Social commerce: engaging, converting and retaining Gen Z

With 5.17 billion users by 2024, and the rise of TikTok Shop in the U.K. and the U.S.A., social networks are a key acquisition and engagement channel for brands. With the arrival of TikTok Shop in Europe expected, mind Retail takes stock of the initiatives of major European retailers including Burger King, E.Leclerc, Lidl, Aroma-Zone, Blissim, Sephora, Inditex, Dior, Gucci, Lush, Caval and Normal. Between Instagram, TikTok, YouTube and Snapchat, which platforms are the most strategic? From UGC to augmented reality and FOOH, what initiatives are helping to convert into sales from the younger generation?