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Amazon, Target, Shopify, and Walmart are all looking to activate the CTV channel. But downsides to CTV advertising exist. There are a few reasons CTV ad growth has been stymied thus far:. Cost. More than a third of UK marketers cited this reason in a YouGov survey for Teads. The report noted that premium CTV is much less expensive than primetime linear TV.

Leaders like Shopify and Amazon Rufus are adapting to AI-driven discovery through intent mapping, conversational content formatting, and personalized search experiences. But risks and unknowns remain. Concerns linger around traffic loss from zero-click summaries and the lack of clear attribution. Marketers are still learning how to measure impact and ensure their content isn鈥檛 surfaced without credit.

For example, SnapArt AI, a Shopify plug-in, harnesses the latest Stable Diffusion model to enable customers to personalize products by uploading images, removing backgrounds, and even generating new AI artwork. And Kickflip, another Shopify plug-in, allows retailers to create their own product customizers quickly via an easy-to-use interface. Personalized marketing campaigns. Why genAI?

Tech layoffs surge as AI eats middle management: Microsoft, LinkedIn, and others are slashing jobs to 鈥渇latten鈥� org charts, raising concerns that generative AI's rise will echo the dot-com era's reckoning.

Recent reports that OpenAI is partnering with Shopify and developing a social app foreshadow a potential future where every digital experience starts and ends with genAI. In the interim, advertisers will need to remain nimble to keep pace with platform advancements without losing sight of today鈥檚 consumer, who remains reluctant about鈥攐r even afraid of鈥攚here things could be headed.

It is also planning an app marketplace to offer inventory, logistics management, and other tools to merchants鈥攕imilar to existing app stores on Shopify, TikTok Shop, and, of course, Amazon. How it works: Under the pilot program, merchants can pay to boost their rankings on search results as well as for display ads on the marketplace.

This deck provides an in-depth analysis of the small and medium-sized business market, including challenges facing the sector, trends in marketing and tech strategies, and the impacts of AI and social media.

Shopify has developed Selli, a ChatGPT-based shopping assistant capable of understanding customer preferences and offering instant, personalized product recommendations. It can be fully integrated with a retailer or brand鈥檚 inventory, and users can manually update its knowledge base.

Providers have already helped digital commerce platforms such as Shopify, BigCommerce, and GoDaddy achieve similar success, to the tune of added revenues and increased customer loyalty. Sources. Affirm. Federal Reserve Bank of Atlanta. Klarna. Mastercard. Payments Dive. PayPal. Stripe. TikTok. Visa. Worldpay.

Shopify. Square. Stripe. TechCrunch. Toast. World Economic Forum.

Shopify. Tearsheet. The Washington Post. US Census Bureau.

But we expect other networks to refine their marketing strategies, including Affirm, Shopify, and Square. These fintechs already power payments industry growth. Personalized offers that help bind their customers to merchants will only strengthen their grip. This would boost payment processing, POS product sales, and embedded finance product uptake for their partners.

Yeah, I mean we talked on the podcast last week about some Shopify data, I think, that showed that holiday returns were up like 28% over last year or something. I think that as social commerce explodes more and more, returns are only going to accelerate. And you either need to really tighten those return policies or find the right partners to make that viable. Suzy Davidkhanian (13:59):.

It鈥檚 where creators have built their audiences, and most platforms now offer creators strong selling tools such as dedicated storefronts and integrations with Shopify. But the most successful creator brands sell in multiple channels, including ecommerce platforms, owned websites and apps, and in stores. Our forecast includes only sales that originate or take place on social media.

In a bid to onboard more local sellers, the platform recently announced a new integration with Shopify to make it even easier for merchants to sell via TikTok Shop. The platform has also launched a fulfillment service in the UK and partnered with Royal Mail to help reduce delivery times in the UK.

Affirm will need to expand its partnerships with the likes of Amazon and Shopify to the UK to gain a significant footing and capitalize on these growth opportunities.

Shopify and DoorDash have partnered with Roku to give their respective merchants access to shoppable CTV ads. Walmart and NBCUniversal developed an AI tool that scans original programming for featured products, which are then served as shoppable ads during commercial breaks. Original shoppable video content. These are experiments in making long-form video content shoppable.

And they now dominate digital commerce platforms鈥擶ix, GoDaddy, and Squarespace鈥攚hich are all payfac converts, while Shopify uses Stripe as its payfac. Payfacs set up merchants鈥� electronic payment and processing services, underwrite their accounts, process their transactions, and pass those transactions to acquirers. They onboard merchant subaccounts under their master account.

Platforms like Roku are collaborating with partners like DoorDash and Shopify to help viewers purchase directly through their TVs. With this new model, payment and shipping details are prepopulated on the purchase screen via the information already held by the streaming service, and confirmation is sent immediately to the viewer鈥檚 phone or email.

The checkout service allows merchants to offer Prime membership benefits on their own sites鈥攊f they use Amazon's fulfillment services鈥攚hich could steal merchants from Shopify. Shopify will need to continue to add merchant value to Shop Pay. Shopify can drive payment value higher by capturing more enterprise merchants and expanding its international reach.

Among digital commerce platforms, Shopify leads the payfac pack by a wide margin. Since adopting the model in 2013, Shopify has realized its payfac potential and its ecommerce sales have grown. It will cross the $100 billion mark in payments processed this year.

Shopify. Sitecore.

Klaviyo's challenges, like overlapping features with competitors and potential threats from ecommerce giants like Shopify and Amazon, may affect its post-IPO performance. While Klaviyo aims to diversify its clientele beyond ecommerce, the firm's high dependence on platforms like Shopify could be a double-edged sword.