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This is the antithesis of what鈥檚 happening in Germany and the UK, where the CPG sector is riding the wave of retail media advertising鈥攁nd this is likely why the French market is behaving differently. As noted in our "France, Germany, and the UK Retail Media Ad Spending Forecasts 2024" report, each country is gaining momentum in this field, but France is the laggard.

France will see stronger growth in digital ad spending than both Germany and the UK this year. Most industries aren鈥檛 contributing to that growth, though, with only travel and retail seeing any significant investments.

Each has established a foothold in a media niche鈥攕ocial media for Meta, search (and video) for Google, and retail media for Amazon鈥攁nd built unrivaled leadership positions. The triopoly鈥檚 share of ad spend in Canada in 2025 will be 75.6%. This is compared with 62.5% in the US and 65.2% in the UK.

France鈥檚 relative digital immaturity is shifting, with digital advertising growth leaving traditional channels behind. Retail media is leading the way, and Amazon is benefiting the most, with the creation of the new triopoly.

Building demand in the UK was always going to take time, and that challenge is all the more difficult given the precarious state of the UK economy. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

TikTok is primarily banking on countries in Southeast Asia to reach its objective, but it鈥檚 not giving up on the US: In May, the Financial Times reported that TikTok had restructured its ecommerce business to focus on the US and the UK. The US is the world鈥檚 second-largest social commerce market after China, generating $68.92 billion in sales this year, per our estimates.

Global ad revenues surpass $1 trillion in 2024, says GroupM: Retail media and digital platforms drive rapid growth amid linear TV decline.

The UK is seeing stagnant social network user growth. But while reach remains huge, marketers should look at how their target markets are spread across platforms because this is where the real change is happening.

The US isn鈥檛 the only country with serious talks of TikTok bans. Japan, the UK, Germany, and France are all countries with over 15 million TikTok users each that could be left with a lot of time on their hands if TikTok bans succeed.

The UK follows suit: 鈥淎s in the US, we鈥檙e seeing [health, personal care, and beauty ecommerce] sales growing fast at 7.6%, and that's versus a 0.6% dip in overall UK ecommerce sales this year,鈥� said our analyst Carina Perkins.