So I actually wrote about TikTok marketing in Western Europe recently, and it was just really interesting to dig into what the company's up to in Western Europe, particularly in the TikTok Shop area. So in June, it dialed back its plans for TikTok Shop in Europe. A month later, it revealed that these plans were back on the table.
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.