Global Ecommerce UA Trends Shift Amid Tariff Changes and Economic Uncertainty

Recent tariff changes and economic uncertainty are significantly impacting global ecommerce user acquisition (UA) trends, according to the 2025 State of eCommerce App Marketing report by AppsFlyer. The report reveals that global spending on UA has reached $4.6 billion, marking a notable shift in how ecommerce apps allocate their marketing budgets worldwide.

The findings suggest that ecommerce giants such as Alibaba Group Holding Ltd. are closely monitoring these trends to adjust their strategies for growth. This adaptive approach is crucial in a landscape where economic policies and consumer behaviors are rapidly evolving, potentially setting a precedent for other companies in the sector.

The implications of these shifts are vast, affecting not only the strategies of individual companies but also the global ecommerce ecosystem as a whole. As businesses navigate these changes, the ability to quickly adapt marketing strategies in response to economic and policy shifts will likely become a key determinant of success in the competitive ecommerce space.