By 2024, we expect Germany, Spain, and Sweden to follow suit. In Spain, for example, an estimated 19.5 million residents will check in to Instagram monthly in 2022; Facebook will claim just over 20 million users. Instagram is way ahead of TikTok and Snapchat in Italy. Fully 69.0% of social network users will use Instagram in 2022, though growth is now incremental.

Sustainability is a hot topic, especially in the wake of the coronavirus pandemic. In 2021, most ecommerce buyers, sellers, and logistics firms are taking steps to be more eco-friendly. But commitment and progress are patchy.

Don’t confuse social commerce with ecommerce. Social media platforms will never be Amazon. While most traditional ecommerce purchases start with a product search—which requires intent—social media’s sweet spot lies in discovery.