In a world where trends rise and fade overnight, scheduled campaigns alone can’t keep up. Platforms like TikTok, Instagram, and YouTube are fuelled by real-time culture.
For brands, Always-On Content (AOC) isn’t a nice-to-have, it’s the engine that drives social commerce growth.

After leading Zalando’s Always-On and Cultural Reactivity strategy across Europe, I’ve seen how the right structure can transform reactive ideas into measurable revenue.

Social commerce is no longer an emerging trend-it’s the new default. In the UK, TikTok Shop’s GMV surged throughout 2024, proving that entertainment and shopping are now inseparable. After leading Zalando’s TikTok Shop pilot in the UK, I’ve seen firsthand how creator-led, always-on content drives measurable growth.

Below are seven key lessons any European brand can use to capture the next wave of social commerce in 2026.