The major platforms in China have anticipated a fusion between media and commerce that the rest of the world must now navigate, according to Accenture Interactive.

Why it matters

China is typically seen as very different from Western ad markets, but the COVID-19 pandemic has proved that lessons from Chinese brands are more important than ever as they spearhead the business recovery. Simply put, pay attention to a market where the point of advertising exposure and the point of purchase are often one and the same, as this model is coming to the West too.