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Ecommerce sales have returned to modest growth in Western Europe as the economic outlook brightens and more people embrace the convenience of shopping via mobile phone.

A competitive ecommerce market has propelled retail digital ad spending to the top of the rankings. Digital ad spending overtook traditional in France in 2022 for the first time. Retail has led the way, though. Domestic retail brands like Carrefour and E.Leclerc have been growing their digital presence for many years.

Roughly 7 in 10 US retailers (68%) said that ecommerce theft and fraud were a bigger concern in 2024 than the year prior, per an NRF report. 1 in 4 higher-income shoppers reported engaging in some kind of first-party fraud during the holiday season鈥攕uch as disputing legitimate credit card charges or falsely claiming packages were stolen鈥攃ompared with just 11% of low-income consumers, according to a survey

The UK is only behind China when it comes to retail ecommerce as a proportion of total retail sales. That鈥檚 why retail will be 拢1.98 billion ($2.46 billion) ahead of the pack when it comes to digital ad spending, at 拢6.74 billion ($8.38 billion). Digital growth in other industries is affecting retail鈥檚 market share, though.

Shein stumbles under UK regulators鈥� scrutiny: The ecommerce platform failed to relieve concerns about forced labor in its supply chain as it prepares for a more challenging operating environment.

Primark expects its US and European expansion to contribute roughly 4% to sales growth in fiscal 2025. Next is banking on a 14% increase in overseas online sales in the 12 months to next January鈥攃ompared with just a 1.4% rise in UK full-price sales.

Our expanded retail and ecommerce forecast coverage now includes country-level breakouts for 66 nations around the world. North America, China, and Western Europe continue to drive global outcomes, but a total of 53 countries will have at least $1 billion in ecommerce sales.

Tom Holland鈥檚 Bero brand is now in 1,400 Target stores: The nonalcoholic beer aims to chart a course similar to the success of celebrity-driven spirits brands.

UK retail sales grew 3.2% YoY in December: Even with a late surge, sales rose just 0.7% YoY in 2024.

Cross-border sales are booming in Western Europe despite a slowdown in adoption. As China鈥檚 ecommerce giants eye European expansion, local retailers face a competitive threat鈥攁nd a substantial opportunity.

With the majority (55%) of Currys鈥� sales taking place in stores鈥攁 proportion that鈥檚 held steady for the past three years鈥攖hose impressions have a solid chance of convincing shoppers to make a purchase.

Go further: Read how Wayfair and other housing-related retailers performed in our Retail & Ecommerce Earnings Q3 2024 report. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

The retailer continues to expand its physical footprint, making it a convenient option for more shoppers. Our take: Lidl faces no shortage of competition from rivals such as Asda and Morrisons, which are using price cuts and price matches to try to grab share. However, grocery habits are tough to break, and Lidl鈥檚 strategic efforts in recent years have positioned it well to sustain its momentum.

They are using loyalty data to personalize challenges and rewards, creating a more individualized and engaging experience for shoppers. Asda is leveraging AI for its Asda Rewards program, which enables shoppers to add to their 鈥渃ash pot鈥� by completing in-app missions and buying designated products. Carrefour uses AI for its Challenges initiative.