The online shopper social media landscape - by country
TikTok | YouTube | |||
Argentina | 77% | 63% | 14% | 13% |
Australia | 77% | 52% | 46% | 36% |
Austria | 58% | 54% | 44% | 29% |
Belgium | 62% | 46% | 45% | 30% |
Brazil | 59% | 67% | 69% | 34% |
Canada | 81% | 40% | 32% | 31% |
China | 0% | 0% | 0% | 0% |
Czech Republic | 83% | 29% | 17% | 20% |
Denmark | 83% | 36% | 28% | 24% |
France | 53% | 38% | 56% | 23% |
Germany | 51% | 52% | 63% | 34% |
India | 74% | 83% | 12% | 71% |
Italy | 52% | 40% | 61% | 24% |
Malaysia | 50% | 33% | 95% | 16% |
Morocco | 86% | 62% | 40% | 28% |
Netherlands | 58% | 49% | 38% | 26% |
Nigeria | 86% | 64% | 56% | 40% |
Poland | 75% | 36% | 36% | 29% |
Portugal | 76% | 51% | 26% | 22% |
Saudi Arabia | 38% | 58% | 77% | 39% |
South Africa | 85% | 41% | 56% | 36% |
Spain | 48% | 48% | 63% | 27% |
Sweden | 74% | 45% | 36% | 22% |
Switzerland | 57% | 52% | 42% | 27% |
Thailand | 67% | 28% | 93% | 26% |
Türkiye | 43% | 85% | 31% | 34% |
UAE | 68% | 67% | 57% | 41% |
UK | 62% | 41% | 72% | 27% |
USA | 70% | 47% | 67% | 41% |
GLOBAL | 63% | 48% | 50% | 29% |
Gen Z | 50% | 56% | 58% | 26% |
Millennials | 68% | 51% | 51% | 32% |
Gen X | 68% | 40% | 44% | 29% |
Baby Boomers | 77% | 30% | 33% | 27% |
Head to page 6 of the 2026 E-Commerce Trends Report to view the full data.
Head to page 17 of the 2025 E-Commerce Trends Report to view the full data.
Meet the social shopper
Want to sell to today’s social shoppers? Start by understanding how they buy, what they expect – and how to earn their trust.
These social shoppers are highly engaged online, with 37% making purchases at least twice a week. Facebook is their leading platform for social commerce, generating more purchases than any other channel. Looking ahead, almost half expect to browse and shop more through online marketplaces over the next five years.
Head to page 43 of the 2026 E-Commerce Tends Report to access the full infographic.
All stats and figures are taken from the DHL eCommerce Trends Surveys conducted between December 15th 2025 and February 11th 2026. Within the last three months prior to the survey, shopper respondents were required to have made at least one purchase online and business respondents were required to have regularly sold items online. For shoppers, 50+ questions were asked to 29,000 respondents across 29 countries (1,000 per country), and 50+ questions were asked to 5,800 respondents in 28 countries worldwide, with an equal split across demographics – where possible. Note Morocco did not have a large enough number of business respondents to be included in the business data, as such, results for this country are not included. The countries chosen for this survey represent some of the most active e-commerce markets across the globe. Where percentages do not equal 100%, this is due to certain questions having multiple-choice options. Where there is a deviation of percentages over 100%, this is due to rounding of answer options. Not all data from the survey is displayed on this page or within our report. Country, regional, generational, shopper and business profile data is provided, but this does not reach a level of statistical significance to make definitive statements about specific groups globally. Figures are correct at the time of publishing.
