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Cross-border buyer numbers are rising in Europe as shoppers seek value and variety鈥攂ut consumer expectations and regulatory changes could challenge future growth.

Will cross-border purchasing tank? In all likelihood, yes. Canada ranked No. 2 globally in cross-border retail ecommerce buyer penetration, according to our December 2024 forecasts. More than half (56.1%) of digital buyers were forecast to make transactions outside of the country (mostly the US) in 2025. But tariffs on US consumer goods and services will reduce demand significantly.

Online fashion sales are stable and growing slowly, but they lag wider ecommerce. Consumers are concerned about sustainability, but price is a bigger priority.

The levy, which will hit packages worth under 鈧�150 ($170.02), are paid by the ecommerce platform handling the shipment. The EU also proposed a separate 鈧�0.50 (54 cents) fee for goods routed through warehouses.

In our exclusive survey with ESW, data from shoppers in 18 countries reveals new twists in the path to purchase, the rising momentum of marketplaces, and the resilience of age-old fundamentals.

Discounts are a primary motivator for TikTok Shop purchases: But that tactic may not be sustainable for sellers reeling from the impact of China tariffs.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

TikTok is restructuring its governance and experience team: The move affects marketplace safety within TikTok Shop and may be a response to the platform鈥檚 underperformance last year.

Not only are Canadians less inclined to visit their southern neighbor for vacations, but they鈥檙e also no longer using US border towns as click-and-collect points for ecommerce orders or destinations for cheap gas鈥攚hich is hurting local businesses that rely on their spending to stay afloat.

Back-to-school spending is steady in 2025, but shopper behavior is split. Parents are prioritizing tech and clothing鈥攜et these are also the first to be cut when budgets tighten. Consumers are shopping earlier, seeking deals, and using AI to keep costs down. With shopping habits divided by generation and income, retailers must stay flexible, personalize offers, optimize for AI, and create seamless cross-channel experiences.

There are now more than 80 retail media networks (RMNs) in the US. The volume of RMNs, combined with the dominance of Amazon and other established competitors, makes it challenging for new and niche RMNs to capture share.

Google aims to reset its ecosystem with AI-infused Pixel updates and expansion beyond phones鈥攃ountering fragmentation and pressure from rivals.

The considerable uncertainty surrounding Temu鈥檚 business model could be hurting its ability to attract shoppers: Weekly active customers fell 9% YoY for the week ended February 15, per Earnest Analytics. Our take: PDD is in a tough spot.

As retail media networks (RMNs) clamor for advertiser budgets, the channel鈥檚 measurement shortcomings are moving into the spotlight. Advertisers cite a lack of cross-platform standardization among their top RMN-related challenges, but an overcorrection on measurement could do more harm than good.

HBO's hit show 鈥淭he White Lotus,鈥� is extending its off-screen influence with a series of retail partnerships. Though the show revolves around miserable rich people on vacation, it keeps viewers engaged with fashion, scenery, and unattainable luxury. Brands including Banana Republic, H&M, and Kiehl鈥檚 have seized the opportunity.

Skai launches Celeste AI to streamline commerce media: Celeste combines cross-channel analysis and optimization, cutting task time from hours to seconds.

The US does $2.18 trillion in cross-border trade (both imports and exports) with its top three biggest partners鈥擬exico, Canada, and China鈥攁ccording to the US Census Bureau.

The retailer is currently offering shoppers 50% off everything on Haul, following prior discounts of as much as 90%. Given that everything on the marketplace is priced under $20, Amazon is likely losing money for now on each order as it tries to undercut Temu and Shein. But that bet could pay off in the long term if it convinces shoppers to make Amazon their first port of call for ultra-cheap goods.

Marketing beyond the screen: Studios are embracing cross-industry partnerships, with "A Minecraft Movie" leveraging gaming, beauty, and food brands to expand its audience reach and deepen fan engagement before its release.

But unless the platform is also an ecommerce hub, it won鈥檛 have transaction data to connect sales to ad exposures. Retail media鈥檚 importance has increased as legacy identifiers blink out. Closed-loop attribution has become more attractive. As cookies and other legacy identifiers (e.g., mobile ad IDs, IP addresses) become scarcer, platforms with built-in measurement advantages have benefited.

Tariffs could add $12,000 to new car prices, drive up costs for electronics, and inflate grocery bills. Marketers must pivot to value-driven messaging as economic uncertainty reshapes spending.