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Plus, their improving attribution capabilities demonstrate sales effectiveness. TikTok has captured the zeitgeist among CPG and beauty D2C brands. The short-form video platform is quickly winning budgets from CPG and beauty brands as they figure out effective creative and influencer strategies to grow D2C sales.

Brands like e.l.f. and Unwell need to prove they can drive ticket sales, not just social media buzz. As the NWSL expands its brand partnerships, its ability to attract non-endemic sponsors and engage younger fans will be crucial to its long-term commercial success鈥攁nd it has some catching up to do.

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.

Social commerce is the fastest-growing US retail channel, and retailers will need to offer a seamless payment experience to maximize the opportunity. Understanding payment preferences will be key to ensuring conversion at checkout.

In 2024, conversions (46.0%)鈥攕uch as sign-ups or downloads鈥攁nd sales (44.0%) are used as success metrics for influencer campaigns, according to September 2024 data from Linqia. Both metrics saw double-digit increases from 2023, with conversions up 11.6 points and sales increasing 13.7 points underscoring growing pressure on marketers to demonstrate the financial impact of influencer programs.

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.

So we of course keep a close eye on retail media ad spending, and there are some developments in that space that I think stand to have a really significant impact on the creator economy and social commerce more broadly.

Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.

What impact would a permanent ban have on US social commerce growth? A TikTok ban would undoubtedly hurt the growth of US social commerce, which grew 26% in 2024 to $71.6 billion, driven heavily by TikTok Shop. Sales are projected to rise to $85.58 billion this year and surpass $100 billion by 2026. If TikTok departs the US, won鈥檛 other platforms simply replicate TikTok Shop鈥檚 success?

The brand鈥檚 sales have declined for six straight weeks since the controversy broke, per Nielsen IQ and Bump Williams Consulting. Walt Disney Co. is embroiled in a high-profile fight with Florida Gov. Ron DeSantis after the company voiced public opposition to his so-called 鈥淒on鈥檛 say gay鈥� bill.

The news: Most (84%) influencers are worried about the potential US TikTok ban or sale, with 52% being very concerned, according to a new report by First Insight, underscoring the critical importance of TikTok in the influencer economy.

For example, the brand partnered with @apieceofmyglamhome last year to promote Overstock Day, its annual sales event. Overstock also has partnerships with mid-tier and micro-influencers, which usually focus on product placements and major sales events. 鈥淥ur influencers have diversified design tastes, just like our customers,鈥� said Hsu.

In addition, performance in affiliate marketing is usually measured based on conversion or sales metrics, but because influencer marketing campaigns typically use link tracking and conversion attribution across social platforms, quantifying their direct effect on conversion rates can be difficult.

Motor vehicle and parts dealer sales; furniture sales; electronics and appliance sales; building material and garden equipment sales; food and beverage sales; health and personal care sales; gasoline sales; clothing and clothing accessories sales; sporting goods, hobby, book and physical music sales; general merchandise sales; miscellaneous sales; nonstore sales (i.e., pure-play ecommerce platform sales

Behind the chart:. 41% of US B2B marketers report their marketing spending has increased in 2025, according to Sagefrog Marketing Group data. 20% of US B2B marketers say search engine marketing is their leading source for sale and marketing leads in 2025, per the same data. Use this chart: This is a cue to reassess your SEO strategy.

Stephen Howard-Sarin, managing director of retail media in the Americas at Criteo, said retail media often emerges as a preferred option due to its direct link to sales performance and access to cherished first-party data. 鈥淚n times of economic uncertainty or recession, retail media tends to grow more,鈥� he said.

Whether you鈥檙e paying for a post or offering influencers a cut of the promoted product鈥檚 sales via an affiliate link, sponsored posts in main feeds and stories are a key form of influencer marketing. Sponsored posts offer an authentic form of marketing targeted directly at a creator鈥檚 following, meaning if you鈥檝e identified the right creators, you鈥檒l be reaching the right market.

Successful partnerships begin by identifying specific business goals, like increasing sales, acquiring new customers, building brand awareness, or establishing credibility in adjacent categories. "When we're looking at our marketing calendar, we're thinking about those things," said Berger. "For example, we have a new product launch happening in Q1. It's a performance underwear style.

Strong Q3 GDP growth and record-breaking Cyber Week sales show consumer spending remains strong. Walmart links holiday-centric rom-coms and social commerce in its new shoppable series. Cyber Monday spending reaches new heights as shoppers hold out for discounts. Email and SMS marketing proving pivotal during Black Friday to Cyber Monday sales period.

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The frenzy over high-search volume ad space may generate Black Friday sales, but it might not create loyal customers. Some companies like British retailer Asos have opted to focus on loyalty programs instead in the hopes of driving recurring sales. Others have been pulled to Meta platforms and TikTok, leaning on their large audiences and shoppable commerce features instead.