Top social sites for beauty e-commerce in Europe 2024, by purchase intent clicks

Published by Statista Research Department, Jun 23, 2025

In 2024, Facebook ranked as the leading social media platform generating the highest share of online traffic to beauty and personal care retailer sites in Europe. Facebook accounted for around ** percent of purchase intent clicks, while Instagram followed at about ** percent. Although TikTok is a popular social media platform on the continent, it only accounted for a **** percent share.

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Leading social media platforms for beauty and personal care e-commerce in Europe in 2024, by purchase intent clicks

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Source

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Release date

January 2025

Region

Europe

Survey time period

September 1 2023 to September 1 2024

Supplementary notes

The source defines purchase intent clicks as the amount of times a consumer has clicked through to a minimum of one retailer during one session.

Date of release is the date of access.

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Statistics on " Beauty shopping on social media "

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Overview

4

Leading social sites

8

TikTok

6

Instagram

5

Online shoppers

7

Spotlight: U.S. shoppers

7

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Topics

Beauty shopping on social media E-commerce on InstagramSocial commerce in the United StatesSocial commerceSocial commerce in Latin America
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