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Gen Zers are most likely to use the Amazon app exclusively when shopping on the marketplace, while baby boomers are most likely to use a web browser exclusively. Our digital shoppers and buyers forecast was issued in February 2025, before many of the Trump-imposed tariffs on foreign goods went into effect.

But they now have this totally different experience of online shopping to compare it to, where there is just a much vaster selection of products on online marketplaces. I would give probably the additional 40% to just the friction and convenience for in-store shopping, anything from trouble finding the product, to mislabeled price tags on store shelves, to long lines at checkout.

The growing marketplace: Nutritional supplements are both popular and considered effective. 77% of US adults take at least one, according to Amway鈥檚 2024 Habits and Healthspan report. More than three-fourths (77%) think their supplements have a positive effect on health,.

While Target might be able to pick up some sales from Temu as the latter turns away from the US, it will have to contend with stiff competition from Amazon, whose Haul marketplace also relies on the direct-shipping model. Editor's note: This content is part of 蘑菇AV鈥檚 subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports.

Contextual ad marketplace: Reddit COO Jen Wong said in an AMA that contextual ads鈥攐r ads based on the content around them鈥攚ill be a bigger part of Reddit鈥檚 business by 2026. Because Reddit users鈥� activities and topics of interest are extremely organized, contextual ads are one of the platform鈥檚 most unique opportunities, per Wong.

鈥淚t鈥檚 not new, but they鈥檙e trying to elevate the beauty category at Walmart, which it鈥檚 not known for, through their marketplace. Why it matters: Nearly half (47%) of US adults prefer to shop for beauty and personal care products online, according to March 2025 data from ThinkNow Research.

So Temu is going to be piloting paid search ads for its marketplace. It's also going to start an app at marketplace with inventory, logistics, management and other tools. I think it's a big deal considering how the competition that Temu has already given Amazon, adding an ad component, I think just kind of really adds fuel to that fire.

Japan-based online resale marketplace Mercari opened its first physical store in the US, offering a curated collection of Japanese items including men鈥檚 and women鈥檚 fashion, sneakers, designer handbags, toys, electronics, and collectibles. Daiso, a Japanese discount retailer, plans to expand its presence in the US after receiving numerous requests on social media to open more stores, per Fast Company.

ATM Marketplace likened banks鈥� Gen Z branch strategy to the 鈥淎pple Store model,鈥� which aligns with the generation鈥檚 preferences:. Experience-first: Gen Zers prioritize engaging, interactive experiences over traditional services. Instant gratification: They expect fast, seamless service. Insight-driven: They want personalized insights and recommendations.

Brands using AI-generated voices can still engage human voice actors through ElevenLabs鈥� marketplace, maintaining authenticity while benefiting from AI鈥檚 scalability. Eliminating language barriers: For marketers, AI voice's biggest breakthrough is global reach. Brands no longer need to re-record content for each market鈥擜I-generated translations make localization seamless.

In aggregate, digital ad prices do correlate with inflation because they鈥檙e a function of nominal consumer expenditure. But individual digital ad marketplaces will reflect their specific dynamics. Even as retail media ad spend surges, the ramp-up in available supply continues to outpace demand.

Streaming and connected TV platforms spent much of 2024 launching shopping features, though Amazon has a leg up due to its merchant marketplace. Amazon sunsetted Freevee, its free, ad-supported streaming service, merging it with Prime Video to consolidate its streaming advertising offerings. Sports continues to be a major driver of ad spending for Prime Video.

The Trade Desk (TTD) made waves with its Sellers and Publishers 500+ Marketplace last year. The solution, essentially a large inclusion list, narrows the open web down to a subset of websites and apps that TTD regularly vets and updates. In 2022, GroupM launched Premium Marketplace to provide clients with direct access to high-quality inventory.

The situation: A perfect storm of consumer pullbacks, rising prices from new tariffs, and the suspension of the de minimis tax exemption will drag US ecommerce sales growth this year to its weakest pace since the Great Recession in 2009. We expect US online sales to grow just 5.0% this year in our moderate tariff scenario, which reflects the current policy landscape. That鈥檚 a 3-percentage-point drop from last year. Looking ahead: We expect ecommerce growth to experience a modest rebound to 5.3% growth in 2026. But more headwinds are on the horizon. The tax-and-spending package known as the 鈥淥ne Big Beautiful Bill鈥� will close the de minimis loophole that lets most packages under $800 enter duty-free from countries outside China and Hong Kong. While that will eliminate the possibility of some workarounds, it could also reshape the economics of cross-border ecommerce鈥攁nd place even more strain on platforms, suppliers, and price-sensitive consumers alike.

The retailer now offers a much wider selection of brands online thanks to its marketplace expansion efforts, and is using its accelerator program to incubate exclusive brands to grow its reputation as a beauty destination.

They can also use this chart to evaluate which marketplaces may be most impacted by tariffs. More 蘑菇AV reports:. FAQ: How Trump Tariffs on Latin American Imports Will Affect US Brands (蘑菇AV subscription required). Retail Trends to Watch in 2025 (蘑菇AV subscription required).

Other possible revenue streams mentioned were a marketplace of customized algorithms and subscriptions. AI licensing deals are off the table, according to Graber, differentiating Bluesky from platforms like Reddit that have signed lucrative deals with AI firms.

Zooming out: Nearly 4% of carbon emissions come from the internet, of which online advertising accounts for 20%. Sustainability remains an ongoing concern for advertisers鈥攁nd not without reason. Companies have noted several benefits from sustainability programs.

What Meta鈥檚 up to: Meta unveiled ad products on Instagram, including a test that delivers ads against trending Instagram Reels; Trends in the Instagram Creator Marketplace, enabling advertisers to unlock insights; and a test of the Creator Marketplace API, allowing businesses to make data-based partnerships. Meta hopes to position itself as the best alternative to TikTok.

The second phase of the partnership will introduce closed-loop measurement that lets advertisers tie Pinterest Ads to sales on Instacart鈥檚 marketplace. As part of the deal, Instacart will facilitate shoppable ads on Pinterest, allowing users to complete purchases in just a few clicks and receive their items in as little as 30 minutes.

The retail media implication: As marketplace sellers seek to grow their business, they鈥檙e turning to retail media networks, like Walmart Connect, to promote their products. Walmart Connect鈥檚 US business grew 26% in the latest quarter, with marketplace sellers boosting the number of advertisers on the platform.

Methodology: Data is from the November 2024 Duke University's Fuqua School of Business "The CMO Survey: Managing the Challenges of Marketing Technology, Privacy, and Marketplace Threats" commissioned by Deloitte and American Marketing Association. 260 US CMOs were surveyed online during September 4-25, 2024. 97.2% of respondents were VP-level or above at for-profit companies.

Over 200 global brands began selling on Nykaa in the quarter ended December 31, 2024鈥攕ome of which are already among the 100 top brands on the marketplace. India鈥檚 beauty ecommerce and quick commerce sales grew by 34% YoY between June and November 2024, making it the fastest growing online market for beauty, per NielsenIQ.

Use this chart: Marketers and retailers can take note of Ticketmaster鈥檚 dominant position in the marketplace as a signal for prime advertiser audiences, providing reach for sports brands, event sponsors, and businesses of all sizes. Additionally, marketers can strategically offer targeted discounts for live events to address the price sensitivity felt by Gen Z. Related 蘑菇AV reports:.

As social media strengthens its grip on consumers鈥� digital lives in 2025, political polarization, regulation, and a desire for deeper personalization will shake up the landscape.