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.

40% of global consumers say they’ve gone out of their way to spend less on US products in response to tariffs, with Canadian consumers leading the way, based on July data from Morning Consult.

TikTok’s 2024 revenues in the UK, Europe, and Latin America surged 38% to $6.3 billion, more than doubling 2022 levels, per filings cited by Forbes. The growth underscores TikTok’s strength outside the US, where a divest-or-ban standoff continues. Yet regulatory scrutiny in Europe looms large, with over $1 billion reserved for fines, ongoing probes across multiple countries, and potential penalties under the EU’s Digital Services Act. TikTok’s UK penetration tops 32%, with ad revenues projected to triple by 2027. Still, layoffs in trust and safety roles and a pivot to AI moderation could test regulators and user trust.

A trade war between two of the world’s largest consumer markets would cause significant disruption for consumers, retailers, and brands in Europe.

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.

Regulation will disrupt some digital players, while retail media and genAI adoption will create opportunities across advertising and commerce.

Ecommerce sales have returned to modest growth in Western Europe as the economic outlook brightens and more people embrace the convenience of shopping via mobile phone.

Here are six charts that explore ecommerce in Europe by region, including our latest rankings of European markets by total digital sales.

A chatbot-induced suicide could get regulators' attention: AI’s Eliza effect is triggering mental health issues. Companies will struggle to balance entertainment value with safety amid the AI arms race.

Our latest forecast for 14 countries and three regions shows continuing worldwide growth for podcast listenership but at very different rates. And the sources of growth are shifting.

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.

A new FTC complaint against Amazon alleges anticompetitive advertising and search practices: The company came under fire earlier this year for its biased search results, but the complaint comes as the issues stack higher and higher for the firm.

Since early March, the coronavirus crisis has posed an unprecedented threat to the retail industry across Western Europe. In most countries, only retailers that sell food, drugs and other essential items can do so in physical stores.

Total media ad spending worldwide will reach $628.63 billion in 2018, a 7.4% gain over last year. Mobile advertising’s share of spend is expected to climb to 29.2% this year.