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The creator economy, plus CTV and commerce media more recently, have made affiliate marketing more visible among marketers.

鈥淭ikTok Shop combines the discoverability of a platform with native commerce and fulfillment,鈥� said David Baker, chief digital officer at skincare brand Beekman 1802, which has seen huge success with TikTok as both a commerce and marketing channel. 鈥淚t essentially is everything you loved about Instagram 10 years ago鈥攂efore it went bad鈥攁nd everything you loved and hated about Amazon in one place.鈥�.

A 28.79% rise in stock price reflects investor confidence in AppLovin鈥檚 ability to expand beyond gaming and establish itself as a leader in digital commerce advertising.

While many users sell products via Twitch livestreams, Amazon has yet to position the platform as a rival to other social video commerce sites like TikTok Shop.

Non-retail commerce media channels typically mean payments, travel, and intermediaries that overlap with retail. But more nontraditional commerce media networks have been popping up from places like Mohegan鈥檚 casinos, RE/MAX鈥檚 real estate websites, and Planet Fitness鈥� gyms.

Led by retail media, commerce media is well on its way to becoming an essential component of many advertisers鈥� media budgets. But a rapidly diversifying field of competitors will change how advertisers approach the channel.

Price is the biggest factor that influences US shoppers to purchase from a marketplace versus going directly to a retailer鈥檚 site, according to a May 2024 survey by Digital Commerce 360 and Bizrate Insights. Use this chart: Marketers and retailers can use this chart to highlight the importance of owned channels and illustrate the need for omnichannel marketing strategies. Related 蘑菇AV reports:.

2024 has been a disruptive year for generative AI (genAI), which transformed from a buzzword into a practical part of marketing workflows, and commerce media as more platforms launch. Meanwhile, advertisers are still figuring out the lifespan of third-party cookies. And connected TV (CTV) advertising got a big boost from Prime Video.

Nearly every major retailer (and many smaller ones) has already launched media networks, but it鈥檚 not just for retailers anymore. While networks beyond retail have already begun to launch, 2025 will see more financial institutions, payment networks, travel companies, fitness centers, and more launch or revamp their own media networks. And as commerce media expands, so do the places ads are being served.

Getting your commerce media tech stack right takes time. Building partnerships and integrating workflows likely won鈥檛 happen all at once, so businesses should shop the market for the right partnerships, implement with care, and make sure to evaluate and reevaluate your operations as you scale. Here are steps businesses should keep in mind.

The media model popularized by retailers is now being adapted by companies in other verticals. Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

Latin America鈥檚 commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data鈥攆ollowing the path retailers have already paved.

Over half (51%) of streaming households also engage in commerce-related activities on their televisions, per a survey by Roku and Dentsu. While those activities range from subscribing to a streaming service to renting a movie to purchasing a product directly on-screen, the point is that consumers are already open to spending money via their TVs.

The news: WPP has lost the $1.7 billion Mars global media account to Publicis, just months after parting with Coca-Cola鈥檚 North America business. The deal encompasses media, social, production, and commerce, and further weakens WPP鈥檚 hold on major global clients. Our take: WPP鈥檚 loss is both financial and reputational鈥攁nd their aggressive counterattack via a client-facing report signals a deeper crisis. As rivals like Publicis gain ground and agency power consolidates, WPP鈥檚 public posture and CEO transition raise questions about future strategy. Winning back trust will require more than critiques of the competition鈥攊t will demand structural clarity and client-first execution.

Voice commerce has struggled to gain traction, but AI could finally make it viable by creating more natural, contextual interactions. Google, Amazon, and Apple are all pushing further into conversational audio, advancing products like Alexa and Siri.

Commerce media moves further off-site. Commerce media has already extended off-site, into other channels like connected TV (CTV) and social media, but now people are talking more about incorporating it into audio and newsletters, according to Matt Shapo, director of digital audio and video for the Interactive Advertising Bureau (IAB).

滨苍诲颈补鈥檚 commerce landscape is undergoing rapid transformation, fueled by booming ecommerce, rising mobile shopping, and the growing influence of social media.

Mars United Commerce. Mimbi. Retail Economics. Smartly.io. TikTok.

Globally, its viewers outnumber the biggest social media, digital video, and digital audio platforms. And this is despite the fact that it has been banned in some highly populous countries (including China). YouTube also leads all other digital platforms for US time spent.

颁丑颈苍补鈥檚 digital ad market has always been retail-centric, and the US is home to Amazon, the world鈥檚 biggest retail media player. In China, ecommerce companies like Alibaba and JD.com led the charge on digital advertising from the start, while domestic search and social media companies lagged.

How alternative payment trends and changing commerce trends are shifting the way card players compete. Implications of these trends for consumer- and merchant-facing payment providers. This deck can help you:. Develop product strategy (consumer-facing payment providers). Develop commerce strategy (merchants).