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More consumers are shopping online for household essentials, including food and beverages and health, personal care, and beauty products. The two categories are expected to see the most growth in their share of ecommerce sales from now until the end of our forecast period in 2028. Here鈥檚 a closer look at the state of US ecommerce, why household goods are fueling the market, and the consumer behavior steering it all.

Last week, Target announced it was adding 1,000 new wellness-related products, some of which are priced at just $1.99.The retailer also launched an 鈥渙nline wellness destination鈥� that consumers can visit for product recommendations, deals, meal inspirations, and wellness tips and tricks.

Roku and The Coca-Cola Co. are using shoppable media to target consumers at home during the holidays, while Saks Fifth Avenue and Dior are celebrating 70 years of partnership with a first-of-its-kind ecommerce pop-up. Plus, Uber is leveraging the 鈥淩eal Housewives鈥� franchise to build up its ad business.

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

The cost-of-living crisis is forcing UK consumers to change where they shop to save money. To attract and keep customers, retailers and brands across all sectors need to invest in loyalty programs鈥攁nd understand what shoppers want from them.

Historically traditional channels are being digitized, theoretically opening the door to more robust measurement. At the same time, third-party identifiers are being ousted in favor of identity solutions that preserve consumers鈥� privacy.

Once again, Cyber Monday has taken the title of the biggest online shopping day of the year. Let鈥檚 break down why it may be a sign of a jolly holiday ahead.

HomeGoods shut down its ecommerce business because in October it was unable to recreate the in-store treasure-hunting experience customers know and love online. Meanwhile, Amazon is struggling to master brick-and-mortar because it doesn鈥檛 know what in-store shoppers want.

This year, we forecast US off-premise alcohol retail sales (i.e., alcohol purchased for at-home consumption) will grow by a modest 3.5% to $178.20 billion. This growth will accelerate slightly through 2027, driven by three areas of opportunity within the industry: ecommerce, customers willing to splurge on premium beverages, and at-home consumption trends.

Uber users may soon be able to hire handyman services through the app: The company is reportedly developing a service similar to TaskRabbit and Angi as it searches for growth opportunities.

Amazon鈥檚 ad portal crashes during Prime Day: Though sales are unlikely to be impacted, the outage highlighted tensions between Amazon and sellers.

Gen Z spends significantly on beauty products online while favoring in-store shopping for apparel. For groceries, this tech-savvy generation relies heavily on search engines and social media to discover new products. Additionally, the trend toward low- and no-alcohol beverages is gaining momentum, as many Gen Zers embrace initiatives like Dry January.

Disruption in the digital pharmacy space: We unpack developments with Medly, NowRx, and Mark Cuban Cost Plus Drugs and look ahead to what鈥檚 in store for 2023.

On today's podcast episode, we discuss the implementation challenges of GenAI, how smaller retailers should be playing with it, and when you should not use GenAI. Listen to the conversation with our analyst Sara Lebow as she hosts analysts Blake Droesch and Carina Perkins

Health and personal care will drive growth but won鈥檛 be enough to improve Amazon鈥檚 share of the overall US ecommerce market.

Here are four takeaways and brand examples to guide your full-funnel creative strategy.

Industry KPIs show how email compares to SMS

We all know that 2023 will be the year of retail media, social commerce, and lingering economic uncertainty. But here are some more targeted possibilities for the year ahead.

This report is a guideline to help marketers understand retail media through market size estimates, growth projections, and analysis of the complex landscape of buyers, sellers, and intermediaries.

Around $84 billion in digital ad spend was lost to fraud last year, according to Juniper Research. That number will more than double by 2028, reaching $172 billion. Some 22% of US digital media experts consider digital video to be one of the media types most vulnerable to fraud, per a study from Integral Ad Science and YouGov. But connected TV (CTV) has an advantage over other digital ad publishers.

As US mcommerce sales approach nearly half of total US online sales, marketers need to adopt mobile-first strategies that improve both the shopping and checkout experience. For those looking to boost adoption for their mobile shopping apps, banner ads are the best deal, though more interactive ad formats could become popular as retailers gamify their apps.

Economic uncertainty is making it hard for some to keep up: Prolonged inflation, financial stress, and rising debt are making for a challenging environment.

TikTok sister app Douyin is a livestream behemoth in China, where nearly 40% of internet users also engage in livestream shopping, according to our forecast. But in the US, the format hasn鈥檛 caught on in the same way.