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The retail outlook for 2025 is worse than previously anticipated. However, many smaller emerging markets are still in line for strong years, and ecommerce continues to claw share from traditional retail.

Worldwide retail ecommerce towers over digital ad spending, so it may seem that digital advertising has more headroom for growth. However, since ecommerce will only account for 20.2% of worldwide retail sales this year, it’s actually the ecommerce industry that hasn’t reached its potential. On the ad side, digital will account for 67.1% of worldwide total media ad spending in 2023.

Despite slow US adoption and economic downturn affecting advertising, TikTok’s 1 billion daily users and Instagram’s exit from live shopping present opportunities for growth.

TikTok looks strong in Asia as it faces bans elsewhere: Countries including Indonesia, Vietnam, and Thailand fuel the app's growth in its home region.

The news: TikTok, under pressure in many world markets, is gearing up to invest billions of dollars in its home region of Southeast Asia, with a particular emphasis on Indonesia, CEO Shou Zi Chew announced at a recent forum in Jakarta. The investments will focus on training, advertising, and aiding small vendors to join its ecommerce service, TikTok Shop.