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Others have been pulled to Meta platforms and TikTok, leaning on their large audiences and shoppable commerce features instead. Influencer and affiliate marketing are also valuable channels, though ROI can be harder to determine鈥攁n increasingly important metric during high-sales volume events like the Cyber Five.

US Creator-Driven Commerce 2024(Subscription required). Methodology: Data is from the October 2024 Linqia report titled "2025 State of Influencer Marketing." 200 US brand and agency enterprise marketers were surveyed during July-September 2024.

Loblaw and Walmart tick the boxes on a handful of in-store features, including digital out-of-home, a variety of formats utilizing digital screens, and in-store audio. Sources. Interactive Advertising Bureau of Canada (IAB Canada). Mars United Commerce. Retail Council of Canada.

The news: Indians spent 1.1 trillion hours on digital platforms in 2024, the most of any market worldwide, per an Ernst & Young report published in partnership with the Federation of Indian Chambers of Commerce & Industry.

But the industry is bigger than TikTok, and creators are now a core part of media, marketing, and commerce strategies. Key Question: How much should brands allocate to influencer marketing in 2025, and where should those budgets be spent? Key Stat: US sponsored content spending will surpass $10 billion in 2025, per our forecast鈥攐ne year earlier than we had previously predicted. Executive Summary.

CTV platforms that partner with commerce media players can provide advertisers with more visibility into performance, regardless of where a conversion takes place. These integrations have already proliferated in the marketplace.

Paying by smartphone is now routine for a growing number of consumers, both in stores and online. Recent data shows the size of the user base, shifting demographics, shopper preferences, and how mobile fits into the spectrum of payment options.鈥�

According to a payments study preferring to keep these aspects of their online experience separate, we estimate that 6.6% of all online shopping will be made on social platforms growing to 7.3% next year, then 7.9 and then 8.4% of online shopping by 2027. The question is, if you extrapolate that out, will social commerce break through the 10% of all online shopping ceiling by 2030?

Commerce Updates. Instagram Isn鈥檛 Giving Up on NFTs. Creators will soon be able to create and sell their own digital collectibles on Instagram. This is being tested among select US creators, with plans to expand to more countries in the future. Instagram is priming creators鈥攁nd their followers鈥攆or a transition into the metaverse. 

On today's podcast episode, we discuss whether Humane's new AI pin is about to become as ubiquitous as the smartphone, just how much ground brick-and-mortar retail will give to online shopping, the next big social media app, if folks will start shopping on Amazon right from their Facebook and Instagram feeds, how news consumption on social media is changing, which airlines carry the most passengers, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Max Willens and Yory Wurmser.

Brands should also consider incorporating creator content in email, traditional, OOH, and other digital or ecommerce platforms to hit even wider audiences and achieve different objectives. Boosted content on social media is the easiest entry point into new channels.

Instacart and a host of smaller delivery companies now control a sizable piece of the digital grocery market. We forecast delivery intermediaries will be responsible for more than 29% of US digital grocery sales in 2022. Instacart is by far the largest player in this space, but it faces new competition.

Department stores face an uphill battle as discounters, online retailers take share: Our Industry KPIs show foot traffic declined during the holiday season, emphasizing the sector鈥檚 challenges.

The conveniences of digital grocery don鈥檛 apply to alcohol buying like they do for frequently purchased essential items. Online alcohol sales are also highly regulated in the US. Prolific growth in online grocery sales indicates long-term potential for online alcohol sales. Prior to 2020, online food and beverage sales鈥攊ncluding alcohol鈥攚ere already growing strong and steady.

More than 60% of US teens believe feeling 鈥渨elcome and safe鈥� online is of higher importance than having a space where they can speak freely, according to research conducted in spring 2022 by Pew Research Center. They鈥檙e based on sharing and connecting with others who have the same interests or location.

Media and commerce continue to converge. Shoppable ads and other integrated marketing formats remain a focal point for retailers, social networks, CTV platforms, broadcast TV networks, and online publishers. As these lines blur, brands are seizing new opportunities to connect content and commerce. Shoppable media offers two alluring advantages for marketers.

Key stat: The majority of homeowners and renters鈥攐ver 60%鈥攕hop online at least once a month, with homeowners doing so more frequently. Jungle Scout鈥檚 research shows that 42% of homeowners shop online more than once a week, compared with only 35% of renters. What it means: Homeowners鈥� higher confidence in their financial security makes them more likely to spend overall.

D2C brands must seize new digital ad opportunities. D2C brands facing the declining effectiveness of search and social ads must use new strategies outside of the traditional D2C growth playbook. Retail media search is a new performance ad play.

Cheetah Digital. International Data Corporation (IDC). Morning Consult. The Information.

It鈥檚 got robust commerce capabilities on both Instagram and Facebook. As it continues to push Reels to the center of its business, we expect it will leverage its prowess in commerce to move the needle on monetization. TikTok is revving its commerce engine. It鈥檚 now building out a retail ecosystem around its shoppable ads, including a seamless conversion experience in-app.

Feature innovation is transforming digital wallets into everyday commerce enablers.

By launching peer-to-peer marketplaces, retailers are recognizing commerce activity that's already happening online and bringing it into their ecosystems. Consumers get the security of knowing products offered on official marketplaces will be genuine, while brands benefit from transactions involving their products that would happen anyway, said our analyst Sarah Marzano.

Smart glasses could become a powerful commerce platform. Some 80% of brands using AR report higher sales and better customer acquisition, according to Snap Inc. AR smart glasses could further boost this trend by helping shoppers combine digital information with physical store experiences. However, widespread adoption hinges on addressing privacy concerns and social acceptance factors.