Main social media platforms to purchase products in Western Europe 2024

Published by Statista Research Department, Apr 17, 2025

A 2024 survey found that shoppers from Western Europe were most likely to use Facebook when purchasing from a social media platform. Around 38 percent of European consumers bought from Facebook, with French shoppers doing it the most, at 43 percent. YouTube was another popular social commerce site, with an average of 34 percent of shoppers buying from it.   

Most used social media platforms to purchase products in selected countries in Western Europe in 2024

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Release date

November 2024

Region

Belgium, Europe, France, Germany, Netherlands, United Kingdom

Survey time period

July and August, 2024

Number of respondents

10,000 online shoppers*

Age group

18 years and older

Special properties

consumers who have conducted at least one online purchase in the last month

Supplementary notes

This question was phrased by the source as follows: "Which social media platform do you use to purchase products?"

*2,000 respondents from each market: Germany (GER), the United Kingdom (UK), France (FR), the Netherlands (NL), and Belgium (BE).

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Statistics on " E-commerce in the European Union "

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Overview

4

Germany and Austria

7

France and Italy

8

Netherlands and Belgium

6

Spain and Portugal

6

Nordic countries

6

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