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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.

The Digital Services Act enforces new rules on 19 large platforms, affecting content moderation and ads. Noncompliance could result in hefty fines or bans.

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.

Ecommerce sales in India, which is soon expected to become the most populous nation, are growing at one of the fastest rates in the world. But brick-and-mortar will still dominate the retail sector for the foreseeable future—we estimate that online sales will account for only 10.0% of total retail by 2027.