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The retail outlook for 2025 is worse than previously anticipated. However, many smaller emerging markets are still in line for strong years, and ecommerce continues to claw share from traditional retail.

Turbulence in trade relations is changing how China鈥檚 ecommerce platforms do business in the US, with spillover effects on US retail and advertising.

Amazon's sales share will continue to grow in key product categories. But food and beverage remains a rare weak spot for the ecommerce giant.

Retailers and brands are racing to deploy AI across the shopping journey, but trust, quality, and execution will define who wins.

China is a global leader in online shopping, with high digital buyer and retail ecommerce penetration. Shoppers are comfortable buying luxury goods online and embracing livestreaming commerce.

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.

Online fashion sales are stable and growing slowly, but they lag wider ecommerce. Consumers are concerned about sustainability, but price is a bigger priority.

The market will return to growth in 2025, but retailers face ongoing disruption from ultra-fast-fashion players and TikTok Shop.

Despite the current duopoly between Mercado Libre and Amazon in Mexico鈥檚 ecommerce market, roughly 60% of online sales remain up for grabs for local, regional, and global retailers.

Although no single player rivals Mercado Libre鈥檚 hold on Latin America鈥檚 ecommerce market, nearly 70% of online sales are still fair game for the long tail of retailers.

Essential goods categories will run out of steam, leading to a slowdown in ecommerce growth.

The news: Chases unveiled 鈥淭he Shops at Chase,鈥� an integrated shopping and promotion platform for Chase Freedom, Sapphire, and Ink cardholders. Our take: Being able to convert Chase rewards into material purchases is a draw. However, retraining Chase cardholders to make purchases at The Shops instead of starting their product search with Google or Amazon will be an uphill battle.

Back-to-school spending is steady in 2025, but shopper behavior is split. Parents are prioritizing tech and clothing鈥攜et these are also the first to be cut when budgets tighten. Consumers are shopping earlier, seeking deals, and using AI to keep costs down. With shopping habits divided by generation and income, retailers must stay flexible, personalize offers, optimize for AI, and create seamless cross-channel experiences.

The news: US shopper interest in generative AI (genAI) assistants has spiked 223% between 2023 and 2025, per Chain Store Age. 69% of US consumers surveyed by CouponFollow have used AI assistants for shopping. Our take: Retail AI strategies must match their audiences. Those geared toward younger consumers should highlight AI use and innovation and even let AI guide purchases. For older consumers, focus on AI to inform, not take control.

TikTok Shop has emerged for many brands as a pivotal marketplace for discovery and sales. Some 50% of US consumers take product recommendation suggestions from influencers on TikTok Shop, according to February 2024 data from PartnerCentric.

The insight: Younger consumers are opting out of human interaction when they shop. Our take: While younger consumers tend to adopt new behaviors faster, they鈥檙e also driving the direction of retail innovation. Retailers looking to stay competitive should prioritize the tech-driven, convenience-first features these shoppers now see as table stakes.