Two in three social commerce adopters plan to continue

An overview of social commerce's growth in Europe (France, Germany, Italy, Spain, UK).

Although purchasing directly from social media is currently uncommon in Europe, those who have started appear satisfied with the results, according to data from McKinsey & Company.

Just 4% of Europeans have been purchasing directly from social media more often during COVID-19. However, 64% of these users intend to continue after the outbreak ends.

Social commerce has seen the largest increase in the UK, Italy and Spain – 6% of consumers are buying from social platforms more often during the outbreak in each of these markets. This compares to 3% in Germany.

However, satisfaction is highest in France,...

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