蘑菇AV

Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

In March, Meta rolled out new carousel ads that drive both ecommerce and in-store purchases, with early tests showing a 21% higher incremental return on ad spend compared to ecommerce-only formats, Meta鈥檚 group lead for retail and ecommerce Karin Tracy told Adweek. Why it matters: Meta is chasing retail media, a fast-growing category with US spending projected to rise 18% in 2025 and 16.8% in 2026.

Publicis purchases influencer marketing platform Captiv8: The deal highlights that marketers are seeing influencers as a must-have for brand growth.

While Argentina is opening its economy to foreign businesses, Brazil and Mexico are taking steps to curb the growing popularity of Asia-based ecommerce platforms like Shopee, AliExpress, Shein, and Temu. Argentina eliminated tariffs on international ecommerce purchases up to $400 for personal use and raised the tax-exempt purchase limit from $1,000 to $3,000 in December 2024.

Even before implementation, companies like Temu and Shein cut US ad spending by up to 31%. Ad buyers are shifting toward domestic brands and performance-heavy channels with clearer ROI. Search and social are facing structural shifts. AI summaries in search are reducing clicks, while antitrust cases against Google and Meta threaten to break up long-standing ad ecosystems.

In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?

Growth in travel media network ad spending will slow as economic pressures affect the travel industry. Starting from a small base, financial media network ad spending growth will pick up momentum through 2026. 鈥淥ther鈥� commerce media network ad spending is set to exceed $4 billion by 2026. Section 4: Recommendations. How should advertisers capitalize on the changes in commerce media?

Slower growth in these segments could drag down overall ecommerce expansion. Compounding the challenge are strained logistics systems, longer fulfillment timelines, and increased risk of inventory stockouts, as carriers and the USPS must now verify package values. While ecommerce will continue to gain share of total retail, growth is likely to fall short of prior projections.

On today鈥檚 special edition podcast, 蘑菇AV analysts鈥疭arah鈥疢arzano and鈥疢ax鈥疻illens explore how commerce media is reshaping advertising鈥攃overing platform innovation, measurement, and its overlap with CTV and social鈥攂efore a fireside chat with Chase鈥疢edia鈥疭olutions鈥� Lauren鈥疓riewski. Recorded live at the 蘑菇AV Commerce鈥疢edia鈥疶rends鈥�2025 virtual summit on May鈥�9th. Listen wherever you find podcasts, or watch on YouTube and Spotify.

TikTok is ByteDance鈥檚 global engine: Despite slowing growth in China, the platform continues to expand monetization and user base worldwide.

Commerce media is evolving beyond online retail into new frontiers like out-of-home (OOH) ads at gas stations and convenience stores, creating 鈥渁 once in a career window to reorient your business to the opportunity,鈥� according to Sean McCaffrey president and CEO of GSTV, which serves commerce media ads at gas pumps.

TikTok brings DMs directly to livestreams: The update is part of TikTok鈥檚 broader livestream push, designed to keep brands and creators around.

While return on ad spend (ROAS) is commonly used to compare performance across platforms, Gloazzo cautions against over-reliance on this metric. "ROAS is not my favorite one, because a lot of retail media platforms right now take into consideration in-store sales, within the evidence sales," he said. "Some have 14 days attribution, some have 30 days attribution.".

Budget planning for ad spending on Amazon should account for potential volatility. Maintaining flexibility to adjust spending as market conditions evolve will be critical. Diversifying ad strategies across multiple Amazon ad products could help mitigate risk and maximize performance during fluctuating conditions.

US sales on Shein and Temu fell sharply following price increases: The decline is an unwelcome sign as both marketplaces fight to stay relevant with shoppers.

Our take: For now, performance wins; even before tariffs entered the picture, far more US advertisers planned to boost performance ad spending over brand advertising. Ad buyers are acting with caution, not necessarily because they don鈥檛 see long-term value in brand-building鈥攂ut because the current environment makes it hard to wait for payoffs.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.