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Tightening the screws: TikTok faces tough scrutiny from parent company ByteDance after TikTok Shop failed to meet its goals last year. Business Insider reported that the company is laying off staff, imposing travel restrictions, and tightening return-to-office rules. Like its China ecommerce peers Temu and Shein, TikTok has already felt a hit from tariffs.

Lululemon bucks China slowdown as international business gains momentum: The brand鈥檚 premium sportswear is resonating with Chinese shoppers鈥攂ut product challenges keep US consumers on the fence.

Temu switches gears: After spending billions in its attempt to conquer the US, Temu is now quietly backing away in favor of markets like Europe, where it is鈥攆or the time being鈥攅asier for Chinese ecommerce marketplaces to operate. The retailer is increasing ad spending in Europe while it massively dials down its US campaigns.

China's ecommerce disruptors face major challenges. The prediction that Chinese e-commerce platforms would face disruption has proven accurate, though for more severe reasons than anticipated. "When we wrote this trend, we were leaning into the tax loophole," said Davidkhanian.

Our expanded retail and ecommerce forecast coverage now includes country-level breakouts for 66 nations around the world. North America, China, and Western Europe continue to drive global outcomes, but a total of 53 countries will have at least $1 billion in ecommerce sales.

The retail outlook for 2025 is worse than previously anticipated. However, many smaller emerging markets are still in line for strong years, and ecommerce continues to claw share from traditional retail.

And pending regulatory changes in countries like France will strip Chinese ecommerce companies of their de minimis advantages and force them to face stricter scrutiny over their advertising, environmental impact, and other business practices.

Temu鈥檚 ad budget dropped 31% across Meta, YouTube, and X, and its Google Shopping spend fell to zero after April 9. Shein鈥檚 YouTube investments also took a hit. Given Meta鈥檚 deep exposure to Chinese ecommerce (up to 11% of total ad spend by some estimates) the risk to Q2 earnings was real. But the expected financial damage didn鈥檛 materialize.

EU considers new measures to curb Chinese ecommerce influence: Officials are trying to stem the tide of unsafe products and protect local retailers.

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

US shoppers are already turning away from Temu鈥攁nd fellow Chinese ecommerce operator Shein鈥攄ue to higher prices in response to tariffs and the removal of the duty-free benefit. While Temu faces fewer trade barriers in other markets, a growing movement worldwide is pushing to eliminate de minimis for low-value Chinese imports.

The Asia-Pacific retail ecommerce sector is both dynamic and volatile. While China and Japan are slowing, South Korea is growing rapidly, and emerging markets like Southeast Asia and India are showing robust growth and untapped potential.

Shein, Temu take advantage of tariff reprieve: Shein is raising prices while Temu resumes China shipments, as both retailers try to undo a sales slump.

The rise of shopping apps selling ultralow-cost goods from China is drawing more value-driven US consumers. But are their strategies sustainable over the long term?

Luxury brands are grappling with downturns in the US and China, the largest markets for personal luxury goods, and will have to seize opportunities for growth from new markets and product innovation.

No other market in the world comes close to China when it comes to ecommerce. Its highly competitive digital market has spurred retail innovations that are making their way around the world.