e-commerce - WORLDEF

LG Thailand Appoints dentsu Thailand as E-Commerce Partner

LG Electronics (Thailand) has appointed dentsu Thailand as its e-commerce partner as the consumer electronics brand moves to strengthen its digital shopping experience across Thailand’s key online platforms.

LG Electronics (Thailand) Co., Ltd. has selected dentsu Thailand to support its e-commerce expansion, reflecting the growing importance of digital commerce in the consumer journey. The partnership will focus on creating a more seamless and connected online shopping experience for Thai consumers.

Under the collaboration, dentsu Thailand will provide strategic and operational expertise to help consumers discover LG products more easily, navigate between digital platforms and marketplaces with less friction, and complete purchases with greater confidence.

The partnership brings together dentsu Thailand’s local understanding of Thai consumers and online marketplaces with capabilities spanning commerce, media, data and technology. The agency will also draw on its regional and global network to support LG’s broader digital commerce ambitions.

Strengthening LG’s Digital Commerce Strategy

For LG, the appointment comes as e-commerce becomes an increasingly important part of how consumers discover, evaluate and purchase products.

Sunghan Jung, President of LG Electronics (Thailand) Co., Ltd., said the partnership reflects the company’s commitment to digital transformation and its ambition to deliver more connected and personalised experiences for consumers.

The collaboration is expected to strengthen the way shoppers interact with LG throughout the online purchase journey, from product discovery to consideration and conversion.

Dentsu Targets the Digital Shelf

For dentsu Thailand, the partnership further develops its commerce capabilities at a time when brands are increasingly looking for partners that can connect consumer behaviour, media, marketplace experience and conversion.

Wisarn Sirijantanon, CEO, Media, dentsu Thailand, highlighted the complexity of Thailand’s digital commerce environment, where consumers are highly connected and frequently move between platforms and marketplaces.

The agency aims to bring these different elements together so that LG’s brand experience remains consistent and distinctive at the digital shelf as well as across other consumer touchpoints.

E-Commerce Becomes a Strategic Growth Channel

The LG-dentsu partnership reflects a wider shift in how major brands approach e-commerce. Rather than treating online sales as a standalone channel, companies are increasingly focusing on integrated digital journeys that combine consumer insights, media, marketplaces, technology and conversion.

For LG Thailand, working with dentsu is positioned as another step in its digital transformation strategy, with the partnership aimed at delivering greater convenience and a more connected shopping experience for consumers across the country.

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UAE Launches Amazon Creators Foundry to Help Creators Build E-Commerce Brands

The UAE is taking another step toward strengthening its fast-growing creator economy with the launch of the Amazon Creators Foundry, a new programme designed to help content creators transform their audiences into scalable e-commerce businesses.

Created through a strategic partnership between Creators HQ and Amazon Ads, the initiative will support selected UAE-based creators in launching and growing their own consumer brands through Amazon.ae.

The programme was first announced during the 1 Billion Followers Summit and is described as a pioneering initiative in the Middle East, bringing together the creator economy, digital entrepreneurship and e-commerce.

Supporting Creators Beyond Content

Twenty creators will be selected to participate in the programme. Successful applicants will receive support to launch products on Amazon.ae while gaining access to tools and resources designed to help them build sustainable businesses.

Participants will also be able to explore international selling opportunities, potentially expanding their brands into markets across North America, Europe, the Middle East, North Africa and the Asia-Pacific region.

The initiative reflects a growing shift in the creator economy, where influencers and digital content creators are increasingly moving beyond advertising partnerships and developing their own products and brands.

End-to-End E-Commerce Support

Selected creators will receive a range of services aimed at supporting their e-commerce journey from product launch to growth.

The programme includes dedicated account management, customised Amazon storefronts, search-optimised product listings and onboarding support for Fulfilment by Amazon (FBA).

Participants will also receive advertising support and mentorship from Amazon executives, along with workshops focused on digital marketing, brand building and online retail strategies.

According to the programme details, creators may also gain access to significant advertising incentives, including support through Amazon DSP and Sponsored Ads programmes.

Turning Influence Into Sustainable Businesses

The Amazon Creators Foundry is part of the UAE’s broader ambition to position itself as a global hub for digital creators and entrepreneurs.

The initiative aims to provide creators with the infrastructure, partnerships and commercial tools needed to turn creative influence into long-term business opportunities.

By connecting creators directly with Amazon’s e-commerce ecosystem, the programme could help participants develop independent revenue streams and build consumer brands with the potential to reach international markets.

Who Can Apply?

Applicants are required to be based in the UAE and have an existing retail presence. They must also have a minimum audience of 100,000 followers and either hold, or be willing to obtain, a Dubai e-commerce trade licence.

The programme is another example of how the lines between content creation and online retail continue to blur. As creators build stronger communities and influence consumer purchasing decisions, platforms and governments are increasingly investing in systems that help them become business owners as well.

For the UAE, the Amazon Creators Foundry represents another move toward building a digital economy where creators are not only producing content but also developing globally scalable brands.

Source: Gulf Business

Turkmenistan Moves to Regulate E-Commerce as Digital Payments Surge

Turkmenistan is taking steps to strengthen its digital economy with a new draft law on electronic commerce, as online and non-cash payments continue to grow across the country.

The draft Law of Turkmenistan “On Electronic Commerce” is currently being prepared alongside amendments to several other pieces of legislation. The initiative is designed to establish clearer rules for digital transactions, strengthen consumer and seller protections, and create a more structured environment for e-commerce.

The legislation is part of Turkmenistan’s broader Digital Economy Development Concept for 2026-2028, which focuses on digital services, e-government and innovative technologies.

According to data from the Central Bank of Turkmenistan cited in the report, around 1,043 retail outlets had been connected to the national e-commerce system through banks by early 2026. That figure increased to approximately 1,075 outlets by April, although around 69% of connected outlets are concentrated in the capital, Ashgabat.

Digital payments have also recorded significant growth. Non-cash payments through the country’s e-commerce system increased by nearly 84% in 2025, reaching approximately 2.63 billion Turkmen manats, compared with 1.44 billion manats a year earlier.

From Digital Payments to Full E-Commerce

The rapid expansion of electronic payments provides a foundation for e-commerce, but payment digitization alone does not constitute a complete digital commerce ecosystem.

For Turkmenistan to develop a more integrated e-commerce market, further progress will be needed in areas including logistics, digital platforms, consumer protection, data management, online marketing and dispute resolution.

The forthcoming legislation could help establish a common legal framework and reduce uncertainty for businesses, particularly small and medium-sized enterprises looking to expand their use of digital commerce.

Another challenge will be extending digital commerce beyond Ashgabat. The concentration of e-commerce infrastructure in the capital indicates that regional connectivity, digital infrastructure and digital literacy will remain important priorities.

A New Stage for Turkmenistan’s Digital Economy

The proposed legislation represents an important step in formalizing an e-commerce sector that is already beginning to grow. Its long-term impact, however, will depend on whether the new rules can encourage wider participation from businesses and consumers and support digital commerce across the country.

As Turkmenistan continues its legislative work, the key question will be whether the country can move beyond the digitization of payments and build a broader, integrated e-commerce ecosystem.

The coming years could therefore mark an important transition for Turkmenistan as it seeks to connect digital payments, regulation, businesses and consumers within a more developed digital economy.

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E-commerce in Spain Reaches €114.8 Billion as Online Shopping Surges

Spain’s e-commerce market has recorded significant growth over the past decade, with turnover reaching €114.8 billion in 2025, according to data from Spain’s National Markets and Competition Commission (CNMC).

The figure represents a 5.7-fold increase compared with 2015, when Spanish e-commerce turnover stood at approximately €20 billion. Overall, the market has grown by 473.7% over the decade, reflecting the rapid shift in consumer behavior toward digital commerce.

E-commerce Becomes Part of Everyday Consumption

The expansion of Spain’s e-commerce market is also reflected in the number of online transactions. Annual transactions increased from around 300 million in 2015 to more than 2 billion in 2025.

The growth suggests that online shopping is no longer limited to occasional purchases. Consumers are increasingly using digital channels for everyday products and services, including food, groceries and digital services.

At the same time, the average transaction value has declined from approximately €67 in 2015 to around €56 in 2025. This points to a broader adoption of e-commerce for smaller and more frequent purchases.

Tourism remains one of the largest contributors to online sales, while fashion and online grocery shopping have also gained importance.

Mobile and Social Commerce Continue to Gain Ground

Mobile devices have become central to Spain’s online shopping ecosystem. According to data cited by the National Observatory of Technology and Society (ONTSI), more than 83% of online shoppers use smartphones for purchases.

Social media is also becoming increasingly important throughout the customer journey, from product discovery to purchase. This trend is contributing to the continued convergence of social media, digital marketing and e-commerce.

The COVID-19 pandemic accelerated the adoption of online shopping, but the long-term expansion of Spain’s e-commerce market extends beyond the pandemic. Following the disruption of 2020, the sector experienced strong growth from 2022 onward.

Cross-Border E-commerce Remains Significant

Despite the growth of domestic e-commerce, cross-border transactions continue to account for a substantial share of Spain’s digital commerce activity.

CNMC data for the fourth quarter of 2025 showed that 57.8% of e-commerce turnover was generated by purchases originating in Spain but made through businesses located abroad. Transactions from Spain to foreign markets generated €18.164 billion during the quarter, up 14.8% year-on-year.

The European Union remained the main destination, accounting for 94.6% of purchases from Spain directed abroad.

The figures highlight both the opportunities and competitive pressures facing Spanish businesses as consumers increasingly have access to international online retailers and marketplaces.

Opportunities for Spanish Businesses

The continued expansion of e-commerce is creating new opportunities for businesses of all sizes. According to ONTSI, nearly 29.4 million people in Spain purchased products or services online in 2024, while B2C e-commerce turnover exceeded €110 billion.

For small and medium-sized enterprises, digital commerce provides an opportunity to reach customers beyond their immediate geographic markets. Businesses can combine local presence with digital channels to expand their customer base and compete in an increasingly connected market.

Looking ahead, artificial intelligence, advanced logistics, social commerce and personalized digital experiences are expected to play an increasingly important role in the development of Spain’s e-commerce ecosystem.

With turnover already exceeding €114 billion, Spain’s digital commerce market is entering a more mature phase—one in which businesses will increasingly compete not only on price and product selection, but also on technology, customer experience, logistics and international reach.

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Syria E-Commerce Market Opens Up as Digital Payments Return

Syria e-commerce is entering a new growth phase as digital payments, foreign investment and new platforms reconnect the country with global commerce.

Syria’s e-commerce market is entering a new phase as the country reconnects with international payment systems, attracts fresh Gulf investment and begins rebuilding its digital economy after more than a decade of isolation.

One of the clearest signs of this shift is the launch of My Syria, a new digital platform that enables users to book services and make international card payments inside the country.

The platform, launched in Damascus in August, reportedly attracted 12,000 active users in its first 15 days, highlighting early demand for digital services in a market that remains heavily dependent on cash.

Syria reconnects with digital payments

For more than a decade, one of the biggest barriers to e-commerce in Syria has been limited access to international payment networks.

Visa and Mastercard operations were largely absent from the Syrian market after sanctions and financial restrictions intensified from 2011 onwards.

That situation is now gradually changing.

Mastercard signed an agreement with the Central Bank of Syria in 2025 as part of efforts to restore card payment infrastructure, while banking and payment companies have begun exploring opportunities to re-enter the market.

The return of international payment services could prove particularly important for Syria e-commerce, allowing local businesses to accept online payments from both domestic and international customers.

A new digital consumer market is emerging

My Syria currently provides eight services, including hotel reservations, car rentals, holiday-home bookings and tourism experiences.

The company plans to expand to around 40 services and eventually operate across the country.

The model reflects a broader opportunity in Syria: bringing traditionally offline and cash-based services into a digital marketplace.

For Syrian consumers, this could simplify access to services and payments. For businesses, it could create new digital sales channels and improve access to foreign customers.

The development is particularly relevant for sectors such as tourism, transportation, accommodation, retail and logistics.

Tourism could accelerate e-commerce adoption

Syria’s tourism sector is already showing signs of recovery.

Visitor arrivals reportedly reached 3.52 million in the first half of 2026, up from 1.67 million during the same period a year earlier.

As international visitors return, demand for online booking, card payments and digital service platforms is expected to increase.

This could make tourism one of the first sectors to accelerate digital payment adoption in Syria.

For foreign visitors in particular, the ability to reserve hotels, transport and experiences online could help reduce one of the major friction points of travelling in a predominantly cash-based economy.

Gulf investment strengthens Syria’s recovery

The growth of Syria’s digital economy is taking place alongside a broader increase in foreign investment.

Gulf investors committed an estimated $28 billion to Syria in 2025, while UAE-based logistics company DP World announced an $800 million investment linked to a 30-year concession for the Port of Tartous.

Economic ties between Syria and the UAE have also expanded.

UAE Minister of Foreign Trade Dr Thani Al Zeyoudi led a business delegation to Damascus as both countries moved to deepen commercial relations.

These developments are important for e-commerce because the growth of digital trade depends not only on online marketplaces but also on banking, logistics, payments and cross-border infrastructure.

A major market remains to be rebuilt

Despite the positive momentum, Syria’s digital economy remains in its early stages.

Large parts of the economy are still cash-based, while banking infrastructure and compliance systems require significant modernization.

The wider reconstruction challenge is also substantial.

The World Bank estimates Syria’s reconstruction needs at around $216 billion, underlining the scale of investment required across infrastructure, logistics, financial services and technology.

For e-commerce companies and technology investors, however, this also creates a potentially significant long-term opportunity.

Syria represents a market where much of the digital infrastructure still needs to be built.

Syria e-commerce enters a new phase

The launch of platforms such as My Syria should therefore be viewed as part of a wider transformation rather than simply the arrival of another mobile application.

The return of international payments, rising tourism, stronger Gulf investment, and improving commercial links are gradually creating the conditions for a functioning digital economy.

If banking connectivity and payment infrastructure continue to improve, Syria e-commerce could become one of the most closely watched emerging digital markets in the region.

For international marketplaces, payment providers, logistics companies and technology investors, Syria’s reopening may offer an early-stage opportunity in a market that is only beginning to reconnect with global commerce.

IGEXX 2026 to Bring Global E-Commerce Leaders to Istanbul

The countdown has begun for IGEXX 2026, as Istanbul prepares to host global marketplaces, exporters, technology companies and e-commerce leaders for three days focused on the future of cross-border digital trade.

The Istanbul Global E-Export Summit (IGEXX) will take place on September 3–5, 2026, at the Haliç Congress Center, bringing Türkiye’s exporters together with major players from the international e-commerce ecosystem.

Returning for its second edition under the theme “Beyond Borders,” the summit is organized by the Türkiye Exporters Assembly (TİM), in strategic collaboration with the Electronic Commerce Operators Association (ETİD), under the coordination of the Republic of Türkiye Ministry of Trade.

More than 40 global marketplaces are expected

IGEXX 2026 is expected to host representatives from more than 40 global marketplaces, alongside over 150 speakers and more than 25 panel sessions.

The program will address some of the fastest-changing areas of international e-commerce, including artificial intelligence, payment technologies, logistics, smart fulfilment, marketplace strategies and global market expansion.

Beyond the conference program, one of the summit’s central components will be its B2B program, designed to connect Turkish brands and exporters directly with international marketplaces.

Participating companies will have opportunities to meet marketplace representatives based on their target markets, product portfolios and export capabilities, creating a more commercially focused environment for companies seeking to expand internationally.

Istanbul aims to strengthen its role in global digital trade

IGEXX comes at a time when cross-border e-commerce is being reshaped by shifting supply chains, new technologies, regulatory fragmentation, and growing competition among international marketplaces.

The summit aims to position Istanbul as a meeting point between markets in Europe, the Middle East, Asia and beyond, while strengthening Türkiye’s role within the global digital trade ecosystem.

For Turkish companies in particular, the event provides direct access to international marketplaces and potential commercial partners at a time when e-export has become an increasingly important route for brands seeking to reach new consumers.

The summit’s official agenda describes IGEXX as a platform covering global marketplace strategies, logistics, digital infrastructure, government policies and emerging e-export trends.

IGEXX builds on strong 2024 debut

The first edition of IGEXX demonstrated the potential scale of the initiative.

According to the event organizers, more than 3,000 participants attended the 2024 summit, representing 30 countries. The event brought together 900 companies and 33 marketplaces, while more than 2,000 B2B meetings were held.

Organizers say these meetings generated more than $1 billion in trade volume.

Global and regional marketplaces represented at the inaugural summit included companies operating across the US, China, Europe, the Middle East, Africa, Latin America and Asia.

Türkiye puts e-export at the centre of international growth

IGEXX 2026 also reflects Türkiye’s broader efforts to strengthen the international reach of its manufacturers, retailers and digital-first brands.

As global commerce increasingly moves across marketplaces and digital platforms, access to payment infrastructure, fulfilment networks, data, technology and local market expertise has become as important as traditional export channels.

Bringing these elements together in Istanbul gives Turkish companies an opportunity not only to learn about international markets but also to establish direct commercial relationships with the companies controlling access to millions of online consumers worldwide.

With global marketplaces, technology providers, logistics companies, payment businesses and exporters gathering in Istanbul, IGEXX 2026 is set to become one of Türkiye’s most important cross-border e-commerce meetings of the year.

The summit will take place at Haliç Congress Center in Istanbul from September 3 to 5, 2026.

As the global e-commerce landscape becomes more competitive, events such as IGEXX 2026 are also gaining importance as practical meeting points between markets, platforms and service providers. For Turkish exporters, the summit offers a chance to better understand international demand, identify new sales channels, and build partnerships that can support long-term expansion. At the same time, the growing international participation in IGEXX reinforces Istanbul’s ambition to become a regional hub for e-commerce, e-export and digital trade, connecting businesses from Türkiye with opportunities across Europe, the Middle East, Asia and other fast-growing markets.

ASEAN Digital Economy Framework Agreement Could Reshape Regional E-commerce

ASEAN Digital Economy Framework Agreement -DEFA- aims to harmonize digital trade, E-commerce, payments, data governance, cybersecurity, and AI rules across 11 Southeast Asian markets.

ASEAN Digital Economy Framework Agreement could become one of the most important regional digital trade initiatives in the world, with the potential to reduce regulatory fragmentation across Southeast Asia and create a more integrated market for E-commerce businesses.

Negotiations on the agreement, known as DEFA, concluded in May 2026 after several years of discussions among ASEAN member states.

The framework covers a broad range of digital economy issues, including cross-border E-commerce, digital trade, data governance, digital identity, electronic payments, cybersecurity, online safety, and the movement of digital talent.

If signed, ratified, and implemented effectively, DEFA could help transform ASEAN from a collection of separate national digital markets into a more connected regional E-commerce ecosystem.

ASEAN Digital Economy Framework Targets a More Unified Digital Market

ASEAN’s digital economy has expanded rapidly, but businesses still operate across highly fragmented regulatory environments.

Companies selling across Southeast Asia must navigate different rules for payments, customs, data, consumer protection, digital identity and online transactions.

DEFA is intended to reduce some of these barriers by establishing a more consistent regional framework.

For E-commerce companies, greater regulatory alignment could lower compliance costs and make it easier to expand into additional ASEAN markets.

The agreement could also improve businesses’ ability to scale regionally without building entirely separate operational systems for each country.

ASEAN Digital Economy Could Reach $2 Trillion

The economic potential is significant.

ASEAN has a population of more than 680 million consumers, and studies project that its digital economy could reach around $2 trillion by 2030 under stronger regional integration.

At the same time, Southeast Asia’s digital economy has already become one of the world’s fastest-growing digital markets.

E-commerce, digital payments, online services, and technology platforms have expanded rapidly across countries including Indonesia, Vietnam, Thailand, Malaysia, Singapore, and the Philippines.

However, this growth has largely taken place within national markets.

ASEAN Digital Economy Framework seeks to create a stronger regional layer atop these domestic ecosystems.

E-commerce Could Benefit From Lower Cross-Border Friction

One of the most important benefits of DEFA could be easier cross-border E-commerce.

Today, smaller exporters in ASEAN frequently face different invoicing rules, customs processes, payment standards and regulatory requirements when entering a new market.

A more harmonized framework could reduce these barriers.

For example, common approaches to electronic invoicing, digital identity and customs procedures could make it easier for a small business in Indonesia to sell products to customers in Thailand, Malaysia or Vietnam.

This is particularly significant for micro, small and medium-sized enterprises.

MSMEs account for approximately 97% of businesses across ASEAN and around 85% of regional employment.

For these companies, the true value of the ASEAN Digital Economy Framework may not simply be reflected in total trade volumes.

It may instead be measured by how much cheaper and easier it becomes to enter a second, third or fourth regional market.

Intra-ASEAN Trade Could Rise by Up to 20%

The potential impact could extend beyond digital services.

According to an OECD analysis, stronger digital trade integration under the ASEAN Digital Economy Framework Agreement could increase intra-ASEAN trade by up to 20%.

Such an increase would depend heavily on implementation.

Each participating government will still need to translate regional commitments into national laws, regulations and administrative systems.

Implementation is also unlikely to progress at the pace of all markets.

Digitally advanced economies such as Singapore may be able to adopt certain elements relatively quickly, while other ASEAN members may require additional time, technical support or regulatory capacity.

A Flexible Model for 11 Different Economies

One of DEFA’s most significant features is the diversity of the countries participating in the agreement.

ASEAN includes advanced digital economies as well as developing markets with very different regulatory structures, infrastructure levels and institutional capacities.

This makes the agreement a notable test of whether countries at different stages of digital development can operate under a common regional framework.

ASEAN has traditionally relied heavily on consensus-based decision-making.

It also has mechanisms that allow some members to move ahead while others require additional time to implement particular commitments.

This flexibility could become important during the implementation phase of the ASEAN Digital Economy Framework Agreement.

Rather than requiring every country to move at exactly the same speed, the framework may allow integration to progress while providing additional support to markets with lower levels of digital readiness.

Small Businesses Were Included in Negotiations

The agreement was also developed with significant stakeholder participation.

Since negotiations began in 2023has , ASEAN held multiple negotiating rounds and consulted technology companies, business organ,izations and thousands of small businesses.

This is important because smaller companies could be among the main beneficiaries of digital regulatory harmonization.

Large multinational companies often have the financial and legal resources needed to manage regulatory differences between countries.

Small businesses generally do not.

Reducing those differences could therefore make cross-border digital trade more accessible to smaller sellers.

ASEAN Secretary-General Kao Kim Hourn has previously highlighted the potential of DEFA to create new opportunities for women entrepreneurs, rural innovators and youth-led start-ups.

AI Added to the Digital Rulebook

The ASEAN Digital Economy Framework Agreement is not limited to conventional E-commerce regulation.

Negotiators also incorporated emerging technologies, including artificial intelligence, into the framework.

This makes the agreement particularly significant at a time when governments around the world are still developing approaches to AI governance.

ASEAN could therefore become an important testing ground for regional cooperation on cross-border AI and data rules.

A common approach could help companies deploy AI-powered services across ASEAN markets while establishing shared expectations around governance and responsible technology use.

For E-commerce companies, AI is already becoming increasingly relevant in areas such as personalization, fraud prevention, demand forecasting, logistics, customer service and digital advertising.

How these technologies are regulated across borders will therefore have direct commercial implications.

Digital Identity and Cybersecurity Are Key Pillars

Cybersecurity and online trust are another important part of the agreement.

Digital commerce cannot expand sustainably if consumers and businesses do not trust online platforms, payments and digital identities.

The scale of online fraud across the wider Asia-Pacific region has made this issue increasingly urgent.

Combined losses from scam-offensesoffences across East Asia, Southeast Asia, Australia and New Zealand were estimated at between $88.3 billion and $114.1 billion in 2025.

Regional cooperation around cybersecurity, digital identity and consumer protection could therefore become essential to sustaining E-commerce growth.

The ASEAN Digital Economy Framework Agreement could provide a framework for ASEAN governments to coordinate more closely in these areas.

Payments and Digital Identity Could Improve Regional Commerce

Greater interoperability between digital payment and identity systems could also have major commercial benefits.

ASEAN countries have already made progress in connecting some regional payment systems.

The ASEAN Digital Economy Framework Agreement could reinforce this trend by creating common principles for digital transactions and authentication.

For consumers, this could make cross-border purchases easier.

For businesses, it could reduce transaction friction and simplify payment acceptance across markets.

Digital identity systems could also improve areas such as customer verification, onboarding, fraud detection and access to financial services.

Implementation Will Determine DEFA’s Success

The conclusion of negotiations does not mean the regional digital market will change immediately.

The agreement must still move through signing, ratification and national implementation.

ASEAN is expected to continue the formal process toward adoption following the conclusion of negotiations.

The most important test will therefore be whether governments convert the regional framework into functioning national systems.

Transparent monitoring could become important.

Tracking indicators such as cross-border SME sales, digital trade volumes, regulatory compliance costs and E-commerce market entry could help governments understand whether DEFA is producing practical results.

Technical support may also be necessary to help less digitally advanced members implement the framework effectively.

From 11 Markets to One Scalable Opportunity

The long-term significance of the ASEAN Digital Economy Framework Agreement will depend on whether businesses eventually begin to see Southeast Asia less as 11 separate digital markets and more as one scalable commercial opportunity.

That would represent a major change for regional E-commerce.

A company entering ASEAN currently needs to consider different regulations, payment environments, consumer expectations and digital systems across multiple countries.

A more integrated framework would not eliminate these differences, but it could reduce the regulatory barriers that make regional expansion expensive and complex.

For global E-commerce platforms, retailers and technology providers, that could make Southeast Asia significantly more attractive as a unified growth market.

DEFA therefore represents more than another trade agreement.

It is a test of whether digital multilateralism can work across countries with very different economic systems, regulatory environments and levels of technological development.

If ASEAN succeeds in implementing a common digital rulebook, the framework could become an important reference point for other regions seeking to combine E-commerce growth, AI governance and cross-border digital integration.

Authentic Brands Group Expands E-commerce Partnership Across Europe

Authentic Brands Group is extending its partnership with Luzern eCommerce beyond Reebok, giving more brands access to Amazon, Zalando, ASOS, TikTok Shop, and other European marketplaces.

Authentic Brands Group E-commerce expansion is gaining momentum in Europe as the multibrand owner broadens its strategic partnership with Dublin-based Luzern eCommerce.

The expanded agreement follows Reebok’s performance across major European marketplaces and will now make Luzern’s marketplace and advertising capabilities available to a wider group of Authentic’s brand operators and licensees.

The move reflects Authentic Brands Group growing emphasis on digital marketplaces as an important channel for international growth.

Partnership Expands Beyond Reebok

Authentic Brands Group’s relationship with Luzern was initially focused on supporting the growth of Reebok across European marketplaces.

Following what the companies describe as successful marketplace expansion for the sportswear brand, the partnership will now be extended across Authentic’s broader portfolio.

Luzern will provide Authentic’s operators and licensing partners with access to marketplace management, E-commerce operations, advertising solutions and regional marketplace expertise.

The objective is to help brands scale across multiple European markets while maintaining greater control over areas including merchandising, inventory, distribution and marketplace strategy.

Authentic Brands Group Access to Major European Marketplaces

Through the expanded partnership, Authentic’s brands will be able to access a wide range of online retail platforms.

These include Amazon, Zalando, Otto, About You, Allegro, ASOS and TikTok Shop, alongside other regional marketplaces operating across Europe.

This multi-marketplace approach allows individual brands to expand their geographic reach without relying on a single platform or sales channel.

For brand owners and licensees, the model can also reduce some of the operational complexity of managing marketplace relationships across countries.

Luzern Strengthens Marketplace Operations

Luzern eCommerce specializes in marketplace management, retail media, and digital commerce operations.

Its model combines marketplace strategy with advertising and operational support, allowing brands to manage performance across several platforms from a more integrated structure.

The company is also an Amazon Ads Advanced Partner and a Zalando Marketing Services partner.

These partnerships give Luzern direct experience with two of Europe’s largest online platforms for fashion, sportswear and lifestyle products.

For Authentic Brands Group, this expertise provides an opportunity to expand individual brands while maintaining greater oversight of how those brands are positioned and promoted across marketplaces.

Marketplaces Becoming More Important for Authentic

The expanded partnership also highlights a broader shift in how global brand owners approach E-commerce.

Major marketplaces have become increasingly important for brands seeking international reach without building entirely separate direct-to-consumer operations in every market.

Instead of treating marketplaces purely as external distribution channels, companies are increasingly integrating them into broader digital commerce strategies.

Authentic appears to be taking a similar approach.

The company is developing what it describes as a flexible marketplace ecosystem designed to support its network of operators.

Tim Derner, Global Head of Marketplaces at Authentic, said the company’s strategy is focused on giving operators greater flexibility.

He noted that Luzern’s work with Reebok demonstrated the partnership’s potential value and said Authentic now plans to make those capabilities available across its wider portfolio.

Marketplace Control Remains a Priority

One of the key challenges for global brands selling through marketplaces is maintaining control over brand positioning, pricing, inventory, and customer experience.

Marketplace expansion can quickly increase sales reach, but it can also introduce operational complexity.

Authentic’s expanded partnership with Luzern is intended to address some of these challenges by combining marketplace expansion with centralized strategic and operational support.

This model allows brands to increase marketplace penetration while continuing to manage key commercial decisions related to merchandising, inventory, and distribution.

For license-driven brand groups such as Authentic, this is particularly important because individual brands can be managed by different operators across multiple regions.

European E-commerce Strategy Broadens

The Authentic Brands Group E-commerce expansion comes as European digital commerce continues to become more fragmented across marketplaces.

While Amazon and Zalando remain major players, platforms such as About You, Allegro, Otto, ASOS and TikTok Shop increasingly provide additional routes to consumers.

For international brands, this means European marketplace strategies are becoming more multi-platform.

Brands must increasingly decide not only which markets to enter, but also which marketplaces, advertising formats and fulfilment models are most appropriate for each region.

Partnerships with specialised marketplace operators can therefore play a larger role in helping brands navigate these differences.

Authentic Builds a Scalable Marketplace Ecosystem

Authentic’s decision to expand the Luzern partnership beyond Reebok suggests the company sees marketplace expertise as a capability that can be shared across its brand portfolio.

Rather than developing entirely separate E-commerce strategies for every label, Authentic can provide operators with access to a common ecosystem of technology, marketplace management and advertising partners.

The approach could make it easier for individual brands to enter new European markets while reducing the time and resources required to build local marketplace operations.

For Authentic, the strategy is also consistent with its broader licensing-led business model, where brand development is often carried out through a network of operating partners.

As marketplaces become increasingly important within European fashion and lifestyle retail, the expanded partnership gives Authentic another tool for accelerating digital distribution across its international portfolio.

Asia E-commerce Success Needs More Than Clicks and Transactions

Asia E-Commerce must look beyond transaction volumes and technology adoption to measure whether e-commerce investment creates real business value.

Asia’s e-commerce success is increasingly shaping the global digital economy, but researchers warn that conventional indicators may not fully explain why some markets and businesses outperform others.

Across Asia, governments continue to invest heavily in broadband networks, mobile connectivity, digital infrastructure and technology adoption. At the same time, millions of businesses are moving online, and consumers are becoming increasingly comfortable with e-commerce platforms.

However, a recent study suggests that measuring e-commerce success solely by transaction volumes, internet penetration, mobile usage, or the number of online businesses may provide an incomplete picture.

The research argues that policymakers and business leaders should pay greater attention to whether digital technologies actually improve organizational performance and generate sustainable economic value.

Measuring Asia E-Commerce Adoption Is Not the Same as Measuring Success

Traditional measures of digital development often focus on whether businesses have adopted technologies or whether consumers are using digital platforms.

These indicators remain important, particularly when assessing the development of emerging digital economies. But technology adoption alone does not necessarily mean that businesses are benefiting from digital transformation.

A company may invest in cloud infrastructure, artificial intelligence, analytics platforms, or ecommerce systems without significantly improving its operations, customer experience, or profitability.

The distinction is particularly important for governments seeking to evaluate the progress of their digital economies.

Broadband coverage, mobile penetration, and digital-platform usage are relatively straightforward to measure. Organizational capability, digital skills, and the ability to integrate technology effectively into business processes are much more difficult to quantify.

Yet these factors may be increasingly important in understanding Asia’s e-commerce success.

More Than 50 Models of E-commerce Success Identified

A recent study titled “E-Commerce Research Trend: Transforming Qualitative Models into Quantitative Forms for Measuring E-Commerce Success in the Age of Digital Transformation” reviewed existing research on e-commerce performance.

Researchers identified more than 50 different theoretical models used to explain or measure e-commerce success.

Four established approaches were found to dominate the field, highlighting how fragmented e-commerce measurement has become as digital business models have evolved.

The researchers argue that the large number of competing frameworks reflects the increasing complexity of digital commerce.

Ecommerce is no longer simply about whether a company has a website or whether customers are willing to make online purchases.

Modern ecommerce operations increasingly depend on logistics, data analytics, automation, digital payments, customer experience, artificial intelligence, and organizational decision-making.

As a result, measuring digital success requires a broader set of indicators.

Speed, Spending and Skills

The study proposes an exploratory measurement framework, the EBS model, that focuses on three broad areas: Speed, Spending, and Skills.

Speed represents the performance of digital systems and an organization’s ability to operate efficiently in a digital environment.

Spending reflects sustained financial investment in e-commerce and digital technologies.

Skills refer to the organizational capabilities required to use those technologies effectively.

The model is not presented as a final or universally applicable measurement standard. Instead, researchers describe it as an example of how qualitative aspects of digital transformation could be translated into measurable business-level indicators.

This approach could help policymakers distinguish between economies where companies merely adopt digital technologies and those where businesses successfully transform those investments into commercial value.

Artificial Intelligence Makes Measurement More Complex

The rapid adoption of generative artificial intelligence is making this challenge even more important.

Since generative AI began entering mainstream business use in 2022, companies have increasingly deployed AI tools across ecommerce operations.

AI can now support demand forecasting, personalized recommendations, customer service, content generation, pricing, logistics and inventory management.

However, the value generated by these systems may not always be visible through conventional ecommerce indicators.

A company could process the same number of transactions while significantly improving productivity, forecasting accuracy or customer retention through AI.

Conversely, a business could adopt multiple AI tools without generating meaningful operational improvements.

This means future measures of Asia ecommerce success may need to consider not only whether companies use artificial intelligence, but also whether those systems improve business outcomes.

Asia Is Not One Digital Market

Another challenge is the enormous diversity of Asian e-commerce markets.

Asia includes some of the world’s most digitally advanced economies as well as markets where e-commerce infrastructure and digital adoption remain at an earlier stage of development.

Regulation, access to finance, logistics infrastructure, consumer confidence, and digital skills vary significantly between countries.

Small and medium-sized businesses may also face very different barriers depending on the market in which they operate.

For this reason, a single measurement based primarily on transaction volumes or internet penetration may fail to identify the underlying strengths and weaknesses of individual digital economies.

Two countries could have similar digital infrastructure but significantly different e-commerce outcomes because businesses in one market have stronger organizational capabilities, better access to capital, or more advanced digital skills.

Policymakers Need to Identify the Real Bottlenecks

Better measurement could also influence government policy.

If a country already has strong digital infrastructure but e-commerce businesses lack technical or managerial skills, further infrastructure investment may have limited impact.

In such cases, digital training programs, organizational development and support for small businesses could deliver greater economic value.

Similarly, if companies are investing heavily in technology but productivity and profitability remain weak, policymakers may need to investigate whether those technologies are being properly integrated into business processes.

The objective, researchers argue, should not necessarily be to create another international e-commerce ranking.

Instead, governments need measurement systems capable of identifying where the real obstacles to digital growth exist.

From Digital Adoption to Digital Value

Asia’s e-commerce success will increasingly depend on what businesses can achieve once they gain access to digital technologies.

Infrastructure remains essential, but infrastructure alone cannot guarantee commercial performance.

Businesses must also have the skills, investment capacity and organisational structures required to integrate new technologies into their operations.

For governments, this means digital-economy policy may need to move beyond encouraging technology adoption towards helping companies generate measurable value from those investments.

The next stage of Asia’s ecommerce development will therefore be defined not simply by how many consumers shop online or how many businesses operate digital stores.

The more important question will be whether digital technology helps those businesses operate more efficiently, respond more quickly to market changes, and build sustainable competitive advantages.

As e-commerce and artificial intelligence continue to converge, measuring these outcomes could become one of the most important challenges facing Asia’s digital economy.

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Switzerland Ecommerce Growth Reaches 11% in H1 2026

Swiss online retail continued to outperform the broader retail market in the first half of 2026, although fashion ecommerce recorded a sharp decline.

Switzerland ecommerce growth remained strong during the first half of 2026, with online retail turnover increasing by more than 11% cumulatively by the end of June, according to the latest Swiss Market Monitor published by consumer intelligence company NielsenIQ (NIQ).

The figures highlight the continued expansion of digital commerce in Switzerland, even as the country’s overall retail market grows at a considerably slower pace.

NIQ’s Swiss Market Monitor, compiled in cooperation with more than 40 major retailers operating in Switzerland, showed that total Swiss retail sales increased by a nominal 2.6% compared with the first half of 2025.

Although the report does not cover the entire Swiss retail market, NielsenIQ supplements the available retailer data with market estimates to provide a broader picture of consumer spending trends.

Swiss Retail Market Grows 2.6%

Switzerland’s overall retail sector recorded moderate growth during the first six months of 2026.

Food and near-food sales increased by approximately 2.5%, while the non-food category performed slightly better, growing by 2.7% compared with the same period last year.

The figures indicate that consumer demand remains relatively stable across the Swiss retail sector. However, online channels are expanding substantially faster than physical retail.

With Switzerland’s ecommerce growth reaching double-digit levels, according to NielsenIQ, ecommerce continues to grow in importance within the country’s retail ecosystem.

Other Studies Put Ecommerce Growth at 8%

Other industry sources estimate somewhat lower online growth.

According to Handelsverband.swiss, Swiss online retail sales increased by approximately 8% cumulatively by the end of June 2026.

This represents an improvement of around 0.4 percentage points compared with the first quarter of the year.

Swiss e-commerce consultancy Carpathia has also estimated online retail growth at approximately 8% for the first half of 2026.

The difference between the 8% and 11% estimates largely reflects differences in methodology, market coverage and the retailers included in each analysis.

Nevertheless, all major indicators point in the same direction: Swiss e-commerce continues to grow significantly faster than the country’s overall retail market.

Online Fashion Sales Fall 16.1%

The overall positive e-commerce performance masks substantial differences between individual product categories.

Fashion and lifestyle ecommerce was the only major online segment to record a decline during the first half of the year.

According to Handelsverband.swiss data, online sales in the Fashion/Lifestyle category decreased by 16.1%.

However, the figures do not include sales generated by several major international platforms, including Zalando, About You, and Asian ecommerce marketplaces. This means the data primarily reflects the performance of the retailers covered by the Swiss industry monitor.

The decline is particularly notable because Switzerland’s overall fashion market remained relatively stable during the same period.

This could suggest that some domestic online fashion retailers are losing market share not only to international ecommerce platforms but also to brick-and-mortar stores.

Electronics and Home Categories Continue to Expand

Other ecommerce segments performed considerably better.

Online electronics sales increased by 8.1%, while several categories recorded double-digit growth.

Leisure and sports, Home & Living and the broader “Other” category were among the strongest-performing ecommerce segments during the first six months of 2026.

The figures reflect a broader shift in Swiss online shopping behavior. Ecommerce growth is increasingly being driven by categories beyond fashion, which historically played an important role in European online retail.

Home products, leisure goods, sporting equipment, and consumer electronics are becoming increasingly important contributors to Switzerland’s e-commerce growth.

Switzerland Remains an Attractive E-commerce Market

Switzerland is one of Europe’s most developed consumer markets, supported by high purchasing power, strong digital infrastructure and widespread adoption of online shopping.

The latest figures suggest that ecommerce remains capable of significantly outperforming traditional retail growth even in a relatively mature digital market.

At the same time, the sharp decline reported among domestic online fashion retailers indicates that growth is not evenly distributed across the industry.

International marketplaces, changing consumer preferences, and renewed competition from physical stores are increasingly shaping the competitive landscape.

For ecommerce companies operating in Switzerland, the first-half results therefore present a mixed picture: the overall online market continues to expand strongly, but success increasingly depends on category dynamics, competitive positioning and the ability to respond to changing consumer behavior.

With online retail growing by 8% to 11%, depending on the methodology used, Switzerland remains one of the European markets worth watching for the remainder of 2026.