Tariff Turmoil Triggers Budget Shifts in Global Ecommerce UA Trends
Tariff changes and economic uncertainty are shaking up the way ecommerce apps spend their marketing money across the world. A new report from AppsFlyer, the 2025 State of eCommerce App Marketing, shows that global spending on user acquisition (UA) has climbed to an impressive $4.6 billion. But it’s not just the amount of money being spent that is interesting, it’s where that money is going. Chinese ecommerce apps, which have long poured large budgets into the United States, are now turning their attention to Europe. Concerns about tariffs and shifting regulations are pushing companies to rethink their strategies and move…