Europe Social Commerce Market Size, Share & Industry Analysis Report by Platform/Sales Channel, Business Model, Product Type, Country and Growth Forecast, 2025-2032

The Europe Social Commerce Market is expected to witness market growth of 32.3% CAGR during the forecast period (2025-2032).

The UK market dominated the Europe Social Commerce Market by country in 2024, and is expected to continue to be a dominant market till 2032; thereby, achieving a market value of $252.6 Billion by 2032. The Germany market is exhibiting a CAGR of 31% during 2025-2032. Additionally, the France market is expected to experience a CAGR of 33.2% during 2025-2032. The UK and Germany led the Europe Social Commerce Market by Country with a market share of 23% and 17.7% in 2024. The Spain market is expected to witness a CAGR of 33.8% during throughout the forecast period.



Social commerce in Europe has quickly evolved from a peripheral digital concept into a mainstream retail channel driven by technological maturity, changing consumer behavior, and clear regulations, s. Originally restricted to influencer-driven inspiration and product discovery, it now incorporates direct purchasing through features like livestreams, shoppable posts, and in-app storefronts on Facebook, Instagram, and TikTok. A more accountable framework for growth has been created by the EU's Digital Services Act and national laws, especially in France, which have strengthened consumer trust, ethical influencer practices, and transparency. Social commerce is becoming more and more integrated into regular shopping habits, particularly in the fashion and beauty industries, thanks to COVID-19's acceleration and Europe's strong payment and digital infrastructure.

This change is being shaped by three main trends: the growth of livestream and video-based commerce, transparency mandated by regulations, and community engagement that is localized and suited to various European markets. In response, top platforms and brands are establishing strategic local partnerships, adjusting to cultural quirks, and utilizing hybrid retail models to combine digital and physical experiences. Global behemoths like TikTok and Meta continue to be major forces, but local ecosystems and specialized innovators are also making headway by providing experiences that are trust-driven and culturally relevant. These characteristics collectively characterize a distinctively European approach to social commerce - one that strikes a balance between transparency, legal compliance, local authenticity, and entertainment and immediacy.

Platform/Sales Channel Outlook

Based on Platform/Sales Channel, the market is segmented into Video Commerce (Live stream + Prerecorded), Apparel Network-led Commerce, Apparel Reselling, Group Buying, and Product Review Platforms. The Video Commerce (Live stream + Prerecorded) market segment dominated the France Social Commerce Market by Platform/Sales Channel is expected to grow at a CAGR of 32.4 % during the forecast period thereby continuing its dominance until 2032. Also, The Group Buying market is anticipated to grow as a CAGR of 34.9 % during the forecast period during 2025-2032.

Product Type Outlook

Based on Product Type, the market is segmented into Personal & Beauty Care, Apparel, Accessories, Home Products, Health Supplements, Food & Beverage, and Other Product Type. Among various UK Social Commerce Market by Product Type; The Apparel market achieved a market size of USD $52.8 Million in 2024 and is expected to grow at a CAGR of 29.9 % during the forecast period. The Health Supplements market is predicted to experience a CAGR of 31.9% throughout the forecast period from (2025 - 2032).

Country Outlook

Social commerce is growing quickly in the UK due to widespread e-commerce adoption and robust social media engagement. Shopping features are being incorporated into platforms like Facebook, YouTube, Instagram, and TikTok more and more, allowing for smooth product discovery and purchase processes. Influencer-driven recommendations, authentic reviews, and interactive content play a key role in building trust, particularly among mobile-first consumers. Consumer experiences are being shaped by shoppable videos, live commerce events, and AI-powered personalization, and brand narratives are increasingly focusing on sustainability and ethical sourcing. The industry is dominated by fashion, cosmetics, and home goods, but specialty foods and wellness are also growing in popularity. As the competition heats up, success in the UK market hinges on being genuine, creative, and quick to adjust to rapidly evolving digital trends.

List of Key Companies Profiled

• Meta Platforms, Inc.
• ByteDance Ltd.
• Pinterest, Inc.
• Alibaba Group Holding Limited
• Tencent Holdings Ltd.
• Pinduoduo Inc.
• Snap, Inc. (SnapChat)
• Google LLC (Youtube, LLC)
• Shopify Inc.
• Amazon.com, Inc.

Market Report Segmentation

By Platform/Sales Channel

• Video Commerce (Live stream + Prerecorded)
• Apparel Network-led Commerce
• Apparel Reselling
• Group Buying
• Product Review Platforms

By Business Model

• B2C
• C2C
• B2B

By Product Type

• Personal & Beauty Care
• Apparel
• Accessories
• Home Products
• Health Supplements
• Food & Beverage
• Other Product Type

By Country

• Germany
• UK
• France
• Russia
• Spain
• Italy
• Rest of Europe