Livestream shopping users in Europe in 2025, by generation

Published by Statista Research Department, Jun 3, 2025

A 2025 survey revealed that European Millennials use livestream events the most for shopping. According to the survey, around 35 percent of Millennials had engaged in live commerce, followed by Zoomers at 25 percent. Boomers used livestream shopping the least.

Share of live commerce shopping users in Europe in 2025, by generation

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Sources

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Release date

March 2025

Region

Europe

Survey time period

December 10, 2024, and January 6, 2025

Number of respondents

3,723 respondents*

Age group

18 years and older

Method of interview

Online survey

Supplementary notes

* Respondents from the United Kingdom, France, Germany, Spain, the Netherlands, and Ireland.

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Statistics on " Live commerce "

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Overview

5

Leading platforms

8

Product categories

7

Livestream shoppers

8

User sentiment

8

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Topics

Livestream commerceE-commerce on InstagramSocial media advertising and marketing worldwideSocial commerce in the United StatesDigital video advertising and marketing worldwide
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