Amazon is making large gains among UK ecommerce businesses growing its ad share from 1.7% to 6.1% over the last quarter, replacing TikTok in third place.
Facebook and Instagram’s parent company Meta however remains the dominant platform for the sector, enjoying a staggering 60.3% of ad share in Q3. This is despite impressive long-term gains by rival Google, which has grown its ad share by 7.4% year-on-year to 26.6% in total for Q3.
Conversely, TikTok saw its ad share fall to 3.2% from 5.56% over the last quarter. The UK does however remain the social media network’s largest European market.
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“Ecommerce businesses are gearing up for the peak retail season, with Black Friday and Cyber Monday on the horizon. It is interesting to see ecommerce businesses testing innovative and emerging platforms like ChatGPT and Amazon, which could potentially play a crucial role in preparing and boosting sales during this key period,” Juni CEO and co-founder, Samir El-Sabini said.
“Ad spend naturally increases in Q4 as businesses run more marketing campaigns, but a 67% increase YoY signals that businesses have to spend more to see results in this challenging climate. With a strong focus on delivering personalised customer experiences, ecommerce companies can strategically position themselves for success during the busiest time of the year.”
According to data released by financial platform Juni, overall ecommerce business spend has soared by 42% in the run-up to the festive period, with total ad spend rising by a considerable 67%.
