蘑菇AV

Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

Slower growth in these segments could drag down overall ecommerce expansion. Compounding the challenge are strained logistics systems, longer fulfillment timelines, and increased risk of inventory stockouts, as carriers and the USPS must now verify package values. While ecommerce will continue to gain share of total retail, growth is likely to fall short of prior projections.

Our take: Advertisers who maintain visibility during downturns often emerge stronger, and Amazon鈥檚 reach means ad spend will likely remain resilient compared to other channels. Advertisers should expect continued growth in the Amazon advertising ecosystem, but with more moderate expansion than in previous periods.

Marketers are moving away from one-off influencer campaigns toward integrated influencer strategies embedded across the marketing funnel鈥攁nd influencer marketing is turning into a full-funnel channel. Beyond initial awareness, brands are relying on creators to drive consideration, conversion, and retention.

Amazon鈥檚 expansion beyond traditional product listings into streaming ads via Prime Video creates new advertising inventory that bridges entertainment and ecommerce. Expanding its video offerings allows the company to incorporate top-of-funnel brand awareness that competitors struggle to match.

The levy, which will hit packages worth under 鈧�150 ($170.02), are paid by the ecommerce platform handling the shipment. The EU also proposed a separate 鈧�0.50 (54 cents) fee for goods routed through warehouses.

The diversification trend is evident when looking at both China鈥檚 export data and the actions of some of its largest ecommerce companies. April exports to the US sank 21% YoY in April as the prospect of 145% tariffs forced companies to put orders on hold.

We still expect gains鈥攁lbeit at a slower growth rate鈥攁cross a variety of digital metrics, including digital ad spending, retail ecommerce, and consumer engagement with digital content. This deck will:. Showcase data illustrating the present and future state of the digital economy.

On today鈥檚 special edition podcast, 蘑菇AV analysts鈥疭arah鈥疢arzano and鈥疢ax鈥疻illens explore how commerce media is reshaping advertising鈥攃overing platform innovation, measurement, and its overlap with CTV and social鈥攂efore a fireside chat with Chase鈥疢edia鈥疭olutions鈥� Lauren鈥疓riewski. Recorded live at the 蘑菇AV Commerce鈥疢edia鈥疶rends鈥�2025 virtual summit on May鈥�9th. Listen wherever you find podcasts, or watch on YouTube and Spotify.

Meta is still the top dog in social media, but smaller platforms like Snap and Pinterest are focusing on augmented reality and ecommerce, respectively, to stand out in a crowded field. Meta鈥檚 ad revenues surged as AI investment intensified. Meta delivered a standout Q4, with revenues climbing 21% YoY to $48.38 billion.

TikTok is ByteDance鈥檚 global engine: Despite slowing growth in China, the platform continues to expand monetization and user base worldwide.

Identify four distinct digital economies in Europe, based on digital ad spend and ecommerce maturity. Explore where future digital growth will come from across each of those groups. Analyze the implications for advertisers and retailers. Click below to view our full forecasts featured in this report:. Digital ad spending, by country. Retail and ecommerce sales, by country.

Over 80% of ad spending in the US for technology and electronics (87.1%), retail (82.9%), and consumer packaged goods (80.2%) is directed toward digital media, according to 蘑菇AV鈥檚 August 2024 forecast.

Amazon鈥檚 share of ecommerce channel ad spending will decline by about a point this year and next year, then slide a bit further in 2025, to 75.1%. Competitors鈥� off-site growth will drive this shift.

Commerce media is evolving beyond online retail into new frontiers like out-of-home (OOH) ads at gas stations and convenience stores, creating 鈥渁 once in a career window to reorient your business to the opportunity,鈥� according to Sean McCaffrey president and CEO of GSTV, which serves commerce media ads at gas pumps.

Nearly $30 billion in ad spend will skip the ad triopoly: Meta, Google, and Amazon will see pullbacks as advertisers explore other options

For a brand like Kettle & Fire, which began as direct-to-consumer before expanding into retail, the transition to retail media required developing frameworks for channel prioritization and budget allocation. Niccol貌 Gloazzo, senior director of media and omnichannel at Kettle & Fire, recommends starting at the bottom of the funnel first.

TikTok brings DMs directly to livestreams: The update is part of TikTok鈥檚 broader livestream push, designed to keep brands and creators around.

Display ad spending accounts for an increasing portion of ecommerce channel ad spend, a large subset and close proxy of retail media, though search is also growing steadily. Just like with overall digital display, expect retail media to double down on video, with Amazon and The Kroger Co. both focusing on CTV ads. Learn more about how to seize the retail media opportunity in our 鈥淎ttention!鈥�

Amazon introduced advertisements to Prime Video in January 2024 and began experimenting with interactive, directly shoppable video ad formats last May鈥攔epresenting a significant expansion of Amazon鈥檚 retail presence beyond traditional ecommerce. Shoppable ads were tested again during the Thanksgiving holiday weekend on Prime Video, connecting video content directly to consumers鈥� shopping carts.

Growth in travel media network ad spending will slow as economic pressures affect the travel industry. Starting from a small base, financial media network ad spending growth will pick up momentum through 2026. 鈥淥ther鈥� commerce media network ad spending is set to exceed $4 billion by 2026. Section 4: Recommendations. How should advertisers capitalize on the changes in commerce media?