Online retail is changing fast and the lines between entertainment and shopping are more blurred than ever. We thought we would take a look at how things are developing in the world of Social Commerce and what you can do to make sure your products are easily discovered online.
Generational Change – Who is Shopping Where and How?
A key factor in how people are likely to shop online is determined by their age. The generation they fall into will often give you a clear idea of what you need to be doing and where.
Baby Boomers (mostly over 65 years old) still value detailed product descriptions and customer reviews, so you’ll need to make sure your e-commerce site is optimised for those. To read that information easily, they are more likely to buy anything significant from a desktop browser than a mobile. Whilst older people may be less active on the web overall, Baby Boomers are more likely to order groceries online than any other age group.
Gen Xers (born 1965-1980) may use comparison sites to find details of the best deals and are still moderately influenced by reviews and recommendations, so your own website will be important with this market. However, they are starting to adopt Social Commerce more, especially TikTok Shop.
Millennials (born 1981-1996) are much more likely to be shopping on mobiles. This group are heavy users of Instagram Shopping and Facebook Marketplace. They are influenced by peer reviews and influencers. They expect personalised shopping experiences including recommendations. Along with Gen Z, they are also high adopters of “buy now, pay later” services such as Klarna.
Gen Z, born after 1997, are using TikTok Shop and Instagram as primary discovery channels, and are easily swayed by influencers and authentic, user-generated content. Even if your company is small, you may be able to compete with much larger organisations through using micro-influencers in your niche. Gen Z shoppers often discover products through viewing short-form videos. They value sustainability and ethical practices, buy directly through Social Media platforms and are highly likely to share their buying experience online.
Google Search or Social Scroll? How do UK shoppers find products in 2025?
The move from Google Search to using Social Media platforms as “Discovery Channels” is one of the most significant ways in which online shopping has changed in the past 10 years.
Whilst Google Search is still dominant with older users, and by those who already know what they want, younger consumers now primarily discover new products through their Social feeds. TikTok and Instagram are particularly powerful for putting products in front of a new audience.
Shoppable videos and imagery in Social Feeds provide a more visual and immersive shopping experience than intentional keyword-based search. Social Shopping is more like taking a trip to a busy, colourful shopping mall with shop windows and displays looking for ideas, than working your way through the Yellow Pages to find a supplier of something you already know you want.
From Dot.coms to TikTok Shop – Is Social Shopping replacing E-Commerce Sites?
Social Shopping is not replacing running your own e-commerce site, at least not for most businesses. However, nearly all online retailers could benefit from having a Social Commerce presence alongside their website.
The main platforms to consider are:
Instagram Shopping – ideal for visual products like beauty, fashion and homeware, especially if you are selling to people in the 18-34 age bracket.
Facebook Shop – ideal for targeting older demographics, and if you are a local business with a strong community focus. Find out more about Facebook and Instagram Shops here.
TikTok Shop – perfect for “viral” or trending items and youth-oriented brands who can sell via live shopping events and product showcase videos. Get started with TikTok Shop here.
Pinterest Product Pins – ideal for DIY, fashion, wedding products and home décor. If you are selling to women in their 20s to 40s, you definitely want to be a Verified Merchant with Product Pins on users’ planning boards. These can feature both video and static imagery. Find out more about Pinterest Shopping here.
YouTube Shopping – Video product tags that promote your products directly from YouTube are particularly valuable for any products that benefit from demonstration or explanation. In the UK, electronics and beauty are amongst the most featured sectors. Find out more about YouTube Shopping here.
How Can Forms Plus Help? Packaging is Part of the Story
Just as many younger shoppers are preferring to shop via Social Media, they are also keen to share their shopping experience online. Receiving and opening up their packages is an important part of that story, and many will share “Unboxing” videos.
With consideration for the environment also important to this demographic, environmentally-friendly packaging matters just as much as making sure your products are well protected and look good on arrival. Forms Plus offer a wide range of eco-friendly mailing products including Flexi-Hex® sustainable, plastic-free protective packaging.
If you’d like to discuss your experience with Social Shopping, or we can help in any way, do get in touch.