Written by Lindsay Dayanik, Director - Social Commerce

The traditional marketing funnel is flatlining. 

Once a staple of brand strategy, the linear customer journey, from awareness to consideration to purchase, no longer reflects how people actually buy. Nowhere is this more evident than in the rise of social commerce, where discovery, decision-making and conversion are collapsing into a single, seamless scroll. 

As platforms like TikTok, Instagram, and Facebook double down on in-app shopping, brands must stop thinking in stages and start designing for a new era of frictionless, full-funnel, always-on experiences. 

Our latest Q2 UK Consumer Navigator report explores this shift in depth, revealing why the most successful brands aren’t waiting for consumers to move passively through a funnel; they’re meeting them in the moment, wherever and whenever commerce happens. 

Discovery, consideration and conversion are now one and the same 

Social platforms are no longer just places to connect or be entertained; rather, they are increasingly commerce ecosystems in their own right. In our study of 1,000 UK adults, 58% said they had bought a product directly through a social platform at least once, with one in five Millennials and over a third of Gen Z buying via social a couple of times a month or more. 

In this environment, discovery and purchase are tightly intertwined. Our data shows that social media significantly outperforms traditional retail in helping people find new products, with 55% of consumers rating it better or equal to the high street – a figure that rises to 61% among Millennials and 64% for Gen Z. 

This is where the funnel collapses: a scroll leads to a spark of interest, an influencer post fuels desire, and one tap later, the purchase is made. There’s no handover from brand to retailer, no need to revisit a product page later. The loop is closed in the moment. 

Convenience and personalisation are key differentiators 

As the consumer journey becomes more compressed, the demand for seamless, intuitive experiences intensifies. Compared to traditional shopping, consumers rate social commerce higher on convenience (50% say social commerce is better vs. 17% who say traditional shopping is better), personalisation (44% vs. 18%), and pricing or discounts (45% vs. 18%). 

Younger audiences are leading this charge. Nearly 60% of Gen Z and 55% of Millennials believe shopping on social platforms offers superior convenience, and around half say it delivers stronger personalisation. 

What’s driving this perception? Algorithmic curation, one-click checkouts, and the ability to buy in the moment without leaving the platform. Social feeds aren’t just media spaces: they’re personalised storefronts. 

Trust is still a barrier, but shifting fast 

While social commerce is gaining ground, perceptions of trustworthiness remain more mixed. Only 27% of respondents overall rate social shopping as more trustworthy than traditional retail, and 40% still favour established channels for credibility. 

That said, this too is generational. Among Gen Z and Millennials, a third believe social platforms are just as trustworthy as traditional stores, and many trust influencers, reviews and social proof more than brand messaging. 

As platforms improve their fraud protection, payment systems and post-purchase support, and as younger consumers grow into more economically powerful demographics, we expect the trust gap to continue narrowing. 

Full-funnel is no longer enough; commerce must be always-on 

For marketers, this collapsing journey creates both opportunity and pressure. 

The opportunity? To design dynamic campaigns where media, content and commerce converge, not in siloed stages, but within the same swipe. The pressure? To be ready 24/7 for purchase intent, however and wherever it emerges. 

This is especially true as new discovery mechanisms become the norm. Our research shows that: 

• 50% of Gen Z and Millennials say they discovered products via ads on social media 
• 38% say they’ve found products through brand posts 
• 37% via influencer content 
• And 39% through actively looking up brands or products on social 

These aren’t passive audiences. They’re primed to act – but only if the path to purchase is instant and intuitive. 

What this means for brands: five takeaways for success 

To thrive in the era of collapsed journeys, marketers need to rethink how they plan, create and activate commerce experiences. 

1. Design for the scroll, not the stage 

Assume that your next customer might discover, consider and buy in a single interaction. Creative must carry both brand and product messages; assets should be built with seamless commerce in mind, from shoppable video to carousels that convert. 

2. Get your house in algorithmic order 

Success in social commerce increasingly depends on being surfaced at the right moment. That means understanding how algorithms rank and recommend, and building content, community and catalogue data accordingly. In the algorithmic era, discoverability is design. 

3. Build trust with proof, not promises 

Product information, reviews, influencer content and real customer voices are vital to closing the trust gap. Your brand is no longer the only voice in the room; make sure you’re enabling others to tell your story, too. 

4. Integrate media and commerce 

Performance media and shopping activation can no longer be planned in isolation. Paid social, influencer marketing and creator partnerships should all work together to drive full-funnel outcomes — from impression to transaction. 

5. Think platform-first 

Don’t retrofit content into social — create for the channel. That means prioritising mobile formats, leaning into trends, and adapting creative by platform. What works on TikTok won’t necessarily land on Instagram or Pinterest. 

The funnel isn’t dead — but it’s changed shape forever 

While the traditional funnel model may still have value for some strategic planning, it’s clear that the reality of the consumer journey has evolved. In social commerce, the boundaries between awareness, consideration and purchase are increasingly blurred (and in many cases, obliterated). 

Consumers are in control. They scroll, tap, and buy at their pace, often in the same breath. For brands, that means building presence across every touchpoint, designing content with conversion in mind, and activating media that not only inspires but enables action. 

The Q2 UK Consumer Navigator report is your guide to this shift. With data-backed insights into how different demographics engage with social shopping and what it means for marketing, it’s essential reading for any brand that wants to stay relevant and responsive in 2025 and beyond. 

Download the full report now to discover how your brand can win in an era where the journey is short, but the stakes are high.

At dentsu, we don’t just understand social commerce – we help brands master it. 

Our strength lies in uniting the right people across content, creators, media, commerce, and beyond, aligning every stakeholder from legal to leadership to deliver seamless, high-performing strategies. Whether you're just starting out or scaling up, we support you from planning through to activation, ensuring every part of your social commerce journey drives measurable impact. Contact us if you’d like to learn more.