rise in the UK
Social commerce, purchasing products directly on social media has become very popular in the UK. In 2025, the percentage of UK consumers making purchases on social media rose to 45%, up from 30% in 2023. Instagram leads the way, with 60% of UK users discovering products there, followed by TikTok (40%) and Facebook (35%). The preference of Gen Z and Millennials for shopping on social apps is the key driver of this growth (eMarketer, 2025).
For UK businesses, social commerce simplifies customer interaction with our help. Instagram product tags or TikTok shoppable videos remove buying friction. According to Think with Google (2025), over half of users are more likely to purchase if they can buy instantly. For example, a Brighton fashion shop saw a 35% sales increase after implementing Instagram Shopping proving its effectiveness. Whether it’s a London fashion boutique or a Manchester tech retailer, businesses can reach customers on the platforms they use daily.
Making Instagram Work for Your Business Sales
For UK businesses, Instagram is an incredibly powerful platform in 2025 with millions of active users. Here’s how we at Goosebumps Media can help you turn it into a reliable sales channel:
Enable Instagram Shopping
Turn on Instagram Shopping to tag products in posts, Stories, and Reels.
Example: A Leeds skincare brand can tag moisturisers in their tutorial posts, allowing users to tap to buy quickly.
Use Shoppable Posts and Stories
Create attractive images with product tags.
Example: A Bristol jewellery store can upload a carousel of necklaces with price and product details.
Last year, using “Swipe Up to Shop” in Stories increased conversions by 20%.
Leverage Instagram Reels
Reels dominate Instagram with engaging, short videos.
Example: A Birmingham fitness retailer can post a workout Reel using their products, with shoppable tags that drive sales.
Host Instagram Live Shopping Events
Broadcast live to showcase products and answer customer questions.
Example: A Glasgow home décor brand hosted a live shopping event to launch a new collection, resulting in a 30% sales increase during the event (Meta, 2025).
Partner with Influencers
Collaborate with UK influencers to promote your products.
Example: A Cardiff food brand could work with a local foodie to create a recipe video featuring their products with shoppable links.
Run Instagram Ads with “Shop Now” Buttons
Target your audience and drive traffic to checkout.
Example: A Manchester pet store can run an ad for dog toys with a “Shop Now” button, boosting ROI by 25% (Meta, 2025).
When these strategies are applied, UK businesses can make Instagram a powerful sales source, converting browsing into buying.
Expanding to Other Platforms
While Instagram leads, Facebook and TikTok also offer strong opportunities in 2025.
Facebook Marketplace and Shops
With 30 million UK users, Facebook is perfect for local sales.
Open a Facebook Shop and target buyers through the Marketplace.
Example: A Glasgow furniture store saw a 30% increase in local sales after listing on Marketplace (Facebook, 2025).
TikTok’s In-Video Shopping
TikTok’s 20 million UK users engage heavily with shoppable content.
Use TikTok Shop to make your products purchasable in videos.
Example: A London beauty brand posted a popular makeup tutorial with a “Buy Now” link — driving 40% more sales (TikTok, 2025).
Videos with shoppable links receive 50% more views thanks to TikTok’s algorithm.
Cross-Platform Integration
Connect your Instagram, Facebook, and TikTok Shops for a unified customer experience.
Example: A Sheffield clothing retailer could record a Reel on Instagram, post it to Facebook Stories, and repurpose it for TikTok.
Selling across platforms ensures customers can shop in the ways they prefer.
Best Practices for Shoppable Content
To succeed with shoppable content in 2025, follow these best practices:
Produce High-Quality Visual Content
Social media is visual-first. Use professional photos and videos, poor quality visuals won’t convert.
Be Authentic
UK customers value genuine content. Share behind-the-scenes posts or user-generated content (UGC). Example: A Brighton café might repost a customer’s latte photo with their product tags.
Optimise Product Descriptions
Include price, sizes, colours.
Example: A Nottingham shoe store should list sizes clearly when tagging trainers.
Engage with Your Audience
Reply to comments and DMs quickly. 85% of UK shoppers expect a reply within 24 hours (Sprout Social, 2025).
Track Performance
Use platform analytics to refine your strategy.
Example: A Liverpool boutique found Reels outperformed static posts, shifting focus to video and increasing sales by 18%.
By following these practices, UK businesses can turn shoppable content into a consistent sales driver, converting browsers into buyers.
Challenges and How to Overcome Them
Platform Fees
Platforms like Instagram and TikTok charge 5–10% per sale, impacting margins.
Solution: Adjust pricing or focus on high-margin products.
Ad Fatigue
50% of UK users skip ads (YouGov, 2025).
Solution: Create organic, value-driven content, tutorials, customer stories to build trust.
Fierce Competition
Social platforms are competitive, and algorithms can shift visibility.
Solution:
Target niche audiences (e.g. a Cardiff vegan bakery for plant-based communities).
Offer exclusive discounts.
Maintain consistent posting and engagement.
Conclusion
Social commerce is changing how UK businesses sell online in 2025 and Instagram is at the forefront of this transformation.
By optimising Instagram, expanding to Facebook and TikTok, and applying best practices, you can drive more sales on the platforms your customers already use.
Don’t miss out on this £15 billion opportunity, start building your social commerce strategy today with us at Goosebumps Media! Contact Goosebumps Media to get started.
