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3 Stats on Social Shopping in Western Europe

Many European Gen Z are shopping on social media, and it’s not too late for brands to jump on the bandwagon…

Written and Edited by the YPulse Editorial Team

Oct 1 2024
Western Europe

KEY TAKEAWAYS

Gen Z is fueling the social shopping trend, and many have already purchased an item on social media
TikTok Shop is spearheading social shopping—almost a third of young Europeans have used the new feature already
More brands in Europe are experimenting with livestream shopping, too

The launch of TikTok Shop last year and the partnership between YouTube and Shopify just a few weeks ago are signs that social shopping is getting traction, and this will certainly please young consumers. Social media is already the biggest influence over what Gen Z buy, with YPulse data showing TikTok is the top place European Gen Z see ads that make them want to buy—so it’s only natural they want to buy there directly. The multiplication of features and product developments to sell on social media is good news for brands: social shopping gives a new stream of revenue and...