NielsenIQ report emphasises how global commerce models are converging

Beyond this, NielsenIQ finds that previously siloed operational functions of sellers are beginning to blur boundaries. Payment platforms and rapid fulfilment models from Eastern markets are converging with the monetisation models created in Western markets, setting the stage for a singular global commerce model that unifies digital channels, consumer markets and operational functions. 

Key findings from the report include: 

• Emerging channels are scaling fast. Live, social, and quick commerce now drive most incremental digital growth globally. In the US, for example, social commerce (+62.9%) and quick commerce (+62.2%) are outpacing traditional e‑commerce growth. 

• Discovery‑led commerce is going mainstream. In the Asia-Pacific region, nearly 60% of consumers shop via social and quick commerce. In Western markets, discovery is accelerating, with nearly one‑third of consumers purchasing after discovering products on social platforms. 

• Quick commerce is resetting fulfilment expectations. In India, quick commerce now represents about 80% of FMCG sales, while China’s network of roughly 10,000 dark stores enables 30-minutes-or-less delivery at a national scale. 

• Retail media is scaling globally. Retail media reached US$184-billiom in global spend in 2025, with more than 270 networks worldwide.  

• Super‑apps point to what’s next. The Asia-Pacific region accounts for nearly 55% of global e‑commerce, driven by integrated platforms that unify content, commerce, payments, logistics, and AI – models that are increasingly influencing Western markets. 

• Agentic commerce is collapsing the traditional funnel. AI agents are beginning to autonomously discover, evaluate, and purchase products on consumers’ behalf, accelerating the shift toward AI‑driven decisioning and fundamentally changing how brands compete for visibility, relevance, and growth. 

“The convergence of Eastern formats with Western monetisation models isn’t a future scenario – it’s already reshaping the marketplace in real time,” says Marta Cyhan-Bowles, a senior executive at NielsenIQ. 

 “Global commerce is accelerating faster than at any point in retail history. The future won’t belong to a single region, channel or model, but to the brands and retailers who can best understand and act on consumer demand across platforms.” 

Explanations for bewildered marketers 

Recognising the pace of change, NielsenIQ has also explained some of the key concepts that marketers need to come to terms with: 

• Live commerce is a shopping format where products are promoted and sold through real‑time video streams – often hosted by creators or brands – combining entertainment, interaction and immediate purchasing within a single experience. 

• Social commerce integrates product discovery and purchasing directly into social media platforms – where content, creators and community influence drive awareness, consideration and conversion. 

• Quick commerce is a retail model focused on ultra‑fast delivery – often within 30 to 60 minutes – enabled by localised inventory and designed to meet immediate or top‑up consumer needs, particularly in FMCG categories. 

• Retail media networks are advertising platforms operated by retailers that allow brands to reach shoppers using first‑party data across digital and physical touchpoints, typically near the point of purchase, with an increasing focus on measurable, closed‑loop outcomes.