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鈥淭aking social into the real world, it鈥檚 so critical,鈥� said Tim Sovay, chief business development and partnerships officer at CreatorIQ, during the company鈥檚 鈥淔rom Engagement to Conversion: Unlocking the ROI of Creator Commerce on TikTok鈥� webinar. 1. The quick pivot.

On today's podcast episode, our contestants compete in The Great Behind the Numbers Take Off, 2024 social trends edition, where they will try and cook up the most interesting predictions for the coming year. They'll discuss search becoming the next battleground for social commerce and why LinkedIn is about to get its day in the sun. Tune in to the discussion with our analysts Jasmine Enberg and Minda Smiley.

Amazon鈥檚 search capabilities are set for an AI-powered upgrade: The retailer will incorporate a chatbot to offer customers personalized suggestions based on their queries and shopping history.

And Kohl's, no matter what you might say, is not a fun experience to go into the store or go online. Sara Lebow (14:19):. On that note, putting you both on the spot here, any 32nd takeaways from this conversation? Zak Stambor (14:25):.

The big takeaway: There鈥檚 a common thread across the US Commerce Department鈥檚 November retail sales data (up 4.1% year-over-year), MasterCard SpendingPulse鈥檚 November 1 through December 24 report (up 3.1% YoY), and Adobe Analytics鈥� online spending report covering the final two months of the year (up 4.9% YoY): Consumer spending was solid over the holiday season despite lingering inflation, sluggish consumer

The news: TikTok CEO Shou Zi Chew testified before the US House Energy and Commerce Committee on Thursday, addressing concerns about data privacy, the platform's influence on young users, and ties to China. Chew emphasized TikTok's commitment to user safety, data protection, and independence from government manipulation.

Retail media is traditionally dominated by, well, retailers. But as access to customer insights becomes increasingly important for advertisers amid cookie deprecation and mounting privacy laws, other industries are hopping on retail media鈥檚 bandwagon.

Sales are quickly approaching $100 billion. Gen Z鈥檚 influence on social media habits, new commerce technologies from TikTok, and rising annual spending by buyers are the main factors driving growth. And with users now spending just shy of 2 hours on social media per day, there is plenty of room for brands and users to squeeze more sales.

List of potential TikTok buyers grows while ban looms: The platform is drawing interest from new parties who could keep the key marketing channel afloat for millions of US companies.

Platforms dependent on traditional display advertising could struggle more than those developing commerce, subscription, and other non-ad revenue channels. Go further: Read our report on what鈥檚 changed in the first 100 days of Trump鈥檚 presidency.

On February 3, Trump signed an executive order directing the Treasury and Commerce Departments to explore options for creating a government-backed investment fund. Trump has stated that the government "could do a partnership with very wealthy people" to acquire TikTok, but no concrete plan has been announced. How Do Perplexity AI and Oracle Factor into TikTok鈥檚 Potential Sale?

Asia-Pacific is key to TikTok鈥檚 growth thanks to its expanding number of users, swelling middle class, and friendlier political environment. Which countries are leading the way, and how will TikTok continue its growth?

CPGs have been ramping up investment in digital ads. Since the pandemic, CPG brands鈥� digital ad spending has outpaced overall digital ad spending鈥攁 trend that shows no signs of abating. To view the full D2C ecommerce sales forecast, click here. Subscription fatigue won鈥檛 limit CPG brands鈥� potential for subscription commerce.

TikTok made updates to Symphony Creative Studio鈥攊ts AI-powered video ad generation tool鈥攁nd commerce-focused AI ad tools for TikTok Shop sellers. Symphony is integrating with Smart+, its AI marketing campaign creator, allowing companies to launch ads directly from the creative studio.

Amazon鈥檚 genAI push continues with new seller tools: The retailer released Project Amelia, an AI assistant to help sellers with queries and troubleshooting, alongside other features to improve the merchant and customer experience.

Inditex bounces back after a rainy summer dented sales growth: The Zara parent reported a strong start to Q3 as shoppers responded positively to its product assortment.

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.

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.

Shoppable media is any form of digital media that includes a 鈥渟hoppable鈥� call to action. Prominent examples of shoppable media include social commerce, connected TV (CTV) ads with QR codes, livestream shopping, and online recipes that include links to purchase sites. Social commerce is a growing market, but adoption hasn鈥檛 caught on elsewhere.

Line between content and commerce blurring: As viewers embrace ad-supported streaming and smart TV interfaces, advertisers have new tools to convert attention into action, especially during high-stakes shopping events. Smart TV home screens鈥攍ike LG, Roku, Samsung, and Vizio鈥攁re emerging as prime real estate for shoppable ads.

YouTube is slowly becoming a major player as well: It is, by many accounts, already the most-watched platform for livestreaming (commerce-related or otherwise) and has the largest upside for livestream ecommerce given its massive audience. Prediction. Livestreaming ecommerce will approach鈥攂ut not reach鈥攎ainstream status in 2025.