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Google鈥檚 I/O showcases bold AI integration across products: The announcements show its marketplace strength but it鈥檒l need an effective monetization strategy to beat the competition.

eBay鈥檚 consignment business is its latest play for luxury shoppers: The marketplace is betting on luxury to turn its fortunes around.

While there have been some gains in mitigating the MFA problem, AI鈥檚 output has made it difficult for publishers and ad marketplaces to keep up. Reports from Pixalate over the last several quarters found that MFA sites captured 11% of open web programmatic ad dollars in Q3 2024, 13% in Q2, and 10% in Q1, representing a multibillion-dollar problem.

Use case鈥攅ZCater: An online marketplace for restaurants and caterers, eZCater uses its AI agents to streamline operations for complex tasks, including modifying orders and updating customers鈥� dietary restrictions, providing venue recommendations, and handling routine tasks and customer service.

However, 35% of organizations say marketplace adoption could be slowed down by real-world consequences from genAI mistakes, and 29% say potential loss of trust due to biases and inaccuracies is the top risk to mass adoption.

Mercado Libre, which combines data from its digital marketplace and fintech arm, Mercado Pago, to build richer audience profiles and enable more precise ad targeting across its ecosystem. Rappi and DiDi go even further, operating across retail, banking, and travel.

Starting with the iOS 18 update, users could make non-Apple app stores their default app marketplaces and change their default browser, mail app, and contactless payment app.

Both marketplaces have considerable customer overlap with TikTok and sell the kinds of cheap, trendy items that resonate with the social commerce platform鈥檚 users. While TikTok Shop has been the primary driver of live shopping adoption in the US, some of that spending could shift to livestreaming companies like Whatnot, which sold more than $3 billion worth of goods last year.

鈥淲ith OOH, you can leverage the same targeting tactics and measurement insights [as on-site], though noting that measurement won鈥檛 be exactly apples to apples,鈥� said Lucy Markowitz, senior vice president and general manager of US marketplace at Vistar Media. AI and automation fuel the more distant future of retail media.

Comparable sales for Macy鈥檚 nameplate: -3.6% YoY on an owned-plus-licensed basis, including the retailer鈥檚 third-party marketplace. Comparable sales for Bloomingdale鈥檚: -1.4% YoY on an owned-plus-licensed basis, including the retailer鈥檚 marketplace. Earnings per share: 53 cents vs. 30 cents estimate. While Macy鈥檚 still struggles to get back on its feet, the retailer pointed to some modest progress.

Ultra-cheap ecommerce marketplaces threaten Amazon鈥檚 dominance. In their relatively short time in the US, Temu and Shein have upended the retail industry and challenged Amazon鈥檚 grip on ecommerce.

鈥淚n an ever-changing marketplace, we determined that it was best to meet the evolving demands of sports fans by focusing on existing products and distribution channels,鈥� the companies said in a joint statement.

Long-term results and immediate conversions shouldn鈥檛 be siloed, said Lucy Markowitz, senior vice president and general manager of US Marketplace at Vistar Media, who emphasized the value of the right data and audience targeting in yielding creative results.

In addition, Facebook's features outside of direct social communication鈥攕uch as event organizing, niche community groups, and Facebook Marketplace鈥攎ake it a useful tool. Among Gen Z Facebook buyers (ages 15 to 26), 75.0% made a purchase on Marketplace in the past 12 months, according to our US Social Commerce 2024 survey. Gen Zers rival millennials for the majority share of Instagram.