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Ecommerce will account for more than half of apparel sales in 2027. Online sales of clothing products are fueling the broader category鈥檚 digital growth. Apparel ecommerce penetration will accelerate to 54.4% by the end of our forecast period, while online sales of footwear and accessories will make more modest gains. Menswear is gaining a larger share of the apparel pie.

Discounts also have the added benefit of sales attribution for marketers, who now prioritize sales over awareness in their influencer campaigns, according to a January Influencer Marketing Hub report. The case for influencer partnerships amidst budget cuts. While consumers demand trust and relatability from influencers, most aren鈥檛 deterred by paid partnerships.

I'll put this in perspective, our forecasts show that, and this is in the U.S. alone, social commerce sales growing by more than five-fold between 2020 and 2027. 2027, we're expecting those sales to hit almost $150 billion. There's a lot of potential here to be able to monetize that with financial services being layered into the mix. This is, ultimately, about TikTok doing this. Marcus Johnson:. Okay.

Looking beyond sales. While paid media can help brands control the social media narrative, other uncertainties exist. When Sharpie went viral as a lip liner earlier this year, the brand collaborated with e.l.f. Cosmetics on an organic content moment that instead encouraged them to buy actual lip liner.

Help readers understand the role of social media and social commerce in the beauty consumer journey. Help brands and retailers meet the preferences of online beauty shoppers by generation. Download our survey data in full here.

Expect marketers to incorporate quicker, more concise content into their social commerce strategies to boost engagement, drive sales, and foster more meaningful connections with their target audiences. Live commerce will add a human touch to brands鈥� social commerce efforts. Latin America is home to some of the most mature live commerce markets in the world outside China.

But pharma brands are now embracing D2C medication sales, which means they can鈥檛 ignore the opportunity to connect with trusted influencers who hold sway over consumers鈥� healthcare decision-making鈥攁nd whose ads aren鈥檛 subject to the same FDA requirements as manufacturers.

Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail鈥檚 most resilient categories.

Using online orders to get customers inside the store will promote impulse buying and help drive incremental sales. China鈥檚 influence will shake up online shopping. Temu, TikTok Shop, and Shein have captured a critical mass of consumer attention.