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Why it matters: Facebook has by far the most social buyers: we forecast 65.7 million people will make a purchase on the platform this year. However, the platform鈥檚 growth is slowing, with the number of social buyers increasing only 3.5% YoY after an 11.9% growth last year. Instagram is growing social buyers a bit faster at 4.9%, reaching 43.0 million this year. 3.

Creators are stepping into the 鈥渞eal world鈥� too, as advertising platform Adomni partnered with influencer marketing firm Influential to have videos appear on new mediums such as digital billboards and shopping mall screens. What would it take to translate TikTok to OOH?

Consumers are also willing to trust recommendations from influencers and creators and buy the products online without trying them in-store. Almost half (48.0%) of US beauty shoppers purchased new products based on online feedback from others, per an eMarketer survey, as noted in our The Beauty Path to Purchase report. 3. Product dupes drive experimentation.

鈥淥耻谤 influencers have diversified design tastes, just like our customers,鈥� said Hsu. 鈥淲e have thousands of influencers in our network that can activate content depending on campaign objectives and budget.鈥�. Angela Hsu will be speaking about shifting marketing mix in response to measurement and targeting challenges at this year鈥檚 CommerceNext event. Learn more here.

TikTok is using creator payouts to boost Shop adoption: The platform is offering some influencers cash incentives for reaching sales or livestream goals.

Resale appeals to younger generations for its affordability, nostalgic flair, and social cache. 鈥淕en A definitely will be growing up taking resale for granted鈥� as a normal way to shop, said Canaves. 鈥淭here鈥檚 also that very strong community and social appeal that platforms like the fashion retail platform Depop really tap into.鈥�.

Why Gen Z loves it: Using celebrity influencers and recipe content, Olipop has built up a pretty big following on TikTok, where 29% of Gen Z shoppers most often discover consumer packaged goods products, according to Tinuiti.

The influencer effect: At least 59% of consumers across beauty, food and beverage, and OTC health said they had purchased a product based on the recommendation of an online influencer in the past year, per Tinuiti. 鈥淭hat speaks to how important the influencer game is becoming to brands,鈥� said Taylor.

Thanks to its growing retail media business, Walmart keeps its top spot on our 鈥淯nofficial Most interesting Retailers List鈥� for April 2024. Meanwhile, newcomer Home Depot and returning member TikTok Shop make the list for equipping advertisers with more data.