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Asia-Pacific remained a global hotspot in 2023, with six of the top 10 fastest-growing retail ecommerce markets worldwide. In particular, China's online shopping market showed signs of resiliency, with growth rates in the double digits.

But other definitions include showing a product ad when a customer is shopping on a competitor鈥檚 page, showing an ad to a customer who hasn鈥檛 purchased that product before, and serving ads to customers when they are likely to repurchase. To navigate these challenges, advertisers and agencies are employing a variety of strategic tactics, including:. 1. Data clean rooms.

Big brands are reconsidering TikTok Shop. It鈥檚 an experimental feature that many don鈥檛 consider to be worth the investment right now. That likely won鈥檛 impact larger creator campaigns on TikTok. But it will contribute to a slowdown in growth in creator affiliate marketing spending, which ballooned in 2023鈥�2024 thanks largely to TikTok Shop Affiliate. Some of these shifts were already in motion.

What retail and ecommerce categories are most exposed to current and proposed tariffs? Most retail sectors will be affected by increased tariffs, but some are more exposed than others, including the following:. Apparel and fashion. In 2024, the EU exported over 鈧�5.0 billion ($5.41 billion) worth of apparel and accessories to the US.

However, the Indian ecommerce market faces its own challenges: a large segment of the population struggles to afford even basic necessities, let alone discretionary purchases.

Our annual report on ecommerce in Canada highlights our most recent forecasts for all flavors of retail, including brick-and-mortar, digital buying, and mobile commerce.

Turbulence in trade relations is changing how China鈥檚 ecommerce platforms do business in the US, with spillover effects on US retail and advertising.

Stablecoin-based card issuer Rain also raised $24.5 million in a new funding round and announced a partnership with Visa, working with the network to build its issuance footprint in Europe and expand it in the US and Latin America. The bigger picture: Trump鈥檚 return to the White House has created a new buzz around crypto and stablecoins specifically.

鈥淯S President Donald Trump鈥檚 tariffs will reshape more than a trillion dollars in trade between the world鈥檚 largest economy and Latin America, with key partners like Mexico and Brazil at the center of the discussion,鈥� said our analyst Matteo Ceurvels. US-based brands selling in Latin America may see a significant competitive disadvantage compared to companies from countries.

Dig deeper: To learn more about how tariffs will roil the retail landscape, read our Retail & Ecommerce Briefing鈥檚 analysts鈥� take.

Go further: Read our Beauty Ecommerce 2025 report.

Confidence hit a seven-month low in early February, as shoppers across the political spectrum brace for higher prices, per the University of Michigan. Year-ahead inflation expectations spiked from 3.3% in January to 4.3% in February鈥攖he highest level since November 2023.