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Leverage regional marketplaces to expand reach. Selling through platforms like Mercado Libre can help brands establish a stronger foothold in Latin America and identify which high-growth markets to target. Reinforce brand value to retain customers. Highlight key differentiators to prevent loyal and price-sensitive consumers from trading down to lower-cost alternatives.

The battle for ad dollars is shifting from online marketplaces to streaming and in-store environments. Amazon鈥檚 integration of ads into Prime Video represents a major expansion of its retail media empire. Walmart鈥檚 Vizio acquisition mirrors this strategy, as it seeks to turn SmartCast OS into a retail media network that extends beyond its website and stores.

It also includes transactions that were agreed on social platforms initially, but payment took place elsewhere (e.g., PayPal, C2C transactions on Facebook Marketplace). It excludes YouTube and Twitch, cash transactions, travel and event tickets, tips, subscriptions, payments such as bill pay, taxes or money transfers, food services and drinking place sales, gambling, and other vice goods sales.

Walmart鈥檚 US ecommerce business jumped 22% YoY, buoyed by the growing selection of products and brands on its marketplace and its investments in faster delivery. That鈥檚 helping it win over higher-income shoppers who are willing to pay for convenience: More than 30% of orders in Q3 came from customers who paid a fee to receive deliveries within one or three hours.

On one side of the marketplace, you have these users who create content for fun. They are not defining themselves as creators. On the other hand, the space that we plan for selling our solution to brands, it comes from their creator marketing dollars.

The EC fined Meta 鈧�797.7 million ($863.2 million) for 鈥渦nfairly鈥� tying its Facebook and Facebook Marketplace businesses together. It also ordered Meta to change its business conduct, though it didn鈥檛 specify what changes need to be made. The FTC antitrust lawsuit over Meta鈥檚 acquisitions of Instagram and WhatsApp could go to trial before the end of the year.

But at the same time, it鈥檚 a sector full of change and challenges that requires consistent monitoring to maximize performance. 2024 was the year Instagram expanded its creator marketplace and tested unskippable ads. Social was a major player in the US election, putting brand safety concerns front and center.

GenAI tool Jacquard helped luxury apparel marketplace Farfetch test creative with segments and personalize email copy. Optimizing paid search (medium impact, easy to implement). Why genAI? Advertisers buy search ads on keywords or word combinations. Search advertisers can use genAI to identify new keywords, group them in novel ways, and assess match levels that they may not have considered.

Farfetch failed to secure participation from enough major luxury brands on its marketplace and took on debt to support its costly ecommerce business. The company was acquired in early 2024 in a rescue deal by Coupang, South Korea鈥檚 largest online retailer. Yoox Net-a-Porter (YNAP) was acquired by watches and jewelry conglomerate Richemont in 2018 but continued to post losses.

The company recently opened its marketplace to US merchants, removing its invite-only requirement in the hopes of decreasing its reliance on imported goods. Where is spending going? The Black Friday bidding war has driven up ad prices, mirroring the dynamics of political ads on social media and TV earlier this year.

Department stores are also expected to get a boost from in-person shopping this holiday season鈥攁lthough they face tough competition from big-box stores, off-price retailers, and ecommerce marketplaces as consumers prioritize value.

Explore marketplace lending for investments with a higher yield. Smaller FIs are entering lending marketplaces as investors or through third-party arrangements, seeking new interest income opportunities and a more diversified portfolio. As with BaaS partnerships, a thorough pre-analysis and risk assessment of these customers is in order.

Advertisers won鈥檛 have to quit third-party cookies cold turkey, but long-standing market dynamics around access to quality data aren鈥檛 going anywhere.

The 鈥渙utstanding availability鈥� of inventory in the marketplace is also fueling optimism, per CEO Ernie Herrman. Our take: TJX is winning the value war. Its selection of branded merchandise and lower prices entice shoppers. While other retailers have warned about the impact that President-elect Trump鈥檚 tariffs would have on their businesses, TJX isn鈥檛 worried.

The company's policy changes affect multiple business areas, from supplier relationships (which will remove race and gender considerations) to marketplace oversight (with stricter controls on products targeting minors). Pride event sponsorships will continue but with new 鈥渇amily-friendly鈥� requirements. Corporate language will shift from "DEI" to "belonging" in company communications.

Index Exchange launched Index Marketplaces, a product designed to expand the range of third parties who can assemble publishers鈥� inventory. It has already become the 鈥渇astest-growing product in the company鈥檚 history,鈥� according to Paul Zovighian, the vice president of corporate development at Index Exchange.

That can be explained by the relatively mature age of Facebook shoppers and the high prevalence of shopping on Facebook Marketplace, which is primarily a C2C shopping destination. Creators drive purchases in many different product categories. Creators are most likely to inspire fashion and beauty purchases. But there is a long tail of other purchase categories.

Visual search aims to reduce friction and increase conversion rates, particularly for retailers with large and diverse product catalogs, like secondhand or small business marketplaces. Combined image- and text-based search could make conversational search queries faster.

鈥淎I search and AI tools in general have so much potential to improve the shopper's experience when it comes to these marketplaces with really vast product catalogs,鈥� said our analyst Sarah Marzano on an episode of the Behind the Numbers podcast. Marketers are already invested in search advertising; 62.2% of US retail media ad spend will go to search this year, per our March 2024 forecast.

The company has responded by launching new marketplace tools aimed at sellers in the Asia-Pacific region and reducing its commission for low-priced clothing. Amazon is entering the car business, inviting new competition from Tesla and used-car marketplaces.

That鈥檚 a particularly compelling proposition given that seller fees can account for as much as half of Amazon merchants鈥� revenues鈥攂ut it complicates matters for Amazon, given that it usually penalizes sellers for offering products at lower prices on other marketplaces.

However, the structure of PDD鈥檚 marketplace meant it was unable to capitalize on those consumption shifts and had to incur considerable costs to ensure similar products were available to shoppers鈥攃osts which it expects will continue to weigh on profitability in the near term.

What are advertisers鈥� and publishers鈥� biggest challenges as they redesign their programmatic strategies around data protection legislation and other privacy changes?