👗 Black Friday 2024: A record year for global ecommerce
Black Friday 2024 solidified its position as the most anticipated shopping event, generating $10.7 billion in U.S. sales and exceeding $65 billion globally. This 5% growth in the U.S. was driven by mobile shopping, which accounted for 60% of transactions, and the rising popularity of Buy Now, Pay Later (BNPL) options, particularly for high-value categories like electronics and luxury goods. Emerging markets such as India and Brazil also witnessed double-digit growth, highlighting the global appeal of Black Friday deals.
Electronics led the charge with best-sellers including iPhones, gaming consoles, and laptops. Fashion saw a 12% uptick in sales, with winter wear and designer collaborations standing out, while beauty and personal care products like Dyson Airwraps and Fenty Beauty kits also saw impressive growth. Platforms like Amazon, Shopify, and Flipkart thrived by offering seamless experiences and personalized deals. As brands prepare for Black Friday 2025, embracing mobile-first strategies, AI-driven personalization, and sustainability will be essential to meet evolving consumer demands.
Niels Floors 
👗 TikTok shop hits $100 million in Black Friday sales
TikTok Shop reached a milestone during Black Friday 2024, generating $100 million in U.S. sales. With over 30,000 live streams showcasing products across home goods, fashion, and beauty, the platform demonstrated the potential of live shopping as a transformative ecommerce tool. Brands like Canvas Beauty achieved remarkable results, hitting $1 million in sales within two hours of going live, while small and medium-sized businesses benefited from the platform’s ability to directly connect them with consumers.
TikTok Shop continues to attract interest from brands and creators looking to diversify away from traditional platforms like Amazon. A Salesforce report predicts that live shopping platforms such as TikTok, Shein, and Temu could account for 20% of holiday ecommerce sales in 2025. However, TikTok’s future in the U.S. remains uncertain due to regulatory challenges, which could disrupt the platform’s growing role in the ecommerce ecosystem.
Jorrit Steinz👗 Zalando x ABOUT YOU: Transforming European fashion ecommerce
Zalando acquired About You, combining forces to create a dual-brand strategy that will redefine European fashion ecommerce. About You’s trend-focused, community-driven platform will complement Zalando’s expansive marketplace of over 6,000 brands, catering to distinct customer segments while leveraging shared logistics, payment infrastructure, and commercial collaborations. The partnership also bolsters B2B capabilities, with About You’s SCAYLE software enhancing Zalando’s ZEOS platform, offering brands and retailers a unified solution to manage multi-channel operations across Europe.
This move is expected to generate significant synergies, including €100 million in annual EBIT, and position the combined entity to capture a larger share of Europe’s €450 billion fashion market. Together, Zalando and About You will not only expand their influence in B2C ecommerce but also strengthen their role in B2B innovation, enabling brands to optimize both their marketplace and direct-to-consumer strategies. This collaboration symbolizes the future of European ecommerce—one that values tailored experiences and operational efficiency to stay ahead in a competitive landscape.
Mitchell Dröge 👗 UK sellers retreat from EU market amid new product rules
The introduction of the General Product Safety Regulation (GPSR) in the EU has caused significant disruption for UK-based sellers. Under the new rules, products sold in the EU must have a designated economic operator within the union responsible for their safety. Many UK online stores and marketplace sellers, caught off guard by the requirements, have opted to cease EU sales altogether.
Market analyst Chris Dawson highlights the regulation's underreported impact, describing it as an “EU diktat” that disproportionately affects small businesses. Northern Ireland also faces complications, as it remains subject to certain EU rules post-Brexit, leaving many consumers excluded from UK sellers. The GPSR, praised for its focus on enforcement and consumer safety, underscores the growing challenges for cross-border ecommerce in a post-Brexit era.
👗 TikTok Shop lands in Spain: A game-changer for local sellers
TikTok Shop has officially launched in Spain, offering Spanish businesses an innovative way to connect with TikTok’s 20 million monthly users. By integrating LIVE Shopping and in-feed shoppable videos, the platform bridges entertainment and commerce, allowing sellers to showcase their products in real-time while interacting directly with their audience. Local businesses like Cocunat and Oh Juliette are among the early adopters, highlighting the platform's potential to boost visibility and engagement for Spanish brands. Features like affiliate programs and curated product showcases further enhance the shopping experience, enabling seamless buyer-seller interactions.
With advanced tools such as secure payment systems and integrated ad opportunities, TikTok Shop empowers Spanish sellers to capitalize on the platform’s unique blend of creativity and commerce. This launch marks a significant milestone in TikTok’s mission to transform shopping into an interactive, community-driven experience. For Spanish brands, TikTok Shop provides not just a sales channel but a way to build deeper relationships with audiences through innovative content and a personalized shopping journey.
Raul Peña 👗 Dutch online shopping hits record high in 2024
Over 80% of the Dutch population shopped online in the first half of this year, setting a new record in ecommerce adoption. A report from Statistics Netherlands shows that 12.6 million Dutch residents aged 12 and older made online purchases, with personal care products, medicines, and vitamins driving growth. While younger demographics remain dominant, online shopping among seniors aged 65-75 surged to 73%, showcasing the inclusivity of digital commerce.
Clothing and footwear remain the top categories, with 59% of online shoppers purchasing these items. However, food-related purchases have declined, while non-food categories like sporting goods and cosmetics have grown steadily. This rise in online shopping reflects a maturing market, with local retailers and new digital-first businesses catering to increasingly diverse consumer needs.
Dexter van Hofwegen 👗 TikTok faces January deadline to sever ties with ByteDance
TikTok faces a critical challenge in the U.S. as a federal appeals court upholds an order requiring the platform to cut ties with its Chinese parent company, ByteDance, by January 19, 2025. The decision stems from national security concerns, with U.S. officials fearing that American user data could be accessed by China. If the order stands, app stores like Apple and Google could face penalties for distributing TikTok, severely limiting the app's functionality.
TikTok plans to appeal to the Supreme Court, arguing that the ban violates the First Amendment. The company warns that more than 170 million American users could lose access to the platform, calling the decision “outright censorship.” The looming deadline places TikTok’s future in jeopardy, potentially reshaping the U.S. social media landscape.
Jordi Vermeer 👗 Amazon tests drone deliveries in Italy: A new era of logistics
Amazon has successfully conducted its first drone delivery test in Italy, signaling a major step toward revolutionizing European logistics. The pilot in San Salvo utilized the MK-30 drone, a highly automated system equipped with advanced computer vision technology to navigate obstacles and ensure safety for people, animals, and property. Capable of delivering items weighing up to 2 kilograms over distances of up to 12 kilometers, the MK-30 can operate in light rain and wind, showcasing Amazon’s commitment to providing reliable and efficient delivery solutions.
This test aligns with Amazon’s plans to launch drone deliveries in Europe by 2025, pending regulatory approval. The initiative has already been piloted in the UK and the US, and Italy now joins the testing phase as Amazon collaborates with local authorities to meet operational requirements. While the full-scale rollout timeline remains uncertain, these advancements underscore Amazon’s focus on innovation in last-mile delivery, promising faster, more sustainable logistics solutions for customers and a glimpse into the future of ecommerce fulfillment.
👗 Marketplace shopping behavior report 2025: Exclusive insights
Marketplaces have become the starting point for nearly half (47%) of all online shopping journeys, far outpacing search engines and brand websites. The Marketplace Shopping Behavior Report 2025, based on insights from 4,500 shoppers across the U.S., U.K., Germany, France, and the Netherlands, reveals how consumer preferences vary across regions and demographics. From product research to impulse buying, marketplaces dominate due to their convenience, trustworthiness, and variety.
On average, consumers visit four marketplaces in three months, emphasizing the importance of a multichannel presence to capture shopper attention. The report also highlights how marketplaces drive trust and loyalty, providing brands with opportunities to connect more effectively with their audiences. By understanding these trends, businesses can adapt their ecommerce strategies to align with evolving consumer needs and behaviors in 2025.
