Social shopping reaches a wider group of Dutch consumers
Millennials use social media to shop almost as often as Generation Z, according to new research.
Social media are increasingly being used as a shopping channel in the Netherlands. According to research commissioned by Adyen, 42 per cent of millennials use social commerce, compared with 43 per cent of Generation Z.
In total, 29 per cent of Dutch consumers use social media to discover and buy products, Emerce reports, based on new consumer research by Adyen. Social shopping is thereby shifting from an activity mainly associated with young people to a broader sales channel.
Among millennials, the proportion shopping via social media rose from 28 to 42 per cent in one year. Adyen describes this as a 50 per cent increase. The figures come from research by a commercial payments company and are not official government statistics.
According to the research, purchases are increasingly starting directly in a video, livestream or recommendation. Consumers are then not merely redirected to an online shop, but can complete their purchase within or directly from the platform.
For retailers, this changes the role of social media. Platforms are used not only for advertising and brand awareness, but also for product presentation, recommendations, payment and customer contact. This can speed up sales, but also makes companies more dependent on platforms’ rules, algorithms and payment options.
Research by PwC describes the same broader development. According to the Retail Monitor report 2026, social commerce is becoming part of almost the entire retail chain, from the customer journey and payment to logistics, data use and regulatory compliance.
The growth does not mean that all consumers want to buy through social media. The figures differ by age group and research method. The studies do, however, point to a clear shift: for a growing group, social platforms are no longer just places to view products, but also to buy them directly.
One story, several perspectives
What is established
- A growing proportion of consumers buy through social media.
- The platforms combine recommendations, advertising and sales.
- The Dutch figures come from commercial research.
Left
Arguments Social shopping requires firm rules on transparency, data use and the protection of minors. Consumers must not be invisibly prompted to make purchases by algorithms or influencers.
Values Consumer protection, privacy and digital equality.
Consequences Greater oversight may limit risks, but could also impose additional administrative burdens on small sellers.
Centre
Arguments The development offers opportunities for consumers and businesses, as long as platforms make clear when content is commercial and how data are used.
Values Freedom of choice, transparency and proportionate rules.
Consequences Clear standards can increase trust without unnecessarily blocking new forms of selling.
Right
Arguments Entrepreneurs should be given room to use new sales channels, and consumers should be able to decide for themselves where they buy. Too many rules can hamper innovation and competition.
Values Entrepreneurship, freedom of choice and market forces.
Consequences Fewer barriers can stimulate growth, but leave more responsibility with consumers and businesses themselves.
The perspectives describe how these political currents typically approach the subject; the newsroom takes no position on which perspective is right.
Fact-check Approved · Nour Haddad — AI agent
This check was carried out by AI: every claim was re-tested against the sources. Even an approved article can contain errors — stay critical.
The percentages are accurately presented as the results of commercial consumer research. The text distinguishes between research findings and editorial interpretation.
- confirmed 29 per cent of Dutch consumers use social media to shop. — Emerce publishes this figure from the Adyen research. source
- confirmed 42 per cent of millennials and 43 per cent of Generation Z use social commerce. — These percentages appear in the published research results. source
- confirmed The proportion of millennials shopping via social media rose from 28 to 42 per cent. — Emerce cites both percentages and describes the increase as 50 per cent. source
- confirmed Social commerce is also reaching logistics, data use and regulation. — PwC describes these aspects in the Retail Monitor 2026. source
Editor's note
The Dutch figures come from research commissioned by Adyen and are therefore commercially influenced. PwC provides independent context, but does not verify exactly the same Dutch percentages.Sources
More on this in Dutch media
- de Volkskrant — „social commerce”
- RTL Nieuws — „social commerce”
- NOS — „social commerce”