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Businesses with sufficient funds are making a relatively safe bet by focusing on the power of key shopping and travel destinations to drive sales—which luxury labels like Victoria Beckham have cited as critical to fueling growth in otherwise dampened times of spending.

China’s influence shakes up online shopping. TikTok, Temu, and Shein have captured widespread consumer attention. Ecommerce players with roots in China have gained ground on established retailers by introducing innovative shopping experiences. App-based, entertaining, and highly deal-driven, the platforms appeal most to Gen Z and budget-conscious shoppers.

The other option is to rely more heavily on air freight—an increasingly expensive proposition given that Chinese ecommerce companies like Shein, Temu, and AliExpress are gobbling up the majority of capacity.

Fast-growing ecommerce companies Shein and Temu have emerged as the poster children of the so-called de minimis model, which bypasses tariffs and eliminates the significant cost involved in building out a US supply chain. The approach results in slower delivery times, which is a tradeoff that many are willing to make.

China and the US are so far in front that the status quo at the top will likely remain the same for decades to come.

As Latin America’s digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time—and money—if they wish to maintain a competitive edge in today’s rapidly evolving business environment.

Why this matters: While the integration could boost ecommerce growth in less developed areas of China where WeChat Pay is the more popular mobile wallet, it could cost Alipay some market share. Pursuing growth elsewhere: Alipay is gaining momentum internationally, which will help mitigate potential volume losses from its online stores.

Our first-ever worldwide forecast for retail media ad spending shows enduring momentum and lots of good news for Amazon and other ecommerce platforms around the world.

In one swoop, it connects Visa Direct to more than 1 billion users in China within a hard-to-penetrate market. Networks will innovate to monetize data. Mastercard, for example, partners with Citi to provide cardholders with detailed purchase information directly to their bank app and participates in open banking ecommerce payments in Europe.

China’s example would suggest that retail media has enormous headroom for growth in the US. Companies like Amazon have been growing their ad revenues by leaps and bounds, and yet ecommerce channel ad spending will still only represent 14.6% of the US digital ad market this year. In China, the share will be 38.1%.

Video's near-future trends are taking shape—as digital pay TV loses its momentum, livestreaming ecommerce is gaining traction.

Pinduoduo, ByteDance pose threat to Amazon: China-based companies are getting into international ecommerce for an expanded customer base. If the prices are right, they could give Amazon more Q4 worries.