The pandemic boosted retail ecommerce sales across the world and fueled double-digit gains in France and Germany in 2020. This year, both countries will see single-digit growth, as physical retail begins to recover.

One in five said they could imagine using the virtual space as social media, while other popular options included attending concerts/live entertainment events (19%) and using online streaming services (19%). 50% of Gen Z shoppers ages 18 to 24 in France expressed interest in shopping in the metaverse, compared with 27% of the wider population, per YouGov.

Facebook Shops, launched in May 2020, enables brands to sell directly via Facebook and Instagram. The Sprout Social Index 2021: UK and Ireland report found that 63% of consumers surveyed had bought from social media in the past year—and that share is on the rise across Europe. Snapchat Is a Much Better Bet in Western Europe than in Countries Farther East.