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YouTube has expanded its affiliate shopping capabilities and eligibility for the YouTube Partner Program in order to maintain the strength of its creator relationships. But livestream commerce may factor more into YouTube鈥檚 future.

Prior to TikTok Shop鈥檚 launch last September, live shopping platform Whatnot earned nearly 100% of social shopping gross merchandise value in 2023, according to a recent Earnest Analytics report. What鈥檚 Whatnot? Whatnot is a livestream marketplace platform, specializing in the sale of collectibles including sports cards, sneakers, comics, and vintage clothing.

On today's episode, we discuss how in-flight measurement helps marketers do more with less, the importance of an integrated cross-platform/media performance view, and how to be thoughtful about selecting KPIs. "In Other News," we talk about the significance of Nielsen regaining its accreditation for national TV ratings and what to make of Netflix struggling to livestream its "Love Is Blind" reunion. Tune in to the discussion with our analyst Paul Verna and Stephanie Gall, senior manager of measurement products at Cint.

On today's episode, we discuss the implications of the Federal Trade Commission thinking Amazon tricked customers into signing up for automatically renewing Prime subscriptions, whether it makes sense for companies to force livestream shopping on Americans, if speciality stores really work, the impact of Facebook and Instagram restricting news access in Canada, whether reduced inflation can save the day, what a real work-life balance looks like, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian, vice president of Briefings Stephanie Taglianetti, and analyst Evelyn Mitchell-Wolf.

One-fourth of creators said they go live to their followers via YouTube, making it the most popular livestreaming app ahead of TikTok (18.7%), Facebook (17.4%), and Instagram (14.0%), per an April 2023 survey by The Influencer Marketing Factory.

On today's episode, we're at Shoptalk 2023 discussing why influencers might be the key to unlocking livestream shopping, what folks on the floor are saying about generative AI in retail, and how one company plans to redefine the fulfillment experience. In our new "From the Shop Floor" segment, we bring you the best bits from the most interesting retail events. Join our analyst Sara Lebow as she hosts vice president of content Suzy Davidkhanian and chief content officer Zia Daniell Wigder, live from this year's Shoptalk event.

Its 2023 Members Week event featured a cardholder-only livestream of Olivia Rodrigo. The issuer has supplemented its generous travel and entertainment rewards with perks that make its cards more like lifestyle cards than just travel cards, per Morningstar鈥檚 research. Younger generations are also less interested in brand-specific loyalty programs, which could also push them away from co-brand cards.

Disney is encouraging its viewers to play. Instacart is balancing food content and advertising. YouTube is experimenting with less-intrusive picture-in-picture placements for livestreams. Here is how advertisers can capitalize.

Social commerce and livestream shopping are playing a larger role on TikTok as the platform builds out its ecommerce business, though influencers still have a lot of sway in purchase decisions, especially among Gen Z. To be successful on TikTok, marketers need to lean into discovery and put content at the heart of their strategy.

TikTok is intent on growing livestream sales: The platform plans to open live studios and is testing ways to make all content shoppable, even as retailers shift focus to shoppable TV.

From retailers drawing shoppers in-store by leaning on creator content to the emergence of livestream ecommerce influencers and the potential consolidation of retail media networks, our analyst-led predictions offer a glimpse into the future of shopping and advertising. We explore each, weighing the arguments for and against their likelihood in shaping the year ahead.

While social commerce is on the rise in the US, livestream commerce has yet to take off. In addition, advances in technology (like ChatGPT) may help jumpstart voice commerce adoption. Here鈥檚 what marketers need to know to take advantage of the increase in physical and digital shopping channels.

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

Some of Gen Z鈥檚 favorite social media platforms claim a similar share of young users; but how they spend their time on the platforms vary, prompting marketers to align their strategies and investments accordingly. Instagram dominates direct messaging, while YouTube takes the lead on livestreaming and TikTok maintains its stronghold on short-form video. We delve into the three insights, with an actionable takeaway for marketers.

Albertsons, Costco, and Instacart are enhancing their retail media offerings. TikTok Shop reached a $1 million livestream. And three-time consecutive first place winner Walmart is developing immersive ways to shop and catering product lines to younger shoppers. Here鈥檚 our Unofficial Most Interesting Retailers List for June 2024.

Walmart Connect is teaming up with NBCU to power ads in sports livestreams: The partnership is part of Walmart Connect鈥檚 growing CTV ambitions, which includes an expanded deal with Roku.

On today's episode, we discuss whether there's room in people's streaming lives for the new service "Max," the significance of Montana preparing to become the first state to ban TikTok, why Expedia wants ChatGPT to be your travel advisor, a March Madness finals ratings surprise, YouTube TV launching its multiview feature, where the tradition of sports jersey numbers being retired came from, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of Briefings Jeremy Goldman, and director of forecasting Oscar Orozco.

Standing out in a sea of platforms: Neptune aims to reward creativity with diverse monetization streams, including tips, subscriptions, and livestreams. The app is shifting focus away from algorithms and metrics to reduce performative stress on creators.

The news: QVC is hosting nonstop livestreams on TikTok, a first for the platform, as it looks to social commerce to revive its business. The strategy: QVC is betting on TikTok to offset the decline of linear TV, which is causing the retailer to hemorrhage customers and sales.

TikTok Shop's sales nearly quadrupled in 2023, driven by short-video and livestream shopping trends that resonate with the region's consumers. Its omnichannel strategy, which leverages its massive user base, has made it a key competitor to established players like Lazada and Shopee. Shein and Temu are rapidly rising in Australia.

Livestream sellers like Orca that are primarily focused on TikTok would need to pivot, while upstarts like Whatnot would make a big push for new merchants and shoppers. Social platforms, primarily Meta and YouTube, could also dive back into the live commerce space.

As TikTok Shop grows, parent ByteDance may look to spin off the ecommerce business, leveraging the power of creators and livestreaming to drive social commerce. Shein will dive deeper into 鈥渟upply chain as a service.鈥� More brands will take up Shein鈥檚 on-demand technology and marketplace to compete with larger fast-fashion players. Temu will challenge the 鈥渆verything鈥� store.

A good chunk of this share is going to livestreaming. The larger marketing potential that TikTok offers is significant. While other platforms have been dialing back their livestream commerce efforts, TikTok appears to be making positive strides in this direction. And the branding opportunities within this environment are turning marketers鈥� heads.