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Nearly half of US adults who have made a purchase via shoppable commerce have done so on social media, according to our February 2024 survey conducted by Bizrate Insights. But budding partnerships between brands and streamers may shift more commerce toward connected TV (CTV) platforms, especially around live events. For example, Paramount piloted a shoppable experience during the CMT Music Awards, NBCUniversal launched a new shoppable ad format ahead of this Summer鈥檚 Olympics, and Amazon added shoppable ads to its Amazon Prime platform.

Walmart, TalkShopLive, Qurate expand livestream commerce options to bring in holiday shoppers: But celebrity guests may not be enough to overcome limited consumer adoption and awareness.

Instagram is shutting down its livestream shopping business: The move is the latest sign of US shoppers' disinterest in livestream commerce.

While social commerce is on the rise in the US, livestream commerce has yet to take off. In addition, advances in technology (like ChatGPT) may help jumpstart voice commerce adoption. Here鈥檚 what marketers need to know to take advantage of the increase in physical and digital shopping channels.

When Chase Media Network launched last month, it revealed the potential for more payments and financial service companies to get in on the commerce media game, leveraging consumer payments data to sell ads. One unexpected out-of-home implementation could be ATMs, said Stuart Mackinnon, COO of NCR Atleos, on our 鈥淏ehind the Numbers: The Baking & Payments Show鈥� podcast.

Shoppable media is any form of digital media that includes a 鈥渟hoppable鈥� call to action. Prominent examples of shoppable media include social commerce, connected TV (CTV) ads with QR codes, livestream shopping, and online recipes that include links to purchase sites. Social commerce is a growing market, but adoption hasn鈥檛 caught on elsewhere.

But only 40% of the top 100 US retailers give low-price guarantees to all consumers, per Digital Commerce 360. This created incentives for consumers to shop early then make returns if they found lower prices later.

Mobile wallet integration makes checking out more convenient, while composable commerce gives brands the ability to customize and alter their tech stacks to fit their specific needs. Generative AI helps to enhance personalization and product recommendations, and one-click checkout buttons speed up the payment process.

US B2B ecommerce growth is outpacing B2B product and electronic sales growth鈥攂ut at a slow rate. Buyers鈥� preference for third-party marketplaces (e.g., Amazon Business) is fueling growth, pushing sellers to consider ecommerce solutions and third-party platforms to reach buyers and meet their procurement expectations.

Mobile apps are vital for commerce. In fact, among US smartphone users, 65.8% will use retail apps in 2024, putting the category behind only maps/navigation apps (72.8%) and weather apps (71.1%) in terms of adoption, according to our July 2023 forecasts.

More than half (52%) of US adults have either used shoppable commerce (buying a product by clicking a link directly within or next to a video) before or are interested in it, according to an Insider Intelligence survey conducted by Bizrate Insights. The majority of those who have used it, however often, identify as male (23%) and are between ages 18 to 34 (31%).

Weakness No. 2鈥擜nalytical Thinking: Even if AI is working with high-quality data, users are still at risk of misinterpreting data, said Todd Hassenfelt, global digital commerce senior director at Colgate-Palmolive. Hassenfelt emphasized the tech鈥檚 ability to summarize things like earnings calls across quarters, years, categories, and countries. But marketers need to interpret that analysis correctly.

鈥淲e used to talk about 鈥榦mnichannel鈥� and we should just be talking about 鈥榗辞尘尘别谤肠别.鈥欌赌� That鈥檚 according to our analyst Suzy Davidkhanian, speaking on our 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast.

鈥淭he restaurant industry is still reeling from the impact of the pandemic,鈥� our content director Becky Schilling said on an episode of 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. On top of that, inflation and economic uncertainty has made for a tough four years. In face of these persisting challenges, restaurants are turning to AI and unified commerce solutions to improve the customer experience, build loyalty, and supercharge personalization.

Cyber Monday will top $13 billion in online sales, while Black Friday will crack $10 billion for the first time. The 2023 Cyber Five period will see nearly $40 billion in US ecommerce sales, with each of the five days eclipsing $5 billion. Cyber Monday will once again rank as the heaviest online sales day of the holiday season, rising 8.4% YoY to $13.19 billion.

Gen Z will be key to moving BNPL payments from online to in-store. Use this chart:. Identify the leaders in US BNPL payments. Compare BNPL providers based on payment value. Show a growth trend in BNPL payments. More like this:. Payments and Digital Commerce Platforms 2023 (Insider Intelligence subscription required). US mobile wallet users prefer PayPal, especially for online purchases.

Desired outcomes: Retailers can also use return policies to drive certain kinds of behaviors among shoppers. 31% of US digital shoppers chose to visit a physical store instead of shopping online to return products to the store, per a June 2023 survey from Digital Commerce 360 and Bizrate Insights. Comprehensive return policies can also help to inspire more impulse purchases, both in-store and online.

The deadline: The cutoff dates for ecommerce orders to arrive at consumers鈥� doors in time for Christmas Day are fast approaching, per Digital Commerce 360. The median standard shipping cutoff date across a panel of 100 online retailers is December 15. For orders using any type of available shipping, the median cutoff date is December 18.

鈥淚t introduces all of the bad incentives that have defined digital media in the commerce experience. Amazon鈥檚 gone from an intense customer focus to鈥攊f you wade through Amazon these days鈥攊t鈥檚 a disaster. Everything is sponsored.鈥�. Morrissey doubled down on his theory in an interview, saying retail media search is going wrong in the same way that traditional search did.