蘑菇AV

TikTok Shop鈥檚 launch and relative success in the UK are a testament to the growing influence of social commerce, with social commerce sales set to double in the country between 2024 and 2028, according to Retail Economics.

Wix is also helping merchants tap the social commerce explosion and harness AI. US social commerce sales will surpass $100 billion in 2026, per our forecast. In January 2025, Wix announced that merchants can sell products directly through YouTube Shopping thanks to a new integration.

US social commerce sales will surpass $100 billion in 2026, 蘑菇AV forecasts, presenting a clear opportunity for affiliate partnerships in influencer marketing. 鈥淏rands can now say 鈥榃e put out this budget and we鈥檙e going to be getting this many clicks,鈥欌�� he said. 鈥淓specially in the current market with impending tariffs and downward pressure on brands, that鈥檚 becoming even more important.鈥�.

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

Recent data on ecommerce in Indonesia highlights evolving patterns in online purchasing behavior, including social commerce.

Online fashion sales are stable and growing slowly, but they lag wider ecommerce. Consumers are concerned about sustainability, but price is a bigger priority.

Influencer marketing is a booming industry. But accessing the opportunity requires navigating a complex web of consumer preferences and platforms, and growing pressure to prove ROI.鈥�

The news: A US TikTok ban will take effect if a sale isn鈥檛 completed by the September 17 deadline, per comments from US Commerce Secretary Howard Lutnick. Lutnick said on CNBC that TikTok will 鈥済o dark鈥� if China does not agree to sell to a US owner. He also noted that any deal would require the US gaining control over both the app and its algorithms. Our take: Whether or not a full TikTok ban comes to pass, Lutnick鈥檚 comments reinforce a troubling trend: Advertisers are increasingly wary of the platform鈥檚 stability, accelerating the shift toward cross-platform strategies.

The way it has been able to drive sales would be really difficult for any platform to replicate.鈥�. Meanwhile, sales growth hasn鈥檛 shielded TikTok Shop from the challenges facing other discount retailers. The marketplace reported 120% year-over-year sales growth in June, but US commerce traffic share attributed to TikTok dipped from 13.1% in May to 10.6% in June, per MikMak.

Michael Kors owner Capri credited a sequential improvement in demand for its better-than-expected quarter and upgraded FY forecast. In an otherwise difficult quarter for luxury, Capri鈥檚 bullishness stands out. But it has a lot of work to do to revive its brands鈥攑articularly Michael Kors, which, following the sale of Versace, now accounts for nearly 70% of revenues.

Consumer goods giants Kraft Heinz and Unilever are moving to stimulate demand in a challenging sales climate by increasing marketing spending on their most popular products. Both companies are betting on marketing to spur demand and improve brand equity in a slower-growth climate. But the question is whether stepped-up marketing will be enough to overcome rising consumer caution, particularly in categories like snacks and personal care, where purchases are more discretionary in a tariff-driven environment. Increased investments in promotions could pressure margins in coming quarters.

Despite uncertainty related to the economy and tariffs, US social network ad spending is expected to grow. AI offerings, social commerce, and lower-funnel investments will drive outlays.

The news: TikTok is reportedly exploring a US-only version of its app amid ongoing discussions of a US ban and selloff, per The Information. Known internally as 鈥淢2,鈥� the app will reportedly launch in September and require users to download a new version to use TikTok in the US鈥攖hough users will have several months to make the switch. Our take: We will continue to monitor closely for further developments, particularly the specifics of user data and algorithm migration, which will directly dictate the app's future efficacy for bank marketing. For now, FIs should maintain their Gen Z outreach strategies on TikTok with a high degree of adaptability.

The news: Cannes Lions 2025 marked a shift in retail media strategy, with platforms like Pinterest and Reddit forging deeper ties with retailers. CVS announced a clean room data partnership with Reddit to allow targeting based on shared first-party data, launching a Sensodyne and Advil campaign this fall. Pinterest partnered with Instacart to enable shopping from pins and connect ad exposure to sales via closed-loop attribution. Our take: Social platforms are becoming full-funnel retail media environments. By fusing community context with purchase signals, these integrations aim to blend discovery and commerce in real time鈥攑aving the way for more data-rich, measurable campaigns.

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.

As consumer attention and advertising channels become more disjointed, the demand for advanced measurement has increased鈥攅specially as brands face higher expectations to prove ROI to their leadership teams. 71% of US CEOs want their marketing teams to focus on sales and revenue metrics, per a January Boathouse survey.

US retail social commerce sales increased 26.0% YoY in 2024, per our forecast. Brands selling goods via social channels will want to answer customer questions and send them AI-aided paid or organic marketing messages within platforms. And consumers are open to customer service interactions happening on social media.