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Our annual Trends to Watch report for Canada highlights expected developments in the country鈥檚 media and advertising market for 2025. Next year, we anticipate a shift in media buying will favor domestic publishers and retail media channels, while large platforms will contend with the new Digital Services Tax.

On today鈥檚 podcast episode, we discuss how virality is being redefined, how the word 鈥淐reator鈥� is being reimagined, and how the social content consumers are looking for is changing. Join Senior Director of Podcasts and host Marcus Johnson, Analyst Emmy Liederman, Senior Analyst Minda Smiley, and Co-Founder and CEO of Kale Isha Patel. Listen everywhere and watch on YouTube and Spotify.

US retail and ecommerce sales will maintain stable growth over the next five years, with pockets of opportunity emerging from new digital consumers and mobile-first online shopping trends.

While Walmart Connect is able to take advantage of in-store and online data, it lags in AI sophistication and scale. Amazon鈥檚 integration of video ads into Rufus creates a seamless path from discovery to purchase on its own platform, a feat rivals can鈥檛 easily replicate. Key stat: Amazon鈥檚 US ad business is expected to grow 19.4% YoY this year, per our November 2024 forecast.

Companies that experiment with both internal and customer-facing applications simultaneously will gain significant competitive advantages as these technologies reshape commerce. AI agents move beyond traditional automation. AI agents represent a significant evolution in digital automation.

Here are six charts that explore ecommerce in Europe by region, including our latest rankings of European markets by total digital sales.

The Latin American economy is on the upswing, with digital innovation in the driver鈥檚 seat. Our trends report explores how retail media, commerce, and generative AI will be redefined in 2024 and what businesses need to know to get ahead.

What is commerce media? At its core, 鈥渃辞尘尘别谤肠别 media鈥� refers to digital advertising powered by first-party transaction data. Commerce media networks are powered by companies whose core business is selling products or services versus selling advertisements. All retail media is commerce media, but not all commerce media is retail media.

Without TikTok, live commerce may falter. A TikTok Shop shutdown could significantly impact live shopping's momentum in the US. While other platforms have struggled with live commerce, TikTok found success through:. Integration within its existing ecosystem. Creator-driven content and sales. Seamless user experience. Appeal to younger, video-first consumers. What brands should do now.

Additionally, government initiatives such as the Open Network for Digital Commerce (ONDC) have empowered small and medium-sized enterprises to expand and sell on digital platforms, reinforcing ecommerce expansion. Newer and smaller players gain ground in India鈥檚 duopoly. Amazon and Walmart-backed Flipkart are the two dominant players in the country鈥檚 ecommerce sector.

Shopping and commerce expansion: Pinterest is evolving into a product discovery engine, giving brands a more intent-driven alternative to social media ad platforms. Our take: Pinterest鈥檚 AI and commerce-first strategy is paying off, but long-term growth hinges on deepening engagement and further monetizing its international user base. AI is reshaping Pinterest鈥檚 ad business.

Situate affiliate marketing within the broader digital ecosystem. Touch on current trends within the channel that may influence investment.

GenAI gives banks unprecedented tools to create a more personalized experience for their customers, but some use cases are easier to implement than others.

How are consumers adapting to digital dining tools designed to make ordering and delivery more convenient? Are they embracing restaurant apps, delivery platforms, and digital ordering kiosks?

Online shopping is one of the most viable use cases for consumer-facing genAI. The technology isn鈥檛 yet widespread, but 41% of US consumers have expressed interest in AI-powered search engines for online shopping, per Botify鈥檚 February 2024 survey conducted with Dynata. This is a considerably higher level of interest than in other common use cases for search.

Reddit taps commerce and community: The platform aims to help advertisers engage intent-driven users at every stage of the purchase journey.

Infinite Reality鈥檚 latest move suggests the metaverse isn鈥檛 done just yet: The company is buying virtual shopping platform Obsess in a move aimed at reimagining how brands connect with consumers online.

The growth of CTV, which combines the broad reach of television with the interactive capabilities of digital devices, is expected to further accelerate the use of shoppable video,鈥� Babcock said. In-store is also broadening retail media鈥檚 audience. Orange Apron Media expects in-store media placements to increase on digital displays on endcaps, interactive kiosks, and audio advertisements, Babcock said.

Ad spending on retail media will increase by more than $75 billion by 2028. To take advantage of this opportunity, retailers must understand advertisers' top priorities and be prepared to address their challenges.

This growth will outpace both digital and social ad spend growth, though influencer marketing will still account for a smaller share of overall marketing budgets. Companies like ShopMy and Mavely aim to serve brands鈥� desire to see metrics and a clear ROI behind their spending.