Reports in recent years have highlighted the increasing importance of social commerce and now a new study from next-gen delivery management platform Scurri shows just how crucial s-commerce has become for retailers’ growth strategies.

Almost 90% of British mid-market retailers believe social commerce is “democratising the sector, levelling the playing field for SME businesses”; 83% of retailers say social commerce is the UK’s fastest growing sales channel; but 89% also identify post-purchase experience as “crucial to building consumer trust and meeting expectations for delivery speed, tracking and returns”.

The company commissioned Savanta to conduct online research of a total of 123 UK retailers, including enterprise (large-scale businesses operating in multiple markets) and mid-market firms.

And 86% of them said social commerce is changing the retail landscape in a democratic way “by allowing mid-market businesses to compete against enterprise level companies and achieve commercial success regardless of size and resource”.

But larger businesses are “increasingly learning from the strategies of founder-led and SME brands that are delivering social commerce success, with 50% of enterprise retailers agreeing that social commerce is no longer an optional feature but a key driver of growth”.

Scurri said s-commerce in the UK is predicted to more than double in the next four years, rising from £7.4 billion to almost £16 billion by 2028, representing 10% of the total e-commerce market. That’s up from 6% in 2024, and growing at four times the rate of overall e-commerce sales.

As mentioned a huge majority of retailers say social is their fastest-growing sales channel in the UK and for the next 24 months, mid-market brands identified YouTube (55%), Instagram (54%), and TikTok Shop (54%) as the drivers of strategic growth opportunities. 

Enterprise retailers are more focused on Facebook (57%), along with Instagram (48%) and TikTok Shop (48%) as they look ahead to 2027.

The research reveals mid-market brands are more active than enterprise businesses in terms of shopper engagement activities on social commerce, including activation of paid partnerships (42% vs 29%), brand customer content (48% vs 39%) and live shopping events (46% vs 24%). Enterprise level respondents are more prevalent in activating partnerships with macro (32% vs 21%) and lifestyle (47% vs 37%) influencers.

But as mentioned, regardless of business size, 89% of retailers agree post-purchase experience is crucial to building trust with consumers who have very high expectations for delivery speed, tracking and returns when purchasing via social commerce. 

Online fashion wholesale platform JOOR has unveiled its latest shoppable trends report with the company saying the autumn season will see “a return to high glamour and fun-fuelled femininity”. 

That means “sequin-strewn embellishments and impactful animal prints to dramatic new construction details and silhouettes”. That view is based on runway brands “increasingly eschewing the muted themes of quiet luxury in favour of more maximalist looks”.

The On Trend: Women’s Fall 2025 report has identified six key trends to be buying into for AW25.

Animal Print sees classic leopard and snakeskin, plus zebra “bringing boldness back to fashion”. Stella McCartney showcased faux python dresses made from an innovative vegan fabric of mushroom origin, while Versace took a more traditional approach with flashes of leopard print popping up on silk babydolls and leather handbags that are strong for party season.

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The Bohemian Glamour trend sees last season’s boho looks continuing as Chloé, Blumarine and Zimmerman all chose to “embrace a 1970s aesthetic once again”. Designers are also “leaning into the glamorous rock and roll spirit of the decade, creating floaty lace maxi dresses that make for eye-catching day or eveningwear”. Some paired ethereal pieces with fur waistcoats and layers of gold jewellery, while others sent models down the runway in silk creations teamed with knee-high boots and sunglasses “for the ultimate in off-duty glamour”.
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The Polished Neutrals look “provides a palette cleanser” with cream, brown and putty grey separates “set to become one of the biggest trends, as these serene shades elevated everything from skirts to shirts and accessories on the runway”. It “brings a ladylike sophistication to any ensemble” with standout interpretations coming from Tory Burch and Brioni.

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Statement Coats are always big in the cold-weather season and this time are all about oversized collars, extra wide sleeves and “larger-than-life silhouettes” as this trend “plays with volume and proportion in unexpected ways”. Sacai brought deconstructed shearling and puffer coats to the catwalk‍ while Khaite’s camel coloured wool coats with dramatic draping offered a more wearable take on the trend. Extra-long coats are also clearly key and while JOOR didn’t reference it, that was something that took a starring role at Coach as the first items to emerge onto the runway were maxi (not maximalist) coats.

Sparkle & Shine is another trend often seen in AW due to party season coming in the middle of it, “but this year styles are shining brighter than ever”. Designers “are going all out on sequins, chrome fringing and metallic mesh to create a trend for those looking to lift their spirits and indulge in a taste of opulence”. For Jil Sander’s collection, pleats and fringing were comprised entirely of sequins, creating a sparkling spectacle against its pitch-black show staging. At Jenny Packham, an evening gown made up of hundreds of silver and gold studs “proved that this trend truly has the wow factor”. 

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Finally, there’s Skinny Pants. In a “departure from the wide-legged styles of former seasons, the skinny-fit pant has made a triumphant comeback with designers like Prabal Gurung and Versace leading the charge. Adding a slim leg silhouette into a wardrobe is easy and works with a variety of different shoe styles,” we’re told. Also embracing the trend were MSGM with patent leather skinny pants paired with open toe fur-sole sandals, while Victoria Beckham’s slim leg wool pants were teamed with loafers. Dries Van Noten also gave skinny pants a printed makeover “for an interesting take on the style that feels fresh and unexpected”.

Amanda McCormick Bacal, SVP of marketing, said: “This season’s runway shows mark a notable shift away from the quiet luxury sensibility of recent years towards a revived sense of maximalism, with brands vying to inject a louder aesthetic into our wardrobes.”