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TikTok Shop doubles GMV to $64 billion
In 2025, TikTok Shop grew at a rapid pace. According to estimates, its GMV doubled year over year to reach $64 billion. After its home market China, the largest markets are the United States ($15 billion), Indonesia ($13 billion), and Thailand ($11.5 billion). In Europe, only the UK is currently significant, with a GMV of $2.4 billion. By 2030, TikTok Shop is expected to grow annually by more than 35% in both the US and the UK. More on LinkedIn and Exciting Commerce
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Ceconomy on a growth trajectory with a 30% online share
In the last quarter of 2025, Ceconomy generated €7.6 billion in revenue. With an increase of 3.4%, the company recorded growth for the twelfth consecutive quarter. The online share of total sales exceeded 30% for the first time. Meanwhile, Joybuy, a subsidiary of future Ceconomy owner JD.com, has launched its own delivery service, Joy Express, in the United Kingdom, Germany, the Netherlands, and France. It could later take over logistics for MediaMarktSaturn. See more on Ecommercenews and listen our latest podcast Why JD.com bought Ceconomy
Amazon launches AI tool for Amazon Ads
With its new tool Creative Agent, Amazon is bringing automated campaign creation to Europe. The solution covers the entire process from analysis and concept development to production and performance measurement. The agent includes formats such as Amazon DSP, Sponsored Brands, and Sponsored Brands Video. Find out more on ChannelX
Allegro expands to Facebook Marketplace
Following a move similar to eBay, Polish marketplace Allegro has agreed on a cooperation with Meta, allowing listings from Allegro Lokalnie to be displayed on Facebook Marketplace. The aim is to increase reach – and that appears necessary. Allegro is facing growing competitive pressure from Temu. In January, Temu was the most visited shopping platform in Poland, ahead of Allegro. More on InnPoland (Facebook) and PortalSpozywczy (Temu)
Payback launches marketplace in Germany
Largely unnoticed, Payback launched a product marketplace in Germany in January. The loyalty provider aims to leverage its 35 million customers but charges sales commissions of between 7% and 15%, plus a monthly base fee of €40. Read more on LinkedIn
International sellers drive bol’s growth
In 2025, bol increased its GMV by 8.4% to €6.3 billion, supported by strong international sellers. These partners doubled their revenue in the final quarter of the year. However, there are growing signs that Amazon is gradually closing in on the Dutch market leader. In December, Amazon overtook bol in search volume, and the visibility of Amazon products has increased by 50% since October. More on RetailDetail (revenue) and Productrise (Amazon)
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Zalando pushes profitability with virtual fitting room
Zalando is working on a shift from a margin-sensitive retail business to a platform model with more stable service revenues. At the same time, the company aims to improve profitability – for example, through the widespread rollout of a virtual fitting room. In tests with jeans, it reduced returns by up to 40%, thereby lowering costs. Zalando is facing increasing pressure from competitors such as Shein, TikTok Shop and Temu. Find out more on AdhocNews (platform model) and Zalando (virtual fitting room)
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