In 2021, a survey revealed a certain reluctance among European consumers to increase their use of social commerce, posing a challenge for brands and retailers. Approximately 46 percent of respondents in Germany said they did not believe that anything could convince them to buy more through these platforms. This figure is very similar to the neighboring Netherlands, with 45 percent of those surveyed.
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Share of online shoppers who think nothing can convince them to buy more through social media in selected European countries as of April 2021
The study was conducted in the following 17 countries:
- Europe: United Kingdom, Spain, France, Netherlands, Germany.
- APAC: China, Japan, Thailand, Indonesia, Australia, India, Australia, India.
- LATAM: Brazil, Argentina, Mexico, Colombia, Mexico, Colombia.
- USA.
- UAE.
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Wunderman Thompson Commerce. (July 2, 2021). Share of online shoppers who think nothing can convince them to buy more through social media in selected European countries as of April 2021 [Graph]. In Statista. Retrieved June 28, 2025, from https://www.statista.com/statistics/1275195/shoppers-with-no-social-media-purchase-increase-intention/
Wunderman Thompson Commerce. "Share of online shoppers who think nothing can convince them to buy more through social media in selected European countries as of April 2021." Chart. July 2, 2021. Statista. Accessed June 28, 2025. https://www.statista.com/statistics/1275195/shoppers-with-no-social-media-purchase-increase-intention/
Wunderman Thompson Commerce. (2021). Share of online shoppers who think nothing can convince them to buy more through social media in selected European countries as of April 2021. Statista. Statista Inc.. Accessed: June 28, 2025. https://www.statista.com/statistics/1275195/shoppers-with-no-social-media-purchase-increase-intention/
Wunderman Thompson Commerce. "Share of Online Shoppers Who Think Nothing Can Convince Them to Buy More through Social Media in Selected European Countries as of April 2021." Statista, Statista Inc., 2 Jul 2021, https://www.statista.com/statistics/1275195/shoppers-with-no-social-media-purchase-increase-intention/
Wunderman Thompson Commerce, Share of online shoppers who think nothing can convince them to buy more through social media in selected European countries as of April 2021 Statista, https://www.statista.com/statistics/1275195/shoppers-with-no-social-media-purchase-increase-intention/ (last visited June 28, 2025)
Share of online shoppers who think nothing can convince them to buy more through social media in selected European countries as of April 2021 [Graph], Wunderman Thompson Commerce, July 2, 2021. [Online]. Available: https://www.statista.com/statistics/1275195/shoppers-with-no-social-media-purchase-increase-intention/
