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The UK is a world leader in mobile commerce. How can brands and retailers succeed in a competitive market?

India鈥檚 beauty ecommerce and quick commerce sales grew by 34% YoY between June and November 2024, making it the fastest growing online market for beauty, per NielsenIQ. Our take: With China鈥檚 economy mired in uncertainty, India鈥檚 large (and youthful) population and growing affluence make it a prime target for brands鈥� global expansion.

Shoppers worldwide are flocking to online marketplaces and social commerce for convenience, variety, and competitive pricing. While price remains key, brand trust is becoming a major factor in certain markets. As these platforms drive discovery and sales, brands must adapt to stay competitive. Here are three ways digital shopping habits are evolving among consumers worldwide.

Commerce video ads drive sales growth: 70% of advertisers use the format, says IAB report, but consumers find the ads too short.

In 2024, retail will account for 27.4% of the digital ad market, worth $83.09 billion. This rivals the combined 28.5% share of the next two digital ad heavyweights: CPG and financial services. Retail鈥檚 commitment to digital ads will increase. In 2024, nearly 83% of retail industry ad spending will be online鈥攐nly tech spends a greater share on digital among the industries we track.

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

The news: Google is releasing various AI features embedded directly into Google Shopping this week as a jumping-off point for online product advertising and ecommerce. It鈥檚 also integrating augmented-reality (AR) functionality to offer online retailers a wider canvas to engage online shoppers.

US consumers also expressed frustration with promo codes not being applied to their carts, according to an October 2023 survey from Bizrate Insights and Digital Commerce 360. What can retailers do? Here are some strategies that can help retailers improve the customer experience and keep abandonment rates down.

A growing portion of the revenues is coming from livestream commerce, diversifying income streams beyond advertising. Regulatory challenges could affect TikTok鈥檚 Western Europe ambitions. The EU鈥檚 Digital Services Act (DSA) presents significant hurdles, with regulatory intervention prompting TikTok to withdraw certain programs.

For example, Affirm expanded its tie-up with Shopify in the UK and Canada, and Klarna partnered with Worldpay, JPMorgan Payments, and Adobe Commerce. Both firms have also partnered with Apple Pay and Google Pay. But individual partnerships are still important if BNPL players want to reach larger merchants like Stitch Fix.