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But in today鈥檚 era of algorithmic feeds, follower counts aren鈥檛 always an accurate predictor of business outcomes, which is good news for the long tail of creators with medium-sized audiences. 鈥淲e鈥檙e going to see a rise in niche creators, including local creators, and the resurgence of mid-tier creators in 2025,鈥� said Enberg.

Sales growth in the fast-moving consumer goods (FMCG) category on Douyin was even more noticeable, per Nielsen, with strongest growth in the food staples, mother and baby goods, and dairy product categories. Retail livestreaming ecommerce sales growth is far outpacing total retail ecommerce.

Even if a US deal is reached, tariffs on Chinese goods could significantly harm TikTok鈥檚 ecommerce business in the US, which relies heavily on cross-border merchants. While the Specialized Rewards Program could help TikTok convince wary creators of the app鈥檚 value, it won鈥檛 mean much if a ban ensues.

US retail and ecommerce sales will maintain stable growth over the next five years, with pockets of opportunity emerging from new digital consumers and mobile-first online shopping trends.

The big takeaway: It鈥檚 a no-brainer for Asos to turn to advertising since retail media is a logical extension of its core business and it generates a significantly higher margin than selling goods in stores or online. With retailers of all sizes rolling out retail media networks, the onus is on retailers to broaden the scope and scale of their offerings to attract advertisers鈥� dollars.

The second-largest digital advertiser among industries will post strong ad spending growth in 2024, but deceleration is on the horizon, and its various subcategories have starkly different outlooks.

But digital sales will eclipse the halfway mark for the first time, underscoring the growing popularity of online shopping even as consumers tighten their purse strings. Douyin, China鈥檚 version of TikTok, has been the fastest riser among the country鈥檚 online shopping platforms.

There鈥檚 no doubt that the combination of all digital activities drives far more product and brand awareness than the physical store. But no single online channel鈥攚hether third-party retailers, brand websites, or social networks鈥攈as overtaken the power of the store.

She went super viral years ago at this point on TikTok for making a video where she slathered her face in foundation sort of mocking or riffing off of what an influencer who said that it wasn't a good foundation had done to try using the foundation, went really viral on TikTok.

It excludes YouTube and Twitch, cash transactions, travel and event tickets, tips, subscriptions, payments such as bill pay, taxes or money transfers, food services and drinking place sales, gambling, and other vice goods sales.

Moreover, early adopters鈥攑rimarily consumers under 30鈥攎ay automate some rote purchases for groceries and household goods, which would marginally reduce point-of-sale (PoS) offers in both stores and online checkout. The most transformative scenario: shopping agents take off and radically change large parts of the consumer journey.

But the problem or it's not a problem, it's a good thing and a bad thing, but AI is advancing so rapidly, and not only is it advancing rapidly, but it's causing this evolution in the entire digital landscape.

The tariff package includes a 10% baseline on most imports and a 54% levy on Chinese goods, raising fears of broad inflationary impacts. While not directly targeting media, the policy鈥檚 economic ripple effects鈥攔ising costs, recession concerns, and stock market volatility鈥攃ould sharply curtail advertising and discretionary consumer spending.

While many digital publishers present their new offerings and secure ad dollars during the IAB Digital Content Newfronts, our forecast includes other meetings throughout the year where digital video ad spend is obtained upfront. It includes advertising that appears on any digital device.

So Amazon, they had a good Q4 as I mentioned, and they had a good 2024 as a whole. So their 2024 overall growth for total net sales was 11% online stores. Net sales was up 7%. That was for 2024, and those numbers were almost identical for Q4 as well. So it had a good end of the year and full year, but they said they anticipate Q1 sales to fall short of analyst expectations by about three to 5%.

That鈥檚 potentially good news for cancer patients who could benefit from new treatment options, but it also likely comes with higher price tags as drugmakers look to recoup expensive acquisition and R&D costs. This content is part of 蘑菇AV鈥檚 subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports.

At their core, tariffs are taxes on imported goods, typically paid by the importer. The proposed tariffs include:. 25% on all imports from Mexico and Canada (currently paused until April 2). An additional 10% on Chinese goods (on top of an existing 10%). 25% on all EU imports. 25% on steel and aluminum from all countries. Potential value-added tax (VAT) treatment as tariffs, impacting 175+ countries.

Sometimes you have other things on your plate, but you still make time for a run because it makes you feel 驳辞辞诲,鈥� said Teyssier. The 鈥淕o Wild鈥� campaign was borne from an internal exercise to redefine Puma鈥檚 market segmentation. The company conducted a massive survey of over 10,000 consumers worldwide in key countries, using the data to qualify and quantify its audience segments.

Discord鈥檚 newest ad push has a good chance of connecting with audiences who are more tolerant of ads when they receive rewards but who may not have connected with brand-specific rewards being offered in the traditional Quests format.

As is often the case with digital development, a latecomer can often jump ahead of more established markets, as there鈥檚 less friction. Alternative methods of digital trading don鈥檛 factor into the equation, with programmatic being the de facto method for new entrants into the marketplace. Format preferences err on the side of safety, while mobile dominates the device discussion.

Target has also launched an online Beauty Studio, where shoppers can virtually try on face, eye, lip, nail, and hair color options, and take haircare and skincare quizzes. This expansion comes at a good time, considering Ulta Beauty is pausing the rollout of its Target shop-in-shops. Target operates over 600 Ulta Beauty shop-in-shops, and they鈥檝e opened at least 100 every year since 2022.

With fresh data running out online, AI bots are swarming Wikimedia, creating costly bandwidth surges and risking future paywalls.

Mobile is driving ecommerce sales growth, with 43.2% of the $1.137 trillion in US ecommerce sales we project for this year. As mcommerce sales rise, retailers are innovating to get a piece of the $491.14 billion pie. Mobile commerce will be especially vital this holiday season. Some 79% of US online shoppers shopped via mobile during the Cyber Five last year, according to Bizrate Insights data cited in a Forrester report.

That鈥檚 because so much of its revenues come from advertisers in discretionary categories, especially from Chinese advertisers selling goods to US consumers. Heavy tariffs on Chinese goods, combined with the ending of the so-called de minimis exemption, will either badly dent those companies鈥� profit margins, raise the price of their goods high enough that fewer consumers will want to buy them, or both.

In retail, digital twins are virtual replicas of real-world products, stores, or processes, helping retailers model everything from supply chains to store layouts. Digital twins may play an even bigger role in retail now that retailers must navigate the uncertainty around tariffs. Here are four ways they can help retailers prepare and respond.