第三方数据：英国近五成Z世代及千禧群体使用TikTok Shop购物

亿邦动力 2026-07-22 14:48

亿邦动力 2026/07/22 14:48

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本文分享了英国社交电商领域的最新调研结果，普通读者可获取以下核心干货：

1. 核心调研数据显示，过去三个月英国47%的Z世代及千禧消费者通过TikTok Shop浏览或购买商品，全年龄段群体该比例为21%，虽然目前品牌及零售商官网仍是英国使用率最高的线上购物渠道，但社交平台与传统电商在年轻群体中的用户差距正在快速收窄。

2. 当前社交购物已经从最初的时尚美妆品类，延伸至家居用品、数码电子、食品零食等全日常消费品类，超六成年轻消费者会在社交平台观看产品推荐内容，超过一半的年轻消费者喜爱直播购物，六成多消费者会因为商品走红售罄提升购买意愿，普通消费者可以借助社交内容更全面了解商品，获得更有乐趣的购物体验。

面向布局英国市场的品牌商，本文给出了社交电商领域多个干货参考：

1. 消费趋势层面，英国年轻群体社交购物习惯已经养成，近半数年轻消费者使用TikTok Shop购物，社交平台在消费者购买决策中的作用持续提升，传统电商缺少体验感与趣味性的空白正在被社交电商填补，且社交购物已经覆盖全品类，品牌必须重视社交渠道的布局。

2. 品牌营销与渠道建设层面，社交电商契合年轻消费者决策心理，可借助社交背书、爆款热度、创作者内容反复触达消费者，建立消费者购买信心，品牌还可以联动线上线下全渠道，把社交平台的爆款流量引流到线下门店和自有官网，提升全渠道吸引力，建立消费信任。

做英国市场的跨境社交电商卖家，可从本文获得这些干货信息：

1. 市场机会层面，英国年轻群体社交电商渗透率已经达到47%，全年龄段也有21%的渗透率，传统电商主打品类丰富与便捷，但缺少体验趣味性，社交电商融合内容发现、娱乐属性、即时购买的优势明显，属于当前的增量增长市场。

2. 消费需求层面，社交购物已经从早期的时尚美妆拓展到全品类日常消费品，57%的年轻消费者喜爱直播购物，超六成消费者会因为商品走红售罄提升自身购买意愿，卖家可匹配这类需求，布局直播带货、打造爆款内容，利用社交背书打动消费者。

3. 方向提示，未来全渠道连通会成为消费者的普遍预期，卖家可尝试联动不同渠道承接流量，抓住社交电商的增长红利。

面向布局英国市场的生产工厂，本文可带来这些干货启示：

1. 商业机会层面，英国TikTok Shop为代表的社交电商增长快速，年轻群体消费需求旺盛，社交购物已经覆盖从时尚美妆到家居、数码、食品的全品类，工厂可以对接社交电商卖家、品牌，获得更多出海订单的新机会。

2. 产品生产需求层面，社交电商的爆款逻辑十分明显，消费者更容易被走红商品吸引购买，工厂可以调整生产模式，适配小单快反的交付需求，快速响应爆款迭代，匹配社交电商的运转节奏。

3. 转型启示，工厂可以尝试对接社交电商平台，直接触达终端消费者，快速掌握消费需求变化，推进自身的数字化与电商化转型，拓展全新的销售通路。

服务英国社交电商领域的服务商，可从本文获得这些行业干货：

1. 行业发展趋势层面，英国社交电商处于快速增长的红利期，年轻群体渗透率接近五成，社交购物已经完成全品类拓展，全渠道连通是行业未来的必然发展方向，整体行业增长空间十分可观。

2. 客户痛点层面，当前品牌、零售商与卖家的核心痛点是，传统零售与传统电商渠道无法匹配年轻消费者新的购物预期，缺少体验感与趣味性，难以将社交平台的爆款流量转化为实际成交与用户信任。

3. 业务方向层面，服务商可以针对性推出社交内容运营、直播带货运营、爆款打造、全渠道引流对接等相关服务，帮助客户适配社交电商的运行逻辑，满足消费者新的购物需求，开拓自身业务增量。

布局英国市场的社交电商平台商，可从本文获得这些干货参考：

1. 需求层面，当前消费者对社交电商的需求是获得兼具内容发现、娱乐属性、即时购买的一体化购物体验，商家的核心需求是将社交平台的流量转化为实际成交，平台需要进一步完善全渠道连通的配套功能，适配买卖双方的需求。

2. 运营管理层面，当前英国年轻群体对直播购物、爆款内容的接受度非常高，平台可以重点优化直播购物的相关功能，完善创作者内容带货的转化链路，缩短从种草到成交的路径，提升转化效率。

3. 招商层面，目前社交购物已经拓展到全日常消费品类，平台除原有的时尚美妆品类外，可加大力度招商家居、数码、食品等品类商家，丰富平台商品供给，覆盖更多消费需求。

研究全球社交电商产业的研究者，可从本文获得这些新的研究素材：

1. 产业新动向方面，当前英国社交电商已经进入高速增长阶段，年轻群体TikTok Shop渗透率达到47%，社交平台与传统电商的用户差距在年轻群体中快速收窄，社交购物已经完成从垂直品类向全品类的拓展，彻底改变了原有数字购物的格局与消费者预期。

2. 商业模式层面，社交电商融合了内容发现、娱乐属性、社交背书和即时购买功能，契合消费者决策心理，依靠社交背书、热度营销、内容反复触达打动消费者，和传统电商以品类丰富度、便捷性为核心的商业模式形成明显差异。

3. 产业发展方向方面，未来全渠道连通会从零售企业的竞争优势转变为消费者的普遍预期，全渠道融合是零售行业的必然发展方向，值得进一步深入研究。

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我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

This article shares the latest findings from a new survey on the UK social commerce industry. General readers can take away the following key insights:

1. Core survey data shows that 47% of British Gen Z and millennial consumers browsed or purchased products via TikTok Shop in the past three months, compared to 21% across all age groups. While brand and retailer official websites remain the most used online shopping channels in the UK, the user gap between social platforms and traditional e-commerce is narrowing rapidly among younger consumers.

2. Social shopping has expanded beyond its original categories of fashion and beauty to cover all daily consumer goods, including home goods, consumer electronics, food and snacks. More than 60% of young consumers watch product recommendation content on social platforms, over half enjoy live stream shopping, and 60%+ report that a product selling out due to popularity increases their willingness to buy it. For average consumers, social content enables more comprehensive product understanding and a more enjoyable shopping experience.

This article provides actionable insights for brands targeting the UK market:

1. On the consumer trend side: Young British consumers have already formed solid social shopping habits, with nearly half of them shopping via TikTok Shop. Social platforms are playing an increasingly important role in driving consumer purchase decisions, filling the gap of lack of experience and fun that plagues traditional e-commerce. Social shopping now covers all product categories, making a robust social channel strategy a must for brands.

2. On brand marketing and channel development: Social commerce aligns well with young consumers' decision-making psychology. Brands can leverage social proof, trending product hype, and repeated content exposure from creators to build consumer purchase confidence. Brands can also integrate omni-channel strategies, directing viral social traffic to offline stores and their official websites to boost overall appeal and build consumer trust.

Cross-border social commerce sellers targeting the UK market can gain the following key takeaways:

1. On market opportunities: Social commerce penetration among young British consumers has reached 47%, and stands at 21% across all age groups. While traditional e-commerce competes on product variety and convenience, it lacks experiential and entertainment value. By contrast, social commerce holds clear advantages integrating product discovery, entertainment features and one-click purchasing, making it a high-growth incremental market today.

2. On consumer demand: Social shopping has expanded from early fashion and beauty to cover all categories of daily consumer goods. 57% of young consumers enjoy live stream shopping, and more than 60% say viral sold-out status increases their willingness to purchase a product. Sellers can align with these demands by rolling out live stream commerce, creating viral content, and winning consumers over with social proof.

3. On strategic direction: Omnichannel connectivity will become a standard consumer expectation in the future. Sellers can test integrating different channels to capture social traffic and capitalize on the social commerce growth boom.

This article offers key takeaways for manufacturing factories targeting the UK market:

1. On business opportunities: Social commerce led by TikTok Shop is growing rapidly in the UK, with strong consumer demand from young groups. Social shopping now covers all categories from fashion and beauty to home goods, electronics and food. Factories can partner with social commerce sellers and brands to unlock new opportunities for more export orders.

2. On production requirements: Social commerce operates on a clear viral product logic, where consumers are far more likely to purchase trending popular items. Factories can adjust their production models to accommodate small-batch, fast-turnaround delivery requirements, respond rapidly to viral product iterations, and match the operating pace of social commerce.

3. On transformation insights: Factories can connect directly with social commerce platforms to reach end consumers directly, quickly grasp shifting consumer demand, advance their own digital and e-commerce transformation, and open up entirely new sales channels.

Service providers serving the UK social commerce industry can draw the following industry insights:

1. On industry development trends: UK social commerce is in a rapid growth period with near 50% penetration among young consumers. It has completed expansion into all product categories, and omnichannel connectivity is an inevitable future direction for the industry. The overall industry offers substantial room for growth.

2. On client pain points: The core pain point for current brands, retailers and sellers is that traditional retail and e-commerce channels cannot meet the new shopping expectations of young consumers. They lack experiential value and fun, and struggle to convert viral social traffic into actual sales and consumer trust.

3. On business development directions: Service providers can develop targeted offerings including social content operation, live stream commerce management, viral product development, and omnichannel traffic integration services. These offerings help clients adapt to the operating logic of social commerce, meet new consumer shopping demands, and unlock new business growth for service providers themselves.

This article provides key references for social commerce platforms expanding into the UK market:

1. On demand: Today, consumers want social commerce to deliver an integrated shopping experience that combines product discovery, entertainment and instant purchasing. For merchants, the core demand is converting social platform traffic into actual sales. Platforms need to further improve supporting features for omnichannel connectivity to meet the needs of both buyers and sellers.

2. On operation and management: Young British consumers already have very high acceptance of live stream shopping and viral content. Platforms can prioritize optimizing features for live stream shopping, improve the conversion funnel for creator-led content commerce, shorten the path from product discovery to purchase, and boost conversion efficiency.

3. On merchant recruitment: Social shopping has now expanded to cover all daily consumer goods categories. Beyond the original fashion and beauty categories, platforms can step up recruitment of sellers in home goods, electronics, food and other categories to enrich product selection and cover more consumer demand.

Researchers studying the global social commerce industry can access the following new research materials from this article:

1. On new industry trends: UK social commerce has now entered a phase of high-speed growth, with 47% penetration of TikTok Shop among young consumers. The user gap between social platforms and traditional e-commerce is narrowing rapidly among young groups, and social shopping has completed expansion from niche vertical categories to full-category coverage, fundamentally reshaping the existing digital shopping landscape and consumer expectations.

2. On business models: Social commerce integrates product discovery, entertainment, social proof and instant purchasing, which aligns well with consumer decision-making psychology. It wins consumers over via social proof, hype marketing, and repeated content exposure, which marks a clear difference from the traditional e-commerce business model centered on product variety and convenience.

3. On industry development direction: In the future, omnichannel connectivity will shift from a competitive advantage for retail players to a standard consumer expectation, and omnichannel integration is the inevitable development direction for the retail industry, making it a topic worthy of further in-depth research.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

据外媒报道，零售及购物者营销机构Savvy发布的最新调研（覆盖1005名英国消费者）结果显示，过去三个月内，47%的英国Z世代及千禧消费者通过TikTok Shop浏览或购买商品，这一比例在英国全年龄段购物群体中为21%。

调研指出，目前，品牌及零售商官网仍是英国使用率最高的线上购物渠道，过去三个月内，54%的Z世代及千禧消费者、52%的全年龄段消费者使用过这类渠道。但社交平台与传统电商的用户差距正在年轻群体中快速收窄，改变着消费者对数字购物体验的预期。传统电商诞生以来始终以品类丰富度、便捷性和实用性为核心优势，普遍缺少实体零售的体验感和趣味性，社交电商正在填补这一空白，将内容发现、娱乐属性、社交背书和即时购买功能融合。

社交平台在消费者购买决策前的作用持续提升。根据调研结果，过去一个月内，64%的Z世代及千禧消费者在社交平台观看过产品评测或推荐内容，49%点击过帖子或视频中的商品链接查看详情，36%收藏或标记商品待后续查看。社交购物的覆盖品类原本以时尚、美妆为主，目前已经延伸至家居厨房用品、清洁洗护、数码电子、食品零食等日常消费品类。

2026年5月Savvy购物者小组的调研数据还显示，57%的Z世代及千禧消费者喜爱观看TikTok直播等直播购物活动，66%的受访者称看到商品售罄或走红会提升自己的购买意愿。社交电商的运行逻辑契合消费者决策心理，涉及社交背书、怕错过心理，以及通过创作者、评测内容、爆款内容反复触达商品的过程。消费者通过观看产品演示、其他用户反馈、创作者讲解，以及观察商品的热度走势建立购买信心，这一体验和搜索商品列表、阅读静态商品介绍的传统电商路径差异明显。

对零售商而言，当前的核心任务是让官网、应用程序、线下门店等所有渠道都更具吸引力、响应更快、更能建立消费信任。头部零售商已经开始将社交平台的爆款流量转化为实际购物体验，比如，英国药妆零售商Boots已经在门店内重点陈列TikTok走红的商品，后续这类零售动作会随着社交电商的发展进一步增多。随着社交电商发展提速，全渠道连通的购物体验会很快从竞争优势转变为消费者的普遍预期。

文章来源：亿邦动力