A new study suggests that commerce transactions through social media may be worth a potential £900m in Britain, with one in three UK consumers willing to shop through social media platforms.

The study by commerce marketing specialists Bronto found that with Brits spending 28 per cent of their online time on social media, platforms like Facebook and Twitter are no longer just suitable for advertising, but can serve as actual eCommerce portals too.

Young consumers are even more likely to be happy to buy through social media, with 51 per cent of 18 to 24 year olds happy to buy over social media. Entertainment items like books, music and movies are the most popular type of good for social purchasing, followed by clothing, event tickets and household goods.

The average consumer is happy to spend up to £55 on a single item via social media, although there is a considerable gender split in this regard, with the average woman only willing to spend £36, while men are happy to fork out £74 on a single item.

“The time for social commerce in the UK has most certainly arrived,” said Georges Berzgal, managing director for Europe at Bronto Software. “While many retailers may choose to wait until this new channel grows beyond the early adopters, a potential £900m marketplace is something brands shouldnt overlook.

“While its no surprise that younger age groups are more active on social media, there is also ample opportunity to target households with children and those aged 35 to 44 years old. The key to success for UK retailers will be to begin testing the waters now, before they miss the boat and lose ground to more socially aware competitors.”