UK consumers shun social media shopping and turn to buying now and paying later

Facebook is the social shopping platform of choice for both UK and US shoppers while TikTok struggles to attract Brits to part with their cash.

More than half of UK consumers have never shopped on a social media site using in-app shopping features, but shoppers across the pond in the US are embracing social shopping every day.

A new survey by customer platform Klaviyo indicates that 56% of UK shoppers have never bought from a social media site, though a third engage with in-app shopping features on social sites up to three times a week. 

By contrast 37% of US consumers told the survey they were using in-app shopping features on social media every day, with 79% stating that they have purchased from social media sites. 

Facebook wins out over TikTok for the shopping binge

Facebook proved the most popular social media site for shopping – with 35% of UK consumers and 55% of US shoppers saying that is where they are most likely to shop. Rival TikTok has some foothold in the US, with 46% of people saying they have shopped 

But just 17% have used TikTok to shop in the UK. TikTok has been struggling to gain traction in the UK since the launch of TikTok Shop last year, amid reports of influencers dropping out of the e-commerce venture.

Cost of living crisis fuels buy now pay later moves

Andrew Bialecki, Kaviyo’s CEO said: “TikTok is struggling to gain a foothold in the UK as a destination for shoppers. Businesses looking to attract more UK consumers may be better off exploring payment models that provide greater flexibility, rather than throwing cash at the latest TikTok dance and hoping for the best.”

The survey of 2,000 UK and US consumers however revealed that a third (34%) of Brits are more inclined to buy using buy-now-pay-later services like Klarna and Afterpay. 

Spreading the cost of shopping over a number of weeks or months is likely to  become a more attractive proposition for UK shoppers as the cost of living crisis continues to hit consumer purses.

Bialecki added: “What’s certain is that taking a blended approach to channel marketing and being super clear about each customer profile and preference will help marketers get the most out of their spend.”