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1、State of Social Commerce ReportEurope:2024From the MikMak Shopping IndexAccording to a GWI study,Europe lags slightly behind other regions in social commerce.Only 26 percent of social platform users engage in shopping activities on social media,compared to 39 percent in North America and 30 percent

2、in APAC.However,since 2021,a constant growth in European social commerce user figures indicates a steady shift in consumer behavior.In 2023,European social commerce revenues amounted to$26.7 billion,and are projected to grow to$48.3 billion by 2028.Social commerce in Europe:Slow but steady growthSta

3、te of Social Commerce Report-Europe:2024The UK has the highest European social commerce revenue,followed by Germany,France,Italy,and Spain.In terms of European social commerce user numbers,the UK takes the lead,followed by Spain,Germany,and France.Spain exhibits the fastest growth rate in social com

4、merce users and is projected to surpass the UK to claim the top position by 2027.Sources:Statista,ECDBSocial commerce revenue in Europe,2018-2028In Billion US$The European social commerce landscape is marked by diverse legal,cultural,and linguistic specificities.Country-specific legacy retail system

5、s and stringent data protection laws also make European markets challenging for global brands.As a result,a one-size-fits-all approach isnt effective for all European social commerce activities.To succeed,brands must remain agile and adapt their strategies for different countries.In this report,we w

6、ill outline guiding social commerce trends and consumer behaviors in key European countries,alongside industry-specific benchmarks and insights from the MikMak Shopping Index.State of Social Commerce Report-Europe:2024Sources:Statista,ECDBNumber of social commerce users in select European countries,

7、2018-2028in million*ForecastWhat is social commerce?Social commerce is an eCommerce term that describes shopping experiences that take place on a social media platform.It also includes moments when shoppers click on social media links that direct them to a purchasing option on a retailers page.QUICK

8、 REVIEWState of Social Commerce Report-Europe:2024“The cool thing about eCommerce is that we can be more than just a sales channel.We can be more than just another option for people to buy their products.We can make this way more convenient,and we can explain it better to people.And I think one of t

9、he cool things that is also happening is that we can better react to people.”LISTEN NOWBas Van Kesteren Global Head of eCommerceGiven that the UK is the leading social commerce market in Europe,and Spain has the fastest user growth in the region,this report dives deeper into social commerce trends a

10、nd shopper preferences in these two markets.As an additional comparison point,we also examine trends in France.The following insights are based on the MikMak Shopping Index and findings from the Digital 2024 Global Overview Report published on DataReportal.Social commerce trends in the UK,Spain,and

11、FranceState of Social Commerce Report-Europe:2024Considering the significance of social media for brand and product discovery,its intriguing to observe consumers time spent on these platforms.TikTok stands out as the most-utilized social media app among users in the UK,Spain,and France.However,Meta

12、platforms reach a larger share of the internet user base.TikTok leads in time spent on social apps,Meta surpasses in user numbersState of Social Commerce Report-Europe:2024Top 5 social media apps by monthly time spentSource:DataReportal,January 2024UKFRESIn the UK,TikTok is used by 40 percent of int

13、ernet users aged 16 to 64 years,whereas Facebook reaches 73 percent and Instagram 59.7 percent.Similarly,in France,TikToks user base is 39.7 percent compared to Facebooks 72.3 percent and Instagrams 60.3 percent.In Spain,TikTok is used by 51.2 percent of internet users,while Instagram is used by 76.

14、9 percent,and Facebook by 69.7 percent.Determining the best social commerce platforms for a specific brand requires more than just looking at users time spent.Its essential to consider user profiles and match demographic and psychographic audience data to shopping activity.Monitoring your target aud

15、iences behavior,from content viewing to purchases,will help identify where they are most actively engaging with your brand and how your product ads can reach them to increase conversions.State of Social Commerce Report-Europe:2024I would advocate for a full-funnel approach where its more about the c

16、onsumer occasions,the moments that you want to connect with those consumers.The more you understand the consumers,the more relevant you can become.”LISTEN NOWNuno PedroGlobal Head of the Digital Center of ExcellenceMeta vs TikTok by share of internet users aged 16 to 64 yearsSource:DataReportalThe M

17、ikMak Shopping Index indicates the dominance of Meta platforms,Facebook and Instagram,in multichannel brands social commerce across the UK,France,and Spain.Both platforms rank among the top three based on the share of Purchase Intent Clicks*in all three countries.This KPI measures the shopper traffi

18、c directed to multichannel brands retailers through brands shoppable content on social media.Instagram leads in the UK and Spain,while Facebook leads in France.YouTube secures the second position in Spain ahead of Facebook,among the top three platforms driving social commerce in the country.In the U

19、K and France,TikTok emerges as a challenger to Meta platforms in overall performance.Meta platforms dominate social commerce traffic for multichannel brandsState of Social Commerce Report-Europe:2024UKFRESThe number of times a shopper has clicked through to at least one retailer during a single sess

20、ion.Purchase Intent Clicks:*Source:MikMak Shopping Index,data from 1 April 2023 to 1 April 2024To observe how these trends manifest in particular sectors and retailer performance,lets explore the Social Commerce trends for multichannel brands within the Beauty,Personal Care,and Grocery sectors.State

21、 of Social Commerce Report-Europe:2024What works for Beauty,Personal Care,and Grocery social commerce?When observing sector and retailer-specific performances for Beauty,Personal Care,and Grocery brands,the MikMak Shopping Index reveals variations,compared to the general results by country,as presen

22、ted earlier in this report.It is important to note that the Purchase Intent Click performances,which measure in-market shopper traffic,also depend on the investments that brands have decided to make on the different platforms,to drive their visibility and social commerce.State of Social Commerce Rep

23、ort-Europe:2024I realized along the way that nothings changed over the past 23 decades,in the sense that youre following a shopper.Youre meeting a shopper where they want to engage,where they want to find your products.LISTEN NOWEric TarnowskiVice President,Connected CommerceState of Social Commerce

24、 Report-Europe:2024BEAUTYTikTok emerges for Beauty in the UK,while Meta rules in France and SpainIn the UK,TikTok secures the highest share of Purchase Intent Clicks for Beauty brands.Among the top three UK Beauty retailers(by the share of Purchase Intent Clicks),TikTok also holds the first position

25、 in driving social commerce traffic for Boots and Superdrug.Conversely,Amazon gains the most traction from Facebook.In France,Facebook emerges as the leading source of social commerce traffic,dominating the results for all top three Beauty retailers this year.However,theres more competition for the

26、second and third positions among Instagram,TikTok,and YouTube,particularly when analyzing performances for Amazon,Nocib,and Intermarch.Meanwhile,in Spain,Instagram currently leads,generating the highest Beauty shopper traffic to brands among social media platforms.Facebook follows in second place,wi

27、th TikTok in third,although the order varies for top Beauty retailers Amazon,Primor,and Druni.Interestingly,YouTube does not rank among the top three platforms for the Beauty sector,contrary to what was observed in the general country results for Spain earlier.Top 3 social commerce platforms:By shar

28、e of Purchase Intent Clicks BEAUTYUKFRESUKTop 3 social commerce platforms by retailer:By share of Purchase Intent ClicksBEAUTYFRES1.TikTok2.Instagram3.Facebook1.Facebook2.Instagram3.Pinterest1.TikTok2.YouTube3.Facebook1.Facebook2.Instagram3.TikTok1.Facebook2.TikTok3.YouTube1.Facebook2.TikTok3.Instag

29、ram1.Instagram2.Facebook3.TikTok1.Instagram2.TikTok3.Facebook1.Instagram2.Facebook3.TikTokSnapchat and YouTube gain importance for Personal Care retailersWhile Meta dominates the lions share of social commerce traffic in the Personal Care sector,we observe YouTube securing the second position in Spa

30、in,and TikTok in the UK,in the top 3 social media platform ranking,by share of Purchase Intent Clicks.Notably,when examining performances specific to retailers,we also notice Snapchat rising to the first position for Superdrug and claiming third place for Boots in the UK.Additionally,YouTube is maki

31、ng its presence known in the top three rankings for retailers like Cocooncenter in France and Atida in Spain.State of Social Commerce Report-Europe:2024PERSONAL CAREUKFRESTop 3 social commerce platforms:By share of Purchase Intent Clicks PERSONAL CAREUKFRES1.TikTok2.Facebook3.Snapchat1.Snapchat2.Fac

32、ebook3.TikTok1.Facebook2.Instagram3.TikTok1.Facebook2.Instagram3.TikTok1.Facebook2.TikTok3.Instagram1.Facebook2.YouTube3.Instagram1.Instagram2.Facebook3.TikTok1.Instagram2.TikTok3.Facebook1.Instagram2.Facebook3.YouTubeTop 3 social commerce platforms by retailer:By share of Purchase Intent ClicksPERS

33、ONAL CAREMeta leads the way in Grocery social commerceThis year,Meta platforms dominate social commerce for multichannel brands in the Grocery sector,driving the most in-market shopper traffic to retailers.Facebook and Instagram collectively represent over 60 percent of Purchase Intent Clicks in Spa

34、in,and over 90 percent in the UK and France.While YouTube and TikTok capture smaller shares,their significance should not be overlooked.In France,YouTube rises to second place in the top 3 ranking for Grocery retailers Intermarch and Carrefour,and ranks third for Amazon.Similarly,in Spain,YouTube ho

35、lds the third position for El Corte Ingles,Amazon,and Dia.In the UK,TikTok emerges as a challenger to Meta platforms,ranking as the third most important platform by share of Purchase Intent Clicks for Tesco,Asda,and Sainsburys.State of Social Commerce Report-Europe:2024GROCERYUKFRESTop 3 social comm

36、erce platforms:By share of Purchase Intent Clicks GROCERYUKFRES1.Instagram2.Facebook3.TikTok1.Instagram2.Facebook3.TikTok1.Instagram2.Facebook3.TikTok1.Facebook2.YouTube3.Instagram1.Facebook2.YouTube3.Instagram1.Facebook2.Instagram3.YouTube1.Instagram2.Facebook3.YouTubeTop 3 social commerce platform

37、s by retailer:By share of Purchase Intent ClicksGROCERY1.Facebook2.Instagram3.YouTube1.Facebook2.Instagram3.YouTubeState of Social Commerce Report-Europe:2024When examining social commerce performances based on the average Purchase Intent Rate*,we currently observe a slightly higher share of audienc

38、e likely to convert in France(10 percent)compared to the UK(5 percent),and Spain(7 percent).Social commerce peaks at the end of the year,in spring,and early summerAverage Purchase Intent Rate*on social mediaThe percentage of shoppers who clicked through to at least one retailer*Purchase Intent Rate:

39、In terms of timing,November and December emerged among the top five months in the UK,France,and Spain in 2023,based on Purchase Intent Rate.These months coincide with numerous brands running social media campaigns for end-of-year festivities and gifting occasions,resulting in heightened user engagem

40、ent.In Spain,the last quarter of the year clearly stood out as the best period for social commerce,followed by June and July.In the UK,following December,May and April also ranked among the best-performing months.Interestingly,in France,spring and early summer proved even more opportune for social c

41、ommerce than the end of the year.April and March recorded the highest Purchase Intent Rates,with June following closely.These performance peaks are likely influenced in part by Mothers and Fathers Day campaigns,as both are celebrated in France in June.Particularly for Beauty and Personal Care brands

42、,Mothers and Fathers Day serve as key occasions to drive sales on social media in Europe.State of Social Commerce Report-Europe:2024UK1.December2.May3.April4.November5.February6.January7.July8.March9.August10.October11.September12.JuneFR1.April2.March3.June4.December5.November6.January7.February8.Au

43、gust9.July10.May11.October12.SeptemberES1.October2.November3.December4.June5.July6.April7.September8.January9.May10.March11.August12.FebruaryBased on the share of Purchase Intent Clicks,in-market shopper traffic from social media peaks at different times of the week in the UK,France,and Spain.In the

44、 UK,activity is highest at the beginning of the week,with Tuesday being the best day.In France,shopper activity peaks towards the end of the week,particularly on Fridays.Interestingly,Sunday sees the highest activity in Spain.Purchase Intent Rates in social commerce appear to be highest in the middl

45、e of the week(from Tuesday to Thursday)in the UK,while in France,they peak right before the weekend(on Thursday and Friday).In Spain,Tuesday stands out as the best day,followed by Sunday,and Saturday.State of Social Commerce Report-Europe:2024Best days of the week for social commerce by Purchase Int

46、ent ClicksUK1.Tuesday2.Monday3.Wednesday4.Thursday5.Saturday6.Friday7.SundayFR1.Friday2.Saturday3.Sunday4.Wednesday5.Thursday6.Monday7.TuesdayES1.Sunday2.Saturday3.Thursday4.Friday5.Wednesday6.Tuesday7.MondayBest days of the week for social commerce by Purchase Intent RateUK1.Tuesday2.Wednesday3.Thu

47、rsday4.Friday5.Saturday6.Monday7.SundayFR1.Friday2.Saturday3.Thursday4.Wednesday5.Sunday6.Monday7.TuesdayES1.Tuesday2.Sunday3.Saturday4.Monday5.Wednesday6.Thursday7.FridayState of Social Commerce Report-Europe:2024Social media is the third shelf,where product discovery happens.If your brand does not

48、 enable commerce in social media interactions,it loses potential sales opportunities.You dont need to sell directly to consumers to enable social commerce for your brand.Multichannel brands distributing their products via retailers can integrate a Where-to-Buy solution into their social media posts

49、and ads(organic and sponsored content),to accelerate sales.This type of media content with integrated shopping options is called shoppable media.Product discovery happens on social;drive transactions seamlessly with shoppable media“We want to make sure that consumers can advocate for products and br

50、ands that we love.We use both paid and earned media in partnership with MikMak to truly amplify that storytelling for more consumers out there.LISTEN NOWKevin ShapiroSVP,US Consumer Beauty BrandsAt MikMak,we refer to our shoppable media solution as MikMak Commerce for Media,a multi-retailer,eCommerc

51、e enablement Where-to-Buy solution for media.It dynamically displays retailers for both online and in-store shopping based on user location and product inventory availability,creating seamless paths to purchase.By partnering with an eCommerce enablement software like MikMak,you can marry consumer de

52、mand with retailer inventory while also collecting invaluable data and analytics on your marketing performance and consumer behaviors and preferences.Heres a brief example of how it works:State of Social Commerce Report-Europe:2024Data from the experience is captured on the MikMak Insights dashboard

53、User sees campaign and taps the call-to-actionOnline and In-Store(optional)retailer views displayed based on user locationUser selects retailer and is sent to R PDP or CartTo ensure your ads resonate with the target audience and achieve marketing objectives,its essential to address several strategic

54、 considerations:Best practices for social adsClear Marketing Objective:Define a clear marketing objective or media key performance indicator(KPI)that aligns with your product or service.Provide the audience with a compelling reason to consider your offering promptly.Relevance to the Audience:Tailor

55、your creative to be relevant to the specific audience segment targeted in your campaign.Understanding your audiences needs and preferences will enable you to create content that resonates with them effectively.Call to Action:Incorporate a clear call to action(CTA)in your ad that aligns with your mar

56、keting goals.It should be evident to viewers what action they need to take after engaging with your ad.Clear Destination:Make it clear where viewers can take the desired action.For example,if your product is available in a grocery store,ensure the ad indicates this clearly.Bonus points if you highli

57、ght the specific retail partners.Brand Presence:Your brand should be prominently featured in the creative.Building brand awareness and recognition is crucial for long-term success.State of Social Commerce Report-Europe:2024Different ad formats require specific creative considerations.Here are some t

58、actical tips for feed-based video ads,reels(and story)video ads,and image ads in the feed:Tactical considerations for different ad typesState of Social Commerce Report-Europe:20241.Feed-Based Video AdsDesign with sound off in mind.Capture attention within the first few secondsShowcase your brand ear

59、ly and consistently throughout the videoOptimize for the 4:5 aspect ratio to maximize screen real estateExperiment and try new approaches to engage viewers effectively2.Reels(and Story)Video Ads:Keep it simple and highlight a single benefit or productTry unconventional angles or perspectives to make

60、 your content stand outUse varied layouts and interesting compositions Create a focal point in the foreground to guide viewers attention3.Image Ads in the FeedConsider the mobile best practices Tailor the messaging to resonate with the target audiences needsFocus on your core products that drive the

61、 majority of omnichannel salesPay attention to merchandising to enhance the appeal of your adsIn turbulent economic times,brands must have access to the data that will enable them to understand and prioritize the channels driving the most profitable sales across their media mix.Use data to understan

62、d local nuances,adapt strategies accordingly,and analyze your performance across content,channels,influencers,campaign objectives,and retailers.Brands ability to win is directly correlated to optimizing the path to purchase in real-time.Data from social commerce performance should inform your produc

63、t development,merchandising,sales,and shopper strategies.Dont look at social media only through the lens of brand marketing;the fastest-growing brands today put the social media team at the center of their organization.Social media remains a cost-effective and high-performing commerce channel for br

64、ands and retailers alike.Know what social channels matter the most to your shopper audiences,and then test,learn,and scale creative and messaging across those channels with agility and speed.Having a hands-on keyboard mentality matters more than ever in an economic climate like the one were in now,s

65、o the data surrounding social media and social commerce needs to be analyzed and acted upon in real-time,all of the time.Optimize content based on the right consumer,retailer,and platform insightsState of Social Commerce Report-Europe:2024All data and insights from this Social Commerce Report are so

66、urced from the MikMak Shopping Index and additional European industry surveys linked within the guideThe MikMak Shopping Index was developed to provide a standardized set of metrics,methodology,and benchmarks to help drive brands business results and strategy.It is a collection of key eCommerce KPIs collected across hundreds of brands over 250 channels and more than 7,000+retailer integrations to understand consumer online shopping behavior.All MikMak Shopping Index data in this report is from 1 April 2023 to 1 April 2024.Lets chat!Want to get even more insights?Contact !