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On today's podcast episode, we discuss the most interesting 2025 retail trends that we heard at NRF, and expect to hear at eTail, ShopTalk, and other events. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Chief Content Officer Zia Daniell Wigder and Vice President Suzy Davidkhanian.

Latin America will continue to populate much of the high-growth leader board. For the past couple years, most ad spending forecasts have featured India and Latin America as the geographies to watch. That continues to be the case, although Latin America鈥檚 outlook trails India by a wider margin than in previous estimates.

The tariff impact was clearest for retail categories hits in 2018. For example, a 20% tariff went into effect on imported residential washing machines in early 2018.

Among Emerging Markets, Latin America and India Have Arrived. For years, we have pointed to Latin America and India (and sometimes Southeast Asia) as the future. As of 2023, the future will have arrived. India is set to break into the top 10 in global ad spending, and Brazil is already ninth.

It beats Latin America鈥攖he reigning leader in music streaming, social/messaging, and mobile鈥攂y 2 minutes. The popularity is partially motivated by the fact that podcasts consume less data (once downloaded) for lengthy content. Social/messaging time spent dropped below 3 hours for the first time since GWI began tracking it in 2019.

In today鈥檚 episode, host Bill Fisher is joined by researcher Man-Chung Cheung and analysts Sarah Marzano and Carina Perkins to discuss the in-store retail experience. What鈥檚 next for Amazon鈥檚 Just Walk Out technology, what lessons can be learned from Asia-Pacific, and how is Tesco helping marketers get in on the in-store act?

And almost every single platform, including Snapchat and Pinterest also struck ad deals with Amazon, kind of bringing retail media and social closer together. So now it feels like we're at this inflection point where you have consumers and the platforms all in on social search. So the next step is really for advertisers to get serious about it.

Asia-Pacific has the most mobile phone messaging app users: The region has 2.1 billion users, followed by Latin America (347.1 million), and Western Europe (288.5 million). TikTok Shop converts TikTok channels into virtual storefronts. Customers can add products from various brands and check out within the app.

So the biggest is retail, which is going to grow at a pretty whopping 17% ad spend this year. And that's driven in part by the economy and in part just by, it's a deeper investment in ad networks and video and things like that. So just pretty strong growth in retail.

The National Retail Federation estimates that American consumers' retail spending this November and December will grow between 2.5 to 3.5% year over year. That's the estimate. That would be down from the 3.9% from 2023's holiday period and 4.7 the year before that. But Suzy, fortune teller. What will be the November holiday shopping storyline? Suzy Davidkhanian:.

It will initially launch in Latin America and Eastern Europe. Blake, I'll go to you first. Blake Droesch:. Sure. Marcus Johnson:. Haptic logo ... what was that? Blake Droesch:. I said sure. Marcus Johnson:. Okay, good. Thanks for agreeing. Haptic logos, what's your take on this story? Blake Droesch:.

Retail Media. Retail media continues to be one of the fastest growing sectors in digital advertising, and Q2 saw competition heat up between two of its largest players: Amazon and Walmart. Amazon dominates the retail media competition by a wide margin, with a forecasted $41.95 billion in US retail media spending this year, versus $3.72 billion for Walmart.

That is almost equivalent to the shares of the next three biggest regions鈥�Latin America, Western Europe, and North America鈥攃ombined. In Asia-Pacific, India leads in the number of Instagram users (210.8 million), followed by Indonesia (87.8 million) and Japan (40.8 million). Meta鈥檚 reach is most prominent in Southeast Asia.

Amazon鈥檚 Prime Day market share will continue to slip, dropping from 62.0% in 2018 to an expected 59.6% in 2023鈥攁lthough that鈥檚 still well above its overall retail ecommerce share of 37.6% this year. Walmart, Target, and Best Buy are among the retailers that offer competing promotional events.

On today's podcast episode, we discuss how retail media is meeting the demand for full funnel campaigns, what folks are building to help with measurement, and how in-store audio can upgrade the experience. "In Other News," we talk about whether there is enough money to go around in retail media and why performance marketers are shifting their priorities to brand building. Tune in to the discussion with our analyst Sarah Marzano and Ryan Mayward, SVP of retail sales at Walmart Connect.

She's the host of the Reimagining Retail Show. She'll be speaking with Sky Canaves and Zak Stambor, all about what to expect for this upcoming holiday.

And finally, he's our principal analyst for Latin America and Spain. It is, of course, Matteo Ceurvels. Hello, Matteo. Matteo Ceurvels (02:43):. Hey, Bill, great to be back. Bill Fisher (02:45):. Great to have you back. Okay, before we get into the episode proper, let me introduce you to this month's culture shock. And we're looking at currency.

That鈥檚 more than 20 minutes above Latin America (2:23) and Western Europe (2:14). Over 90% of respondents reported watching live TV in H1 2023. High TV penetration in the US is tied to a broad array of options including over-the-air network TV and cable channels that specialize in news, sports, and daytime or primetime entertainment. Almost all (99.1%) of respondents watched TV in any form in H1 2023.

On today's episode, we discuss what to make of Microsoft putting ads in its AI-powered Bing Chat platform, the biggest pitfalls of companies using generative AI, and publishers' concerns about AI chatbots cutting readership. "In Other News," we talk about how much retail media networks are actually boosting the US ad market and which car manufacturers are leading the US electric vehicle (EV) race. Tune in to the discussion with our analysts Gadjo Sevilla and Max Willens.

The FTC started an antitrust investigation into Amazon鈥檚 $1.7 billion iRobot acquisition, citing iRobot鈥檚 Roomba robot vacuum could be used to give Amazon an anticompetitive leg up as a retail giant. A class-action lawsuit filed in November accused Apple and Amazon of colluding to 鈥渟tifle competition鈥� by eliminating 98% of third-party Apple resellers on Amazon Marketplace.

So I think the retail media opportunity is key here. So if you can build a membership of millions, or whatever the market could be, of loyal users and they're using an app and they're constantly available to you in a lot of ways, I think that's a way to create a retail media network and create offers and contextual advertising to that group.

North America has the most podcast listeners in the world for now, but in 2025, it will be eclipsed by Latin America and by 2027, China will have more listeners than any other country or region. But it's not all sunshine and flowers in podcast land, as Paul Briggs alluded to in last month's Around the World podcast, commenting about time spent with podcasts. Paul Briggs:.

We expect, Insider Intelligence, our forecasting crew, expect 40, 40 million Americans to be retail augmented reality, retail AR users this year. That'll be five million more than last. The halfway mark. Evelyn out in front with six points, Blake with five, Paul with four. As we move into round three, we start with Blake.