Stephanie Chevalier
E-commerce research and editorial expert
Social commerce in Europe - statistics & facts
In Europe, social networks have become a fundamental tool for online connectivity, gripping a staggering 80 percent of its population. Leading this trend are countries in the north and west of the continent. Given the widespread use of social media and a resounding seven out of ten Europeans indulging in e-commerce in 2022, these platforms hold the potential to be a vibrant channel for online sales and purchases throughout the region. That year, revenue from social commerce in Europe exceeded 18 billion U.S. dollars, a value expected to be 2.5 times greater by 2027.
Compared to other regions, Europeans are less inclined to research brands on social networks. In addition, enthusiasm in the old continent for using social networks for purchases, whether on or off the platform, is also notably lower. Social media still has some way to go in establishing itself as a robust shopping channel in Europe, posing a hurdle to its expansion in the e-commerce industry.
Hence, businesses aiming to leverage social media for selling in Europe cannot rely solely on joining the newest global social networks. To foster growth in social commerce, they must focus on engaging users of well-established platforms like Facebook. Furthermore, a 2023 survey revealed that Italian, Belgian, and Spanish consumers favor following brands and retailers on social media over influencers. This preference highlights their inclination towards conventional sources of inspiration and purchasing.
An aging audience: a bump in the road
Despite the widespread adoption of e-commerce, several European countries, including Germany, the UK, France, Italy, and Spain, are experiencing a slowdown in online shoppers. Given the continent's aging population, it is not surprising that social media faces challenges as a selling and purchasing platform, as social shopping and influencers typically cater to the younger generations.Compared to other regions, Europeans are less inclined to research brands on social networks. In addition, enthusiasm in the old continent for using social networks for purchases, whether on or off the platform, is also notably lower. Social media still has some way to go in establishing itself as a robust shopping channel in Europe, posing a hurdle to its expansion in the e-commerce industry.
What will it take to win over social buyers?
Even amid the proliferation of social networks focused on audiovisual content, Facebook remains the preferred choice for most European social commerce buyers. In Germany, for instance, Facebook is still the primary social commerce platform across all generations, except for Gen Z, who gravitates towards fellow Meta-owned app Instagram. In the UK and Belgium, on the other hand, the Chinese short video platform TikTok has taken hold among this generation's social network buyers.Hence, businesses aiming to leverage social media for selling in Europe cannot rely solely on joining the newest global social networks. To foster growth in social commerce, they must focus on engaging users of well-established platforms like Facebook. Furthermore, a 2023 survey revealed that Italian, Belgian, and Spanish consumers favor following brands and retailers on social media over influencers. This preference highlights their inclination towards conventional sources of inspiration and purchasing.
