The social-driven shopping revolution in Asia represents a seismic shift in consumer behavior, where social media platforms have evolved from mere communication tools into powerful e-commerce ecosystems.

This phenomenon, often termed “social commerce,” integrates entertainment, community interaction, and seamless purchasing, blurring the lines between scrolling and shopping.

Driven by high mobile penetration, a young digitally native population, and innovative platforms, Asia—particularly China and Southeast Asia (SEA)—leads the world in this space. As of 2026, social commerce is not just a trend but a core driver of retail growth, with projections indicating explosive expansion amid AI integration and live streaming dominance.

Key Drivers of the Revolution

Several factors fuel this transformation:

• Mobile-First Consumers: With smartphone adoption rates exceeding 80% in many Asian markets, shopping has become instantaneous and on-the-go. Platforms leverage this with in-app checkouts and personalized feeds.
• Influencer and Creator Economy: Creators and key opinion leaders (KOLs) drive trust and conversions through authentic endorsements. In SEA, 75% of live commerce happens on TikTok, where influencers merge entertainment with sales.
• Live Streaming and Shoppertainment: “Shoppertainment”—a fusion of shopping and entertainment—has exploded, especially in China and SEA. Live sessions offer real-time interaction, flash deals, and social proof, achieving conversion rates up to 35% in categories like fashion.
• AI and Personalization: Generative AI enhances discovery, with 39% of APAC consumers already using it for shopping. This includes tailored recommendations and automated conversations.
• Economic and Cultural Shifts: Post-pandemic caution has led to intentional spending, prioritizing value and wellness. East Asian influences, like K-pop trends, heavily impact young buyers’ decisions.

This revolution is reshaping retail, with social platforms capturing a growing share of e-commerce. For instance, APAC’s social commerce market was valued at around $625 billion in 2024, projected to grow robustly through 2030.

Regional Highlights

Asia’s diverse markets showcase unique adaptations:

• China: The epicenter of live commerce, expected to reach $1.14 trillion by 2026. Platforms like Douyin (TikTok’s Chinese version) and Taobao Live dominate, with sessions generating billions in minutes. Every consumer surveyed has used social media for purchases, making it integral to daily life.

• Southeast Asia: Leading global growth with a projected GMV of $186.5 billion by 2030, at a 31.42% CAGR. Countries like Indonesia, where 60% buy via live streams, and the Philippines see TikTok Shop and Shopee as cultural staples. Conversion rates here outpace traditional e-commerce by 10-15x.

• Other APAC Markets: In India and Vietnam, social commerce blends with quick delivery models. South Korea’s K-beauty and fashion trends spread via influencers, while Japan focuses on community-driven group buys.

Trends Shaping 2026 and Beyond

As we enter 2026, several trends from NielsenIQ’s outlook highlight the evolution:

• Convergence of Ecosystems: Social commerce merges with quick commerce and retail media, creating frictionless paths where discovery, validation, and purchase happen in one app.
• Gen Z Dominance: 72% of Gen Z in APAC buy directly from social apps, favoring live commerce and clinical-grade wellness products.
• AI-Driven Creator Loops: Automation in messaging and content creation scales personalized experiences, with platforms like WhatsApp enabling cross-border shopping.
• Challenges and Opportunities: While trust in payments remains a barrier, regulatory investments boost consumer confidence. Brands must adapt to platform-native strategies or risk losing share.

TikTok Shop exemplifies this, with global GMV estimates hitting $42 billion in 2024 and continued growth into 2026, particularly in SEA where it’s reshaping demand.

This revolution positions Asia as a blueprint for global retail, with APAC poised to become the world’s largest consumer market by 2035, valued at $36 trillion. Brands succeeding here prioritize community-rooted, conversation-led commerce over traditional models.

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Mayor says moves aims to ensure ‘great ideas don’t drift overseas’

Political and education leaders in Liverpool have signed an agreement with their counterparts in Oxford that aims to use the brightest minds in both areas to tackle some of the world’s biggest challenges.

The University of Liverpool, the University of Oxford, Oxfordshire County Council and the Liverpool City Region Combined Authority signed the Memorandum of Understanding which aims to link research with commercialisation in a bid to make scientific strides and attract foreign investment to the UK.

The link-up aims to maximise collaboration between two of the UK’s two primary national research and innovation campuses: the Science & Technology Facilities Council lab at Daresbury, near Warrington, and the same organisation’s site at Harwell, near Oxford.

The Liverpool City Region Combined Authority said that the partnership underpins mayor Steve Rotheram’s ambition to more than double investment in Research and Development (R&D) by 2030 to £2bn a year, which could create an additional 40,000 jobs.

Mr Rotheram said: “For generations, the Liverpool City Region has been an engine of change – from powering the first industrial revolution to shaping breakthroughs in modern science. That spirit of innovation hasn’t gone anyway. It’s alive and well here and it’s central to my vision to build the stronger, fairer economy our people and businesses deserve.

“I’ve set a clear ambition for the Liverpool City Region to invest 5% of our GVA into research and development by 2030 because I want the next big breakthrough, the next world-leading business, the next life-changing discovery to create jobs and opportunity right here at home.

“This partnership with Oxford is the next step on that journey. By linking two places with world-class brands, we can back British innovation, attract investment, and make sure that great ideas don’t drift overseas but are developed, scaled and rooted here in the UK.”

Professor Tim Jones, vice-chancellor of the University of Liverpool, said: “Anchored around two world-leading universities, the signing of this Liverpool–Oxford MoU reflects our commitment at the University of Liverpool to tackle global challenges through research, innovation and partnerships in key areas such as materials discovery, infection resilience and therapeutics innovation.

“This strategic partnership also recognises a shared national opportunity and challenge: to ensure that high-growth UK businesses, intellectual property, talent and investment are retained, scaled and industrialised within the UK.”

Sebastian Johnson, director of ecosystems at the Harwell Joint Venture and ARC Group, said: “It was a pleasure to welcome Steve and the wider Liverpool delegation to Harwell on the day the new Oxford–Liverpool MoU was signed. With such strong collaboration already in place between Liverpool and STFC’s Daresbury Campus, extending that partnership across Harwell’s clusters and facilities creates a powerful opportunity to accelerate innovation, deepen industry engagement and drive impact for both regions.”

Paul Vernon, executive director of business and innovation at STFC, said: “This partnership demonstrates how the UK’s research and innovation strengths can unite to tackle the world’s most urgent challenges. At STFC, across our national facilities, including at Harwell and Daresbury Laboratory in the Liverpool City Region, we are proud to support collaborations that translate world-class science into real-world impact for our society and economy. By bringing together the talent and capabilities of Liverpool and Oxfordshire, this partnership will accelerate discovery, support industry and bring new technologies to market, strengthening the UK’s position as a global leader in science and innovation.”

Professor Irene Tracey, vice-chancellor of the University of Oxford, said: “This partnership signals a new era for yet deeper collaboration between our two vibrant cities.

“By connecting the outstanding research, innovation and talent in our regions, we can support companies tackling the greatest challenges of our time to start, stay and scale-up in the UK.

“This will unlock opportunities for current and future generations and contribute to sustainable economic growth that delivers shared prosperity for all. I personally look forward to the journey ahead and the outcomes that this collaboration will achieve for our communities in Oxford, Liverpool and beyond.”

Councillor Liz Leffman, leader of Oxfordshire County Council, said: “Oxfordshire and the Liverpool City Region both have remarkable strengths, but also shared challenges.

“This exciting and ambitious agreement reflects our shared commitment to strengthening the UK’s innovation economy by working in genuine partnership, learning from one another, combining our assets, and ensuring that innovation delivers real benefits for our communities.

“By working together at scale and at pace, we can create clearer pathways for businesses to grow, scale and succeed here in the UK – enabling good growth, creating high-quality employment, and securing a more prosperous future for residents across both regions.”

U.S. and Canadian airlines canceled flights Sunday to parts of Mexico after Mexican officials said drug lord Nemesio Oseguera, known as “El Mencho,” was killed in a military operation, triggering reported clashes in Jalisco state and prompting travel advisories.

United Airlines canceled all Sunday flights to Puerto Vallarta and Guadalajara, according to Fox 26 and Reuters.

“United Airlines flight operations to PVR are canceled,” United Airlines said in a statement to Reuters.

Southwest Airlines also canceled all flights arriving in and departing from Puerto Vallarta on Sunday, according to the reports.

MAJOR DRUG LORD ‘EL MENCHO’ KILLED IN MEXICAN MILITARY OPERATION WITH US INTELLIGENCE SUPPORT

Airlines in the U.S. and Canada canceled flights on Sunday to parts of Mexico after Mexican drug lord El Mencho was killed in a military operation. (Kevin Carter/Getty Images / Getty Images)

American Airlines said it halted its remaining Sunday service to Puerto Vallarta, Guadalajara and Mazatlán.

Air Canada said it has temporarily suspended operations in Puerto Vallarta.

No additional cancellations had been announced beyond Sunday as of publication.

Several airlines said they issued travel waivers allowing affected passengers to rebook without change fees.

TOURISTS IN MEXICAN SEASIDE RESORT TOLD TO STAY ON RESORT AS GOVERNMENT WARNS OF ‘CLASHES’

No flight cancellations have been announced for days after Sunday. (Photo by Stephen Maturen/Getty Images / Getty Images)

The flight changes come after Mexican troops reportedly conducted operations earlier Sunday in Tapalpa, Jalisco, targeting El Mencho, a former police officer who became the leader of the Cartel de Jalisco Nueva Generación, which US authorities have identified as a major supplier of fentanyl to the United States.

Government officials warned of clashes in Jalisco and broader criminal activity, prompting the U.S. Embassy in Mexico to issue shelter-in-place advisories for multiple states.

El Mencho carried a $15 million U.S. bounty and rose to power following the arrest of Joaquín “El Chapo” Guzmán, the former head of the Sinaloa Cartel. Over roughly the past 15 years, the Cartel de Jalisco Nueva Generación has expanded from a regional criminal group into a global trafficking organization operating from its stronghold in Jalisco.

Some airlines announced they have waivers in place allowing passengers impacted by the cancellations to rebook their flights without change fees. ( (Joe Burbank/Orlando Sentinel/Tribune News Service via Getty Images) / Getty Images)

“I’ve just been informed that Mexican security forces have killed ‘El Mencho,’ one of the bloodiest and most ruthless drug kingpins,” U.S. Deputy Secretary of State Christopher Landau said in a post on X. “This is a great development for Mexico, the US, Latin America, and the world. The good guys are stronger than the bad guys.”

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The Mexican Defense Department said the operation was conducted as part of bilateral coordination and cooperation with the U.S., and that U.S. authorities provided complementary intelligence that contributed to El Mencho’s killing.

FOX Business reached out to United, American, Southwest and Air Canada for additional comment.

Fox News’ Bonny Chu and Reuters contributed to this report.

Edited excerpts from a chat on market outlook, sectoral opportunities and whether smallcaps are attractive enough to buy now:

Given that big triggers of the US-India trade deal, Budget and Q3 earnings season is now behind us, how has your outlook towards the Indian equity market changed in the last 2-3 weeks?
Over the last year, valuations across global markets have moved higher, and today there are virtually no cheap markets left. One potential trigger for India to outperform could be a correction in overvalued artificial intelligence related stocks globally. If the excesses in AI-led narratives unwind, Indian equities could relatively outperform.
After the hyper growth seen post-Covid, we appear to be in a moderate to low return environment since the last 1.5 years. How long do you think this consolidation phase can last?

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Currently, it is difficult to predict how long a moderate-return phase may last. Such phases typically continue until markets move to either of two extremes, i.e. either become very expensive or become very cheap. At a different point, the market may move into a phase from where we may change our view to high returns or low returns.
You had warned investors against the smallcap mania about a year ago. Those who followed your advice are now happy. There’s hardly any froth in smallcaps now but are the valuations attractive enough to be incrementally positive now?
Small cap investing works in cycles. Currently, there are select small cap stocks that are reasonably valued. Hence, investors who want exposure to small caps can consider starting long term SIP in a small cap fund now, ideally with a five to ten-year horizon.
Your call on multi-asset funds, silver and gold also played out extremely well. Do you think that silver has topped out and gold has more legs?
Silver market is relatively small compared to gold, which makes it prone to speculative excesses. As a result, it is a risky asset class for anyone considering to trade this metal. Gold, on the other hand, has a role to play in asset allocation. But traditional valuation models do not apply to precious metals. Unconventional models like the Nifty-Gold ratio do not suggest a large long term allocation to gold at present. However, in the near term, gold may continue to benefit from momentum, but we do not have a clear view on the near term outlook for gold.

You have been a big advocate of asset allocation. Retail investors were earlier chasing smallcaps at any price and now it is about gold and silver. AMFI data on heavy inflows in gold and silver ETFs also shows this. For someone with a moderate risk appetite and a long-term horizon of at least 5 years, how much allocation would you recommend in gold, equity and debt?
There are no one size fits all allocation. It depends on an investor’s age, goals, and risk tolerance. It is best to consult a financial advisor who can guide on the allocation proportion. From an asset class perspective, currently, no asset class appears to be cheap and that includes even international equities. Therefore, investors should broadly stick to their long-term asset allocation frameworks instead of considering any tactical shifts.

Any contra bet that you think can surprise on the upside in the next couple of years?
If artificial intelligence does not impair the growth prospects of Indian IT services companies but instead enhances them, the sector could see a strong rally. However, at this stage, the long-term impact of AI on Indian IT services remains unclear.

Indian IT stocks have been under selling pressure as investors see AI as a threat rather than an opportunity. What are your thoughts on the IT pack and how are you dealing with the sell-off?
The sector is in a flux along with heightened fear. If the growth risks do not materialise, there is scope for meaningful returns. However, clarity on long-term growth is essential before becoming decisively positive.

Do you think that relatively cheaper valuations and high dividend yield can protect the downside in IT stocks?
In a sector which is facing disruption, cheap valuation alone will not suffice. What matters most is the confidence that disruption will not permanently impair industry growth. Without that clarity, cheap valuations may not mean much.

ICICI Prudential AMC has launched two SIFs – iSIF Equity Ex-Top 100 Long-Short Fund and iSIF Hybrid Long-Short Fund. How should an investor decide which one suits her requirements?
Investors with a belief that long-term investment in a defensive manner in small and midcaps is an attractive investment proposition, can consider the Equity Ex-Top 100 Long-Short fund. Meanwhile, the Hybrid Long-Shot Fund is designed for investors seeking a more balanced approach. In both cases, investors should invest if they believe in our current view of a moderate-return environment in the near term.

Consumption was touted as a big theme after GST cuts were introduced before Diwali. Since then auto appears to be the biggest winner in the consumption cycle. Do you think durables and other consumption plays are up for an upcycle in FY27?
Many non-auto consumption sectors have been underperforming for several years, which has created some margin of safety. However, despite this underperformance, valuations are not very cheap, even though they have come off their peaks.

Which other sectors are you bullish on for the next 2-3 years?
There are no cheap sectors in the market today. Opportunities are more likely to arise from investor impatience i.e. when stocks are sold due to short-term disappointment. Such phases often create attractive entry points for long-term investors.

How should an investor go about with fresh equity investments?
Our primary framework for investing is asset allocation based approach with a higher equity tilt than a year ago. Within equities, large caps appear to be relatively better placed on valuation basis. Investors can also consider equity strategies with flexibility to move across sectors and market capitalisations.