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Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, according to March 2025 data from Koddi. Nearly as many (63%) will up their investments in social media.

TikTok Shop gears up for busy holiday season in the US, UK: The platform expects hefty ecommerce and ad growth this year as shoppers get used to transacting on the app

US TikTok Shop employees prepare for layoffs: Tariffs and de minimis changes have pushed the platform鈥檚 ambitious commerce goal further out of reach.

Amazon received 236.9 million unique US visitors in June 2024, according to Comscore. It far exceeded Walmart in second with 137.2 million unique visitors.

For example, one international retailer he worked with pulled out of a New York City deal due to concerns about the US market. The exceptions: Even in a challenging environment, some retailers remain bullish on brick-and-mortar鈥攕ince physical stores still account for the vast majority of US retail sales (We forecast that 83.1% of total retail sales will happen in-store this year).

Klarna鈥檚 later entry into the US debit card space offers it a pathway to seize more payment volume.

Our latest forecast and exclusive consumer surveys highlight the most compelling omnichannel opportunities for fashion brands, retailers, and marketers.

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.

It鈥檚 a divergent retail environment: While Dick鈥檚 Sporting Goods and Abercrombie & Fitch expect shoppers to spend freely this holiday season, Best Buy鈥檚 sales were softer than expected.

Google will fall below a 50% share of the US search advertising market next year for the first time since we started tracking it in 2008, per our forecast. It鈥檚 a pivotal time for paid search, with Google鈥檚 ad dominance threatened by generative AI, social media, retail media, and lawsuits. Meanwhile, ad-averse consumers are becoming hesitant to click search ads. Here are four trends our exclusive KPI data reveal about Google, retail media, and the future of paid search.

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.

On today鈥檚 podcast episode, we discuss the takeaways from Netflix鈥檚 record-breaking boxing event, the chances of TikTok dodging a US ban under a Trump presidency, the future of 鈥渞oadblock marketing鈥�, Perplexity鈥檚 new feature that lets you buy things directly within its search engine, the true story that inspired the 1992 film 鈥淎 League Of Their Own鈥�, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Director of Reports Editing Rahul Chadha, Senior Analyst Evelyn Mitchell-Wolf, and Senior Director of Forecasting Oscar Orozco.

Walmart鈥檚 strong Q3 bodes well for its holiday performance: The retailer鈥檚 sales and profits beat expectations thanks to healthy ecommerce growth, more affluent shoppers, and recovering general merchandise sales.

Apple Pay is the second-most-used digital wallet in the UK for online purchases, according to our forecast. Digital wallets are already the leading payment method for ecommerce, notching 40% of transaction volume in 2024, per Worldpay鈥檚 Global Payments Report 2025. And they鈥檙e making headway at the point-of-sale (POS), accounting for 18% of POS value last year, versus credit cards鈥� 24%.

The news: Google Pay added Klarna to its in-app BNPL roster of Affirm, Zip, and Afterpay. Our take: Klarna鈥檚 late adoption of a physical card like Affirm鈥檚 Affirm Card in the US set the BNPL provider back in terms of capturing a wider user base and payment volume. Integrations like Google Pay and Apple Pay can help overcome that gap鈥攖hough Affirm also has partnerships with both Google Pay and Apple Pay.

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.

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.

Merchants need to get shoppers to spend as early as possible to avoid excess inventory eating into their margins. Go further: Read our US Holiday Shopping 2024 report.

Click below to view our full forecasts featured in this report:. US buy now, pay later payment value. US cryptocurreny payment users. US retail social commerce sales.