Noticias de la Cámara
The Growth of Social Commerce in Europe - A Lesson in Cultural Adaptation
22/07/2025
As brands rush to embrace the promise of the opportunity offered by the likes of TikTok Shop - estimated to be worth €6Tn+ by 2030 - there’s a crucial lesson emerging from its journey: what works in China doesn’t always translate seamlessly to Western markets.
The rapid growth of in-app shopping in China—where livestream commerce is a daily habit—has inspired many to believe the same formula would win over consumers in the US and Europe. The reality, however, has proven much more complex.
The Culture Clash: Entertainment vs. Shopping
In China, consumers are comfortable discovering, discussing, and buying products all within a single social platform. Shopping is woven into the entertainment experience. In the West, however, users still view video content and shopping as separate activities. Even with millions tuning into livestreams, the leap from watching to buying isn’t automatic. Western audiences often prefer to research products on dedicated e-commerce sites or read detailed reviews before making a purchase.
Why Storytelling Matters More Than Ever
This culture clash means that brands can’t simply copy-paste their strategies. To succeed on social and e-commerce platforms in the West, brands must:
- Invest in authentic storytelling: Move beyond transactional promotions and weave products into creators’ daily narratives.
- Build trust through ongoing engagement: Focus on long-term relationships, not just one-off sales events.
- Experiment and learn: Test segmented campaigns and adapt quickly based on real user feedback and analytics.
My Advice: Get Your Presentation and Story Right
Before diving headfirst into modern e-commerce platforms, brands need to rethink their approach. Success will come to those who:
- Understand the unique behaviours of Western consumers.
- Prioritize narrative-driven creator partnerships over generic discount pushes.
- Treat social platforms not just as a sales channel, but as a community where trust and authenticity drive results.
The path to social commerce success in the West isn’t about replicating what works elsewhere—it’s about adapting, listening, and telling stories that truly resonate. Brands that get this right will be the ones who thrive in the next wave of digital commerce.
If you’re considering launching an e-commerce platform for your brands, let’s talk about how to craft a strategy that fits your audience and builds lasting impact. The future belongs to brands that can bridge the gap between entertainment and commerce—with storytelling at the heart of it all
nic@situaction.es www.situaction.es WhatsApp: +34622440375
