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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.

In practice: As shopping preferences shift toward social channels, brands will need to prioritize authentic creators that are willing to be flexible. The best content creators are open to the test-and-learn strategy Markland highlighted. “They’re willing to delete a post and re-edit it in a different way.

The platform has also adapted to ecommerce regulations by partnering with local businesses. According to our latest forecast, TikTok’s user penetration in Singapore is also holding steady—higher than expected despite global pressures. In Australia, however, new age restrictions will sharply limit TikTok’s reach among teens.

Even as ecommerce alcohol sales rise, physical stores continue to dominate the path to purchase. Nonalcoholic beverages and Dry January are also picking up steam.

The news: Apple Music launched a tool in Australia and New Zealand for importing libraries and playlists to help convert users from competing platforms like Spotify, Tidal, YouTube Music, and Pandora. Users can transfer songs, albums, and personal playlists through the web or Apple Music’s iOS and Android apps.

Premium Lite is available now in the US as a pilot, with access launching in Thailand, Germany, and Australia in coming weeks. Targeting streamers: YouTube recently announced that its users are watching on TVs more than any other device, including smartphones.