Social media is no longer just a place to build awareness - it’s where purchases are happening.
The rise of social commerce is transforming how brands sell online, creating shoppable experiences that turn everyday engagement into revenue.

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At Ascend, we’re helping brands across the UK build strategies that take advantage of this powerful trend - blending creativity, data, and technology to make social media a key sales channel.

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What Is Social Commerce?

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Social commerce is the fusion of social media and eCommerce - allowing users to discover, explore, and purchase products directly within platforms like Instagram, TikTok, Pinterest, and Facebook.

Instead of leading users away from social platforms, brands can now offer:

• Instagram Shopping: Product tags in posts and stories that lead directly to checkout.
• TikTok Shop: Shoppable videos and livestreams driving impulse purchases.
• Pinterest Shopping: Inspiration-led discovery that converts into sales.
• Facebook & YouTube Live Shopping: Interactive, real-time product showcases.

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This seamless journey removes friction - taking customers from scroll to sale in just a few taps.

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Why Social Commerce Matters in 2025

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Social commerce is no longer an experiment - it’s a core growth channel.
With users spending more than 2 hours per day on social media, brands have a direct line to engaged, purchase-ready audiences.

Recent data shows:

• 50% of online shoppers in the UK have purchased directly through a social media platform.
• Gen Z and Millennials are driving adoption, valuing authenticity and convenience over traditional eCommerce sites.
• The UK social commerce market is expected to exceed £5 billion by 2026.

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If your brand isn’t selling socially, you’re leaving conversions on the table.

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The Benefits of Social Commerce for Brands

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1. Frictionless Shopping Journeys
   Each click lost is a sale lost. Social commerce eliminates unnecessary steps between discovery and checkout, improving conversion rates.
2. Authentic Social Proof
   Shoppable content feels more genuine than display ads. Reviews, influencer content, and UGC build trust and drive purchase decisions.
3. Powerful Data & Insights
   Platforms like TikTok and Meta now provide real-time insights into how shoppers interact, discover, and purchase — helping you optimise campaigns.
4. Community-Driven Conversions
   Every comment, share, and tag amplifies reach. Your audience becomes your sales team.

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How to Build a Social Commerce Strategy

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1. Audit Your Social Presence

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Start by ensuring your brand’s accounts are ready for commerce:

• Enable Instagram Shopping or TikTok Shop.
• Connect your eCommerce catalogue (Shopify, WooCommerce, etc.).
• Review tagging, product feeds, and creative assets for consistency.

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2. Create Shoppable Content

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Shoppable posts should inspire, not interrupt.

• Feature your products naturally in lifestyle imagery or Reels.
• Encourage user-generated content (UGC) with branded hashtags.
• Tag products in every relevant post.

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3. Explore Live Shopping

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Host live shopping events or partner with micro-influencers to showcase products in real time.
This builds trust and drives urgency - especially for limited editions or seasonal drops.

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4. Optimise for Conversions

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Use platform analytics to identify top-performing posts and optimise your targeting.
Test formats (video vs carousel), times, and creative variations to maximise ROI.

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5. Integrate with Broader Campaigns

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Social commerce shouldn’t sit in isolation.
Link your campaigns with paid ads, email marketing, and affiliate programmes to create a unified eCommerce experience.

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Looking Ahead: The Future of Shoppable Experiences

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As digital marketing trends in 2025 continue to evolve, the boundaries between content and commerce will keep blurring.
Soon, every interaction - from a TikTok video to a live Q&A - could become a potential sale.

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Brands that embrace this shift early will gain a competitive edge, building communities that not only engage but convert.

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How Ascend Can Help

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At Ascend, we specialise in helping brands transform their digital presence into a measurable sales engine.
From social commerce strategy and content production to influencer partnerships and conversion tracking, we’ll help you turn social interactions into tangible growth.