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 are specifically enjoying the convenience of this more interactive shopping experience? In YPulse’s latest WE Shopping and Retail report, we listed seven key online shopping features and apps, from TikTok Shop to Temu to Amazon’s AI assistant Rufus, and asked European Gen Z which of these apps they already used. Comparing the data between Gen Z in the U.K., France, Germany, Spain, and Italy reveals that each has their...
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