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EMARKETER

Western Europe Trends to Watch in 2025

Regulation Constrains Big Tech and China’s Ecommerce Giants, While Retail Media and GenAI Adoption Take Off

Report by Bill Fisher, Carina Perkins  |  Dec 11, 2024

Top Trends to Watch in 2025

Need-to-Know Trends Across 12 Industries and 6 Regions

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About This Report
Regulation will disrupt some digital players, while retail media and genAI adoption will create opportunities across advertising and commerce.
Topics
Ecommerce Sales
Digital Advertising
Cross-Border Ecommerce
Western Europe

Western Europe’s regulatory backdrop continues to evolve, and stricter rules for digital players will disrupt Big Tech and Chinese marketplaces in 2025. At the same time, retail media and genAI adoption will accelerate, creating opportunities for growth across advertising and commerce.

Here’s what’s in the full report

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4charts

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Charts in This Report

Regulators Will Pay Close Attention to the Largest and Most Influential Platforms (top 10 companies, ranked by billions of net digital ad revenues worldwide, 2025)Alibaba, Shein, and Temu Accounted for Over a Third of Ecommerce Orders in Spain in H1 2024 (Alibaba, Shein, and Temu's % of total ecommerce sales in select countries in Europe, 2022-H1 2024*)
Retail Media Ad Spending in Core Western European Markets Is on a Rapid Ascent (billions in retail media ad spending in France, Germany, and the UK, 2024-2028)GenAI Startups Have Sprung Up Across Europe, With the UK, Germany, and France Leading the Pack (number of generative AI (genAI) startups founded in select countries in Europe, April 2024)

authors

Bill Fisher, Carina Perkins

Contributors

Paul Briggs
Principal Analyst
Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Nikolai Dineros
Wendy Malloy
Director, Reports Editor
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
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