Social commerce is rising quickly in Europe. According to Statista, social commerce revenue is expected to grow 68 percent in Europe by 2027.1 At the same time, a Strategy& study found online Grocery sales could make up 35-50 percent of total Grocery revenue in leading European countries by 2050.2
European multichannel Grocery brands have a chance to tap into this upswing in social commerce as long as marketers plot out the right strategy.
New MikMak insights reveal which strategies are working in the UK, France, and Spain. Here’s what’s driving the increase in Grocery social commerce in these countries, which channels shoppers prefer, how Where-to-Buy solutions are influencing sales, and which secrets can help accelerate Grocery sales in the region.
Social commerce booms as European Grocery sales rebound
Social media use is spreading across Europe. According to Statista, Western Europeans are now among the region’s most frequent social media users, with a 78 percent social media penetration rate. The boom in social media and social commerce is coinciding with a rebound in online Grocery sales. Following a rough patch for the Grocery industry, a McKenzie report says Europe’s Grocery market is improving as inflation cools.
Meta is dominating social commerce as a whole
According to the MikMak Shopping Index, Meta is the leading social commerce traffic driver across the UK, France, and Spain. Facebook and Instagram push 60 percent of Purchase Intent Clicks in Spain and more than 90 percent in France and the UK.
Across these countries, YouTube and TikTok also bring in a significant share of Grocery shopping traffic. In France and Spain, YouTube is drawing in the third largest share of Purchase Intent Clicks, following Facebook and Instagram. YouTube is performing especially well in Spain, where it’s capturing a 12.7 percent share.
In the UK, TikTok climbs into the third spot with a 7.1 percent share of Purchase Intent Clicks. That amounts to well over twice as many clicks as all other social commerce channels outside the UK’s top three.
Social commerce leaders vary by retailer
Although Meta dominates traffic as a whole, the story is more complicated when you look at top-performing social commerce platforms by retailer. The MikMak Shopping Index analyzed which social commerce sources drove the highest share of Purchase Intent Clicks to each country’s top three retailers. Here’s what the data reveals:
1. Instagram and Facebook seesaw in SpainAmong Spain’s top retailers (El Corte Ingles, Amazon, and Dia), Meta’s Facebook and Instagram stand in the top two positions across the board. YouTube is also in the third spot for all three retailers. However, El Corte Ingles’ top spot belongs to Instagram, while Facebook claims the number one place for Amazon and Dia.
2. YouTube climbs in France
In France, YouTube slides into the top three at all three leading retailers: Intermarché, Carrefour, and Amazon. YouTube jumps into second place for Intermarché and Carrefour. YouTube also slips into the third spot for Amazon in France. Facebook is the leader across all three retailers.
3. TikTok appears as a top three traffic driver in the UK
Among the UK's top three retailers (Tesco, ASDA, and Sainsbury’s), the leading social commerce sites included the same three platforms, in the same order. Instagram sits in the top spot, next is Facebook, and TikTok lands in third place.
Accelerating sales with Where-to-Buy shoppable media
The MikMak Shopping Index shows that consumers often prefer a different combination of social commerce platforms and retailers. Multichannel Grocery brands can take advantage of this tendency by leveraging a Where-to-Buy solution within their social media ads . This feature, also called “shoppable media”, allows consumers to check out with their favorite retailer in a matter of clicks, providing seamless shopping experiences.
How to design social eCommerce ads that increase Grocery sales
Wondering how to design a social eCommerce ad that pulls in the most Grocery shoppers possible? Here’s how Grocery brands can create ads that fuel the most sales possible:
- Display sharp, crisp, and eye-catching designs
- Focus on the product and quickly show its value
- Create a clear call to action
- Provide flexible checkout options
- Test different layouts and creative versions
Discover insights to sell more with social
These insights can help Grocery brands understand shoppers and create an eCommerce marketing strategy that taps into the growing popularity of social media. But these findings are just the beginning. Read our full State of Social Commerce Report Europe: 2024 to learn how Grocery shoppers in Europe are using social commerce to shop and buy.
