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The feature is available in the US with plans to launch in other countries. Positioning itself closer to environmental initiatives should bolster Klarna鈥檚 brand and win favor with shoppers, especially Gen Zers and millennials. Klarna also updated its CO2e tracker to include information on the emissions from nearly 93 million products, including raw material extraction, processing, and delivery.

惭辞蝉迟鈥�70%鈥攐蹿 US consumers say they would be willing to pay more for a convenient returns experience, per a survey by Loop. Half say they already have. But free returns continue to be an important purchase consideration for 87% of US shoppers, per a survey by Happy Returns and TRC.

US pure-play beauty D2C ecommerce sales grew by 7.8% last year, according to NielsenIQ and Rakuten Intelligence. Two of the top three D2Cs in 2022 were beauty brands, according to our D2C Brands 2023 report. Health and wellness DNVBs like Athletic Greens are also still thwarting the overall DNVB downturn. 4. Most D2C ad spend goes to Google and Facebook, but trends are shifting.

In the US, Time has 29.2 million print and digital readers with an average annual household income of over $114,000. We suspect advertisers will flock to the platform in order to leverage Time鈥檚 massive reach. 3. TikTok鈥檚 Pulse Premiere.

The tie-in with Stripe lets Airbnb customers pay with a linked US bank account, and they don鈥檛 have to reenter bank details for future bookings. Airbnb鈥檚 partnership with Klarna will let users in the US and Canada pay for bookings in four interest-free installments over six weeks. For bookings over $500, guests in the US can apply to pay monthly. More markets will be added throughout the year.

D2C ecommerce is rapidly evolving, driven by digital marketing, AI-enhanced personalization, sustainability, and more. By identifying and leveraging these emerging trends, businesses can effectively adapt to this competitive environment and address the dynamic expectations of consumers today.

A greater proportion of 18- to 24-year-old US consumers are social buyers compared with any other age group, per our forecast鈥攎aking them the most likely to make a purchase from a social post. But to translate those purchases into long-term relationships, brands need to ensure their products are accurately represented on social media.

Go further: Read our US Holiday Shopping 2024 report.

Retailers with ties to China, like Temu and TikTok Shop, have gained popularity in the US. Now, a wave of Japanese-based retailers and retail concepts has come to the US, signaling a potential shift for the retail landscape.

Walmart鈥檚 total US retail sales reached $533.96 billion in 2023, growing 6.9% YoY, according to the National Retail Federation and Kantar.

That鈥檚 why our US retail commerce sales forecast expects ecommerce sales to rise 10.1% this year, and overall retail sales to increase 3.3%.

Online sales will also accelerate to close out 2024. Holiday ecommerce sales will rise 9.5% YoY, a pace not seen in the past two years, and total online sales for November and December will reach $266.89 billion.

Over 70% of US digital retailers believe AI-driven personalization and genAI will affect their business in 2024, per a December 2023 survey by Bolt.

Fewer than a third of US shoppers turn to department stores鈥� websites (31%) or brick-and-mortar locations (24%) when conducting beauty research, according to a May survey conducted by PowerReviews. In contrast, 71% turn to a specialty retailer鈥檚 website when researching new products.

Travel spending was 4% above pre-pandemic levels in January, according to the US Travel Association. And more than half of US consumers intend to travel within the next six months. The average cost of a one-week vacation in the US for one person is $1,578, per Bankrate.

The big takeaway: While it is too early to draw any firm conclusions, it is worth keeping a close watch on millennials鈥� discretionary spending patterns given that they account for the largest group of US digital buyers.

鈥淲e have members who are delivering very frequently who are below $50,000 a year in income, and we have members who are delivering frequently and growing above $100,000,鈥� John Furner, CEO of Walmart US, said on the company鈥檚 latest earnings call.

October鈥檚 and November鈥檚 share of US digital holiday consumer spend has not shown a consistent increase since 2018, despite retailers moving their holiday sales earlier, per an April 2024 report from Comscore.

Over two-thirds (67.8%) of the US population is a Prime user, per our forecast, compared with just 9.1% for Walmart+. But Amazon鈥檚 lead, while great, is not insurmountable, especially as more shoppers get used to marquee July sales events.

Third-party grocery intermediaries lost share to grocer platforms in 2023, securing 15.2% of US digital grocery sales in Q4, down from 18.3% in Q1, according to December 2023 data from Incisiv and Wynshop.

鈥淎mazon is in such a unique position to give us an idea of broader consumer sentiment because of their scale and reach,鈥� our analyst Sarah Marzano said on an episode of the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. This year, nearly three-quarters (72.7%) of all US households will be Prime members, according to our July 2024 forecast. 鈥淚f we examine the behaviors that emerge from Prime Day, we get a good sense of how consumers are feeling.鈥�

By focusing on its core US market, and finding ways to lower its operating costs, ThredUp is putting itself in a more favorable position to achieve profitability.

Amazon tests removing product reviews and ratings from search: The retailer claims it will enhance the browsing experience, but it creates friction for the majority of shoppers who rely on customer feedback.

The big takeaway: Ecommerce is still just a small fraction of the retail industry; we expect ecommerce will account for 16.3% of overall US retail sales this year. Walmart and Amazon see technology as key to growing that share by reassuring shoppers that they won鈥檛 encounter any surprises when their online orders arrive at their door.