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,...