A recent industry report indicates that companies not leveraging social media for direct sales are missing out on substantial opportunities.

Brands that facilitate purchases on platforms like TikTok Shop and Instagram Shopping are embracing an effective strategy, with 76 percent of UK consumers intending to shop this way this year, a notable increase compared to the previous year.

According to a survey conducted by Retail Economics involving 8,000 participants, 21 percent of global shoppers made purchases directly through social media in 2024. In the UK, this figure was even higher, exceeding 25 percent.

Despite the trend, the study revealed that only 46 percent of online retailers are currently allowing direct sales through social media. This is particularly striking given that 66 percent of consumers believe a strong social media presence significantly influences their purchasing decisions.

Platforms like TikTok Shop allow users to buy products while consuming video content from brands and influencers without exiting the app. Notable brands such as L’Oréal, Karen Millen, and Sweaty Betty have begun utilizing TikTok Shop in 2024.

A survey of 400 e-commerce businesses by Retail Economics indicated that 84 percent experienced growth in 2024, with average growth surpassing 5 percent. The consumer survey pointed to a resurgence in in-store shopping, as 54 percent of respondents plan to visit physical stores more frequently this year.

Albert Ko, CEO of the US retail software company Auctane, which sponsored the surveys, remarked, “Retailers must evolve their strategies to remain competitive. With consumer expectations at an all-time high, the pathway to growth is rooted in innovation, flexibility, and a customer-focused approach.”

The consumer survey also highlighted a strong awareness of costs, with nearly 60 percent of buyers expressing concern over increasing delivery and return expenses, and just under half being apprehensive about delivery times and package arrival.