Summary

According to PayNXT360, social commerce industry in Europe is expected to grow by 24.4% on annual basis to reach US$92.11 billion in 2024.

The social commerce industry is expected to grow steadily over the forecast period, recording a CAGR of 20.1% during 2024-2029. The social commerce GMV in the region will increase from US$74.06 billion in 2023 to reach US$230.50 billion by 2029.

The social commerce market is poised to grow at a steady pace over the medium term in Europe. Instagram is a top choice among young generation social buyers, especially in markets like the United States. Going forward, PayNXT360 expects other players such as TikTok to increase their investment in the European social commerce market, driving the competitive landscape in the sector.

Global players are also seen expanding their presence in the European market to tap into the growth industry. This trend is projected to continue further over the medium term, aiding innovation and the competitive landscape in the market. Overall, PayNXT360 maintains a positive growth outlook for the social commerce market in Europe from the short to medium-term perspective.

Young generation consumers are leading the trend of social buying in the United Kingdom

While the United Kingdom is leading the social buying trend across the European region, there is still plenty of growth opportunity in the sector. Social commerce penetration is low in the country compared to other markets like the United States and China. Young generation consumers, Gen Z, and millennials, are projected to lead the trend of social buying over the medium term in the United Kingdom.

According to a report from eMarketer, Instagram is a top choice for social buying among young generation consumers, with 37.3% of the respondents preferring the channel for purchases. This is followed by TikTok at 36.1% and Facebook at 34.3%. This shows that while Meta is dominating the social commerce market in the United Kingdom, TikTok is gaining ground rapidly among social buyers. As the market continues to mature, PayNXT360 expects TikTok to further increase its investment in the United Kingdom’s social commerce industry over the next three to four years.

Global players are launching social commerce platforms in the European region amid sector growth

With the industry projected to grow at a steady pace over the next three to four years in Europe, global firms are expanding their geographical footprint in the region to build a strong presence.

• SHOPLINE, one of the leading social commerce platforms in Asia, announced global expansion in 2023. The firm, initially, is planning to expand operations in the European markets. With a strong presence globally, SHOPLINE has partnered with more than 500,000 brands, emerging as a leader in cross-border selling, payments, and logistics.

• SHOPLINE has collaborations with major platforms like Meta (Facebook and Instagram), Google, TikTok, and Amazon to offer merchants a smooth and unified experience for both shopping and advertising. With advanced influencer collaboration and dynamic customer segmentation features, SHOPLINE provides a powerful toolkit for brands. Additionally, its architecture is designed with an API-first approach, ensuring flexibility and easy integration into the SHOPLINE platform.

Going forward, PayNXT360 expects more global social commerce platforms to expand its presence in the European markets. This will support a competitive landscape and market growth over the next three to four years.

Klarna seeks to expand its Creator Shops functionality in European markets to aid business growth

Klarna has been moving beyond its buy now pay later business model aggressively. To accelerate revenue growth, the firm has entered into various business verticals, including social buying and commerce. The firm, with its Creator Shops capabilities, has achieved strong traction in the United States. Klarna now is planning to expand the Creator Shops feature in the European markets.

• Through the Creators Shops feature, the firm is providing more than 500,000 creators the opportunity to create their own online stores on Klarna.com. Creators will have tools to ensure a seamless shopping experience for users, allowing them to discover and purchase the products recommended by their favorite creators all in one place. This platform enables creators to suggest items from a wide range of retailers, share interactive videos and photos for shopping, and promote their stores on social media. This not only benefits creators but also opens up new revenue possibilities for retailers.

In the United States, the Creator Platform has grown five times year on year, highlighting the value offered by Klarna. The launch, in the United Kingdom and other markets, will also drive more creators to the platform. This will subsequently support the growth of the regional social commerce industry over the next three to four years.

This report provides a detailed data centric analysis of social commerce industry, covering market opportunities and risks. With over 50+ KPIs at country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.

PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view on emerging business and investment market opportunities.

This tittle is a bundled offering provides detailed 16 reports, covering regional insights along with data centric analysis at regional and country level:

1. Europe Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
2. Austria Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
3. Belgium Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
4. Denmark Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
5. Finland Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
6. France Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
7. Germany Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
8. Greece Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
9. Ireland Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
10. Italy Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
11. Netherlands Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
12. Poland Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
13. Russia Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
14. Spain Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
15. Switzerland Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
16. United Kingdom Social Commerce Market Intelligence and Future Growth Dynamics (Databook)

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Table of Contents

This tittle is a bundled offering provides detailed 16 reports, covering regional insights along with data centric analysis at regional and country level:

1. Europe Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
2. Austria Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
3. Belgium Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
4. Denmark Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
5. Finland Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
6. France Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
7. Germany Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
8. Greece Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
9. Ireland Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
10. Italy Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
11. Netherlands Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
12. Poland Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
13. Russia Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
14. Spain Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
15. Switzerland Social Commerce Market Intelligence and Future Growth Dynamics (Databook)
16. United Kingdom Social Commerce Market Intelligence and Future Growth Dynamics (Databook)

All the regional and country sections above follow the following table of contents covering 57 charts and 44 tables for each country / region:

1. About this Report
1.1. Summary
1.2. Methodology
1.3. Social Commerce Definitions
1.4. Disclaimer

2. Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
2.1. Ecommerce – Gross Merchandise Value Trend Analysis, 2020-2029
2.2. Ecommerce – Average Value Per Transaction Trend Analysis, 2020-2029
2.3. Ecommerce – Transaction Volume Trend Analysis, 2020-2029

3. Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
3.1. Social Commerce – Gross Merchandise Value Trend Analysis, 2020-2029
3.2. Social Commerce – Average Value Per Transaction Trend Analysis, 2020-2029
3.3. Social Commerce – Transaction Volume Trend Analysis, 2020-2029
3.4. Social Commerce Market Share Analysis by Key Players, 2023

4. Social Commerce Industry Market Size and Forecast by Location
4.1. Social Commerce Market Share by Location (%), 2023
4.2. Social Commerce by Cross Border – Gross Merchandise Value Trend Analysis, 2020-2029
4.3. Social Commerce by Domestic – Gross Merchandise Value Trend Analysis, 2020-2029

5. Social Commerce Industry Market Size and Forecast by Product Categories
5.1. Social Commerce Market Share by Product Categories (%), 2023
5.2. Social Commerce Clothing & Footwear – Gross Merchandise Value Trend Analysis, 2020-2029
5.3. Social Commerce Beauty and Personal Care – Gross Merchandise Value Trend Analysis, 2020-2029
5.4. Social Commerce Food & Grocery – Gross Merchandise Value Trend Analysis, 2020-2029
5.5. Social Commerce Appliances and Electronics – Gross Merchandise Value Trend Analysis, 2020-2029
5.6. Social Commerce Home Improvement – Gross Merchandise Value Trend Analysis, 2020-2029
5.7. Social Commerce Travel – Gross Merchandise Value Trend Analysis, 2020-2029
5.8. Social Commerce Accommodation – Gross Merchandise Value Trend Analysis, 2020-2029

6. Social Commerce Industry Market Size and Forecast by End Use Consumer Segment
6.1. Social Commerce Market Share by End Use Segment (%), 2023
6.2. Social Commerce B2C Segment – Gross Merchandise Value Trend Analysis, 2020-2029
6.3. Social Commerce B2B Segment – Gross Merchandise Value Trend Analysis, 2020-2029
6.4. Social Commerce C2C Segment – Gross Merchandise Value Trend Analysis, 2020-2029

7. Social Commerce Industry Market Size and Forecast by End Use Device
7.1. Social Commerce Market Share by End Use Device (%), 2023
7.2. Social Commerce by Mobile – Gross Merchandise Value Trend Analysis, 2020-2029
7.3. Social Commerce by Desktop – Gross Merchandise Value Trend Analysis, 2020-2029

8. Social Commerce Industry Market Size and Forecast by Cities
8.1. Social Commerce Market Share by Cities (%), 2023
8.2. Social Commerce by Tier-1 Cities – Gross Merchandise Value Trend Analysis, 2020-2029
8.3. Social Commerce by Tier-2 Cities – Gross Merchandise Value Trend Analysis, 2020-2029
8.4. Social Commerce by Tier-3 Cities – Gross Merchandise Value Trend Analysis, 2020-2029

9. Social Commerce Industry Market Size and Forecast by Payment Method
9.1. Social Commerce Market Share by Payment Method (%), 2023
9.2. Social Commerce Payment by Credit Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.3. Social Commerce Payment by Debit Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.4. Social Commerce Payment by Bank Transfer – Gross Merchandise Value Trend Analysis, 2020-2029
9.5. Social Commerce Payment by Prepaid Card – Gross Merchandise Value Trend Analysis, 2020-2029
9.6. Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value Trend Analysis, 2020-2029
9.7. Social Commerce Payment by Other Digital Payment – Gross Merchandise Value Trend Analysis, 2020-2029
9.8. Social Commerce Payment by Cash – Gross Merchandise Value Trend Analysis, 2020-2029

10. Social Commerce Industry Market Size and Forecast by Platforms
10.1. Social Commerce Market Share by Platforms Method (%), 2023
10.2. Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value Trend Analysis, 2020-2029
10.3. Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value Trend Analysis, 2020-2029
10.4. Social Commerce Platforms by Social Reselling – Gross Merchandise Value Trend Analysis, 2020-2029
10.5. Social Commerce Platforms by Group Buying – Gross Merchandise Value Trend Analysis, 2020-2029
10.6. Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value Trend Analysis, 2020-2029

11. Social Commerce Industry Market Size and Forecast by Contents
11.1. Social Commerce Market Share by Contents (%), 2023
11.2. Social Commerce Contents by Live Streamers – Gross Merchandise Value Trend Analysis, 2020-2029
11.3. Social Commerce Contents by Gaming Streamers – Gross Merchandise Value Trend Analysis, 2020-2029
11.4. Social Commerce Contents by Reels – Gross Merchandise Value Trend Analysis, 2020-2029
11.5. Social Commerce Contents by Influencers – Gross Merchandise Value Trend Analysis, 2020-2029
11.6. Social Commerce Contents by Stories – Gross Merchandise Value Trend Analysis, 2020-2029

12. Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour
12.1. Social Commerce Spend Share by Age Group, 2023
12.2. Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis, 2020-2029
12.3. Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis, 2020-2029
12.4. Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis, 2020-2029
12.5. Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis, 2020-2029
12.6. Social Commerce Share by Income Level, 2023
12.7. Social Commerce Share by Gender, 2023

13. Further Reading
13.1. About PayNXT360
13.2. Related Research

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List of Tables/Graphs

This bundled offering has 44 tables across 16 regional and country reports. All regional and country reports will have the following tables:

Table 1: Ecommerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 2: Ecommerce – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 3: Ecommerce – Transaction Volume (Million), 2020-2029
Table 4: Social Commerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 5: Social Commerce – Average Value Per Transaction Trend Analysis (US$), 2020-2029
Table 6: Social Commerce – Transaction Volume (Million), 2020-2029
Table 7: Social Commerce by Cross Border – Gross Merchandise Value (US$ Million), 2020-2029
Table 8: Social Commerce by Domestic – Gross Merchandise Value (US$ Million), 2020-2029
Table 9: Social Commerce Clothing & Footwear – Gross Merchandise Value (US$ Million), 2020-2029
Table 10: Social Commerce Beauty and Personal Care – Gross Merchandise Value (US$ Million), 2020-2029
Table 11: Social Commerce Food & Grocery – Gross Merchandise Value (US$ Million), 2020-2029
Table 12: Social Commerce Appliances and Electronics – Gross Merchandise Value (US$ Million), 2020-2029
Table 13: Social Commerce Home Improvement – Gross Merchandise Value (US$ Million), 2020-2029
Table 14: Social Commerce Travel – Gross Merchandise Value (US$ Million), 2020-2029
Table 15: Social Commerce Accommodation – Gross Merchandise Value (US$ Million), 2020-2029
Table 16: Social Commerce B2C Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 17: Social Commerce B2B Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 18: Social Commerce C2C Segment – Gross Merchandise Value (US$ Million), 2020-2029
Table 19: Social Commerce by Mobile – Gross Merchandise Value (US$ Million), 2020-2029
Table 20: Social Commerce by Desktop – Gross Merchandise Value (US$ Million), 2020-2029
Table 21: Social Commerce by Tier-1 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 22: Social Commerce by Tier-2 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 23: Social Commerce by Tier-3 Cities – Gross Merchandise Value (US$ Million), 2020-2029
Table 24: Social Commerce Payment by Credit Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 25: Social Commerce Payment by Debit Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 26: Social Commerce Payment by Bank Transfer – Gross Merchandise Value (US$ Million), 2020-2029
Table 27: Social Commerce Payment by Prepaid Card – Gross Merchandise Value (US$ Million), 2020-2029
Table 28: Social Commerce Payment by Digital & Mobile Wallet – Gross Merchandise Value (US$ Million), 2020-2029
Table 29: Social Commerce Payment by Other Digital Payment – Gross Merchandise Value (US$ Million), 2020-2029
Table 30: Social Commerce Payment by Cash – Gross Merchandise Value (US$ Million), 2020-2029
Table 31: Social Commerce Platforms by Video Commerce (Live Stream + Prerecorded) – Gross Merchandise Value (US$ Million), 2020-2029
Table 32: Social Commerce Platforms by Social Network-Led Commerce – Gross Merchandise Value (US$ Million), 2020-2029
Table 33: Social Commerce Platforms by Social Reselling – Gross Merchandise Value (US$ Million), 2020-2029
Table 34: Social Commerce Platforms by Group Buying – Gross Merchandise Value (US$ Million), 2020-2029
Table 35: Social Commerce Platforms by Product Review Platforms – Gross Merchandise Value (US$ Million), 2020-2029
Table 36: Social Commerce Contents by Live Streamers – Gross Merchandise Value (US$ Million), 2020-2029
Table 37: Social Commerce Contents by Gaming Streamers – Gross Merchandise Value (US$ Million), 2020-2029
Table 38: Social Commerce Contents by Reels – Gross Merchandise Value (US$ Million), 2020-2029
Table 39: Social Commerce Contents by Influencers – Gross Merchandise Value (US$ Million), 2020-2029
Table 40: Social Commerce Contents by Stories – Gross Merchandise Value (US$ Million), 2020-2029
Table 41: Social Commerce by Age Group – Gen Z (15-27) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 42: Social Commerce by Age Group – Millennials (28–44) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 43: Social Commerce by Age Group – Gen X (45 – 60) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029
Table 44: Social Commerce by Age Group – Baby Boomers (60+) – Gross Merchandise Value Trend Analysis (US$ Million), 2020-2029