The EU’s regulatory environment will hinder investment in AI-generated ads and agentic commerce in 2026. But TikTok Shop’s expansion will be a catalyst for live commerce.
Here are six charts that explore ecommerce in Europe by region, including our latest rankings of European markets by total digital sales.
European consumers are changing their buying habits vis-à-vis inflation: The war in Ukraine is impacting economic conditions in numerous European markets, driving up prices to near-record levels and reversing recent gains in consumer confidence.
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