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According to Digital Commerce and Forrester, much of this growth is in online marketplaces. In 2023, 60% of B2B buyers who purchase from online marketplaces do 26% or more of their buying on Amazon Business. Customer experience innovations are key to the Amazon Business growth strategy.

Stores still have the edge for beauty purchases among 18- to 34-year-olds, but online buying is not far behind. And the age group is much more likely to buy via social media than older shoppers. As a result, TikTok is among the top 10 UK beauty online retailers, per April 2023 NIQ data. Fear of missing out (FOMO) is a digital driver.

Our take: TikTok's investment strategy marks an ambitious attempt to diversify beyond its core competency in short videos and could prove fruitful given the region鈥檚 demographics and growing digital economy. State-level bans in the US are gaining steam; bans remain on the table in Japan, the UK, Germany, and France.

The relatively new shopping channel鈥檚 popularity has surged in countries like Colombia and Mexico, per Wunderman Thompson, as consumers seek out more interactive and personalized digital experiences from brands. Why it matters: Live shopping will be key to reaching new audiences, engaging shoppers, and driving online sales.

But under both moderate and heavy tariffs scenarios, social ad growth will be slower than total digital and every other digital channel. Meta will be the biggest winner among social platforms in any tariff scenario. While Meta is heavily exposed to a pullback from China-based advertisers, its large and diverse base of advertisers would offset some of those losses.

Given their digital nature, pause ads should be seen as a "sequential offering" rather than a replacement for traditional creative, said Keynes Digital CEO and founder Dan Larkman.

Klarna has made similar partnerships with Worldpay, Adobe Commerce, and WooCommerce. Last month, the company expanded its distribution partnership with Stripe, making the BNPL option available to merchants in 26 countries. The JPMorgan tie-up will give Klarna access to 900,000 customers using the bank鈥檚 platform.

鈥淚f any social app can make live commerce and in-app checkout happen in the US, it鈥檚 probably TikTok,鈥� said our analyst Jasmine Enberg. Where the platform may have more luck is with visual search, which TikTok is testing in non-US markets.

US Creator-Driven Commerce 2024 (蘑菇AV subscription required). Creator Economy Trends to Watch in 2025 (蘑菇AV subscription required). Methodology: Data is from the November 2024 Bazaarvoice report titled "Shopper Experience Index Vol 18." 8,000+ shoppers worldwide in Australia, Canada, France, Germany, India, the UK, and the US were surveyed online by Savanta during September 2024.

鈥淎s retail media has grown, the landscape has become increasingly complex and fragmented, said 蘑菇AV principal analyst Sky Canaves during last week鈥檚 蘑菇AV's summit on Commerce Media Trends 2025. 鈥淐omparisons are hard when standards vary across channels and platforms.鈥�