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Stores still have the edge for beauty purchases among 18- to 34-year-olds, but online buying is not far behind. And the age group is much more likely to buy via social media than older shoppers. As a result, TikTok is among the top 10 UK beauty online retailers, per April 2023 NIQ data. Fear of missing out (FOMO) is a digital driver.

The news: TikTok commerce traffic has trended down throughout 2025 amid uncertainty about the app鈥檚 future in the US. Our take: Trump鈥檚 extension gives TikTok more time to reach a deal but does little to ease the internal disruption from ByteDance鈥檚 austerity drive. New tariffs and the elimination of the de minimis exemption could hinder TikTok Shop鈥檚 performance.

With retail media exploding and new retail media networks popping up seemingly every week, Ethan Goodman EVP of digital commerce at The Mars Agency thinks, "There's not enough money to go around for this to be sustainable." In a recent Digiday article from Kimeko McCoy, he was cited as saying, "Once you get past a certain point, the offerings start to blur together.

In addition to China, there's also a demand in North America from online commerce advertisers. In Europe, in the EU, one of the things that really helped it was that a year ago was the start of the Ukraine War, and so that made that quarter very challenging. So this quarter looked better in comparison. Marcus Johnson:. Okay. Debra Aho Williamson:.

Commerce and AI offer stability amid stagnation. Amazon Echo is set to capture 74.6% of smart speaker users by 2029, while Google Nest will reach 37.6%. Audio listening remains the dominant function, but resilient voice commerce signals that shopping features could anchor the category until AI-driven upgrades spark broader use cases.

鈥淎s retail media has grown, the landscape has become increasingly complex and fragmented, said 蘑菇AV principal analyst Sky Canaves during last week鈥檚 蘑菇AV's summit on Commerce Media Trends 2025. 鈥淐omparisons are hard when standards vary across channels and platforms.鈥�

Expect 2025 to be just as eventful in the digital arena鈥攚ith the same thorough analysis from our analysts in the year to come.

What do brands need to know about the next wave of digital growth?

While native commerce may be out of fashion among platforms (besides TikTok), interest in commerce-focused ad products seems to be picking up, particularly among second-tier platforms including Pinterest, Snapchat, and X. In Q1, Snap retrained its ad platform to focus on driving in-stream conversions.

Retailers like Amazon and Walmart are merging commerce data with TV buys, linking impressions to transactions in ways linear could never achieve. Programmatic platforms lower entry costs, enabling opportunities for smaller advertisers once confined to social or search.

With scale, commerce data, and rising supply, Amazon has a shot at making Prime Video the most performance-ready environment in connected TV. Frequent engagement makes Prime Video a strong option for advertisers aiming for reliable reach鈥攁nd if experience quality holds, churn is unlikely to spike.

鈥淚t introduces all of the bad incentives that have defined digital media in the commerce experience. Amazon鈥檚 gone from an intense customer focus to鈥攊f you wade through Amazon these days鈥攊t鈥檚 a disaster. Everything is sponsored.鈥�. Morrissey doubled down on his theory in an interview, saying retail media search is going wrong in the same way that traditional search did.