Tariff changes and economic uncertainty are significantly impacting the global ecommerce landscape, particularly in the allocation of marketing budgets by apps. The 2025 State of eCommerce App Marketing report by AppsFlyer highlights a surge in spending on user acquisition (UA) to $4.6 billion worldwide. This uptick in investment reflects the fiercely competitive nature of the ecommerce sector and underscores the necessity of strategic marketing to navigate the challenges presented by fluctuating tariffs and economic conditions.
Ecommerce behemoths such as Alibaba Group Holding Ltd. (NYSE: BABA) are reportedly keeping a close eye on these global shifts. Their strategy adaptations aim to leverage emerging trends and sustain growth, illustrating the ecommerce industry's dynamic nature and the pivotal role of flexible marketing strategies in mitigating external economic pressures.
