The Impact of the Russian Invasion on the E-Commerce Market

There had been a lot of optimism during the pandemic that the e-commerce market would continue to skyrocket even when government lockdowns started to ease up. People kind of returned to their pre-pandemic shopping habits. Russia's invasion of Ukraine and rising inflation also prompted some marketers and retailers to slow down their advertising. And then you have that the social media market is just becoming more competitive. We're seeing TikTok, we're seeing Snapchat, the streaming platforms as well are competitors. All of that was sort of coming together in this one moment and it hit meta like a perfect storm.