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.

Where are people buying into social buying?

Every country we analyze in the region saw double-digit growth in ecommerce—those gains ranged from an estimated 11.8% in France to 36.0% in Spain. In fact, Spain was the third-fastest-growing retail ecommerce market worldwide among the 32 countries we track. Across the EU-4 and the UK specifically, the outlook also varied.