The eCommerce marketing playbook is shifting from acquisition to re-engagement. As paid installs decline across most markets, advertisers are doubling down on existing users, with remarketing share of ad spend rising globally. Meanwhile, geopolitical forces have reshaped where budgets flow and who spends them.
The State of eCommerce for Marketers analyzed ad spend, conversions, and consumer revenue across 13+ markets and both major platforms from October 2024 through March 2026 to surface the trends that matter most heading into the Q4 2026 holiday season.
What’s inside
- How tariff-driven budget shifts reshaped UA spend across regions and platforms
- Why remarketing dominance is accelerating and where it converts best
- Which markets are growing installs but losing consumer spend share
- What 8,000+ AI analytics queries reveal about how eCommerce teams use data
- How web-to-app, buyer loyalty, and fraud exposure are evolving by market
- With expert insights from Criteo and AppsFlyer’s regional eCommerce leads
