Why Surrey Businesses Can’t Afford to Ignore Social Media and E-Commerce in 2025

Picture this: we’re chatting over a flat white in a cozy Farnham café, and I ask how business is going. You tell me about loyal regulars and foot traffic on Guildford High Street. Then I ask, “How’s your Instagram and online shop doing?” If you’re still relying on foot traffic alone, we need to talk. In 2025, ignoring social media and e-commerce is like closing your shop at lunchtime on Black Friday – you’d be missing out on a huge crowd of customers. Consider that over a quarter of all retail sales in the UK now happen online, and virtually everyone (we’re talking tens of millions of people) is shopping on the internet. The bottom line? Surrey businesses can’t afford to stay offline any longer. Let’s explore why – and how to get your shop up to speed (don’t worry, I’ll keep it light and jargon-free, as if we’re just two mates having a chat in Reigate).

The Woking Wake-Up Call: Foot Traffic vs. Online Buzz

If your strategy is just hoping folks wander into your Woking boutique because you have a nice window display, this is your wake-up call. Most of your Surrey neighbors are online, either scrolling Facebook in Guildford, browsing Instagram in Epsom, or searching Google for the “best coffee in Reigate.” In fact, search engines are the #1 way people discover new products or brands (38%), followed by good old word-of-mouth. And coming in third at 23% is social media ads – meaning nearly a quarter of people find new shops through social media. If you’re not showing up there, guess who is? That friendly competitor down the road who posts on Instagram daily. Most small businesses (yes, even the family-run ones in Surrey) are already using social media to engage customers. Not being there is like leaving your lights off during opening hours while everyone else is open and buzzing.

The beauty of social media is you can target locals in specific Surrey towns. Want to reach more folks in Guildford or Woking? With a few clicks you can run a Facebook or Instagram ad that only shows up to people in those areas. It’s like having a billboard in exactly the right town, but way cheaper and more effective. So even if your shop is tucked away in Dorking, you can make sure nearby customers know you exist online. Foot traffic is wonderful – we all love a stroll down the high street – but combining it with online “buzz” means you capture both the passers-by and the couch-surfers. It’s 2025: your customers are as likely to discover you from a smartphone as from a shop sign.

Instagram is the New High Street (And Facebook’s the New Village Square)

Remember when the local high street or the Saturday market was the place to see what’s new? These days, a lot of that browsing has moved to social feeds. Instagram is essentially the new window-shopping. People in Surrey scroll through Instagram or TikTok the way they might wander through the lanes of Dorking, except now they’re liking posts from a Guildford craft shop or commenting on a Reigate café’s latte art. Social media is where the community hangs out. If your business isn’t part of the conversation, it’s conspicuously absent – like skipping the big summer fair at Reigate or the farmers’ market in Ripley.

The good news is social media lets you show off your personality and build genuine relationships, just like chatting with regulars in your shop. Post photos from the local fair, share a behind-the-scenes peek at your bakery prepping for the morning rush, or give a shout-out to the neighboring business you collaborate with. For instance, a boutique in Farnham might share snaps from a local market day or a café in Reigate might post about teaming up with a local bakery. This isn’t just fluff – it shows that you’re an active part of the community, and people in Surrey love that. When your followers see you supporting the Farnham craft fair or sponsoring the kids’ football team in Epsom, they think “Hey, that’s one of our own!” and loyalty grows.

Also, let’s talk engagement. Social media isn’t a one-way street or a cork bulletin board; it’s more like the village square. Customers can (and will) talk back. And you know what? That’s a golden opportunity. Respond to comments, answer questions, even handle the occasional complaint with grace. Every comment is basically a customer starting a conversation with you – don’t leave them hanging. When someone tags your Woking gym in a post about their first 5k run, drop a little congratulatory comment or repost it (with permission). This kind of friendly interaction humanizes your business. It shows there’s a real person behind the logo, one who might just say hi if they bumped into you at the Guildford farmers’ market. In short, social media is the new high street, and your business needs to be open there, greeting folks with a smile (or a well-timed emoji).

From Guildford to Global: The Power of E-Commerce for Local Shops

Surrey is known for its lovely independent shops – from family-run boutiques in Shere to artisan bakeries in Guildford – and those shops thrive on local support. But here’s a little secret: you’re not just competing with the shop next door; you’re also competing with the convenience of online shopping that has swept up basically everyone. By 2025, the UK is projected to have over 62 million online shoppers (yes, that’s almost the entire adult population!). And it’s not just Amazon or big chains they’re buying from. More and more people want to buy from independent businesses online too, especially after the pandemic reminded us how nice it is to shop from the sofa in pajamas.

What does that mean for you, the proud Surrey shop owner? It means having an e-commerce presence is no longer a fancy extra – it’s essential. If you sell products, give your customers a way to browse and buy them on the web. If you run a service (say a local gym or salon), let people book appointments or purchase gift vouchers online. Otherwise, you’re effectively closed for business whenever your physical doors are closed. Imagine a potential customer in Reigate who hears about your shop in Dorking at 9pm; if you have an online store, they can hop on and place an order right then and there. If not, they might forget you by morning or find a competitor who is online.

E-commerce also widens your reach beyond the usual suspects. You might primarily serve Woking and Guildford, but with a nice website or an Etsy shop, suddenly someone in Birmingham or even abroad can find your products. “Going global” might sound grand, but even shipping to the next county counts as a win! Plus, online shopping habits are huge now – in 2024, around 26% of all UK retail sales happened online. And people aren’t just using desktops: they’re on mobile. (Quick stat for you: about 70% of online orders in the UK are made on mobile phones. Yup, folks are literally shopping from their phones while waiting in line at the Epsom post office). So you’ll want to ensure your website is mobile-friendly and easy to use, or else you could be turning away a lot of would-be customers with pinching and zooming nightmares.

The bottom line: Embracing e-commerce means your independent Surrey shop can punch above its weight. You keep all the charm and personal touch of a local business, but add the convenience and scale of online retail. It’s like having a stall at the Dorking fair and a stall at a 24/7 global market simultaneously. Not a bad deal, right?

What Surrey Small Businesses Get Wrong Online (And How to Fix It)

Let’s be honest, going digital can feel overwhelming. Many Surrey small businesses have dipped their toes into social media or e-commerce and then thrown up their hands, saying “It doesn’t work for us.” Often, it’s not that online doesn’t work – it’s that it wasn’t done right. Here are some common mistakes (served with a side of cheekiness) that might be holding you back, and how to fix them:

• Posting once every two months and calling it a “content strategy.” If your Instagram hasn’t seen a new post since the Jubilee and your Facebook page still has a “Happy New Year 2022” message pinned, that’s a problem. Inconsistent posting is like randomly closing your shop without notice – people forget about you. Fix: Create a simple posting schedule. It doesn’t have to be every day, but aim for a couple of times a week. Share what’s new, showcase a product, or even post a throwback to that time Boris the dog visited your café. Regular presence keeps you on your customers’ radar.

• Treating social media like a one-way flyer. Social isn’t a billboard to blast promotions and then vanish. If a customer walked into your Guildford store and said “I love this!”, you wouldn’t ignore them, right? But some businesses do exactly that online: they post, then ignore comments and messages. Fix: Engage, engage, engage. Reply to comments, thank people for nice reviews, answer questions in DMs. It’s called “social” media for a reason – conversations build relationships. Don’t worry, you can keep it casual and friendly; no need for Shakespearean prose in your replies.

• Ignoring the “social” in social selling. We get it, you want to sell your stuff. But only posting product photos with “Buy now!” captions gets old fast. Surrey folks appreciate some personality. Fix: Mix up your content. Share a quick behind-the-scenes video from your Woking workshop, give a shout-out to that awesome customer from Epsom who just left a review, or post a poll about which new cake flavor to try at your Reigate bakery. Not every post has to be a sales pitch – in fact, they shouldn’t be. When people feel like you’re a friend talking, not a business lecturing, they’re more likely to stick around (and yes, eventually buy).

• Neglecting your online shop or website. Ever visited a website that looks like it was last updated when dial-up internet was a thing? Don’t let that be you. Common sins include: no online ordering option, out-of-date info, or a site that’s impossible to navigate on a smartphone. Considering how 70% of UK online orders now come from mobile devices, a clunky mobile experience is like having a shop door that only opens halfway – frustrating enough that people give up. Fix: Keep your website updated and make it mobile-friendly. Test it on your own phone: Can you find your product info and contact details easily? Do images load quickly? There are plenty of simple website builders out there if you’re DIY-ing, or agencies (👋 hello!) that can help. And if you really don’t have many products, even a well-maintained Facebook page with clear info and messaging enabled is better than nothing. Just don’t let your digital presence gather cobwebs.

• Assuming “my customers aren’t online.” We’ve heard this one a lot, especially from some traditional family-run businesses around Surrey. “Our customers are older”, or “We rely on word of mouth.” Sure, you might have a core base not glued to smartphones, but guess what – those folks’ children and grandchildren are online, and even the loyal regulars will appreciate finding you on Google Maps or seeing an update on Facebook now and then. The data doesn’t lie: from teenagers to grannies, everyone is embracing online shopping or social in some way. (Heard of Facebook Marketplace? Plenty of gran and grandad-aged folks in Dorking using that!). Fix: Don’t sell your customers short. Start with the platform that best fits your demographic (Facebook for the 40+ crowd in Surrey villages, Instagram or even TikTok if you’re courting teens and 20-somethings in university towns). You might be surprised by the engagement. And importantly, new customers will search online for what you offer – make sure you’re there to be found, with decent reviews and up-to-date info.

By avoiding these missteps, you set yourself up for success. Consistency, conversation, and a bit of common sense go a long way. And if this still sounds daunting, well, that’s what digital marketing folks (like yours truly at EngageMINT) do for a living.

Your Shop’s Online Game Needs a Bit of Mint (Call to Action)

Alright, so we’ve had our little coffee chat about the digital world – now what? If you’re feeling a mix of “I really should do this…” and “Where do I even start?”, you’re not alone. The great news is you don’t have to figure it all out by yourself. That’s where EngageMINT comes in. We’re a friendly Surrey-based social media and digital marketing agency (emphasis on friendly – we’re as approachable as a barista handing you a free croissant sample). Our whole vibe is helping independent businesses in places like Guildford, Woking, Reigate, Epsom, and Dorking shine online without losing that local touch.

Whether your Instagram needs a fresh strategy, your website could use a facelift to be mobile-first, or you just want to chat about how e-commerce might fit into your business, we’re here to help. In fact, we’d love to offer you a free digital check-up – think of it as an MOT for your online presence. No pressure, no strings attached. We’ll review your website and social media, tell you what’s working and what could be improved, and you can take it or leave it. Worst case, you get some free tips; best case, you gain a partner in digital success (that’s us!) who can save you time and headache while you do what you do best: run your business.

So, what do you say? Ready to stop being the one shop in Surrey that’s stuck in 2015? 😉 Let’s get your business buzzing online like it deserves. Give EngageMINT a shout – send us a message, give us a ring, or drop by for a chat (we’ll happily meet you for coffee in Farnham, our treat!). Together, let’s make sure your lovely business isn’t just surviving, but thriving on the new high street of 2025: the one that lives on screens as much as streets. We can’t wait to help you add a fresh minty touch to your social media and e-commerce game.

Get in touch with EngageMINT today for your free digital check-up, and let’s create a buzz for your business – online, offline, and everywhere in between.