蘑菇AV

We can expect Gen X to stick primarily to Facebook and LinkedIn because they serve a multitude of functions鈥攌eeping them connected to their networks, connecting with others on niche interests, and, of course, Marketplace. Shopping, digital video, and social media keep baby boomers plugged in.

Methodology: Data is from the November 2024 Duke University's Fuqua School of Business "The CMO Survey: Managing the Challenges of Marketing Technology, Privacy, and Marketplace Threats" commissioned by Deloitte and American Marketing Association. 260 US CMOs were surveyed online during September 4-25, 2024. 97.2% of respondents were VP-level or above at for-profit companies.

Over half (53.8%) of consumers said they are at least somewhat likely to shop in a digital marketplace with items featured on a TV show. We forecast that there will be 79.5 million shoppable media buyers in the US this year, up 4.0% from 2024.

Over half (52.2%) of Gen Z marketplace buyers have made a purchase on Temu, according to an April 2024 survey from 蘑菇AV. Lower prices, discounts/sales, and free shipping are the top three reasons marketplace buyers across all generations made a purchase from Temu. What it means for 2025: Temu鈥檚 popularity among Gen Z in 2024 highlights their focus on price and convenience.

The dominance of Amazon and the growth of budget ecommerce sites like Temu have left Etsy under pressure to stand out, and the online marketplace leaned into creative storytelling this year. For example, its debut Super Bowl ad showed America struggling to find an adequate gift for France after receiving the Statue of Liberty.

Poshmark partnered with Loop to enable shoppers to sell unreturnable items on its marketplace, after noting a sizable rise in listings labeled 鈥渕issed return.鈥� Users wishing to resell items from participating merchants can quickly generate prefilled listings with one click from the returns portal.

TikTok Shop is also set to play a bigger role in holiday sales this year: 31% of users have already bought a gift from the marketplace or plan to, per CivicScience. That proportion is higher for Gen Z users: 51% plan to get some holiday shopping done on the platform.

More brands will take up Shein鈥檚 on-demand technology and marketplace to compete with larger fast-fashion players. Temu could try appealing to inflation-weary consumers by introducing the gamified, group-buying grocery shopping concept that made sister app Pinduoduo enormously popular in China.

Private label brands are set for another surge in momentum as consumers become increasingly concerned about the impact of tariffs.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

In our first edition of the Global Digital Index, created in partnership with the RLC Global Forum, we explore retail and ecommerce in the Gulf States of the Middle East.

Cross-border buyer numbers are rising in Europe as shoppers seek value and variety鈥攂ut consumer expectations and regulatory changes could challenge future growth.

Brands that lean heavily on the TikTok Creative Exchange, YouTube鈥檚 Brand Connect, or Instagram鈥檚 creator marketplace could get stuck on a strategy that works but miss out on another that works better. Relying on internal platform services can limit campaign success, added Hardin, as the ultimate job of a platform like the TikTok Creative Exchange is to push media dollars on TikTok.

Although no single player rivals Mercado Libre鈥檚 hold on Latin America鈥檚 ecommerce market, nearly 70% of online sales are still fair game for the long tail of retailers.

Epic Games forced Apple to unwind App Store rules, setting a precedent that weakens Apple鈥檚 payment monopoly and threatens its fastest-growing services revenue stream.

The BNPL provider is racking up partners in a major expansion push before its now-delayed IPO

The digital landscape in Europe is slowing, but opportunities for advertisers, brands, and retailers still exist. Knowing where to look to achieve the best outcomes will be paramount.

Gen Zers are most likely to use the Amazon app exclusively when shopping on the marketplace, while baby boomers are most likely to use a web browser exclusively. Our digital shoppers and buyers forecast was issued in February 2025, before many of the Trump-imposed tariffs on foreign goods went into effect.

This includes most instances of social commerce, except for peer-to-peer transactions like Facebook Marketplace, which is included in our social buyers forecast but not in shoppable media. Younger consumers are the driving force behind shoppable media鈥攑articularly social commerce.

YouTube TV has allowed Google to increase its stake in the TV advertising marketplace, but the service is not yet financially profitable, per The Information. We forecast that YouTube TV will account for more than half of US digital pay TV subscription revenues in 2025. YouTube TV鈥檚 ascent is part of a broader trend where digital pay TV accounts for more viewing.

鈥淨R codes are not about volume but about engagement鈥攏ot everyone is going to scan the code but those that do are highly engaged and more likely to convert,鈥� said Lucy Markowitz, senior vice president and general manager of US marketplace at Vistar Media. Low scan rates don鈥檛 mean low success rates for QR codes.

Regulators are pushing back on its tweaks to search and app store policies, calling them insufficient. It will have to significantly alter its models to stay in the region.

US ecommerce sales rose 22% YoY, thanks to strong adoption for its pickup and delivery services as well as growth in its marketplace and advertising businesses. Marketplace sales grew 42% YoY, marking the fifth-straight quarter of growth over 30%.

Content is pulled from Marketplace, Groups, and Events, all areas of the app where Gen Zers spend their time. Snap is prioritizing Snap Map. It鈥檚 already one of the app鈥檚 top features, and its new 鈥淧romoted Places鈥� ads are designed to drive foot traffic to local businesses. Instagram has added location sharing to DMs.

This trend doesn鈥檛 just apply to CTV, according to Lucy Markowitz, senior vice president, general manager US Marketplace at Vistar Media. 鈥淏etween economic shifts and a changing political landscape, the [digital advertising] industry is primed for deal-making and consolidation,鈥� she said. 2. Data privacy and signal loss.