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Like last year, we expect deal-hunting consumers and mobile-forward brands to drive the 2024 holiday season, according to our US Holiday 2023 Recap and 2024 Preview report.

Go further: Check out our report on The US Online Marketplace Shopper.

The close tie between Amazon's ecommerce and advertising businesses presents both opportunities and challenges. "When ecommerce sales are growing, retail media dollars are going to go up,鈥� our analyst Jeremy Goldman said on a recent episode of the "Behind the Numbers" podcast. 鈥淏ut when ecommerce dollars aren鈥檛 growing that much, it's harder to get the retail media dollars to grow because they鈥檙e so intertwined."

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss why livestream shopping hasn't caught on in the US and the UK the same way it has in China, what TikTok is doing to make the US鈥檚 launch more successful than the UK's, and what shoppers are looking for from a livestream. Then for "Pop-Up Rankings," we rank the top four brands that have done livestream shopping well. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Carina Perkins.

Mcommerce is driving most of the growth in online sales. Of the $96.87 billion extra spent on ecommerce in the US this year, mcommerce will contribute 61.4%. The channel hasn鈥檛 escaped the wider slowdown in ecommerce, but sales via mobile devices are still growing at twice the rate of sales via desktop devices.

Online purchases will account for a growing share of total US retail returns.

For example, 66% of US consumers are likely to make a purchase on Prime Day this year, per Skai. Counterprogramming Amazon: Other retailers initially sought to counterprogram Amazon by launching their own events around the same time as Prime Day.

Next year, US retail sales on marketplaces will reach $516.48 billion, accounting for 39.1% of US ecommerce overall, according to our May 2024 forecast. However, for brands to seize the increasing importance of marketplaces, they鈥檒l face heated competition, intricate operations, and a need for more defined business goals. 1. Amazon maintains dominance, while new entrants intensify competition.

Though growth is slowing, digital grocery will continue to fuel overall ecommerce growth in the US. 鈥淕rowth is no longer driven by new adopters, but heavy digital grocery users,鈥� our analyst Blake Droesch said on a recent 鈥淩eimagining Retail鈥� podcast episode. Here鈥檚 how retailers like Instacart, Amazon, and Walmart can capitalize on frequent buyers.

Nike and Converse this month filed a lawsuit against 52 purported counterfeit networks that together run 98 websites that have sold fake Nike or Converse merchandise to US consumers within the past 12 months, per Retail Dive.

US ecommerce marketplaces will account for $384.57 billion in sales this year, a growth of 10.2% over 2022, according to our forecast. That growth will accelerate through the end of our forecast period in 2027, at which point sales will surpass $600 billion. 鈥淎mazon has really written the playbook for operating a successful marketplace in the 鲍厂,鈥� said our analyst Sky Canaves. Here鈥檚 a closer look at how the three biggest US ecommerce marketplaces stack up.

In 2023, we forecast that total US grocery click-and-collect ecommerce sales will grow 15.1% to reach $56.48 billion, outpacing total retail ecommerce sales growth of 10.5%, said our forecaster Ethan Cramer-Flood. Though many consumers are flocking back to the store to buy apparel and electronics, click and collect remains a popular option for grocery buyers.

Our forecast expects US retail sales to grow a respectable 2.8% this year, with ecommerce sales growing significantly faster at 8.2%.

US consumers shop frequently with Temu and Shein, despite trust issues: Both Chinese retailers are winning more repeat customers than established players like eBay and Etsy.

Instagram is shutting down its livestream shopping business: The move is the latest sign of US shoppers' disinterest in livestream commerce.

Among US beauty shoppers of all ages, beauty and personal care shoppers are most likely to buy in-stores.

Zara bets on live shopping following China success: The fast-fashion retailer is expanding its live commerce capabilities to the US, UK, and Europe.

Walmart+鈥攚hich we forecast 16 million US households belong to鈥攈as gained traction by offering free delivery on low-cost groceries, along with other benefits such as discounts on gas and auto repair, and access to Paramount+.

Resale is ultimately better for the environment, but consumers tend to cite savings鈥攏ot sustainability鈥攁s the most important reason for purchasing used goods.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss the opportunity for China-based companies like Shein, Temu, and TikTok in the US, and how they can compete with Amazon. Then for "Red-Hot Retail," our analysts give us some spicy predictions about how fashion retail will change in the US as a direct result of Chinese manufacturers. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and researcher and Asia-Pacific lead Man-Chung Cheung.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss why US home improvement company Lowe's didn't work out in Canada, why Canadian athletic apparel retailer lululemon athletica succeeded in the US, and which Canadian brands would prosper in the US if they chose to fly south. Join our analyst Sara Lebow as she hosts analyst Paul Briggs and vice president of content Suzy Davidkhanian.

On today's episode, in our "Retail Me This, Retail Me That" segment, we conduct a physical examination of the US retail space: what do our new forecasts tell us, which categories are leading the charge (or struggling), and how is the banking debacle weighing on consumers purchasing decisions? Then for "Pop-Up Rankings," we rank the top four symptoms to pay attention to over the coming months. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Zak Stambor.

Amazon rolls out US grocery subscription as it tries to halt Walmart鈥檚 momentum: But the offering鈥檚 high cost relative to those of competitors could limit its impact on Amazon鈥檚 grocery business.

Shein claims it turned a profit in the first half: With rumors of a US IPO swirling, the company says its sales volume growth accelerated and profits improved this year. (This article was written with the assistance of ChatGPT.)