Social Commerce, State of Play. UK + EU, 2026
A 6× spread between the best and worst-performing Reels-to-PDP funnels we measured. The geography matters more than people think.
A regional report. UK and EU only, on the basis that the US benchmarks under-fit European retail behaviour. Funnel-shape data from Instagram, TikTok and YouTube Shorts, broken out by post format, dwell time and attribution window.
Cohort: brands operating cross-border between UK, France, Germany, Netherlands and the Nordics. ~40 brands in the panel, ~6 weeks of measurement.
Includes a per-country attributed-AOV chart with the cohort baseline, so a brand can see whether their per-country mix is normal or anomalous.
What’s inside
- Reels / Shorts / TikTok funnel shape (CTR → bounce → AOV)
- Per-country mix charts (5 countries)
- Format-by-platform performance grid
- Attribution-window sensitivity analysis
- Methodology note + cohort definition
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