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While Amazon, Walmart, Apple, and eBay will remain the top three US retail ecommerce companies by sales this year, more category-driven etailers like Carvana and Chewy are moving up the ranks. Carvana has been up and down in recent years, according to our 鈥淭op 15 US Ecommerce Companies Forecast鈥� report. In the years prior to the pandemic, Carvana鈥檚 sales grew by triple digits.

鈥淭he conventional wisdom has been that micro- and nano-influencers drive sales while larger influencers are great for brand awareness and brand equity.鈥�. But in today鈥檚 era of algorithmic feeds, follower counts aren鈥檛 always an accurate predictor of business outcomes, which is good news for the long tail of creators with medium-sized audiences.

Amazon turns to Meta, Snap partnerships to keep TikTok at bay: As the retailer moves in on social commerce, TikTok is beefing up its supply chain.

Creator content is the most effective at driving sales from social media, per our March 2024 鈥淯S Social Commerce鈥� survey. Yet creative constraints and excessive content revisions remain top pain points for creators when working with brands. Yes, but: Cost and time are still big barriers to entry, especially given that content creation is a part-time job for most creators.

In the current economic environment, many brands are also tacking on direct sales goals after agreeing to a campaign brief: Sales are now the primary goal of influencer marketing campaigns among marketers worldwide, cited by 35.6% of respondents in the Influencer Marketing Hub survey. That can be a challenge if the strategy and measurement framework aren鈥檛 set up to account for that goal.

While sales rose 4% YoY in Q4, it was short of the anticipated 4.1% gain. Full-year underlying sales increased 4.2%, shy of the expected 4.3%. Investing heavily in influencer marketing鈥攚hich remains a popular way of reaching targeted audiences and generating higher engagement鈥攚ill ideally help Unilever sustain growth.

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Discovery and consideration are two areas where creators already shine: Creator and influencer content was the most effective type of content at driving sales from social media, per our March 2024 US Social Commerce survey. Creator product reviews are also a major reason why consumers increasingly turn to social media, rather than search engines, for product research.

Creator content was more effective than all other content types at driving sales from social media, per our March 2024 鈥淯S Social Commerce鈥� survey. In November, creator shopping platform LTK integrated with TikTok, allowing users to shop looks from LTK creators on the app like they do on Instagram. The company also has direct relationships with retailers, like Target.

Creator content is crucial to social commerce strategies. Regardless of whether social shoppers are buying because creator content is most effective or because it鈥檚 being served to them more frequently, brands that want to drive sales from social media must work with creators. But brands should take a holistic approach to social commerce.

Internationally, sales grew 63% to $39 billion, roughly contributing a quarter of its topline. Despite this, overall growth is still much slower than 2023. Net profit grew to around $33 billion, per anonymous individuals briefed on the matter and cited by The Information.

Use this chart: For marketers and sales teams can use this chart to prioritize clear pricing on your website and sales materials. Martech companies can use it to make the case for investing in features that showcase value and outcomes, helping to demystify ROI for buyers. Related 蘑菇AV reports:. B2B SEO and the Shift to AI-Driven Search (蘑菇AV subscription required).

In 2024, sales via Douyin, Kuaishou, and Xiaohongshu will account for 14.3%, 7.0%, and 1.0%, respectively, of total retail ecommerce sales in China. Douyin is approaching JD.com (16.5%) and Pinduoduo (16.4%) but is still far behind Alibaba (39.8%). However, the growth of the social commerce trio is approaching saturation.

High engagement posts can boost sales by 20% and yield 4.3x higher ROI, according to a Viral Nation report. "Brands are starting to question what it even means to get a million impressions on a video if those impressions are not coming from an audience that is their target demographic," said Isha Patel, co-founder of Kale, in a 鈥淏ehind the Numbers鈥� episode.

Nearly half of marketers surveyed by Influencer Marketing Hub in August 2024 said Shopping Collections had significantly boosted sales. Implications for brands. YouTube is down the list for creator commerce. Creators are becoming an important conduit to potential customers. But YouTube is less mature in this regard.

Mother鈥檚 Day campaigns are shifting toward personal storytelling, creator partnerships, and emotionally resonant content to deepen consumer connection. For marketers, it鈥檚 a reminder that authenticity and brand values can drive both engagement and sales.

US social commerce is expected to grow nearly 20% in 2025, reaching $85.58 billion in sales, according to our forecast. Other formats, such as shoppable TV shows, are still in the experimental phase鈥攁nd it鈥檚 still too early to know how consumers will respond en masse. Retailers and their media partners have led the charge to expand shoppable media formats.

Meta will 鈥渃ontinue to invest in AI models like Andromeda that analyze tens of millions of ads and find the right message for the right person at the right time,鈥� while also 鈥渋ntroducing new tools and placements that can be used with the AI-powered Advantage+ sales campaigns to maximize performance,鈥� the company said.

Brands that accurately portray women in advertising saw 10x lifts in sales, per ANA. Women spent $8.5 billion more on out-of-pocket prescription costs than men last year, per a March 2025 GoodRx analysis. Our take: Pharma and healthcare marketers need to more effectively reach women.