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British retailers and consumers are feeling more optimistic about the economy: But 蝉丑辞辫辫别谤蝉鈥� price sensitivity will continue to weigh on sales growth.

So I actually wrote about TikTok marketing in Western Europe recently, and it was just really interesting to dig into what the company's up to in Western Europe, particularly in the TikTok Shop area. So in June, it dialed back its plans for TikTok Shop in Europe. A month later, it revealed that these plans were back on the table.

The news: Swedish digital payments giant Klarna leads European fintech unicorns in startup creation, with its alumni founding 62 new companies, including Anyfin, Bits Technology, and Pretzel AI. The trend: Large fintech companies鈥攅specially Klarna, Revolut, Wise, and N26鈥攁re the leading incubators for new tech startups, indicating continuous innovation within the fintech sector.

Rather than rely too heavily on holiday-related Band-Aids, brands would be better served finding ways to drive value-focused shoppers to spend via initiatives such as targeted promotions.

The UK鈥檚 ecommerce habits make it a prime testing ground for TikTok鈥檚 shopping tools. The UK is much closer to China in terms of ecommerce sales as a proportion of total retail. It places second by this measure, at 32.0%, behind China鈥檚 45.9% and well ahead of the US鈥檚 15.6%, per our forecast. And TikTok is banking on this translating into comfort with social buying.