The joint report with Mastercard maps out e-commerce in Central Europe, examining revenue development, structural growth factors and agentic commerce. Every number in this report is derived from real purchase data from card issuers and payment processors cross-validated with retailer data, traffic signals, and public market data.

What’s inside:

Understand where e-commerce growth in Central Europe is heading

Discover how AI, science-backed skincare, personalization, and shifting consumer expectations are transforming beauty purchasing across Germany, Austria, and Switzerland. The beauty industry in the DACH region is entering a new era. As consumers become more informed, digitally connected, and results-driven, traditional approaches to beauty marketing and product discovery are losing ground to personalized, science-backed experiences.

TikTok Shop has been live in the Netherlands since 15 June 2026 and is rapidly gaining momentum. In addition to the Netherlands, the social commerce platform is also active in countries including the United Kingdom, the United States, Spain, Italy, Poland, Belgium and Austria. Thanks to Sell Across Europe, brands can also offer their products in other EU markets where TikTok Shop is available.

It is clear that the concept works. Since its launch in Germany in March 2025, 15 percent of all online consumers have already made a purchase through the platform. That is a significant share. Precisely because you are still an early adopter, now is the perfect time to get started and make the most of the opportunities TikTok Shop has to offer.

Consumer products (CP) brands are operating in a high‑pressure environment: costs are up, supply chains are stretched, and loyalty seems harder than ever to sustain. Their customers want real connections with brands, they expect more in exchange for their loyalty. Brands truly are entering The Engagement Era.

We teamed up with Deloitte to survey 14,000 general respondents and 750 senior decision makers within marketing teams at enterprise-level businesses.  Our extensive research showcases how both consumers and brands are adapting to shifting paradigms and embracing engagement channels beyond traditional marketing and retail media.

We surveyed thousands of festive shoppers from 18 countries to better understand how people are discovering products, weighing purchase decisions and how they move from browsing to buying. Every festive season, marketers face the same core questions: where do shoppers discover, compare and decide? How do they progress from “I need ideas” to “I’m ready to buy”?

This year, the answers are shifting. Social commerce is accelerating. AI is changing how shoppers search. Creators have become trusted shopping advisors. The habits that seemed settled a year ago look different now.

Every day, millions of shopping decisions determine which brands make it into the basket. In 2025, more than half of tracked brands increased their Consumer Reach points (CRP), but growth was not random. The brands that gained ground were easy to understand, easy to find, and relevant to shoppers’ everyday lives.

Shoppers were not choosing between control and reward, they wanted both. Rather than simply spending less, many households became more selective, prioritizing the everyday products and experiences they valued most. How can your brand become easier to choose, more relevant in everyday life, and better aligned to evolving shopper needs? What drives successful health propositions, premium indulgence, alcohol-free choice, and emerging consumer trends?

Beauty cannot be defined by a single trend line, but by contradictions: shoppers want to express their individuality while optimizing themselves, crave instant results and lasting skin health, experiment earlier and age with confidence, embrace accessibility while still reaching for exclusivity.

These tensions are already shaping what shoppers buy, the brands they trust, and the expectations they bring to the category.

I speak with many international merchants looking to enter the U.S. market. Nearly all of them plan to launch on Amazon. But channels such as branded ecommerce sites and the fast-growing TikTok Shop increasingly offer alternatives.

Here’s an example. I consult with a hair-care brand that launched in the U.S. in 2021 via Instagram, then added Shopify and TikTok Shop. The brand’s average basket is $59. For two years the company gave products to small but specialized creators, purchased ads, and pushed affiliate deals. Nothing took off.