The landscape of global ecommerce marketing is undergoing significant transformations as tariff changes and economic uncertainty influence where and how companies allocate their marketing budgets. According to the 2025 State of eCommerce App Marketing report by AppsFlyer, global spending on user acquisition (UA) has surged to $4.6 billion, marking a pivotal moment in digital marketing strategies.
This shift is not merely about the increase in spending but also about the strategic reallocation of these funds across different markets. Ecommerce giants, including Alibaba Group Holding Ltd. (NYSE: BABA), are closely monitoring these trends to adjust their marketing strategies effectively. The report underscores the importance of agility in marketing spend, especially in a volatile global economy where tariff policies can significantly impact cross-border ecommerce.
The implications of these shifts are profound for the ecommerce industry, marketers, and consumers alike. For businesses, understanding these trends is crucial to optimizing their marketing strategies and ensuring a competitive edge. For consumers, changes in marketing spend could influence the availability and pricing of products, as companies adjust to new economic realities.
This report serves as a critical resource for stakeholders in the ecommerce sector, offering insights into how global economic factors are reshaping marketing strategies. The ability to adapt to these changes will be a key determinant of success in the increasingly competitive ecommerce landscape.
