蘑菇AV

As China鈥檚 retail media advertising market begins to mature, off-site channels鈥攊ncluding WeChat and Douyin, TikTok's sister app in China鈥攚ill increasingly drive growth.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

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.

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

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.

China creates an artificially high global figure. There鈥檚 always more to data than meets the eye. The digital penetration rates of retail and advertising in the three Gulf countries appear low, but when it comes to ecommerce, it鈥檚 often better to use a global average that excludes China.

India鈥檚 commerce landscape is undergoing rapid transformation, fueled by booming ecommerce, rising mobile shopping, and the growing influence of social media.

The broader context: These job cuts come at a tense time for TikTok, as US-China trade tensions escalate and the platform faces renewed scrutiny鈥攊ncluding the potential for a US ban following President Donald Trump鈥檚 second TikTok sale extension.

The United Arab Emirates (UAE) is a fast-growing and lucrative ecommerce market. To tap into growth in the country, retailers and brands need to understand what motivates consumers.

The new leadership structure gives ByteDance鈥檚 Chinese executives an opportunity to exert more control over the US business鈥攁lthough it should be noted that what worked for Douyin in China is not so easily replicated stateside. TikTok鈥檚 US position is precarious. While a ban looks increasingly unlikely, so too does a sale of the company鈥檚 US business.

The digital landscape in Europe is slowing, but opportunities for advertisers, brands, and retailers still exist. Knowing where to look to achieve the best outcomes will be paramount.

Separately, YoY sales growth for total retail in China increased, rising to 4.8% in October, from 3.2% in September and 2.1% in August, per the National Bureau of Statistics of China (NBS). Predictions. The government will speed up China鈥檚 transition to an economy focused more on domestic consumption to offset possible tariffs imposed by the US on Chinese goods.

Companies that get their goods from China now face higher duties and could pause influencer campaigns. That could make it harder for influencers to create any kind of content since many content creators rely on brand or product sponsorships. Our take: If digital ad spending growth slows, creators could see smaller ad-share payouts from YouTube.

In this report, we explore the world鈥檚 top region for retail and ecommerce, Asia-Pacific. Read on for a closer look at the markets in China, India, the Philippines, and more.

JD.com challenges Meituan鈥檚 food delivery dominance: The Chinese ecommerce giant will hire 100,000 workers to help break the latter鈥檚 hold on the industry.

Digital advertising runs deepest in North America and China, but growth will come from India and Western Europe. Digital ad spending鈥檚 75% share worldwide is driven heavily by just a few places. The megamarkets of China (86.1% digital) and the US (81.9%) are primarily responsible.

Potential reductions in US social ad spending, per our ad forecast鈥攖ied to broader trade tensions and reduced Chinese advertiser activity鈥攃ould hurt platforms that rely heavily on domestic spend. Pinterest鈥檚 international momentum provides a helpful counterbalance.

On today鈥檚 podcast episode, we discuss why the Trump administration extended TikTok鈥檚 sell-by date again, what deals are on the table, and how creators feel about the potential ban at this point. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Analyst Marisa Jones. Listen everywhere and watch on YouTube and Spotify.

Social commerce is gaining momentum in the UK鈥攚ith sales set to double by 2028鈥攁s major brands join TikTok and as more people shop on social platforms.

Luxury brands are grappling with downturns in the US and China, the largest markets for personal luxury goods, and will have to seize opportunities for growth from new markets and product innovation.