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We forecast Klarna will reach $41.54 billion in US-only GMV by 2028, up from an expected $30.42 billion this year. The bigger picture: Klarna has been making new partnerships to fuel growth ahead of its public debut. It most recently scored a major partnership with Walmart鈥檚 OnePay. Klarna will take over the OnePay partnership from Affirm, becoming Walmart's exclusive provider of BNPL loans.

Retailers that provide access to specific consumers with distinct shopping behaviors may see their competitive edge eroded. And advertisers that don鈥檛 take context into account may invest unwisely. Some retailers will adopt a 鈥測es ... and鈥� approach to measurement by providing two versions of some KPIs.

Phones using the Android operating system鈥攚hich have a roughly 50% share of the US smartphone market鈥攁lready provide access to NFC capabilities without charge. Providers can now access Apple iOS, which holds the other half of the market share. NFC will compel ecommerce players like Paze to rethink their strategies or risk being left behind in broader commerce.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, the economic blackout day made an impact, ecommerce buoys beauty, and luxury spending continues.

Costco shoppers are spending more on groceries than food away from home, CFO Gary Millerchip said鈥攁 trend that explains why Walmart and other grocers are doubling down on prepared foods and foodservice partnerships.

Department stores are the most popular destination for personal luxury goods purchases, with 44.5% of US adults shopping in-person and 33.2% shopping on department store websites or apps, according to 鈥淭he 蘑菇AV Luxury Survey鈥� conducted by Bizrate Insights in August 2024.

Okay, so we've talked about rapid growth in beauty and wellness, particularly in e-commerce, which according to our forecast will account for one in $4 spent on beauty and cosmetics in 2028. But there's more to the expansion of beauty and skincare on the whole than just selling more products to existing consumers. We're seeing this industry branch out and find new consumers to sell to. (01:50):.

础尘补锄辞苍鈥檚 US ad business will expand by 19.4% YoY in 2025, per our November 2024 forecast. That double-digit growth is impressive, but pales in comparison with the over 50% growth it saw in 2020 and 2021. And while 础尘补锄辞苍鈥檚 projected $47.52 billion in US ad revenues will be much smaller than the $530.88 billion it will see in US ecommerce revenues this year, the ad business is growing faster.

By 2026, nine streaming services will generate over $1 billion in ad revenue, up from just two in 2020, according to 蘑菇AV鈥檚 forecast. To build that revenue, players across the connected TV (CTV) space are eyeing more ad dollars, which will have a significant effect on marketing budgets and consumer experiences.

With Amazon controlling 76.2% of the US retail media market, per our November 2024 forecast, this move could lower barriers for new networks while making it easier for advertisers to expand their reach across multiple networks. 2. Temu. The fast-growing marketplace is piloting paid search ads and launching an app marketplace with inventory and logistics management tools.

Click here to view our full forecast for US social network users. Predictions. Truth Social and X will form an alliance. It may fall short of a full merger, especially if Trump and Musk fall out first. Threads will launch ads. The rollout will likely start early in the year, but progress slowly to avoid alienating users. The Trump administration could be a lifeline for TikTok.

Click here to view our full forecast for US creator economy revenues. Predictions. Audio services will battle for podcast creators. In 2025, US podcast listeners will spend 1 minute more per day on podcasts than US TikTok users will spend on TikTok, per our forecasts. The talent agency landscape will shift to accommodate creators.

Go further: Check out our Asia-Pacific Ecommerce Forecast 2024and our latestLuxury Ecommerce 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.

Healthcare and pharma companies are embracing D2C business models to get their medications, treatments, and services to more consumers without industry middlemen restricting access. Concurrently, patients are becoming more price-conscious healthcare shoppers, propelling more D2C activity next year.

We forecast that total US holiday retail sales grew 4.3% YoY. International business is Amex鈥檚 fastest-growing segment, per Squeri, growing 15% YoY during the quarter. In Q4, Amex reached an average of 80% coverage across its top 12 international countries. It鈥檚 also been investing heavily in international card acquisitions, Squeri said. Amex boasted a record 13 million new card acquisitions in 2024.

US internet users鈥攅specially younger ones鈥攈ave grown comfortable buying goods while using social networks. But substantial differences between what they buy鈥攁nd where鈥攁re clear.

Social commerce is gaining momentum in the UK鈥攚ith sales set to double by 2028鈥攁s major brands join TikTok and as more people shop on social platforms.

Holiday sales forecasts range between 2% and 4.8%: That variation reflects an unusual environment shaped by lingering inflation, potential interest rate cuts, and a volatile election season.

Dive deeper: Read our full US Wearables Forecast 2025 report.

But one of the things I wanted to start out by pointing out is that for the third year in a row, our forecast is seeing a decrease in usage for TikTok and Snap, which is fascinating. But that being said, they are still spending more time on TikTok, like twice the amount of time on TikTok than they are on Snap and Instagram. So TikTok still reigns supreme for the time being. Marcus:.

US retail media will grow by 88.5% to $97.91 billion from 2024 to 2028, per our recent forecast, making it one of the fastest-growing sectors in digital advertising and a crucial segment for retailers and grocers like Hy-Vee that are searching for new growth engines.