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There will be over 100 million social buyers in the US in 2024, according to our forecast. TikTok Shop, which launched in the US in September 2023, will be the single largest contributor to buyer and sales growth this year.

This year's Sundance Film Festival featured Creator Day, a full day of programming dedicated to the creator economy and innovations in branded content. The unique event, crafted by Sundance's BrandStorytelling and sponsored by YouTube, aimed to highlight the creator industry鈥檚 development beyond sales-driven social posts into long-term brand partnerships.

Click here to view the full US Social Commerce survey crosstabs. Smartphone shopping is on the upswing. We estimate that over 78% of consumers will use a smartphone in 2025, and mobile will account for nearly half (46.1%) of ecommerce sales. That marks a steady shift toward smartphone-driven shopping. Click here to view our full forecast for US retail mcommerce sales.

Singles Day鈥攐ne of the world鈥檚 largest online sales events held on November 11鈥攕aw an increase in order volume and shoppers, with a number of brands hitting new sales records. Singles Day transactions totaled RMB 1.44 trillion ($203.6 billion), up 26.6% YoY, per Syntun data.

Brazil is Latin America鈥檚 largest retail ecommerce market by total sales volume and will be this year鈥檚 third-fastest-growing digital economy worldwide. Understanding the nuances of how and where Brazil鈥檚 diverse consumer base spends its money online is key for brands and retailers to thrive in this highly competitive ecommerce market.

Understanding the nuances of how and where Latin America鈥檚 293.2 million digital buyers spend their money online is key for brands and retailers to succeed in the world鈥檚 second-fastest-growing region for ecommerce.

Despite ongoing economic challenges, we expect sales growth to rebound next year, making Colombia an emerging ecommerce market to watch. Brands and retailers that understand the nuances of how and where Colombia鈥檚 13.4 million digital buyers spend online鈥攁cross socioeconomic, geographic, and demographic lines鈥攚ill set themselves up for success in this multibillion-dollar retail ecommerce market.

Worldwide sales of personal luxury goods are on track to surpass the half-trillion mark in 2028. Sales growth will pick up the pace starting in 2025. Worldwide luxury sales will eke out 3.2% growth in 2024. Except for the pandemic year of 2020, when sales fell by 19.3%, this is the smallest gain we鈥檝e seen since we started tracking the metric in 2018.

Most RMN ads appear close to the point of purchase, so advertisers have reservations about how much of the attributed sales would have happened regardless. Enter incrementality: a KPI that isolates additional sales or engagement generated by a campaign.

Argentina's ongoing macroeconomic challenges and triple-digit inflation rates have curbed online consumer spending. However, pockets of growth opportunities still exist.

With a projected $58.89 billion in sales in 2024, Mexico鈥檚 retail ecommerce market is the second-largest in Latin America. Brands and retailers that understand the nuances of Mexico鈥檚 diverse shopper base鈥攁long socioeconomic and geographic lines鈥攕tand to differentiate themselves in a highly competitive market and win consumers鈥� hearts, minds, and wallets.鈥� This deck will:鈥�.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

Q: PartnerCentric鈥檚 research shows declining consumer trust in product quality on social commerce platforms. How can affiliate marketing offer more transparency and credibility? A: Affiliate marketing is known for ROI-driving partnerships. In a world where social commerce feels like the Wild West of 鈥渟ketchy deals,鈥� affiliate marketing can restore order.

Social commerce still has plenty of room to expand in the US. With discovery and inspiration as the key characteristics of social commerce, TikTok won鈥檛 be Amazon鈥攂ut it will bring in new Gen Z shoppers.

Though social commerce sales are still rising, growth is slower than in previous years, as shopping habits shift and economic concerns continue to weigh on budgets. The pandemic-induced social commerce boom is over.

TikTok is taking the lead on social commerce: But Meta, Pinterest, and Snap are trying to take back the spotlight by partnering with Amazon and focusing on shoppable ads.

The big takeaway: YouTube鈥檚 efforts appear aimed at grabbing a larger share of the rapidly growing social commerce market; our forecast expects US social commerce sales to grow 26.3% this year, to $67.6 billion. That growth will come from an influx of new shoppers (we expect the number of social buyers to grow 4.1% this year) and existing shoppers spending more.

Mcommerce sales growth will slow again this year as the market normalizes from the pandemic peak. But the channel is growing twice as fast as desktop as people do more online shopping on smartphones.

The social platforms also enable Amazon to tap into the fast-growing social commerce space. While Amazon鈥檚 retail ecommerce sales are growing at a healthy clip鈥攚e expect US retail ecommerce sales on Amazon to rise 10.4% this year鈥攖hat鈥檚 less than half as fast as US social commerce sales, which we expect to grow 23.5% this year.

We saw a spike of course in sales online that day. We are up double digits this year, which is phenomenal, given it's a really... And that's by way of sales, given it's a really tough retail market out there. So, these partnerships with the right faces at the right time definitely correlate to not only interest, but traffic and sales for us. Suzy Davidkhanian (10:44):.

Revolve continues upward trajectory: The fashion ecomm beat Q3 expectations, attributing its success to AI, influencer marketing, and strong international sales growth.