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Recent data suggests that baby boomers, often stereotyped as technologically challenged, are instead simply selective in the digital media they consume.

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.

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.

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.

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.

Best Buy looks to distinguish itself from the competition: The struggling retailer refreshes its online and offline presences to turn around its two-year slump.

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

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

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?

鈥淚t introduces all of the bad incentives that have defined digital media in the commerce experience. Amazon鈥檚 gone from an intense customer focus to鈥攊f you wade through Amazon these days鈥攊t鈥檚 a disaster. Everything is sponsored.鈥�. Morrissey doubled down on his theory in an interview, saying retail media search is going wrong in the same way that traditional search did.

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

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.

The big takeaway: If any platform could make live commerce go mainstream, it would be TikTok, mainly due to its ability to push shopping livestreams into users鈥� feeds regardless of whether they鈥檝e shown interest in the format. But it鈥檚 becoming increasingly clear that live commerce is unlikely to reach the same heights in the US as it has in Asia.