The popularity of livestreaming ecommerce is spreading to other parts of the world besides China. But not every market has embraced this new retail format to the same degree.

Live streaming commerce—a form of online shopping that is interactive and takes place in real time—is creating new and innovative ways for brands and retailers to connect with consumers. The format has gained wide popularity in China particularly.

Already No. 1 in ecommerce, China will overtake the US this year to become the world’s largest overall retail market for the first time.

In this year’s Key Digital Trends report, we identify what changes are coming to the digital media and technology landscape in 2020 and why they matter to marketers.

Growth of retail sales in China is declining, due to economic and geopolitical challenges, and will not overtake the US until 2021. But retail ecommerce has continued to flourish in some surprising ways under these current circumstances.

Influencer marketing is growing around the world, and a significant amount of activity is migrating to Instagram Stories. However, fraud is also growing, and that threatens the authenticity of influencer marketing.

Luxury spending in China accounts for a third of global spending. China’s growing wealth, style-conscious millennials, and policies and regulations designed to boost spending within the border pushed luxury spending higher in 2017. This report looks at where China’s consumers seek out information on luxury brands and what shopping channels they use.

Influencer marketing operates differently in China than in other markets, mainly due to its unique social platforms. For one, influencers are known as key opinion leaders (KOLs), and an ecosystem of incubators and handlers can help turn an ordinary person into a KOL.

With the exception of China and a few other countries, marketers across the globe are starting to focus their influencer marketing efforts on microinfluencers.

Influencer marketing is mainstream, but the way in which marketers work with influencers varies from country to country. Here are the platforms, paths to purchase and regulations for 13 key countries and regions.