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Regional titans鈥� austerity measures will stunt digital commerce growth. The blistering growth of the pandemic era is already behind Indonesia. Retail ecommerce sales in Indonesia will increase by a solid 14.4% YoY in 2023鈥攑utting the country in seventh place in our global ranking鈥攖o reach $85.16 billion. But that鈥檚 down significantly from the 23.2% growth rate in 2022.

Traditional mediums will take a backseat to digital. Relatively few respondents to our survey had plans for out-of-home, traditional TV, and radio in the next 12 months. That reflects a shift away from traditional media advertising and toward digital formats as consumers in Latin America spend more time online than ever before.

It thrives in Southeast Asia by capitalizing on short-video and livestreaming-driven commerce, which resonates strongly with the region鈥檚 digital consumers. The platform has also adopted an open and omnichannel retail strategy. This leverages its massive user base to drive sales through its own marketplace, third-party sites, and offline locations.

US Creator-Driven Commerce 2024 (蘑菇AV subscription required). Creator Economy Trends to Watch in 2025 (蘑菇AV subscription required). Methodology: Data is from the November 2024 Bazaarvoice report titled "Shopper Experience Index Vol 18." 8,000+ shoppers worldwide in Australia, Canada, France, Germany, India, the UK, and the US were surveyed online by Savanta during September 2024.

Ecommerce sales in India, which is soon expected to become the most populous nation, are growing at one of the fastest rates in the world. But brick-and-mortar will still dominate the retail sector for the foreseeable future鈥攚e estimate that online sales will account for only 10.0% of total retail by 2027.

Many retailers in Latin America like Mercado Libre, Rappi, and even Walmart function not only as commerce players, but as financial institutions as well. As a result, commerce media in Latin America is charting a different course than it has in the US, one that could result in unique opportunities for companies with access not only to shopper habits, but to financial data as well.

But most top online retailers will struggle to grow over the short term as economic uncertainty takes a toll on consumers. Product category and digital buyer trends highlight opportunities for growth in digital commerce. Key Question: What鈥檚 the outlook for US retail and ecommerce sales over the next five years?

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.

This year鈥檚 figure is more than double that (up 121.7%), outperforming other digital commerce stars such as smartphone grocery apps (93.4% growth in users in the same timeframe), proximity mobile payments (70.5%), and QR codes (73.0%). (To be fair, the latter two started from a higher base.). Social and retail AR are complementary.

Given their digital nature, pause ads should be seen as a "sequential offering" rather than a replacement for traditional creative, said Keynes Digital CEO and founder Dan Larkman.

Go further: Check out our report on The US Online Marketplace Shopper.

Read our latest report, 鈥淭ikTok Commerce 2023: Should US Brands and Retailers Sign Up for TikTok Shop?鈥�.

Voice commerce. One of the barriers to wider adoption of voice commerce has been the relatively restricted responses that voice assistants such as Alexa can currently deliver. Generative AI could help change that by making automated responses more personable and human-like, potentially elevating the customer experience.

Klarna has made similar partnerships with Worldpay, Adobe Commerce, and WooCommerce. Last month, the company expanded its distribution partnership with Stripe, making the BNPL option available to merchants in 26 countries. The JPMorgan tie-up will give Klarna access to 900,000 customers using the bank鈥檚 platform.

Most ad buyers show strong interest in working with nonretail commerce media networks (e.g., travel) with access to first-party data.

A long way to go: While many retailers are optimistic that the livestreaming commerce trend sweeping China will soon replicate itself in the US, that day could be a long way off. Just 14% of US adults have made a purchase from a livestream shopping event, per an August survey by Bizrate Insights conducted for Insider Intelligence.