蘑菇AV

With US commerce media ad spending projected to reach nearly $70 billion in 2025, understanding how to effectively operate in this space has become critical for marketers.

By launching peer-to-peer marketplaces, retailers are recognizing commerce activity that's already happening online and bringing it into their ecosystems. Consumers get the security of knowing products offered on official marketplaces will be genuine, while brands benefit from transactions involving their products that would happen anyway, said our analyst Sarah Marzano.

鈥淚t shows how an in-demand product can really drive this kind of livestreaming 肠辞尘尘别谤肠别.鈥�. 3. Examine the resale opportunity. A similar focus on exclusivity has gone a long way for resale platform Whatnot, which focuses on collectables where consumers must be watching the livestream to buy specific products.

As customers grab the same grocery staples they have for decades, Walmart is betting that gamifying the experience will challenge those habits. The retailer plans to launch Walmart Unlimited, a three-part miniseries that features the entrepreneurs behind its products. Launched last month on Spatial, the game includes full commerce integration that enables in-app purchases.

The rise of social shopping has encouraged more brands to find commerce-driven creators, but someone who has a high conversion rate might not be universally valuable, according to Jamie Gutfreund, founder of consultancy Creator Vision. 鈥淵ou might have a creator that is brilliant and maybe they can sell $10 mascara, but there鈥檚 no history of converting at a $500 price point,鈥� she said.

Interest in shoppable ads is growing among consumers and advertisers. 46% of consumers have made at least one purchase via shoppable commerce, according to an October 2024 survey from 蘑菇AV and Bizrate Insights. 38% of US ad buyers will focus at least somewhat more on shoppable ads in 2025, according to December 2024 data from IAB.

Recognizing that globalized commerce, AI, and crypto, embracing new tech and forging partnerships charts a way to weather鈥攁nd profit鈥攆rom these changing winds.