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Social commerce is an e-commerce term that describes shopping experiences within social media platforms. It also includes situations where shoppers click on links on social networks that redirect them to a seller’s page with purchase options.
The MikMak Shopping Index 2024 summarized the use and impact of social networks on user shopping behavior. The report provides data from the United Kingdom, Spain, and France.
- The United Kingdom leads Europe in social commerce revenue and user numbers.
- Germany and France: These countries follow closely behind in revenue generation.
- Spain: It is expected that Spain will overtake the United Kingdom in user numbers by 2027.
The European social commerce environment is characterized by various legal, cultural, and linguistic differences. Strict data protection laws and the fact that each country has specific retail approach systems mean that a universal approach is not effective. For brands to succeed, they must adapt strategies to the unique environment of each country.
Performance Across Industries
TikTok is the most used social media application in the mentioned countries, but when we add up Meta platforms (Facebook, Instagram, WhatsApp), they have a larger user base in some markets.
Meta platforms lead in social commerce visits for multi-channel brands in the United Kingdom, France, and Spain, with Facebook and Instagram among the top three platforms for purchase-intent clicks. However, TikTok and YouTube are new challengers in specific markets.
Source: MikMak
When focusing on individual segments, TikTok leads in Beauty in the United Kingdom, while Facebook dominates in France and Instagram in Spain. For personal care, Snapchat is gaining popularity in the United Kingdom, and YouTube and TikTok are also performing well. In food, Meta platforms lead, but YouTube and TikTok are significant players in France and Spain.
Success Within Reach
Social commerce peaks in November and December, understandably due to the climax of holiday campaign seasons. Spring and early summer are also high-performing periods, especially in France.
In its report, MikMak recommends using diverse advertising formats and leveraging their creative possibilities. For video ads, it’s crucial to quickly capture attention – ideally design them with sound off and optimize for mobile devices. Reels and Stories offer the opportunity to highlight individual benefits of your products/services. For classic image ads, they urge focusing on main products.
They further emphasize monitoring data and evaluating it – this helps understand local specifics and prioritize the most profitable channels. It’s advisable to adapt strategies based on real-time performance insights to optimize the path to purchase.
The continuous growth of social commerce brings significant opportunities to promote your e-commerce business and grow. By understanding market-specific trends, utilizing dominant platforms, and data-driven strategies, brands can effectively engage consumers and achieve success even in a diverse environment.
