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This deck provides critical data to help retailers benchmark their own ecommerce sales against key retailers such as Amazon, Boots, Ocado, and Sainsbury's.

Amazon Haul expands overseas as de minimis uncertainty clouds domestic prospects: The low-cost marketplace is now available to UK and Saudi Arabian shoppers.

After years of turbulence, UK ecommerce sales are growing again, albeit slowly. And there won鈥檛 be a significant shift over the next five years.

Retail media ad spending in France, Germany, and the UK continues to rise, outpacing all other ad formats. The space is developing rapidly despite fragmentation and a lack of standards.

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.

Alphabet鈥檚 advertising empire is under considerable legal and regulatory pressure in the US and EU, and Meta, Amazon, and TikTok face their own legal problems in various major markets. However, we have not yet adjusted any of our forecasts for potential government action.

The UK (30.7%), Indonesia (28.9%), South Korea (28.3%), and Norway (21.4%) are the standouts besides China. The US will rank in the top 10 at 16.9% but won鈥檛 reach the 20% mark until 2029. The digital buyer total worldwide will reach a major milestone this year. More than 3 billion people will buy something online in 2025.

In the UK, the biggest broadcasters are starting to utilize YouTube as an additional platform for their broadcast content. Channel 4 reported that views of full episodes of its programs on YouTube were up 169% YoY, surpassing 110 million organic views, as of February 2025. YouTube is also looking to 鈥減remiumize鈥� its CTV service.

Amazon is the largest retail media giant worldwide, but it鈥檚 not the only major player. Amazon will capture nearly 40% of worldwide retail media ad spending this year. If not for China, the ecommerce giant would be nearly as dominant internationally as it is in the US. In its home market, Amazon accounts for over 75% of retail media spending.