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Latin America Leads Big, Europe Falls Behind
Latin America is posting the fastest growth this year at 12.4% year-over-year. Meanwhile, the GSA region (Germany, Switzerland, Austria) is growing at just 4.6% – the slowest of all tracked markets.
For European retailers, the message is clear: expansion into Latin American markets could be key to growth, as home markets gradually saturate.
Grocery Finally Breaks the 10% Threshold
Online grocery is growing at 14.4%, and in 2025 it crossed 10% of total e-commerce for the first time. The increase is a fundamental shift reflecting better logistics solutions and new quick-commerce hybrid models.
For grocery merchants, the trend represents a massive opportunity – a category that was marginal online just a few years ago is now going mainstream.
TikTok Shop Surges Nearly 60%, Giants Stall
The biggest surprise is TikTok Shop, which posted growth of nearly 60%. Its combination of algorithmic discovery and livestream selling is working better than anyone expected.
On the flip side, some established players are struggling:
- JD.com is contracting
- Tmall and Taobao are growing only marginally
- Shein and Temu have also slowed significantly after years of hypergrowth
- Amazon and Pinduoduo are still growing, but at much more moderate rates
Marketplace Platforms Control 87% of the Market
Marketplace dominance continues to strengthen. In 2025, 87% of all online purchases flow through marketplace platforms – up one percentage point from the previous year.
For retailers, the message is unambiguous: without a strong marketplace strategy, you’re going to struggle. Your own e-shop still makes sense, but marketplace presence is now essential.
What This Means for Retailers
The market is changing faster than ever. Winners will be those who can flexibly respond to regional differences, leverage the potential of new platforms like TikTok Shop, and work effectively within marketplace ecosystems.
2025 shows that brand size is no longer a guarantee of growth. Adaptability is what matters.
