Executive Outlook | Dec 2025
November 30, 2025
What C-suite execs are saying about growth markets, product strategy, the value of long term investment, what it takes to be a premium brand … and more
E-Commerce
On January 19th $8 billion in e-commerce sales could be looking for a new platform. That’s if the impending ban on TikTok in the United States comes into effect as planned.
In 2024, spending on TikTok Shop in the U.S. during January-November reached $6.5 billion. Full-year spending should exceed $8 billion, according to TabCut data.
The potential ban poses a serious threat, particularly for small and medium-sized enterprises (SMEs) that leverage TikTok for marketing and sales.
However, it could be a windfall for competing social media and ecommerce platforms that would be eager to pick TikTok Shop’s business.
The question is, which platform is likely to be next in line, if TikTok Shop is shut down?
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Markets
What C-suite execs are saying about growth markets, product strategy, the value of long term investment, what it takes to be a premium brand … and more
Leaner buying could put brands at risk of stockouts if sales prove stronger than expected.
Costco is growing apparel sales in a market where other clothing retailers are stumbling.
Promotional apparel is no longer simply a freebie – it’s a fashion-forward product with premium pricing and real consumer demand.
C-suite execs talk about the importance of brand identity, how stores create a sales flywheel, balancing heritage with modernization, the importance of localization – and more
Recent earnings show that brands who have gotten the fundamentals right are succeeding, even in a challenging landscape
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