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AI is powering more of Walmart鈥檚 services, including InHome Replenishment, which automatically adds frequently purchased items to 蝉丑辞辫辫别谤蝉鈥� carts, and its iOS app search function, which recommends cross-category products based on contextual factors such as search terms and shopping history. 3. Temu.

Unit sales from non-store retailers鈥攅.g., ecommerce pure plays, markets, and stalls鈥攈ave been trending downward since shoppers were able to return to stores in early 2021, per ONS data. People are also switching to budget stores now: Primark and Aldi, both primarily brick-and-mortar, are among those to have seen strong growth. Shoppers are slashing ecommerce spending on nonessentials.

More consumers are shopping online for household essentials, including food and beverages and health, personal care, and beauty products. The two categories are expected to see the most growth in their share of ecommerce sales from now until the end of our forecast period in 2028. Here鈥檚 a closer look at the state of US ecommerce, why household goods are fueling the market, and the consumer behavior steering it all.

Ulta expands in-store ecommerce fulfillment to 400 locations: Stores fulfilled nearly 40% of the retailer's digital orders.

But these gains won鈥檛 be enough to increase the company鈥檚 share of the overall US ecommerce market beyond 38%. Amazon will gain the most share in health and personal care. This category will likely be a major focus for Amazon going forward. Not only is it growing fast, but Amazon鈥檚 share of sales is still relatively low compared with other categories.

Technology and computers ranked second with organic CTRs of 0.22%, followed by personal finance (0.19%), beauty (0.18%), and style and fashion (0.16%). The relatively low performance for beauty, style, and fashion native display ads could be attributed to their incredibly competitive and saturated markets.

TikTok Shop joins Amazon in holding a July sale: The marketplace hopes exclusive discounts on brands like L鈥橭r茅al and live-shopping events will boost GMV.

TikTok Shop has rapidly emerged an important channel for some merchants: But whether those early gains are sustainable remains a question given the significant discounts that drove those results.

With third-party cookies on the way out, access to customer data is more valuable to brands than ever. By leveraging loyalty programs, brands can collect first-party data, including customer demographics and shopping habits, in exchange for targeted offers or deals. But in order for brands to get access to customer data, they need to be sure their loyalty program resonates with their audience.

Go further: Read our analysis of Macy鈥檚 and other major retailers鈥� Q3 results in our Retail & Ecommerce Earnings Q3 2024 report. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

The Asia-Pacific retail ecommerce sector is both dynamic and volatile. While China and Japan are slowing, South Korea is growing rapidly, and emerging markets like Southeast Asia and India are showing robust growth and untapped potential.

Skincare brand Bubble has gained popularity, particularly among Gen Z consumers, due to its efforts to involve them in its brand. The brand uses Geneva, a group-chat app popular among Gen Zers, to gather customer feedback. Bubble also has a brand ambassador program, open to consumers as young as 13, which provides products, discounts, and other perks to spread brand awareness.

Even with their loyalty program, which has a huge number of members and allows customers to collect points no matter where they buy the beauty products, and of course they sell everywhere. I had picked TikTok shop because I thought of e.l.f. Beauty, but I also associate e.l.f. so much with TikTok because they were one of the first brands to really take to the platform and capitalize on it.

Electronics, toys, appliances, and beauty were also top performers鈥攊n part because some shoppers (and retailers) saw an opportunity to get ahead of tariffs that will likely drive up prices in the coming year. Brick-and-mortar loses out: While shoppers were happy to spend online, retailers had a tougher time convincing them to shell out on in-store purchases.

Computer and consumer electronics must mount a Prime Day comeback for Amazon to recharge its ecommerce growth. Amazon鈥檚 recent slowdown in ecommerce growth can be attributed largely to soft demand in one of its most critical categories鈥攃omputer and consumer electronics. Computer and consumer electronics is vital to the health of Amazon鈥檚 ecommerce business.

On today's podcast episode, we discuss how TikTok Shop has changed the way people shop on social media, how the brands who sell on the platform will be impacted if TikTok goes away, and what they should be thinking about next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Vice President and Principal Analyst Jasmine Enberg.

For instance, a beauty creator might only have time to share a quick hack in a 30-second video but can go over their entire skincare routine in a longer one. That gives their audience more chances to weigh in or ask questions. But some creators aren鈥檛 interested in making longer videos. Many are experimenting with videos longer than 90 seconds.

Value was the name of the game in 2024 as retailers scrambled to keep consumers shopping. But that wasn鈥檛 the only thing on retailers鈥� minds this year.

Dove was one of the first to lean into this sentiment this year鈥攊n April, the brand pledged to never use AI in place of real people in advertising and introduced its Real Beauty Prompt Playbook, which argued that AI often only reinforces societal biases by relying on data sets that are 鈥渋ntentionally curated or broadly scraped from the internet.鈥�.