MikMak：2024年欧洲社会商业状况报告（英文版）

According 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 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.