蘑菇AV

Luxury ecommerce gets a boost from wealthy shoppers: Our Industry KPIs data shows that spending from top-tier consumers offset softening aspirational demand.

Chinese ecommerce players Temu and Shein disrupted the digital advertising market in 2023 as they competed to attract online shoppers by bidding up keywords鈥攑articularly in apparel and accessories and home goods. But Temu has also been on a global tear, expanding to nearly 80 countries since early 2023. It has diversified ad spending accordingly to acquire customers in new markets.

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.

Go further: Check out our Asia-Pacific Ecommerce Forecast 2024 report and 4 Charts on Indonesia鈥檚 Ecommerce Battleground.

Yum China bucks difficult retail environment thanks to more promotions, rapid store expansion, and durian pizza: The KFC and Pizza Hut operator鈥檚 efforts to offer more value and reach consumers in lower-tier cities drove sales and transaction growth in Q3.

Chinese consumers aren鈥檛 buying as much beer as they used to: Anheuser-Busch InBev and Carlsberg both reported bigger-than-expected volume declines in Q3.

As Chinese ecommerce players make further inroads in Latin America, local companies are finding new ways to innovate and keep pace with consumers鈥� fast-evolving shopping habits. Several have already done so, but others will need to keep up. Mercado Libre launched its 鈥淐lips鈥� functionality this past summer to compete directly with TikTok鈥檚 ecommerce ambitions in Latin America.

Offering deep discounts and other incentives is a tried-and-true route to acquiring both customers and sellers in China, where TikTok鈥檚 counterpart Douyin now stands as the fourth-largest ecommerce player. But livestream shopping in the US is unlikely to ever reach the scale of China, where it will account for 22.0% of retail ecommerce sales in 2024.

Just 10% of the dollar store鈥檚 customers shopped from the Chinese ecommerce marketplace this quarter. But those who did spent $141 with the retailer, compared with $136 at Dollar General. Why it matters: Temu鈥檚 growing influence underscores the challenges Dollar General鈥攁nd dollar stores in general鈥攁re facing.

American Eagle sues Amazon for trademark infringement in fight against product dupes, knockoffs: The retailer accused the ecommerce giant of unauthorized use of its 鈥淎erie鈥� trademarks, which it said helped drive traffic and sales on the marketplace at American Eagle鈥檚 expense.

Chinese retailers may cut ad spending under new tariffs: US tariff crackdown could impact Temu and Shein's ad investments, reshaping the digital ad market.

So, digging into that a bit more, I saw the reason that ... part of the reason that Google's ad revenues were held back was because of the Chinese e-commerce giants, Shein and Temu, two of Google's largest advertisers. They slowed their US ad spending in Q3 year-on-year, according to Sensor Tower. So, that had somewhat of an impact, but what else kind of goes into the soup?

Retail livestreaming ecommerce sales growth is far outpacing total retail ecommerce. In 2024, retail livestreaming ecommerce sales growth in China will reach 25%, while livestreaming retail ecommerce buyers will increase by only 5.8%, per our forecast. This translates to higher spending per buyer via livestreaming.