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But even a short-term ban could affect US social commerce growth, which rose 26% last year to $71.6 billion thanks in large part to TikTok Shop. We expect social commerce sales to rise to $85.58 billion this year and pass $100 billion by 2026. Our take: TikTok Shop will likely prove successful in Mexico by using a similar playbook to the one deployed in the US and other markets.

Go further: Read our reports on the Gen Z Path to Purchase, Gen Z Social Search Habits, and US Social Commerce.

US retail social commerce sales increased 26.0% YoY in 2024, per our forecast. Brands selling goods via social channels will want to answer customer questions and send them AI-aided paid or organic marketing messages within platforms. And consumers are open to customer service interactions happening on social media.

Ecommerce penetration of beauty and personal care sales is rising: 41% of category sales take place on platforms like Amazon and TikTok Shop as consumers respond to virality and convenience.

Invest in reaching emerging Gen Z buyers through social commerce channels that can drive mobile shopping. Lean on partnerships to expand reach and diversify risks. Collaborations across channels and categories can appeal to new audiences and drive incremental sales. Behind the Numbers.

Gen Z was nearly twice as likely to plan to engage in social commerce: 35% said they would do so, followed by 26% of millennials. Gift shopping will get an AI boost. Consumers are increasingly looking to AI for inspiration. During the 2025 Prime Day sales (July 8 to 11), traffic to retail sites from genAI sources increased by 3,300% YoY, per Adobe.

As a result, their ultra-low-cost appeal to consumers has been dampened, and sales growth will slow. We now expect Temu鈥檚 2025 US retail ecommerce marketplace sales to reach $25.59 billion, a sharp cut from our previous estimate of $30.83 billion. Overseas markets are the next battleground, but the US will still matter.

Some 鈥渟uperfakes鈥� are so good that even trained sales associates fail to spot them, Fashionphile founder Sarah Davis told The Wall Street Journal. Counterfeiters have gone D2C.

This report analyzes how digital adoption and evolving consumer habits are reshaping South Korea鈥檚 retail, media, and payments landscape.

France鈥檚 digital landscape is evolving fast, driven by shifting consumer and media habits and increasing ecommerce adoption. Recent data reveals the trends shaping digital spending, retail sales, and more.

Germany鈥檚 digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals the trends shaping digital spending, retail sales, and more.

Meanwhile, Shein鈥檚 UK sales jumped nearly 40% to about 拢1.5鈥痓illion ($1.91 billion) last year, roughly on par with longtime local player Boohoo, as British shoppers flocked to its rock-bottom prices. TikTok Shop has become a significant social commerce force in the UK.

Consumers in Japan have been slow to embrace digital technology, but they are gradually warming to it. Recent data shows consumers are changing their online shopping and media consumption behavior.

Italy鈥檚 digital landscape is evolving fast, driven by shifting consumer and media habits and increasing ecommerce adoption. Recent data reveals the trends shaping digital spending, retail sales, and more.

The platform has marked a significant decline in US sales, from $290.8 million in the last week of March 2025 to $197.4 million in the second week of April, according to data from tracking platform EchoTik cited by the South China Morning Post. Surviving in the US market requires strategic pivots.

That鈥檚 compared with the 22% dollar sales share and 24% unit share in the US, though US sales are growing faster. Numerator estimates that if just 10% of the US consumers who are less open to purchasing private label products shift to become heavy private label buyers, the cost to national brands would be $8.7 billion in lost sales. Implications for retailers and brands.

TikTok鈥檚 rapid ascent in social commerce is drawing comparisons to Amazon鈥檚 flywheel strategy. The platform is taking multiple steps to achieve its goal of quadrupling its global ecommerce business to a potential $20 billion in annual merchandise sales through TikTok Shop. Here鈥檚 what鈥檚 working, what isn鈥檛, and what has yet to be seen.

Australia鈥檚 digital landscape is evolving fast, driven by shifting consumer behaviors, increasing ecommerce adoption, and changing media habits. Recent data reveals trends shaping digital spending, retail sales, and more.

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

Its US sales fell sharply, from $290.8 million in the last week of March 2025 to $197.4 million in the second week of April, per data from tracking platform EchoTik cited by the South China Morning Post.

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.

The digital landscape in Europe is slowing, but opportunities for advertisers, brands, and retailers still exist. Knowing where to look to achieve the best outcomes will be paramount.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

In the US, for example, our forecast shows 86% of computer sales are now online. Tactile categories: Lower online channel share is typically seen in categories with a strong tactile component, like apparel, beauty, or grocery.

Social commerce has the potential to go mainstream among luxury consumers. More than 40% of respondents had either used or were interested in making luxury purchases via social channels. Definitions.