The social commerce market is booming in the UK and last year, an estimated 16.2 million users generated £7.3 billion in sales. But importantly, what are the top category performers? Beauty/wellness takes top spot followed by clothing/footwear, according to a survey by money.co.uk.

Beauty/wellness takes the lead position with 46% of social media users having made a purchase in the category over a 12-month period.

The report said the lead category’s popularity goes hand-in-hand with the rise of beauty influencers on social media, with 84% and 68%, respectively, of Gen Z and Millennials following influencers.

“This type of marketing has become a staple in the industry, driving public awareness, opinion, and engagement for brands in the sector”, it said.

Fashion/footwear came in second at 40% with its positioning “due to social media posts about fashion allowing users to engage with brands as part of their usual social media use”. 

“This increases brand interactions and means users can see products as part of a full look, offering style inspiration. Putting products in context in this way can help nudge consumers towards a sale”, the report noted.

Meanwhile, the study predicts the fashion e-commerce sector’s compound annual growth rate is expected to reach 13.3% by 2027, based on 2017 figures.

Meanwhile, the sports/leisure category scored a joint seventh position with jewellery/watches/accessories sharing a 16% score.

Joe Phelan, spokesman for money.co.uk business credit cards said: “Social commerce has experienced rapid growth in recent years, and projections suggest this trend will continue.

“Given the fast-paced nature of social commerce, businesses need to be agile to succeed. The ability to quickly respond to trends and engage with both existing and potential customers is crucial, but this often requires quick investments, which can complicate budget planning for marketing and order fulfilment.”