Whats Happening With Social Media Shopping in 2025?

(Updated for 2025: Originally published in 2021)

By Myra | Last Updated: 21 February 2025

Social media shopping has evolved dramatically since we first wrote about it in 2021. Platforms have shifted, TikTok Shop has exploded, and privacy concerns have grown, especially in the UK. This updated article reflects the latest trends, winners, losers, and what the future holds for e-commerce on social media.

TikTok: The Undisputed Social Commerce Giant

If there’s one platform that has dominated social shopping, it’s TikTok.

Why TikTok Wins:

  • Seamless Shopping Integration – TikTok Shop allows users to buy products directly from videos, comments, and live streams, making the shopping experience instant and interactive.
  • Shoppable UGC (User-Generated Content) – AI-driven product tags turn viral posts into sales drivers, allowing brands to sell through authentic content rather than traditional ads.
  • Affiliate Marketing & Influencer Partnerships – The TikTok Creator Marketplace has fuelled the "Shopsumer" economy, with influencers and everyday users earning commissions on products they promote.
  • Live Shopping Events – Flash sales, product drops, and influencer-led shopping sessions have become cultural events, especially in fashion, beauty, and tech.

With over 1 billion active users globally, TikTok has mastered the formula for entertainment-driven shopping, making it the biggest winner in social commerce.

Instagram & Facebook: Keeping Up with TikTok

Meta has continuously expanded its e-commerce features, keeping Facebook and Instagram Shops competitive.

What’s Working for Meta:

  • AI-Powered Product Discovery – Instagram now personalises shopping recommendations based on user interactions, increasing conversions.
  • Shop Pay & Integrated Checkout – Shopify's Shop Pay makes transactions smoother, improving checkout speeds and reducing cart abandonment.
  • Live Shopping & Reels Commerce – Brands can tag products in live videos and Reels, capitalising on Instagram’s short-form video popularity.
  • Meta Verified for Businesses – A blue checkmark now signifies trustworthiness, helping brands gain credibility and reduce scams.

However, despite these improvements, Meta is losing younger consumers to TikTok. While Facebook Shops remain popular for older demographics, Instagram's challenge is staying relevant to Gen Z shoppers.

Pinterest: The Visual Shopping Powerhouse

What’s New in Pinterest Shopping:

  • Shopping Hub – A centralised space for curated product recommendations based on pinned content.
  • Visual Search & AI Tagging – Users can snap a picture of a product and find similar items to buy instantly.
  • E-commerce Platform Integrations – Direct checkouts via Shopify, WooCommerce, and BigCommerce make Pinterest a frictionless shopping experience.

YouTube: Video Commerce on the Rise

How YouTube is Winning:

  • YouTube Shopping Tab – A dedicated hub where brands can showcase their entire product catalogues.
  • Product Links in Shorts & Livestreams – Users can purchase directly from video content, similar to TikTok.
  • Google AI Shopping Integration – AI-powered recommendations surface relevant products based on user watch history.

Biggest Losers: Amazon’s Failed Social Commerce Attempt

Amazon, the e-commerce giant, tried to compete by launching Amazon Inspire, a TikTok-like shopping feed. However, the platform failed to gain traction and was quietly shut down.

Why Amazon’s Social Commerce Push Failed:

  • Lack of Community Engagement – Unlike TikTok and Instagram, Amazon doesn’t have a strong social culture, making its content feel too transactional.
  • Limited Creator Incentives – Influencers prefer TikTok and Instagram for product promotions, as Amazon’s affiliate model isn’t as lucrative.

The Future of Social Media Shopping

Key Predictions for 2025 and Beyond:

  • Rise of the Shopsumer Economy – More users will become sellers themselves, turning platforms like TikTok into digital marketplaces for individuals and businesses alike.
  • AI-Powered Personal Shopping Assistants – Expect smarter recommendation engines that anticipate your shopping needs before you do.
  • Decentralised Shopping Ecosystems – The growth of blockchain and Web3 could lead to peer-to-peer shopping models that cut out middlemen.
  • Tighter Privacy Regulations – With Apple removing Advanced Data Protection in the UK, there’s growing concern about how social commerce platforms handle user data.

Final Thoughts: Who’s Winning the Social Commerce Race?

  • Biggest Winner: TikTok – The undisputed leader in live shopping, viral selling, and the shopsumer revolution.
  • Strong Contenders: Instagram, YouTube, and Pinterest – Each platform is innovating in its own niche but struggles to match TikTok’s viral power.
  • Biggest Loser: Amazon's Social Commerce Experiment – Proved that social-first platforms dominate shopping-driven content.

Social media shopping is no longer just a trend—it’s the new normal. The rise of shopsumers, AI-driven commerce, and hyper-personalised shopping experiences will define the future of retail.

Are you ready to sell and shop in the same space?