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Apple made the tech available to developers last October, opening up the US, the UK and five other markets for buildout. Vipps, a small Norwegian payments startup was the first to launch an iPhone tap-to-pay app. PayPal rolled out a contactless payments presence in Germany this month. What鈥檚 at stake: More wallets competing on the iPhone are set to snap up Apple Pay鈥檚 established market share.

Amazon is propping up the triopoly. Amazon dominates retail media in Germany. The dominance of Amazon is more marked than in either France or the UK. This year, it will account for 78.3% of total retail media ad spending in Germany versus 72.8% in France and 71.5% in the UK. As the duopoly of Google and Meta loses market share, Amazon is contributing heavily to the triopoly.

And PayPal鈥檚 Fastlane is also expanding to the UK and other European markets through a partnership with JPMorgan Payments. The bigger picture: PayPal forecasts strong growth in the next few years thanks to these initiatives. It projected that the annual growth rate for branded checkout volume will be between 8% and 10% YoY in 2027, up from 6% YoY in 2024.

The insight: Amazon is trying to make a bigger name for itself in the luxury sphere鈥攁 strategy that could help soften the blow from tariffs. Our take: That designer brands and retailers are eager to partner with Amazon despite its mixed track record in luxury shows the state of the industry, which is under serious pressure as economic uncertainty saps even affluent consumers鈥� desire to shop. Amazon鈥檚 extensive reach鈥攖hree-quarters of US households are Prime users, per our forecast鈥攁nd ability to drive spending even in times of volatility are making it an increasingly valuable partner for any brand looking to drive sales in an unsettled environment.

The triopoly鈥檚 share of ad spending in Canada is much higher than in the US and UK. Google, Meta, and Amazon make up nearly three-quarters of Canada鈥檚 digital ad market. That鈥檚 much higher than in the US and UK. In smaller ad markets like Canada, local publishers have a more difficult time competing with foreign tech giants.

Canada鈥檚 share trails the US and UK significantly. The UK is among the highest-penetrated ecommerce countries in the world, with a share of 30.4% this year. The US, by comparison, has a 16.2% share. However, Canada is in line with the worldwide average of 12.5%, excluding China. A mix of factors is behind Canada鈥檚 lagging position.

27% of UK and US adults plan to start buying holiday gifts as early as October, according to an April 2024 survey from Salsify.

As Temu and Shein slow US activity, Europe and the UK are emerging as fallback markets, where both brands are still advertising heavily.

In March 2023, the UK-based neobank started developing an FMN. Revolut is seeking to monetize its 30 million customers鈥� transaction data as it awaits its UK banking license. The advertising push is headed by Inam Mahmood, former director of strategic partnerships for ecommerce at TikTok UK. Ads will appear within the existing rewards section of its app, Revolut Shops.