NIQ Global Intelligence Unveils Groundbreaking Insights on the Evolving Landscape of Commerce

In a compelling press release on July 17, 2026, NIQ Global Intelligence Plc (NYSE: NIQ) highlighted the significant transformation taking place in the global retail sector, particularly emphasizing the rapid growth of live commerce in Asia. The report, titled *The Commerce Revolution: Where East Meets West*, reveals that China's live-commerce market, valued at approximately $900 billion in 2025, is nearing the size of the entire US e-commerce market.

The report illustrates a clear shift in the center of gravity of global retail, as innovative shopping formats originating in Asia, such as live shopping, social commerce, and ultra-fast delivery, gain traction. Despite this progress in the East, consumer adoption in the West remains markedly low. A staggering 68% of consumers in North America and 67% in Europe have never purchased products through social media, while about two-thirds of these consumers have not yet engaged with quick commerce options.

In Asia, quick commerce has become an integral part of daily life, representing around 80% of fast-moving consumer goods (FMCG) online sales in India. China's extensive network of approximately 10,000 dark stores facilitates delivery within 30 minutes, showcasing the efficiency and consumer demand for rapid fulfillment.

While Western brands are ramping up their investments in retail media networks—projected to reach $107.6 billion in the US by 2026—almost half of these brands report that their measurement tools are only somewhat effective. This indicates a critical need for improved analytics and strategies to effectively gauge the impact of these investments.

The report suggests that the retail landscapes of the East and West are not diverging but rather converging. The innovative behaviors emerging from Asia—such as live shopping and super-apps—are increasingly being integrated with the monetization and measurement frameworks developed in Western markets. Artificial intelligence plays a pivotal role in this transformation, enhancing product discovery in Asia while refining pricing and targeting strategies in Western markets.

Emilie Darolles, President of Western Europe at NIQ, emphasized the urgency for brands to adapt to these changing dynamics. “What's happening in Asia isn't a threat to Western retail, it's a preview,” she stated. Darolles urged brands to recognize live shopping, social commerce, and instant delivery as mainstream channels rather than emerging trends, advocating for a shift in focus towards integrated commerce systems that link data, media, and fulfillment.

As retail continues to evolve, the brands that embrace these new models and integrate advanced strategies will be best positioned to thrive in the next decade. The report serves as a crucial roadmap for Western brands seeking to navigate the complexities of a rapidly changing consumer landscape, urging them to act decisively while the opportunities still exist.

NIQ’s comprehensive analysis leverages its unmatched global data footprint, combined with decades of expertise in consumer insights, to provide a detailed understanding of the shifting retail dynamics. As brands and retailers look toward the future, the lessons gleaned from Asia may well define the course of commerce in the years to come.