This is the assessment of NIQ’s latest research report, titled “The Commerce Revolution: Where East Meets West.” Then there’s live commerce in APAC, which runs at high velocity, with ultra-short formats, creator ecosystems and cross-platform distribution that turns entertainment into earned attention and also rapid conversion. Social commerce, meanwhile, is increasingly governed by AI-driven recommendations that shape product considerations and, in early forms of agentic commerce, can even interpret intent and influence purchase selection. Quick commerce adds pressure for immediacy, while social and live formats provide the narrative and discovery layer. Social commerce is already contributing incremental growth in certain markets like the U.S., even if it remains a small share of total online value.