European Gen Z are fully embracing social media shopping, and more platforms like TikTok, and Pinterest have now enabled direct in-app purchases. Plus, this seamless shopping funnel is now facilitated by the rise of BNPL options, which are now fully embedded in online shopping—Airbnb even launched its own BNPL, “Reserve Now Pay Later.” For brands, this means there are renewed opportunities to connect with a young customer base as well as opening up a whole new stream of revenue. But exactly what social shopping features are Gen Z in the U.K., France, Germany, Spain, and Italy using, and which countries...