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Eko filed complaints in Spain, Germany, and Norway claiming Meta violated the General Data Protection Regulation (GDPR) after finding evidence of disregarded user requests to opt out of targeted advertising and data collection. The UK鈥檚 Information Commissioner鈥檚 Office (ICO) will investigate how TikTok uses 13-17 year olds鈥� data to recommend content.

The survey was conducted in Australia, Belgium, Brazil, Canada, Chile, France, Germany, India, Italy, Japan, Mexico, Netherlands, Nigeria, Poland, Singapore, Spain, South Africa, South Korea, United Arab Emirates (UAE), the UK, and the US, with approximately 1,000 respondents per country.

The countries they turn to most are China (29.0%), the US (10.0%), Germany (9.9%), Spain (9.3%), and Italy (7.4%). Consumers who prefer buying domestic over cross-border are worried about fraud and shipping costs.

And it鈥檚 above the levels in European economies like France and Spain (10.2% and 11.0%). Saudi Arabia and Qatar lag behind. By contrast, Saudi Arabia and Qatar will both hover between 7% and 8% in 2025, putting them squarely in the 鈥渟till emerging鈥� category. These percentages are closer鈥攁lbeit higher鈥攖han the stubbornly low penetration levels in European ecommerce markets like Austria and Italy.

Loyalty program adoption is highest in the UK: 92% of UK consumers participate in at least one loyalty or reward program, ahead of France (81%), Spain (75%), Germany (72%), and Italy (70%), per an April 2024 survey by Capterra. Supermarkets are winning the loyalty race with member pricing strategies.

Across five such categories鈥攖ablets, smart TVs, game consoles, smart home products, and smartwatches鈥攖he UK was the No. 1 ranked country in the GMI survey, followed by the US, Spain, Italy, and Norway. Smartphone ownership is ubiquitous in every region and has little relationship to a country鈥檚 relative wealth.

The move, which is expected to be the first stage of a broader rollout across Latin America, comes on the heels of TikTok Shop starting up in Spain and Ireland. The Mexican ecommerce landscape: TikTok Shop is entering a fast-growing market in which we expect four key players鈥擬ercado Libre, Amazon, Walmart, and Liverpool鈥攖o account for nearly half (49.1%) of online sales this year.

A trade war between two of the world鈥檚 largest consumer markets would cause significant disruption for consumers, retailers, and brands in Europe.

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.