Share of social buyers in selected countries worldwide 2020, by age group

When asked whether they had made a purchase via social media in the last six months in 2020, approximately a third of young people (aged 18 to 34) in the United Kingdom, stated that they had. This places the UK at the forefront in terms of social media product purchases, compared to other European countries. Brands are already very present on social media in the UK, in fact they invest more in advertising and so the UK also leads the ranking of adverting revenue.

Direct selling on social media

E-commerce companies choosing to sell their goods or services to consumers through social media directly have several factors to consider, such as what platforms to use, what kind of consumers to target, when to strike, whether or not their items are suitable for the platform, among other things. In 2020, an estimated quarter of e-commerce enterprises worldwide were planning to sell their goods on social media. That year, only about 15 percent were already doing so.

French social media trade habits

While the UK was in the lead in terms of social media trade in 2020, it was also a commonality among online shoppers in France. When asked how much they would usually spend when buying on a social network, approximately half of French adults stated they normally spent anywhere between 20 and 50 euros. The main reason French consumers listed for buying through social media was the presence of a promotional offer.