MikMak：2024年欧洲社交电商状况报告（英文版）（28页）.pdf

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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,