蘑菇AV

In 2024, US consumer spending on online marketplaces will reach $468.33 billion, according to our forecast, with a significant portion of ecommerce sales shifting to these platforms.

Target looks to its online marketplace to drive growth: The retailer鈥檚 new partnership with Shopify could expand its selection online and in stores, while also boosting its retail media business.

Etsy鈥檚 sales have remained 鈥渆ssentially flat鈥� for two years: The niche online marketplace鈥檚 inability to broaden its reach led it to lay off about 225 employees.

US retail marketplace ecommerce sales will reach $603.20 billion in 2027, representing 34.8% of total retail ecommerce sales, per our forecast.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss the sizes of different digital marketplaces, what their unique selling points are, and why smaller retailers are building out their own. Then for "Red-Hot Retail," our analysts give us four spicy predictions about the future of digital marketplaces. Join our analyst Sara Lebow as she hosts forecasting analyst Whitney Birdsall and analyst Sky Canaves.

Ecommerce may be hit particularly hard after President Donald Trump ramped up tariffs on China to 245% and announced plans to tighten regulations on de minimis imports from China and Hong Kong鈥攎oves that will likely dampen sales from Chinese-based sellers on online marketplaces operated by retailers like Amazon and Walmart, as well as reduce growth for platforms like Shein and Temu.

Social media companies are seeing online marketplaces like Temu and Shein slash ad spending. Social media ad growth could fall from around 13% to just 1.5%, a potential $10 billion impact, per an 蘑菇AV forecast. Overall digital ad spending could slow from 11.8% to 4.5%. "As these companies see their margins being squeezed, they've got to protect their bottom line," said Stambor.

Wonder acquires a media company, Unilever dedicates more spend to influencers, and Ulta launches a third-party marketplace. Here are the eight most interesting retailers and brands from last month, as ranked on our 鈥淏ehind the Numbers鈥� podcast.

Michaels and Shutterstock are navigating growth through a blend of creative initiatives and hard metrics. Michaels is focused on enhancing its customer experience and its new online marketplace. Shutterstock is leaning into SEO, automated dashboards, social listening, and collaboration.

On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how the resale market is evolving, why some retailers work with a third party instead of developing their own charitable programs, and the role of digital marketplaces in resale. Join our analyst Sara Lebow as she hosts vice president of content Suzy Davidkhanian and Nancy Youssef, chief global business development officer of Soles4Souls.

Marketplaces exert a strong (and still growing) influence. The share of ecommerce taking place through third-party marketplace channels will increase from 38.5% in 2024 to 39.8% in 2028, when the total value of marketplace sales will approach $700 billion.

Mercado Libre, which combines data from its digital marketplace and fintech arm, Mercado Pago, to build richer audience profiles and enable more precise ad targeting across its ecosystem. Rappi and DiDi go even further, operating across retail, banking, and travel.

Marketplaces continue to drive growth for overall US ecommerce. First-party retail ecommerce sales will lag the average through 2029, while D2C sales will occupy the middle ground. Amazon will account for nearly 70% of US online marketplace sales.

Walmart is rapidly growing its online marketplace with third-party sellers from China and offering shipping services. Sustained growth demands creative reinvention. With roots in China鈥檚 highly competitive market, Shein, Temu, and TikTok are moving quickly to stay ahead. They are diversifying, forging partnerships, and evolving their business models. Predictions. TikTok Shop is here to stay.

Walmart looks to make it easier for advertisers to buy its display ads: Walmart Connect鈥檚 new API should help it attract more ad dollars from smaller brands and marketplace sellers.

Lowe鈥檚 in December mapped out its long-term plan to gain share, which includes expanding its physical footprint, broadening its selection in rural stores, launching an online marketplace, and revamping its pro rewards program. Home Depot has invested heavily in its pro business to ensure it appeals to contractors of all sizes.

Brands can find athletes willing to work with them on marketplaces like Icon Source or Opendorse. Brands can also attempt to connect directly with athletes and their representatives. And brands can connect to an athletic department who will put them in touch with their athletes, according to Carter. Brands with a sophisticated understanding of social media will be apt to use an online marketplace.

AI agents are revolutionizing marketing with autonomous capabilities that go far beyond traditional automation. Organizations are implementing AI agents to boost workflow efficiency and prepare for a consumer marketplace increasingly mediated by AI.

Online fashion sales growth in France is stabilizing as global competitors capture market share and social platforms become more influential.

It鈥檚 broadened its online assortment across a range of price points through its third-party marketplace. The retailer has introduced services that simplify selling on its platform鈥攕uch as enabling sellers to fulfill Walmart orders using inventory from other platforms, including Amazon.

Despite the current duopoly between Mercado Libre and Amazon in Mexico鈥檚 ecommerce market, roughly 60% of online sales remain up for grabs for local, regional, and global retailers.