Top Ten Global Advertising Platforms: Chinese Companies Hold Five Positions
The global advertising market landscape has dramatically changed, with retail media advertising becoming the core of growth. Amazon and Chinese giants such as Alibaba, ByteDance (TikTok), Pinduoduo (Temu), and JD.com occupy half of the top ten global advertising platforms, with retail media advertising emerging as a critical battleground for merchants to acquire traffic.
What are the key facts?
- 1Five positions held by Chinese companies in the top ten global advertising platforms
- 2Retail media advertising market expected to reach USD 265.6 billion by 2030
- 3TikTok Shop advertising growth slowing
What happened?
According to WPP data, the focus of the global advertising market has shifted from traditional media to internet retail platforms. Amazon and four Chinese e-commerce companies (Alibaba, Pinduoduo, JD.com, and ByteDance) are now among the top ten global advertising platforms. The retail media advertising market continues to expand, but with increasing competition in social e-commerce, some platforms are experiencing a slowdown in advertising growth rates.
What does this mean for cross-border sellers?
Sellers need to recognize that retail media advertising has become mainstream and should optimize their advertising strategies on platforms like Amazon and TikTok to cope with the rising customer acquisition costs.