蘑菇AV

We expect US personal luxury sales to reach $136.22 billion in 2027, or about 17% more than China鈥檚 $116.52 billion. China will lag the US when it comes to growth in online sales of luxury goods. Online sales will account for 21.0% of total luxury sales in China this year. That鈥檚 less than half the 45.9% share of overall retail sales that will be transacted online.

Meta and Amazon are testing Amazon product sales inside Instagram and Facebook. The partnership between X (formerly known as Twitter) and Google demonstrates what happens to platforms struggling to attract sufficient advertisers. Some of these companies appear dominant in their respective markets.

Time spent on media and consumer spending are plateauing, making one company's gain another's loss. Diving into these market dynamics, we explore innovative strategies for advertisers and retailers to win consumers in the new digital era.

US digital buyers are increasingly making purchases based on livestreams鈥攎eaning the space is primed for creators seeking additional monetization opportunities through sales commissions. Platforms like TikTok help creators collectively generate $10 million in daily revenues, a significant portion of which comes from smaller influencers.

Online marketplaces, social commerce platforms, and retail media networks have emerged as some of the most important tools to reach online shoppers. Gen Z will push mcommerce toward the tipping point for online sales. Smartphones will continue to gain ground as digital sales shift away from computers and tablets.

The news: Instagram rolled out Testimonials, a new addition to Partnership Ads that allows creators to get paid for sponsored comments on brands鈥� posts and ads, including Feed posts and Reels. 40% of consumers use creator recommendations while shopping on Instagram, per Meta, meaning Testimonials could present a viable way to drive interest and sales in an influencer marketing ecosystem that is already

Facebook鈥檚 lead in US social commerce is largely due to secondhand sales. More than half of respondents in Morning Consult鈥檚 survey had used Facebook鈥檚 P2P channel. But parent company Meta wants to increase the presence of brands on Marketplace as it looks for new revenue sources amid the digital advertising downturn. Gen Zers and millennials show higher levels of P2P buying across major platforms.

The US is the world鈥檚 second-largest social commerce market after China, generating $68.92 billion in sales this year, per our estimates. So far, few US merchants are buying what TikTok is trying to sell. Fewer than 100 US merchants were selling on TikTok Shop as of March 2023, per The Information. To be fair, TikTok Shop only began enlisting merchants on an invite-only basis in November 2022.

Creators and influencers are most effective at driving sales of discretionary goods and services, like fashion, beauty, travel, and consumer tech, per our March 2024 US Social Commerce survey. The primary way US consumers would change their shopping behavior due to the tariffs would be by prioritizing essential goods, per January 2025 data from First Insight.

If D2C can鈥檛 be a profitable sales channel, then use it strategically instead. Many CPG brands simply won鈥檛 ever generate more than 1% of sales D2C.

Measurement is a top concern for brands when it comes to influencer marketing, but AI can offer them more precise campaign results by tracking sales across multiple touchpoints. Protecting trust.

Total sales will rise from $562.62 billion in 2023 to $843.93 billion in 2025, per our forecast. In 2023, there will be 373.7 million digital buyers in China making purchases through livestreaming video, a 42.1% penetration rate.

When stores shut down in early 2020, Sephora was prepared: The brand quickly expanded its ecommerce services to include same-day delivery; reserve online, pick up in-store; virtual consultations; and more payment options, growing online sales by 75% that year. Headless commerce helps grow international sales.

But the user experience will not be as seamless, leading to losses in sales opportunities. Total retail ecommerce sales will lose momentum, thanks to the social commerce ban. Traditional ecommerce players will gain from the new social commerce restriction. But they鈥檒l be challenged to replicate TikTok Shop鈥檚 proficiency in generating impulse purchases.

Social commerce has yet to reach its potential in the UK. Social buying is still on the rise鈥攁nd there is plenty of headroom to grow spend.

Share key insights from our forecasts on ecommerce in China, covering mcommerce, social commerce, livestreaming, and the top companies. Highlight the evolution of Chinese ecommerce and opportunities for growth in this mature market. Help retailers prepare for disruption as a new wave of ecommerce players export the trends and innovations developed in China to the rest of the world.

BuzzFeed has created a commerce site for its lifestyle brand, Goodful, while Time has launched a platform for product recommendations and reviews. TikTok鈥檚 Pulse Premiere program offers publishers 50% of ad revenues and a brand safety guarantee.

Once mainly a visibility channel, B2B social has become essential for lead generation and sales. Brands are investing more in social platforms to influence buying decisions and measure impact. Short-form video and live content drive stronger engagement. Creator-led videos, livestreams, and short clips are outperforming static posts.

The stat: TikTok Shop鈥檚 gross sales have topped $1 billion monthly since July, putting it on track to hit its goal of $17.5 billion in US gross merchandise sales this year, per The Information. Why it matters: After early growing pains, TikTok Shop is finally making headway with consumers鈥攋ust as the app faces an existential crisis in the US.

Our take: Shoppable media is evolving TV from an awareness tool into a powerful driver of sales, offering brands new interactive retail opportunities as consumers become more willing to spend. The growing alignment between TV content and retail underscores the potential for networks and advertisers to tap into spontaneous purchasing behavior.

Motor vehicle and parts dealer sales; furniture sales; electronics and appliance sales; building material and garden equipment sales; food and beverage sales; health and personal care sales; gasoline sales; clothing and clothing accessories sales; sporting goods, hobby, book, and physical music sales; general merchandise sales; miscellaneous sales; nonstore sales (i.e., pure-play ecommerce platform sales

Motor vehicle and parts dealer sales; furniture sales; electronics and appliance sales; building material and garden equipment sales; food and beverage sales; health and personal care sales; gasoline sales; clothing and clothing accessories sales; sporting goods, hobby, book, and physical music sales; general merchandise sales; miscellaneous sales; nonstore sales (i.e., pure-play ecommerce platform sales

That increase in spending was partly the result of TikTok鈥檚 attempts to get in on the July sales action鈥攚hich it could repeat this holiday season with an October sales event of its own.

That鈥檚 not to mention brands such as Benefit Cosmetics and COOLA that have livestreamed via TikTok Shop to reach consumers on Gen Z鈥檚 favorite destination for social commerce. Our take: While livestream shopping was slow to catch on in the US, it is starting to find a foothold with consumers.

Social commerce penetration is highest among the 18-to-24-year-old cohort, per our forecast: 60.7% of the population in this group will be social buyers in 2024, and the share will rise to nearly 65% in 2027.