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Why it matters: US creators will generate $17.76 billion from their activities on social media alone, per our new forecast. Most (59.2%) of those revenues will come from influencer marketing. We expect spending on social media sponsored content to surpass $10 billion this year, one year earlier than we previously predicted.

At Auger鈥檚 helm is Dave Clark, a longtime Amazon executive who oversaw the ecommerce giant鈥檚 massive delivery operations before stepping down in July 2022 to become CEO of freight company Flexport.

We expect Cyber Five retail ecommerce sales to grow 5.6% this year: A strong US economy bodes well for that crucial stretch, as well as the broader holiday season.

We forecast BNPL payment value growth will slow from 20.8% in 2024 to 15% in 2025 and 12.5% in 2026. And given Gen Zers will make up 30.2% of US BNPL users this year, per our forecasts, their unease with the payment method could be particularly damaging. To combat this, BNPL fintechs could add budgeting tools to their apps and streamline their return processes.

After experiencing downturns in recent years, social CPMs are on the rise again in the US, per our forecasts. That鈥檚 a sign that brands could invest more in social media ads amid optimism about the economy.

Increased time spent on CTV, social video鈥檚 shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.

Q3 US auto sales fell around 2% YoY: Sticker shock is restraining demand and causing some consumers to opt for lower-priced vehicles.

And overall crypto payment adoption is weak as well: We forecast only 16% of US crypto owners and 1.9% of the US population will make a payment with it this year. Despite limited uptake so far, stablecoins are gaining momentum.

But the popularity of TikTok Shop, which is integrated with TikTok Live, has kept growth in consumer adoption of livestream shopping in the double digits. We expect that US livestream buyers will surpass 60 million by 2028. Click here to view our full forecast for US livestreaming retail ecommerce buyers.

Customer data collection, the dawn of retail media, and AI-assisted shopping has upended a retail industry already in the midst of a big-box transformation at the tail end of the 20th century. And then there is one of the biggest elephants in the room: Amazon. Here are some of the most impactful changes that marketing leaders have seen over the last 25 years.

Our expanded Latin America retail and ecommerce coverage now includes breakouts for 16 markets across Mexico, Central America, and South America. Brazil and Mexico will drive the bulk of net new ecommerce sales this year with a combined regional market share of 75.2%.

Consumers plan to return to malls this holiday season, shop more in-person: Mall visits are expected to rise 18%, which is good news for department stores鈥攁lthough Amazon, Walmart, and Target remain top destinations.