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Social users around the world engage with and make purchase decisions from creator content in similar ways. Localizing creator strategies is key, but marketers can apply the same best practices across many geographies.

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?

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

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.

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.

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.

Discounts are a primary motivator for TikTok Shop purchases: But that tactic may not be sustainable for sellers reeling from the impact of China tariffs.

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.

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�

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.

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. Globally, its share drops considerably, but that鈥檚 because Amazon has little business in China and captures almost none of its domestic ad spending.

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.

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.

The news: Starbucks is lowering prices in China for some drinks as the country鈥檚 relentless price wars force the struggling coffee chain to shift gears. Our take: Starbucks鈥� pricing actions are necessary to keep it competitive in a challenging market. But it is increasingly struggling to keep up with the likes of Luckin Coffee and Cotti, which are not only considerably cheaper but also better able to meet Chinese consumers鈥� rapidly shifting tastes. With conditions in the world鈥檚 second-largest economy unlikely to improve this year, Starbucks will have to find a way to become nimbler鈥攁nd more affordable鈥攖o keep within striking distance of its rivals.

Go further: Read our FAQ: How the US-China Trade War is Affecting TikTok Shop, Temu, and Shein.

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

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.

Those investments could enable the two companies to weather any further decline in sentiment stemming from the US-China trade war.

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.