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As the path to purchase becomes more fragmented, brands must be everywhere the customer is鈥攁nd retail media partnerships are stepping up. 鈥淭here really isn't [one] common flow, and so you really have to make sure you're present in any place the consumer is thinking about your brand's products,鈥� Eric Tarnowski, senior vice president, connected commerce at Kenvue, said during Advertising Week New York. 鈥淓very conversion point is a brand-building opportunity.鈥�

It is like an online recommendation, directing you to a product/service website where purchases can be made. More than half of US consumers are aware of affiliate marketing.

On today's podcast episode, we discuss examples of generative AI (GenAI) in retail, how to convince consumers to engage with it, and what GenAI is not good for. Join our analyst Sara Lebow as she hosts analyst Yory Wurmser and Beth Ann Kaminkow, CEO of the New York office and global chief commerce officer at VML.

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.

TikTok Shop, which debuted in the US in September 2023, is a hefty contributor to the nation鈥檚 commerce sales and buyer growth. Our take: TikTok鈥檚 edge in SOV positions it as a crucial channel for conversion and discovery and provides yet another data point proving its value to advertisers and marketers.

On-site advertising inventory is limited by a retailer's digital footprint. "More and more, retail and commerce media networks are recognizing, 'We need to think outside the box of our on-site digitally owned and operated inventory for how we're going to further scale our programs,'" Marzano said. This recognition is driving creative solutions across the industry.

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.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what鈥檚 in store.

Mcommerce sales growth will slow again this year as the market normalizes from the pandemic peak. But the channel is growing twice as fast as desktop as people do more online shopping on smartphones.

Vendors must help mobile wallet providers increase transactions, add commerce features, and increase acceptance. Increase POS transactions: Streamline checkout by removing manual processes and optimizing customer rewards. Add commerce enablement features: Add features that help consumers manage their purchases and incentivize return visits.

Longer commerce video ads may work better as consumers become accustomed to higher鈥攁nd longer鈥攙ideo ad loads. 5. Ad measurement isn鈥檛 easy for video ad campaigns. The No. 1 issue in measuring TV/video ad effectiveness is co-viewing or multiple people watching content together, according to the IAB, Advertiser Perceptions, and Guideline.

Focus on the digital experience. RMNs looking to score more retail media investment from advertiser partners must be sure they鈥檙e bringing the right capabilities to the table. It starts with the basics, according to Francesca Hahn, vice president of US digital commerce at Mondel膿z International, who spoke at a session during our virtual summit earlier this month.

President-elect Donald Trump's second term promises profound shifts across commerce, technology, and regulation that will reshape how businesses operate and consumers behave. As the president-elect prepares to take office, his policy priorities are already triggering market reactions and pivots from major corporations.

Gen Z鈥檚 digital 鈥渢hird spaces鈥� are the future of marketing: Brands need to get involved in these curated, tight-knit spaces and understand the culture to drive success.

How can brands and retailers succeed in the new era of mobile-first ecommerce?

Publicis acquires Mars United Commerce: The deal strengthens holding company鈥檚 ability to offer commerce media solutions.