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India and Mexico will see the fastest B2B digital ad spending growth by far. B2B digital ad spending is still nascent in many emerging markets, which leaves enormous headroom for growth. India and Mexico will see superlative growth rates over the next several years鈥攂ut from very small bases.

Go further: Read our Chinese Ecommerce in the US report.

Brazil and Mexico were excluded from the pilot to avoid upsetting subscribers in its two biggest Latin American markets. The company quickly reversed course amid a public outcry from subscribers. In true Latin American fashion, users protested the changes on social media. The hashtag #ChauNetflix (鈥淏yeNetflix鈥� in English) trended on Twitter not long after.

Ecommerce. Maturity and Iteration. Walmart鈥檚 digital sales channels were slow to gain momentum until the pandemic forced retail to move online in early 2020, despite the more than two decades of experience it has in ecommerce. Still, Walmart emerged as a substantially larger ecommerce player.

The top two reasons shoppers worldwide buy directly from brands are a better price (53%) and free delivery (49%), followed by fast and convenient delivery and free returns (both 36%), according to Wunderman Thompson.

Avocados From Mexico will be directing fans to a site that uses ChatGPT. Sports-betting companies like DraftKings will also advertise. If last year鈥檚 Super Bowl ad spending was defined by the crypto world, this year it鈥檚 the alcohol industry鈥檚 turn. Budweiser gave up its position as the exclusive alcohol advertiser of the event, allowing brands like Heineken, Miller, and others to swoop in.

I think the UK is quite interesting because the UK's actually a very mature e-commerce market and in terms of penetration, e-commerce as a percentage of total retail sales, it's actually ahead of the US. But I think as Paul mentioned, it perhaps comes down to scale.

Steve Madden, Yeti, and Traeger are among the many companies looking to diversify their manufacturing away from China and into countries like Cambodia, Vietnam, and Mexico. However, imports from those countries will also be subject to tariffs, per Trump鈥檚 proposals鈥攁nd he has threatened to impose tariffs of between 25% and 100% on imports from Mexico if it refuses to close the border.

Search giant and AI leader Baidu is working on reimagining its services with genAI, from search and document creation to digital avatars for livestream shopping. Currently, Baidu鈥檚 AI chatbot Ernie generates 18% of the company鈥檚 search results. India鈥檚 genAI sector is also gaining momentum.

Google is also bringing its state-issued ID capabilities to Iowa, New Mexico, and Ohio. And it鈥檚 expanding its network of places that will accept the digital IDs. It鈥檚 also integrating more transit cards. In the US, users can add select prepaid commuter benefit cards to the wallet. This feature is also coming to Germany and Hong Kong.

On today's podcast episode, we discuss how shopping will get even more social, how brands will be fighting their way into your messaging apps, and more. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg and Senior Analyst Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

Roku is making gains outside the US, too; in Mexico, it was the top selling smart TV operating system for the second quarter in a row.

Why it matters: With numerous brands already running RCS campaigns globally, especially in Android-dominant markets like India, Brazil, and Mexico, the US should see a surge in RCS adoption following the iOS update. This shift will not only improve communication but offer marketers a powerful tool to enhance customer interactions and achieve better outcomes.

It will be another turbulent year for social media in Latin America. As the number of users nears 400 million, declines at Facebook and Twitter will have profound, long-lasting implications for the region鈥檚 two biggest markets: Brazil and Mexico.

Indonesia has become a hotbed for ecommerce and social media, and sub OTT has momentum in Southeast Asia鈥檚 largest market as well. In 2024, the country will post the world鈥檚 fastest sub OTT viewer growth among the countries that we break out. That said, penetration will still be very low (15.5% of internet users), and Indonesia has a long way to go before it will become a core sub OTT market.

It鈥檚 opening a community center on the US-Mexico border and creating financial handbooks for migrants.