TikTok Shop expands in Europe as US fate remains uncertain: Launch in France, Germany, and Italy underscores push for growth amid pressure to boost sales.
The economy is still under pressure, but investment in digital advertising will continue apace. Retail will continue to lead the ranking for total spend. Travel will lead in terms of growth, followed closely by CPG and retail.
Ecommerce sales have returned to modest growth in Western Europe as the economic outlook brightens and more people embrace the convenience of shopping via mobile phone.
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.
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.