5 of the Top Social Platforms Ruling E-Commerce Sales in Europe

A select few social networking sites account for a large share of e-commerce sales. Knowing which platforms drive the most traffic to online storefronts can help you increase brand awareness, generate leads and increase revenue.

E-Commerce Sales in Europe Are on the Rise

The European e-commerce market accounts for a significant portion of retail spending and is only becoming more popular. Experts predict it will grow from $700.56 billion in 2026 to $841.02 billion in 2030, growing at a compound annual growth rate of 4.67%. Since online marketplaces are so oversaturated, brands must fiercely compete for consumers’ attention.

Social media is quickly becoming a larger segment of online advertising spend because much of the time people spend online is concentrated on platforms like Instagram and Pinterest. When they’re not searching for information, banking or streaming videos, they are on social media.

Many use social networking sites to find product information, reviews and comparisons, fueling e-commerce sales. Some platforms even let users purchase goods without leaving the app. Despite this, relatively few brands advertise here. On average, just over 32% of businesses in the European Union used online advertising in 2024.

The Top 5 Social Media Platforms Driving Sales

Among users aged 25 to 49, Facebook, YouTube and Instagram were among the most popular social media platforms in Great Britain in 2024. One survey found 71% used Facebook, 64% used YouTube, 60% used Instagram, 35% used Twitter and 25% used TikTok. Smaller portions had Reddit, Snapchat or Pinterest accounts.

1. Facebook

Facebook dominates the social media space — especially among older adults — because it was among the first platforms. It is also one of the most versatile. Users can watch short or long-form videos, message friends, follow the news and shop online without leaving the app.

2. YouTube

Among video-sharing apps, YouTube is the most popular. It serves users advertisements before, during and after long and short-form videos, giving brands flexibility. Many creators partner directly with brands to sponsor products.

3. Instagram

Instagram was designed as a photo-sharing social networking site. However, it has adopted features from other platforms, including short-form videos and ephemeral content. Given that the average Instagram account has around 150 followers, brands could easily advertise to thousands of people for free if even the average consumer shared pictures of their product.

4. X (Formerly Twitter)

The social platform X — formerly called Twitter — lets users post text-based status updates. They are shown content from accounts they follow and topics they are interested in. There are pages for trending content and direct messages.

5. TikTok

TikTok is a fast-growing short-form video app popular among younger generations. While advertising is big, influencer campaigns are even bigger. In the United Kingdom, 32% of brands allocate between about $135,000 and $675,000 annually to social media influencers. Campaign activity is concentrated on TikTok, which 80% of the respondents use.

Tips for Doing Business on These Platforms

You can utilize marketing or influencer campaigns to build a following organically. Alternatively, you can serve targeted advertisements within users’ feeds. Regardless, you should establish a presence on multiple apps. The average person uses around seven different platforms and spends 2.4 hours per day on social media.

Facebook, YouTube, Instagram, Twitter/X and TikTok reach the largest audiences and drive the most e-commerce sales. However, that doesn’t mean you should only create marketing accounts on these sites.

Using smaller platforms like Bluesky, Twitch, BeReal and NextDoor expands your reach. It may improve your brand visibility since competition is less fierce. Also, the cost per mille — the amount you pay for every 1,000 views or impressions — may be lower.

Wherever you advertise, know which demographic to target. In 2024, people aged 25 to 44 years were the main contributors to e-commerce in the E.U. Targeting the platforms they use most often could be lucrative. However, you should still prioritize your target demographic.

Consider using a digital tool to simplify channel and marketplace order management. You can use Shoppingfeed to optimize sales performance. It has over 1,000 selling channels across 40 countries, with more added every month. This includes Pinterest, eBay, Facebook, Etsy, Instagram and Snapchat.

Drive Online Sales With Strategic Advertising

Knowing where to post and who to advertise to can help you increase your online storefront’s profitability. Always tweak your influencer and marketing campaigns based on your target demographic and the site you use.