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Most of the growth is tied to ever-rising retail ecommerce. Retail media鈥檚 valuable first-party data is now being used for ads targeted in-store and in nonendemic channels like CTV. Google, Meta, and Amazon still dominate the ad spending landscape. The triopoly鈥檚 share in Canada is among the highest in the world.

Shein is losing share to Temu and TikTok Shop and facing a number of government investigations into its labor and selling practices. While Shein is angling to go public as soon as April, that could now be pushed into the second half of the year鈥攚hich would force the company to refile with the UK authorities, lengthening an already protracted process. Our take: Shein is in trouble.

I think the UK is quite interesting because the UK's actually a very mature e-commerce market and in terms of penetration, e-commerce as a percentage of total retail sales, it's actually ahead of the US. But I think as Paul mentioned, it perhaps comes down to scale.

The company experienced a 17.4% decline in China; a 4.5% decline in takings in Western Continental Europe; a 5.5% decline in the UK; and a 5.5% increase in India. Still, WPP鈥檚 top 25 clients saw 2.5% growth in Q1, helmed by a robust CPG performance, improvement in tech and digital spend, and stabilization in healthcare. Retail, telecom, and travel and leisure declined.

Tariffs drive ad pullbacks: Temu and Shein reduce US ad spending ahead of policy shift, signaling fallout across ecommerce and social platforms.

TikTok sister app Douyin is a livestream behemoth in China, where nearly 40% of internet users also engage in livestream shopping, according to our forecast. But in the US, the format hasn鈥檛 caught on in the same way.

Apple opened up its near-field communication (NFC) technology to third parties in the US, the UK, and five other markets. This enables third-party digital wallets like Google Wallet to offer in-app contactless transactions for in-store payments. Apple will also let users switch their default contactless app. Access became available with the release of Apple鈥檚 iOS 18.1 update in October.

The boom times for ecommerce and retail have largely passed. 鈥淚t鈥檚 going to be harder [for retailers] to identify pockets of growth and opportunity. But, the good news is that it鈥檚 not going to be that roller coaster of demand fluctuations that has been challenging for retailers to navigate over the last couple of years,鈥� our analyst Blake Droesch said.

The ecommerce giant also launched a low-cost line of essential grocery items, Amazon Saver, in late 2024, with extra discounts for Prime members. The strongest private label retailers draw shoppers to their own brands. Limited-selection retailers (such as warehouse clubs and discount grocers) lean into private label to offer value-focused products and drive customer loyalty to their brands.

Prior to the pandemic, which led to an ecommerce boom, it had just an 8.1% share in 2019. By 2028, it will be 31.7% of digital ad spending. Amazon dominates this category of ad spending. The company accounts for 80.6% of retail media ad spending in Canada.

The feature will roll out to Android users in the US, the UK, Australia, Spain, and Poland in the coming weeks. The bigger picture: Google Wallet previously added tap to pay support for its kid-focused Fitbit Ace LTE through partnerships with Greenlight and Acorns. And it鈥檚 not the only mobile wallet to launch kid- and teen-oriented payment features.

Some companies like British retailer Asos have opted to focus on loyalty programs instead in the hopes of driving recurring sales. Others have been pulled to Meta platforms and TikTok, leaning on their large audiences and shoppable commerce features instead.