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For those seeking a regional strategy, favor Southeast Asia over Latin America. Although the latter region will be a bright spot—as it has been for years—ecommerce sales growth is decelerating more quickly there than in Southeast Asia. Currency crises and political instability have become liabilities for many nations in Latin America. For those with limited resources, stick with the US.

Trump’s tariffs threaten to upend retailers’ supply chains: Companies are rethinking sourcing and stocking up on goods early to minimize additional costs and disruptions.

It could take as long as four to six weeks to recover from a one-week strike, USMX member Maersk said; meanwhile, the effects of a two-week stoppage could linger into 2025, shipping advisory firm Sea Intelligence told Reuters. Yet both sides are standing firm.

Meta’s reach is most prominent in Southeast Asia. In 2023, Facebook will be the most popular social platform across all six countries in Southeast Asia, and Instagram is in second place in four of those countries. However, in the Philippines, TikTok users will eclipse Instagram users in 2024, and the short-video app is already ahead in Thailand and Vietnam.

A handful of countries and subregions—most notably Southeast Asia—will buck the positive trend and decelerate, but a wide-angle view shows good news across the map. To view the full forecast, click here. Total media ad spending is nearing the $1 trillion mark. Thanks to digital media’s relentless growth—especially in emerging markets—the global ad industry is fast approaching a jaw-dropping milestone.

But livestream commerce is showing early signs of promise in Southeast Asia. Nearly 80% of internet users in Southeast Asia had watched at least one live shopping session via any digital platform, and 44% had made at least one purchase in the 12 months prior to July 2022, according to research firm Cube Asia. However, the leading platforms vary widely from country to country.

Southeast Asia will be its top priority, followed by the UK and US. But there are serious regulatory hurdles to clear in the US, preventing TikTok from successfully creating a payments infrastructure there in 2024. X won’t become a super app in 2024.

Growth opportunities in emerging markets: TikTok’s ecommerce expansion, which it hopes will accelerate profits from last year’s $4.4 billion in gross merchandise sales, focuses largely on its success in Southeast Asia.

TikTok is primarily banking on countries in Southeast Asia to reach its objective, but it’s 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’s second-largest social commerce market after China, generating $68.92 billion in sales this year, per our estimates.

Southeast Asia drives connectivity growth in Asia-Pacific. Asia-Pacific is the second-fastest-growing region for internet users, accounting for over half of internet users worldwide. Of the 15 countries with the highest internet user penetration this year, nearly 50% will be in Asia-Pacific. For smartphone user penetration, 50% of the top 10 will be in the region.

Actually, the Southeast Asia share of TikTok Shop sales will be 75% this year. So, Southeast Asia is really a key region for TikTok Shop. Bill Fisher:. Sounds like it. It's interesting you talk about some of the other things that TikTok does. I mean, it's a video, short video platform.

Southeast Asia, meanwhile, will see a modest uptick after a shaky 2023. Latin America will be the top region for ecommerce growth, but not overall. It will keep up its 2023 momentum, but stronger physical sales in Central and Eastern Europe mean that region will lead the world in total retail sales growth.