2024年欧洲社会商业状况报告

State of Social Commerce Report - Europe: 2024

Overview

• Social Commerce Growth in Europe: Europe lags slightly behind other regions in social commerce adoption, with only 26% of social platform users engaging in shopping activities, compared to 39% in North America and 30% in APAC. However, European social commerce revenues are growing steadily.
• Revenue and User Growth:
  • Revenue: European social commerce revenues reached $26.7 billion in 2023 and are projected to grow to $48.3 billion by 2028.
  • User Growth: The UK leads in social commerce user numbers, followed by Spain, Germany, and France. Spain shows the fastest growth rate and is expected to surpass the UK by 2027.

Key Markets: UK, Spain, and France

• UK:

  • Revenue: Leading the European market.
  • User Demographics: TikTok is the most utilized social media app, used by 40% of internet users aged 16 to 64 years. Facebook and Instagram follow closely.
  • Social Commerce Platforms: TikTok leads in driving social commerce traffic for beauty brands, while Meta platforms (Facebook and Instagram) dominate overall social commerce traffic.

• Spain:

  • Revenue: Second in the European market.
  • User Demographics: TikTok is used by 51.2% of internet users, while Instagram is more popular (76.9%).
  • Social Commerce Platforms: Instagram leads in driving social commerce traffic, followed by Facebook and TikTok.

• France:

  • Revenue: Third in the European market.
  • User Demographics: TikTok is used by 39.7% of internet users, while Facebook is more popular (72.3%).
  • Social Commerce Platforms: Facebook leads in driving social commerce traffic, followed by Instagram and TikTok.

Sector-Specific Insights

• Beauty, Personal Care, and Grocery:
  • Beauty: TikTok leads in the UK, while Meta platforms (Facebook and Instagram) dominate in France and Spain.
  • Personal Care: Meta dominates, with YouTube gaining importance in Spain and TikTok in the UK.
  • Grocery: The performance varies by retailer, with TikTok and Instagram often leading in specific cases.

Key Takeaways

• Adaptability: Brands need to adapt their strategies to different countries due to diverse legal, cultural, and linguistic specificities.
• Trends: TikTok is a significant player in social commerce, especially in the UK and Spain, while Meta platforms (Facebook and Instagram) are dominant across the board.
• Consumer Behavior: Understanding user profiles and matching demographics to shopping activity is crucial for effective social commerce strategies.

This report highlights the evolving landscape of social commerce in Europe, emphasizing the importance of adaptability and understanding consumer behavior for success in this dynamic market.