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Western Europe

SHEIN Games, TikTok Shop, & BNPL: Which European Countries Are Using Them?

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Why are Gen Z in Spain, Germany, and the U.K. big fans of these shopping features?

TL;DR

  • The majority of British Gen Z use TikTok Shop, unlike their European peers
  • German Gen Z are the most likely in Western Europe to be using buy now pay later installments options
  • Meanwhile, young Spaniards are getting hooked on SHEIN mini-games
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,...

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