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TikTok’s growing Western European user base means it should be an important consideration in the marketing mix. There’s strong advertising potential, too, though adherence to European regulation could be a limiting factor.

After three years of wild fluctuations in retail and ecommerce sales growth, a sense of stability and normalcy is slowly emerging. A healthy if unspectacular rebound for ecommerce is in the cards, and most national markets are heading in the right direction.

Retail sales growth is slowing in Western Europe as the economic crisis takes its toll on consumer confidence, but ecommerce sales are bouncing back after last year’s decline.

Total media time in Germany is increasing, bucking a Western European trend. Digital growth is fueling much of this, but traditional media’s enduring appeal is helping, too.