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Despite the current duopoly between Mercado Libre and Amazon in Mexico鈥檚 ecommerce market, roughly 60% of online sales remain up for grabs for local, regional, and global retailers.

Although no single player rivals Mercado Libre鈥檚 hold on Latin America鈥檚 ecommerce market, nearly 70% of online sales are still fair game for the long tail of retailers.

AI agents are revolutionizing marketing with autonomous capabilities that go far beyond traditional automation. Organizations are implementing AI agents to boost workflow efficiency and prepare for a consumer marketplace increasingly mediated by AI.

Walmart is rapidly growing its online marketplace with third-party sellers from China and offering shipping services. Sustained growth demands creative reinvention. With roots in China鈥檚 highly competitive market, Shein, Temu, and TikTok are moving quickly to stay ahead. They are diversifying, forging partnerships, and evolving their business models. Predictions. TikTok Shop is here to stay.

Ecommerce may be hit particularly hard after President Donald Trump ramped up tariffs on China to 245% and announced plans to tighten regulations on de minimis imports from China and Hong Kong鈥攎oves that will likely dampen sales from Chinese-based sellers on online marketplaces operated by retailers like Amazon and Walmart, as well as reduce growth for platforms like Shein and Temu.

Like Amazon, Walmart鈥檚 investments in delivery speed are encouraging customers to order online more often, while its growing third-party marketplace gives shoppers more items to choose from. As Walmart鈥檚 digital reach expands, so too does its advertising appeal: Walmart Connect sales increased 31% in Q2. Target reported more modest鈥攂ut still significant鈥攅commerce gains.

The situation: Best Buy鈥檚 comparable sales rose 1.6% in Q2, its fastest pace in three years, driven by gains in gaming, computing, and mobile phones. A major boost came from the high-profile launch of Nintendo Switch 2, which pushed June sales up nearly 10%鈥攖he retailer鈥檚 best month since March 2021, per Bloomberg Second Measure, which tracks US debit and credit transactions. Our take: Best Buy is experimenting to reignite growth. Earlier this month it rolled out a third-party marketplace to broaden its assortment and began testing a store-within-a-store partnership with Ikea, positioning its appliances inside Ikea kitchens and laundry rooms. While neither move is likely to be a game-changer, in today鈥檚 tough environment, even small wins matter. Still, to spark lasting growth, Best Buy may need to augment these moves with bolder bets in services and subscriptions.

Visit our Impact of Tariffs hub to explore our regularly updated coverage of tariffs and the global digital economy. We expect the Trump administration鈥檚 tariff policies to take a toll on the retail industry this year, slowing sales growth to just 1.5%. This would mark the first time US retail sales growth has dipped below 2.0% since 2015. In a moderate tariff policy, growth will rebound in 2026.

This is the Q2 2025 installment of our "Retail and Ecommerce Sales Benchmarks鈥� series, which helps retailers and brands gauge their sales mix against the market.

This is the Q2 2025 installment of our "Retail and Ecommerce Sales Benchmarks鈥� series, which helps retailers and brands gauge their sales mix against the market.鈥�

This is the Q2 2025 installment of our "Retail and Ecommerce Sales Benchmarks鈥� series, which helps retailers and brands gauge their sales mix against the market.鈥�

This is the Q2 2025 installment of our "Retail and Ecommerce Sales Benchmarks鈥� series, which helps retailers and brands calibrate their sales mix against the market.

This is the Q2 2025 installment of our "Retail and Ecommerce Sales Benchmarks鈥� series, which helps retailers and brands gauge their sales mix against the market.

This is the Q2 2025 installment of our "Retail and Ecommerce Sales Benchmarks鈥� series, which helps retailers and brands calibrate their sales mix against the market.

This is the Q2 2025 installment of our "Retail and Ecommerce Sales Benchmarks鈥� series, which helps retailers and brands gauge their sales mix against the market.

While the ANA did track improvements in some parts of the programmatic marketplace鈥攏amely, declines in programmatic waste on made-for-advertising (MFA) sites鈥攊t noted 鈥渂illions in unrealized value and [a] dip in efficiency鈥� in programmatic ad spending overall. The programmatic problem: While big players like Netflix and Spotify are going all-in on programmatic, key problems linger.

emu鈥檚 attempts to tariff-proof its business are running into opposition from regulators and sellers alike. The company has been accused of failing to protect EU users from illegal products. Efforts to woo US sellers to its marketplace are also running aground as companies and merchants refuse to sell products on Temu for less than what they retail for on Amazon. For all its troubles, we expect Temu鈥檚 US ecommerce sales to rise 13.5% this year, which would be the second-fastest rate of growth among the companies we track鈥攂ut a far cry from the triple-digit increases it enjoyed over the past few years. With governments increasingly unfavorable to its business tactics鈥攁nd Amazon increasingly inclined to flex its market power鈥擳emu will need a new playbook to navigate the current era of uncertainty and tariffs.

Criteo is modernizing retail media by launching a global auction-based ad platform and integrating with Mirakl to enable self-serve advertising for over 100,000 third-party sellers. This dual move addresses two persistent challenges: outdated fixed-price ad systems used by most retailers, and untapped ad spend from marketplace sellers. The auction system gives advertisers more control and performance insights, while Mirakl opens up a scalable, automated path for small sellers. Criteo also brings standardized attribution and reporting across retail partners鈥攆ixing transparency gaps. These changes position Criteo as a full-spectrum solution for brands, retailers, and sellers looking to compete in a fast-evolving market.

The pullback from China鈥檚 two major spenders will lower advertising costs across their top digital channels. At the peak of their spending in 2023 and 2024, Temu and Shein ranked as the second- and third-largest digital retail advertisers in the US, per Sensor Tower鈥攐nly Amazon spent more.

It鈥檚 broadened its online assortment across a range of price points through its third-party marketplace. The retailer has introduced services that simplify selling on its platform鈥攕uch as enabling sellers to fulfill Walmart orders using inventory from other platforms, including Amazon.

The report: OpenAI is reportedly developing a checkout feature that would allow users to complete purchases directly within ChatGPT, according to The Financial Times. Merchants would pay OpenAI a commission on any resulting sales. Our take: At the risk of sounding hyperbolic, checkout integration could fundamentally transform the ecommerce landscape. Even before news of the feature began circulating, brands were exploring AI optimization, or 鈥淎IO鈥�, to rank in AI-generated product recommendations. Now, with purchases just a click away, ChatGPT could emerge as a viable commerce engine鈥攅specially if it undercuts incumbent 尘补谤办别迟辫濒补肠别蝉鈥� take rates. And it likely won鈥檛 be alone for long. Rivals like Perplexity and Anthropic are almost certain to build similar transactional layers, creating a new crop of marketplace-like platforms for sellers in short order.