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Western Europe

3 Stats on Social Shopping in Western Europe

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

TL;DR

  • 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...

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