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Through companies that aren鈥檛 strictly retailers but sell goods or services online. Through companies that facilitate digital commerce via services such as food and grocery delivery. All of those businesses have valuable first-party data drawn from direct relationships with their customers, so they鈥檙e fertile ground for precise targeting in environments that are theoretically privacy compliant.

Latin America鈥檚 digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

NBCUniversal and Roku experiment with shoppable ads to reach viewers in their homes, while Netflix courts customers in the real world. Here鈥檚 how each company is leaning into commerce to diversify revenue streams.

As consumers hunt for the best deals, generative AI will drive $194 billion in consumer spending by enabling brands to provide personalized customer service, marketing promotions, and commerce experiences, per Salesforce. Social media advertising will also have an outsized impact on purchase decisions versus traditional marketing efforts.

Over one-quarter of smart TV viewers actively shop online or via mobile while watching TV, while 28% look for products after seeing them appear on the small screen, per a survey conducted by Samsung Ads and Kerv Interactive.

US consumers spent $2.17 billion on social media apps in 2022, nearly half a billion more than the year before, according to data.ai. Worldwide, social app spend hit $7.28 billion last year, up from $6.32 billion in 2021.

Retailers lean on digital media, and creators in particular, to draw consumers in-store. 鈥淩etailers are going to stop competing as much with Amazon on the ecommerce front.

Smartphones will continue to gain ground as digital sales shift away from computers and tablets. In 2027, mcommerce (sales made on smartphones, tablets, and other mobile devices) will near the tipping point of half of ecommerce sales.

After its US launch in September, TikTok Shop faces its first holiday season, heating up competition in the social commerce space.

As QR codes come to play a larger role in how consumers shop, buy, and interact with brands, marketers can use them to drive conversion across physical and digital spaces. Here are three ways marketers can use QR codes to increase consumer engagement and encourage purchase behavior.

YouTube is slowly becoming a major player as well: It is, by many accounts, already the most-watched platform for livestreaming (commerce-related or otherwise) and has the largest upside for livestream ecommerce given its massive audience. Prediction. Livestreaming ecommerce will approach鈥攂ut not reach鈥攎ainstream status in 2025.

And Kohl's, no matter what you might say, is not a fun experience to go into the store or go online. Sara Lebow (14:19):. On that note, putting you both on the spot here, any 32nd takeaways from this conversation? Zak Stambor (14:25):.

Zara bets on live shopping following China success: The fast-fashion retailer is expanding its live commerce capabilities to the US, UK, and Europe.

According to Digital Commerce and Forrester, much of this growth is in online marketplaces. In 2023, 60% of B2B buyers who purchase from online marketplaces do 26% or more of their buying on Amazon Business. Customer experience innovations are key to the Amazon Business growth strategy.

What trends will we be talking about this year? Consumer behaviors will be shaped by continued uncertainty and cultural trends spilling over into commerce.

The big takeaway: Brands that are serious about live commerce will have to invest in building communities before they can focus on driving sales. That means finding the right talent鈥攃reators who are capable of both getting shoppers to tune in, and of finding new ways to connect with them day after day.

Retail media is traditionally dominated by, well, retailers. But as access to customer insights becomes increasingly important for advertisers amid cookie deprecation and mounting privacy laws, other industries are hopping on retail media鈥檚 bandwagon.

Go further: Check out our TikTok Commerce report for more on whether TikTok Shop is worth the investment.

But there are signs the platform is now fully committed, perhaps because it senses an opportunity to gain market share as Meta backs away from direct commerce. After scrapping plans over the summer to launch livestream commerce in the US, TikTok quickly reversed course by partnering with TalkShopLive.

Livestream commerce hasn鈥檛 quite caught on with US consumers yet. But as it鈥檚 a major part of TikTok Shop鈥檚 ecommerce push in the US, the channel may start to gain adoption in the year ahead. Use this chart:. Identify where worldwide shoppers are finding products and where they are buying them across social and digital channels. More like this:. What鈥檚 happening with TikTok Shop?

A lack of trust is the top barrier to social commerce among all generations of users, according to our 2022 US Social Commerce and Digital Trust Survey. However, more trust won鈥檛 necessarily convert more buyers, as our survey results don鈥檛 show a causal relationship between trust and buying.

Over the past year, TikTok made its platform more shoppable by adding ad formats, rolling out its Shop feature to US merchants, and partnering with TalkShopLive for livestream commerce. The company is also planning to open fulfillment centers in a bid to establish itself as an end-to-end commerce platform.