YouTube has consolidated its position as the world's leading video-sharing platform, surpassing traditional media giants in US television viewing and challenging Facebook, Instagram and TikTok for global audience dominance. New statistics from Nielsen, DataReportal and YouTube reveal the extraordinary scale of the platform and its growing influence over digital advertising, media distribution and brand marketing.

YouTube in 2026: The Numbers Behind Its Global Dominance

YouTube has evolved from a video-sharing website into one of the largest media distribution ecosystems in history. With billions of monthly viewers, hundreds of billions of daily Shorts views and an expanding presence on connected televisions, the platform is redefining the relationship between traditional broadcasting, social media and digital communities.

According to YouTube's official statistics and industry research published throughout 2025 and 2026, the platform now operates at a scale that rivals entire television industries.

Table 1. YouTube's Key Audience and Performance Statistics

Sources: YouTube official statistics, YouTube press releases, and Nielsen. Figures refer to different reporting periods, and subscription counts should not be confused with unique users.

The numbers underline YouTube's unusual position in the digital economy. Unlike subscription-based streaming services, the platform combines free access, advertising, premium subscriptions, independent content creators and professional media organisations within a single ecosystem.

YouTube does not regularly publish an exact global monthly active-user total comparable with every competing social network. Nevertheless, its official audience disclosures confirm reach into the billions, while independent research consistently places it among the world's most widely used digital platforms.

YouTube Surpasses Disney, Netflix and Traditional TV Distributors

Perhaps the most significant evidence of YouTube's transformation comes from Nielsen's television audience measurements.

According to the company's Media Distributor Gauge report, published on October 22, 2026, YouTube captured a record 15.8% of total US television viewing time in August 2026.

This result placed the platform ahead of Disney, Netflix, NBCUniversal and other major entertainment groups.

Table 2. Largest Media Distributors by US Television Viewing Share — August 2026

Source: Nielsen Media Distributor Gauge, August 2026. The figures represent viewing time on US television sets. Disney and other distributors include multiple television and streaming properties.

The difference is substantial. YouTube's 15.8% share was approximately 70% higher than Disney's 9.3%.

Even more importantly, Nielsen reported that YouTube viewing increased 6% month over month, while the platform recorded a 9% increase in viewing among adults aged 50 and older.

This suggests that YouTube is expanding beyond its historical association with younger digital audiences and establishing itself as a mainstream television destination.

However, YouTube has not surpassed all traditional television viewing combined. Broadcast and cable television together still accounted for 36.4% of US television consumption during the same period.

Streaming Approaches Half of All US Television Viewing

YouTube's growth is part of a larger transformation in television consumption.

Nielsen's August 2026 figures show that streaming services represented almost half of all television viewing in the United States.

Table 3. US Television Viewing by Distribution Category

Source: Nielsen, August 2026. YouTube is included within streaming, not counted as an additional category.

The numbers demonstrate the growing importance of internet-based distribution and connected television devices.

Traditional broadcasters increasingly compete not only with professional streaming services but also with independent YouTube creators, podcasts, educational channels, news publishers and live-streaming productions.

For advertisers, the shift creates opportunities to reach television audiences through digital platforms offering more granular campaign targeting, interactive advertising formats and measurable engagement.

YouTube Versus Facebook, Instagram and TikTok: Which Platform Is Bigger?

While YouTube leads video sharing and US television distributor rankings, the wider social media landscape presents a more complex picture.

DataReportal's Digital 2026 Mid-Year Global Update, drawing on GWI research, ranked Facebook slightly ahead of YouTube in self-reported monthly platform usage among internet users aged 16 and older.

Table 4. World's Most-Used Social Platforms — 2026

Source: DataReportal Digital 2026 Mid-Year Global Update, based on GWI survey data. Figures represent self-reported monthly usage among internet users aged 16 and older, not total registered accounts.

The relatively small difference between Facebook, YouTube, Instagram and WhatsApp demonstrates how concentrated the global social media market has become.

However, alternative measurements place YouTube in the leading position.

DataReportal's analysis of Similarweb mobile app activity found YouTube ahead of competing social platforms in active app usage. WhatsApp's active audience reached approximately 87.4% of YouTube's level, while TikTok's audience was substantially smaller.

The distinction illustrates why social media rankings depend on the measurement methodology: surveyed usage, mobile activity, advertising reach and total registered accounts do not necessarily produce the same results.

YouTube Reaches 84% of American Adults

YouTube's reach is particularly notable in the United States.

Pew Research Center's 2026 research found that 84% of American adults use YouTube, making it the most widely used platform included in its social media survey.

Table 5. Social Media Platform Usage Among US Adults — 2026

Source: Pew Research Center, 2026. Measures the percentage of adults who report ever using each platform, rather than monthly active usage.

YouTube's cross-generational reach is another important advantage.

Pew found that 95% of Americans aged 18–29 use YouTube, compared with 91% of those aged 30–49, 85% of those aged 50–64 and 65% of adults aged 65 and older.

Such broad adoption makes the platform attractive to advertisers seeking to reach multiple demographic segments without relying exclusively on traditional television.

Video Podcasts, Shorts and News Expand YouTube's Media Influence

YouTube's dominance is not limited to entertainment and user-generated videos.

The company reports more than 1 billion monthly podcast viewers, confirming the platform's increasingly important role in long-form interviews, business discussions, journalism and educational content.

Its video podcast ecosystem also benefits from connected television consumption. In October 2025, viewers watched more than 700 million hours of podcast content on living-room devices, compared with approximately 400 million hours one year earlier.

Meanwhile, YouTube Shorts now generates more than 200 billion daily views, positioning short-form content as a major audience acquisition format.

The platform's role in news distribution is similarly significant. YouTube disclosed in October 2026 that global audiences watched more than 35 billion hours of news content during 2025, including over 12 billion hours on connected televisions.

Table 6. YouTube's Major Video Consumption Segments

Source: YouTube official announcements, 2025–2026. These metrics measure different types of activity and are not directly comparable or additive.

Taken together, these statistics reveal a platform capable of supporting several major media markets simultaneously.

From Television Audiences to Digital Communities

One of YouTube's most important competitive advantages is its ability to transform passive viewers into recurring communities.

Traditional television has historically relied on scheduled programming and audience ratings. YouTube adds channel subscriptions, viewer comments, live interactions, memberships, personalised recommendations and searchable video libraries.

These features allow businesses and publishers to maintain an ongoing relationship with their audiences rather than depending exclusively on individual broadcasts or advertising campaigns.

Table 7. Comparing Video and Community-Building Platforms

For brands, this distinction is important.

A television advertisement traditionally purchases exposure during a defined broadcast period. A YouTube channel can generate repeated exposure, discoverability and community engagement through an expanding library of content.

Videos can continue attracting viewers through search and recommendations long after publication, providing a potential long-term return on content production.

Nevertheless, subscriber growth alone does not guarantee meaningful engagement. Audience retention, returning viewers, watch time and conversion performance remain essential indicators of commercial value.

What YouTube's Dominance Means for Brands and Digital Commerce

For companies operating in e-commerce, cross-border retail, logistics and digital services, the implications extend beyond conventional video marketing.

YouTube's scale creates opportunities for businesses to combine product education, brand awareness, customer engagement and community development within a single channel.

Product demonstrations, educational content, expert interviews, customer testimonials and industry podcasts can reach international audiences without the geographical restrictions associated with traditional broadcast distribution.

The platform's availability in more than 100 countries and 80 languages also supports international content strategies.

For cross-border brands, localisation, subtitles and multilingual publishing can help adapt video campaigns to different markets while maintaining a centralised distribution infrastructure.

The business opportunity is not simply to accumulate video views. It is to develop an identifiable audience that repeatedly engages with a brand's content, understands its products and potentially converts into customers.

The challenge is that YouTube remains a competitive environment. Discoverability depends on content relevance, audience response and platform recommendations, while creators and businesses must continuously evaluate the return on production and advertising investments.

Conclusion: YouTube Is Redefining the Global Media Market

The latest statistics establish YouTube as one of the most influential media distribution platforms worldwide.

Its 15.8% share of US television viewing, more than 200 billion daily Shorts views, billion-plus monthly podcast audience and extensive global reach demonstrate how far the platform has moved beyond its original identity as a video-sharing service.

Although Facebook retains a narrow advantage in some worldwide social media usage surveys, YouTube leads in other measures and has established a commanding position in online video and connected television consumption.

For traditional broadcasters, the challenge is increasingly clear: competing for viewing time now means competing with a decentralised network of independent creators, businesses and digital-first publishers.

For brands and e-commerce companies, the same transformation represents a significant opportunity.

The future of video distribution is no longer defined solely by television networks or streaming subscriptions. It is increasingly shaped by platforms capable of combining global audiences, on-demand content and lasting digital communities.

YouTube currently stands at the centre of that transformation.

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Adobe has announced the release of Photoshop Elements 2025 and Premiere Elements 2025, which integrate innovative AI support, with features to make it easier for all users "to create and edit stunning photos and videos" claims Adobe.

With these updates, people can use new tools to combine images, remove objects, create depth, and modify colors. For example, the new AI-powered object removal tool makes it easy to remove unwanted elements. In addition, users can adjust the blur in their images using a new AI-based filter, helping them create realistic depth of field. It is also possible to modify the color of any object by selecting it and choosing a new hue.

Another highlight is the ability to combine different photos to create “unique compositions.” People can now mix the subject of one image with the background of another and add elements from other photos. New features, such as animated sparkles or frames, have also been included to allow one-click motion effects to be added. 

For those looking for a more creative touch, textured backgrounds, and modern graphics have been added to enhance creations, and there are 59 editing guides to improve users' skills.

Premier Element is Adobe bet for 2025

Premiere Elements 2025 offers new templates and controls for customizing text, allowing dynamic titles to be created. A white balance tool has also been introduced to ensure that video colors look natural and that precise color adjustments are made using LUTs to transform the color palette. 

The timeline has been simplified to facilitate navigation between audio and video tracks, and thanks to Adobe Stock integration, users can access professional design templates for free.

Both applications are fully compatible with the new Apple M3 systems and offer optimized performance for Mac users. New web and mobile tools in beta enable creative edits on the go, automatically syncing photos and videos for access from any device.

Photoshop Elements 2025 and Premiere Elements 2025, as well as a discounted bundle, are available at Adobe.com, Amazon, Best Buy, and other retailers.

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In today's globalized market, brands can reach customers far beyond their local borders. However, selecting a successful cross-border product is not straightforward. It requires a deep understanding of market dynamics, consumer preferences, and cultural nuances. This article explores how brands can identify a successful cross-border product by examining its essential characteristics.

Understanding the Cross-Border Market

Before delving into the characteristics of a successful cross-border product, it’s essential to understand the landscape of cross-border selling; according to a report by Statista, the global B2C cross-border e-commerce market is expected to reach a value of 7.9 trillion U.S. dollars by 2030. This significant growth highlights the importance of strategically choosing products that resonate with international consumers.

Characteristics of a Successful Cross-Border Product

When evaluating potential products for cross-border selling, brands should focus on the following key characteristics:

1. Universal Appeal

A successful cross-border product typically has a universal appeal that transcends cultural and geographical barriers. Due to their broad appeal, items such as clothing, beauty products, and electronics often find success across different markets. Products that fulfill basic needs or offer universally recognized benefits perform well.

2. Cultural Adaptability

While universal appeal is crucial, it’s equally important for a product to be adaptable to local cultures. This adaptability could manifest in various ways, such as packaging, branding, or product features. Brands should be prepared to customize their offerings to meet local tastes and preferences without losing the essence of the product.

For example, food brands often alter recipes to suit local palates while retaining core flavors that define their identity.

3. Quality and Reliability

In cross-border selling, product quality plays a pivotal role in consumer trust. International buyers are more likely to choose brands known for high-quality standards. A reputation for reliability can be a significant factor in the decision-making process for consumers unfamiliar with a brand.

Data Point: In a 2020 McKinsey US consumer sentiment survey, more than 60 percent of respondents said they’d pay more for sustainable packaging products.

4. Scalability

A successful cross-border product must be scalable in production and distribution. Brands must ensure they can meet demand across various markets without compromising quality. This includes having robust logistics and the ability to respond to fluctuating market demands.

5. Compliance with Regulations

Every market has its regulatory environment. Successful cross-border products must comply with local laws, safety standards, and import regulations. Understanding these legal frameworks is essential to avoid costly penalties and ensure a smooth entry into the market.

Conducting Market Research for Cross-Border Products

Before launching a product for cross-border selling, brands should conduct thorough market research. This includes:

• Analyzing Competitors: Understanding the competitive landscape in target markets can provide insights into what products are successful and why.
• Consumer Behavior Studies: Gathering data on consumer preferences and shopping habits can help brands tailor their offerings.
• Testing Prototypes: Conducting pilot tests in select markets can provide valuable feedback and inform final product adjustments.

3 Basic Marketing Strategies for Cross-Border Products

Once a successful cross-border product is identified, brands must employ effective marketing strategies to promote it. Here are some strategies to consider:

1. Localized Marketing Campaigns

Marketing campaigns should be tailored to resonate with local audiences. This involves using culturally relevant messaging, language, and imagery. Brands can collaborate with local influencers to increase credibility and reach.

2. Utilizing E-Commerce Platforms

Leveraging established e-commerce platforms can simplify the logistics of cross-border selling. Platforms like Amazon, Alibaba, and eBay offer extensive networks that can help brands reach global customers efficiently.

3. Building Trust Through Reviews and Testimonials

International consumers often rely on reviews and testimonials to make purchasing decisions. Brands should actively encourage satisfied customers to leave positive feedback, which can significantly influence potential buyers.

Choosing a successful cross-border product involves careful consideration of several key characteristics, including universal appeal, cultural adaptability, quality, scalability, and compliance with regulations. As brands navigate the complexities of global markets, they must conduct thorough research and employ effective marketing strategies to ensure their products resonate with international consumers.

The post Choosing a Successful Cross-Border Product: Key Characteristics for Global Success! appeared first on Cross-Border Magazine.

Walmart surpassed Amazon in worldwide digital advertising revenue growth during Q2 2024, posting a 26% increase, ahead of Amazon's 20%, according to the company's latest financial reports, based on data collected by eMarketer.

This notable increase is mainly due to the performance of its Walmart Retail Media division, Walmart Connect, which experienced 30% year-over-year growth.

According to projections made in March of this year, Walmart will capture 6.8% of all retail media advertising spend in the U.S. this fiscal year, equivalent to $3.72 billion.

So-called retail media networks are attracting billions in advertising spend. According to eMarketer, global Retail Media ad spending is expected to double from $114.18 billion in 2023 to $233.89 billion in 2027. In addition, Retail Media is projected to account for a larger share of digital ad spending, eclipsing traditional media spending, increasing from 18.9% of that segment in 2023 to 25.7% in 2027.

In this context, advertising bought through retail media networks is deployed across various platforms, including in-store displays, websites, mobile apps, streaming services, smart TVs, and social networks. This arena not only offers advertisers the opportunity to present their offerings to consumers willing to spend but also provides a valuable amount of first-party data. Retailers have a significant amount of data on their customers, from one-time shoppers to loyal shoppers, which is key for advertisers looking to optimize their exposure.

Walmart keeps growing

As reported by CNBC, Walmart CEO Doug McMillon recently highlighted the differentiating advantage retailers possess: “If brands advertise with a digital ad, for example, and a customer makes a transaction a week later in a store, we can connect it for them and let them know that the ad worked.”

Walmart has emerged as a key player in the Retail Media landscape. Its foray into advertising has contributed to the company's growth in recent quarters, and its recent deal to acquire TV maker Vizio underscores its commitment to this expanding business.

Overall, it seems Walmart is going through some ‘good times.’ Not only is their advertising growing, but their physical retail and e-commerce also showed some interesting statistics during 2023: 

• Walmart's Holiday-Quarter Earnings: With quarterly total sales of US$173.4 billion in Q4 2023, Walmart grew by 5.7%.

• Walmart eCommerce Boost: With a 23% increase in eCommerce sales, Walmart hit the US$100 billion mark in online sales in 2023.

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PayPal has announced new managerial appointments to develop a PayPal Ads solution. This PayPal Ads will be a new advertising platform to strengthen the company's consumer value proposition. 

Specifically, as reported by the company in a statement, Mark Grether has been named senior vice president and general manager of PayPal Ads; and John Anderson, as senior vice president and general manager of the Consumer Group. Grether and Anderson will report to Diego Scotti, executive vice president, general manager of the Consumer Group and Global Marketing and Communications.

PayPal has highlighted long-standing relationships with millions of consumers and merchants that make the company “uniquely positioned to create an advertising platform rooted in commerce.” Grether will join the company to build an advertising business that will help merchants get smarter to sell more products and services effectively while allowing consumers to discover more of what they like.

PayPal Ads will use customer data to create a dynamic, personalized platform that will drive a better return on ad spend for marketers while delighting consumers with compelling offers.

PayPal recruits the head of Uber Advertising 

Grether joins PayPal from Uber, where he served as vice president and general manager of Uber Advertising. Under his leadership, Uber Advertising grew to a $1 billion business with more than 500,000 advertisers worldwide. He successfully led the acceleration of the company's global advertising business, helping marketers, brands and other advertisers reach Uber's highly engaged user base in its Mobility and Delivery divisions

Prior to Uber, Grether led product strategy for Amazon's advertising business and was CEO of Sizmek, one of the world's largest independent advertising platforms, which was sold to Amazon in 2019. Previously, Mark was co-founder and global COO of WPP's Xaxis.

“Commerce and advertising are deeply connected, and we believe the advertising platform we're building at PayPal will become a must-have marketing channel for merchants large and small. I'm thrilled to have Mark join our team and lead this important work,” said Scotti.

On his side, Anderson has spent more than 20 years at the intersection of technology platforms and payments. He will be responsible for PayPal's consumer business, including product strategy for PayPal and Venmo globally. Anderson joins PayPal from Plaid, where he was Head of Product and Payments and oversaw significant growth of Plaid's suite of payment products. Prior to Plaid, John spent a decade at Meta in numerous product and leadership roles, including head of product for Oculus, head of Facebook Japan, and head of the payments, commerce and risk product and operations teams.

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Netflix aims to strengthen its advertising business and has announced that it will launch its own ad tech platform by the end of 2025. This platform will provide advertisers with new ways to offer their services and measure the impact of their campaigns.

The technology company has organized this Wednesday the second presentation of its Upfront event for advertisers. It suggests that advertisers who choose Netflix to offer their services can "reach the most engaged audience in the world," which currently reaches 270 million subscribers.

Netflix has a plan that displays advertising, which it implemented in 2022. In Spain, it is available for €5.49 per month and, in addition to embedding advertising during playback, it suppresses some of the most watched titles in its catalog. However, it plays them in Full HD quality and supports two devices.

This standard subscription model with ads now registers 40 million monthly active users worldwide, compared to five million a year ago, as explained by Amy Reinhard, president of Netflix Advertising, stressing that more than 40% of users in countries where the plan with advertising is present are subscribed precisely to this mode, which introduces ads both at the beginning and during the playback of series and movies.

Netflix bet on marketing 

With all this, Netflix has announced the launch of the aforementioned internal advertising technology platform, which will arrive by the end of 2025 and will give advertisers "new ways to buy, new knowledge, and ways to measure the impact" of their campaigns. In this way, Netflix will be able to create targeted and personalized ad experiences, as TechCrunch is nuanced.

"Bringing our ad technology in-house will allow us to drive the ad plan with the same level of excellence that has made Netflix the leader in streaming technology today," the executive said.

Reinhard also emphasized that this development comes after "in-depth consumer research and is designed to make Netflix even better for customers." "We are being incredibly strategic about how we present ads because we want our members to have a phenomenal experience," Reinhard emphasized.

Similarly, he has announced that this summer, Netflix will expand its buying capabilities to include The Trade Desk, Google's Display & Video 360 and Magnite, which will join Microsoft as the leading programmatic partners for advertisers.

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Sephora announced a new leadership appointment to oversee its presence in China, naming Xia Ding as managing director of Greater China. She will bring decades of experience, including time at JD.com, Hanes, and Nike.

The beauty retail detailed its new hire on April 15. The company noted the scope of her role, which includes mainland China and Hong Kong.

Sephora is part of LVMH, which ranks No. 3 in Digital Commerce 360’s Europe Database. Digital Commerce 360 categorizes the company as a Health & Beauty retailer.

Xia Ding’s role at Sephora

“Xia Ding is a quintessential leader with a wealth of experience in running businesses, digital transformations, and strategic business development,” said Alia Gogi, president of Sephora Asia. “I am confident that her skill set, knowledge of brick & mortar retail, expertise in digital and e-commerce, and proven track record in building and sustaining profitable business will take Sephora Greater China into its next phase of growth and success.”

Ding will report directly to Gogi. Sephora lists its Greater China market encompassing 350 stores and two e-commerce websites. It also operates associated digital platforms and apps. Globally, the brand counts 3,000 points of sale and operates in 35 different markets.

China was an area of experimentation for Sephora in 2023 when it debuted its “Stores of the Future” concept in Shanghai and Wuhan. The stores added unique Sephora services, free workshops, and new technology additions to reduce friction in the shopping experience and strengthen their omnichannel offerings.

Ding’s background before Sephora

“I am thrilled to join Sephora at a time where the prestige beauty market in China is at the cusp of its next growth phase,” Ding said in a released statement. “Sephora’s allure lies in its powerful curation capabilities, strong culture anchored in purpose and DE&I, and an incredible ability to offer beauty enthusiasts an ever-evolving retail experience.”

Before joining Sephora, she spent five years at Nike. There, she was vice president and general manager of e-commerce in the Asia Pacific and Latin America markets. Her other past roles included time as president of JD Fashion at JD.com, vice president of retail service at Nielsen in China, and vice president and director roles at HanesBrands Inc., leading expansion efforts in China.

Her arrival at Sephora comes as the company expands. The company’s website states that it has “an expanding base of 200 stores across the Asia Pacific region, including Australia, China, Singapore, Malaysia, Thailand, Indonesia, and India.” Sephora revealed in March, however, that it would shutter its operations in South Korea beginning in May.

JD.com Inc. is No. 1 in the Asia Database, Digital Commerce 360’s ranking of the region’s largest online retailers. It is also No. 4 in the Global Online Marketplaces Database.

Nike ranks No. 8 in the Top 1000 Digital Commerce 360’s database of the largest North American e-retailers by online sales. It’s also the highest-ranking Apparel/Accessories retailer in the Top 1000.

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LinkedIn is experimenting with video and wants to introduce a short-form video option similar to TikTok. In this way, the social network for professionals will join other platforms that have launched their own spaces for short-form video, including Instagram, YouTube, Snapchat, and even Netflix.

The first person to get a glimpse of the new format on the platform is Austin Null, director of strategy at an influencer agency called McKinney, who shared it via his LinkedIn with a post in which he said, "I told you guys once LinkedIn as a product catches up to the other platforms, it's over 👀💯. I have to get on with my video schedule, I guess 😂." The post was accompanied by a video in which you can see how, in the navigation bar, there is a new "video" tab. Once inside, the interface becomes very similar to TikTok's, allowing users to swipe through one video after another.

Currently, videos can already be posted on LinkedIn, but with the difference that this new format aims to drive engagement and discovery of short-form professional video content. Although the platform has confirmed the addition of this new format to Techcrunch, it still needs to provide details on the process by which it decides which videos to show in users' feeds.

LinkedIn is challenging TikTok in the video race 

LinkedIn has noticed a significant increase in career-related videos on TikTok. It is increasingly common to find content creators focused on providing advice and sharing experiences about the world of work on this platform. With the introduction of the video option on LinkedIn's professional network, users will have a new space to share their videos and reach a wider audience.

For now, this feature will be available only to some users, and more details are expected to be announced when it will be available to all.

The B2B marketing landscape is constantly evolving, and one trend set to take hold by 2024 is the rise of video. A recent survey reveals that 69% of B2B marketers plan to increase their budgets for video content, the highest percentage across all categories.

This commitment to video is no coincidence. 84% of B2B marketers already use video in their strategies, second only to articles and short posts. This shows that video has become a dominant medium in B2B marketing.

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Miravia will be one of the main sponsors of the next Olympic Games in Paris 2024, which will hosted between 26 July and 11 August. The Alibaba group's online sales platform thus follows in the footsteps of its parent company, Alibaba, which was already a sponsor during the Japan 2020 Olympic Games (which, as everyone knows, will be held in 2021 due to COVID-19).

This partnership is part of Alibaba Group's TOP program with the International Olympic Committee, which dates back to 2017. Miravia's slogan for the sporting event will be "With our heads held high," as announced by Miravia CEO Yann Fontaine during a presentation event at the headquarters of the Spanish Olympic Committee (COE) in Madrid.

Fontaine also explained that nine athletes and ex-athletes from different disciplines would be part of the Miravia team, whose mission will be to generate content through social media.

Miravia’s European expansion 

Obviously, Miravia's main objective is the considerable visibility that this sporting event generates during the two weeks of the event, especially in the old continent. It is estimated that the last Olympic Games in Japan had a global audience of 3,050 million viewers (vs. 4,523 million viewers of the previous Olympic Games in Rio de Janeiro, Brazil). This partnership will allow the platform to become massively known not only in the old continent but also globally.

On the other hand, and according to reliable sources in the sector, Miravia has confirmed the opening of the Marketplace to sellers from 10 European countries (France, Italy, Germany, UK, etc.) who could already join the platform and sell in the Spanish market.

Miravia's association with the Paris 2024 Olympic Games coincides with a moment of significant growth for the platform. In just over a year, the company's vision is to become the leading lifestyle shopping destination in Spain.

Miravia already has more than 12,000 local and international brands and retailers that have joined the platform, including local Spanish brands led by young entrepreneurs, which will gain great visibility thanks to the sponsorship of one of the most global events in the world.

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According to an ecommercedb study conducted in 2023, Greece, Croatia, Italy, Portugal, and Serbia have the highest cart abandonment rate in Europe, at 10.4%. They are closely followed by the Czech Republic, Spain, Hungary, Poland, and Slovakia, each with 10.3%.

Compared to the European average, the cart abandonment rate has experienced fluctuations in recent years. In 2020, there was a decline to 7.3%, which dropped to 6.9% in 2021. However, in 2022 it increased to 7.7% and made a significant jump to 8.9% in 2023. And in 2024 it has shown a rise again to reach an average of 10% in Europe.

Why is the product left in the cart? 

A study conducted by DHL looked at the main reasons for cart abandonment in the UK, France, Spain, Germany, Sweden, Poland, the Netherlands, Italy, Czech Republic and Austria. 

The most common factor cited by respondents for cart abandonment is the high cost of delivery, mentioned by 50% of respondents as a determining factor. Another relevant aspect is the speed of delivery, with 27% of shoppers opting to abandon their purchases due to long delivery times. Likewise, the lack of preferred payment methods also influences 27% of cart abandonment decisions.

Also, slow website loading times, the requirement to create a user account before checkout, and preferred shopping times, especially during weekends when cart abandonment peaks, also play significant roles. 

Interestingly, retargeting strategies such as offering discounts have been seen to encourage millennials to complete purchases of previously abandoned items. Data from DHL’s European Online Shopper Survey 2023 sheds light on the nuances behind these behaviors and offers valuable perspectives.

Cart abandonment rate in the rest of the world 

Following a Statista report, in 2022, shopping cart abandonment was most prevalent in the Caribbean, with over 92 percent of carts abandoned during online shopping. Second-ranked was Africa, where 85.15 percent of carts were abandoned instead of leading to a purchase.

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