Forecasts
| Feb 20, 2024
Source: ĢAV Forecast
Chart
| Dec 12, 2024
Source: ĢAV; ESW
Grocery is the second-largest ecommerce category we track, garnering $220.48 billion in 2025, according to our “US Digital Grocery Forecast 2025” report.
Walmart is the top digital grocery retailer, capturing 31.6% of US grocery ecommerce sales in 2025, followed by Amazon (22.6%) and Kroger (8.6%).
Article
| Jan 28, 2025
Online shopping is popular across all demographics, but the where and how differs by age, culture, and interests. Current purchasing behaviors can help retailers and brands target digital shoppers and anticipate new trends.
Report
| Jan 31, 2024
Forecasts
| Jan 23, 2024
Source: ĢAV Forecast
Forecasts
| Jan 23, 2024
Source: ĢAV Forecast
Forecasts
| Jan 23, 2024
Source: ĢAV Forecast
Digital buyer growth rates will be fairly low on a worldwide scale (3.2% this year), but the top-line figure has become exceptionally large. Click here to view our full forecast for digital buyers, worldwide. Geographically, digital buyer figures tend to track population figures. There are few surprises in our country-by-country digital buyer estimates.
Report
| Apr 8, 2025
Advertisers must invest in strategies geared toward younger audiences that drive digital buyer growth, but remain willing to experiment. While mediums like short-form video remain popular, they are not a be-all-end-all and may not resonate across generations.
Article
| Jun 27, 2025
US Digital Buyers by Demographic 2025 (ĢAV subscription required). US Hispanic Consumer Media Habits 2024 (ĢAV subscription required). Methodology: Data is from the April 2025 ThinkNow Research "Clicks vs. Carts: 2025 Shoppers Report." 1,500 US adults ages 18+ were surveyed online during March 3-16, 2025.
Article
| May 28, 2025
Click here to view our full forecast for US digital shoppers and buyers. Growth in spending per digital buyer has been revised downward. Average dollars spent per digital buyer typically trails ecommerce growth, as younger consumers with limited budgets bring down the numbers—and older buyers are now expected to curb spending as well.
Report
| Jun 20, 2025
Go further: Read our report “US Digital Buyers by Demographic 2025.”.
Article
| May 14, 2025
That trust in AI comes with conditions: Consumers want to maintain oversight, especially when it comes to expensive products. 24% of respondents would be more likely to use digital shopping agents if they could review and approve all purchases. 47% are comfortable using AI assistants to buy household essentials—a low-stake category.
Article
| Jul 2, 2025
Gen Z represents the primary source of digital buyer growth, followed by millennials—and because these audiences often trust influencers over traditional ads, Lowe’s is tapping into a powerful channel for driving deeper engagement and long-term loyalty.
Article
| Jun 11, 2025
US Digital Buyers by Demographic 2025 (ĢAV subscription required). The First 100 Days of Trump (ĢAV subscription required). Methodology: Data is from the April 2025 Ad Age and The Harris Poll survey as cited in company blog. 1,088 US adults were surveyed during March 2025.
Article
| May 13, 2025
Over 20% of US digital buyers are expected to make a purchase off a livestream in 2025—a figure that is expected to grow steadily in upcoming years. Livestreaming is becoming an increasingly popular form of shoppable media for US audiences, with 49 million US livestream retail ecommerce buyers in 2025. This figure is expected to exceed 60 million by 2028.
Article
| May 30, 2025
“That meant ensuring the right relevancy algorithms were in place to protect the digital shopping experience.". In addition to Epsilon, H-E-B is working with Skai, a commerce media platform, to expand advertiser access and optimization capabilities. Looking forward, H-E-B plans to expand buying integrations and enhance platform reporting. This was originally featured in the Retail Daily newsletter.
Article
| Jun 16, 2025
Chart
| Nov 21, 2024
Source: GlobalData
Chart
| Nov 21, 2024
Source: GlobalData
Gen Zers will be the primary driver of digital buyer growth over the next four years. Gen Z will experience the fastest growth in digital buyers among all generations. Gen Zers will see a 7-percentage-point jump from 2025 to 2029 (83.3% to 90.3%), compared with a less than 3-percentage-point jump for Gen Xers and less than 1 for baby boomers.
Report
| Jun 2, 2025
Forecasts
| Dec 5, 2023
Source: ĢAV Forecast
The platform reaches key audiences like Gen Z that drive digital buyer growth more than platforms like Pinterest and Facebook. Even with higher prices resulting from this shift, the majority of US advertisers are unlikely to cut TikTok ad spending entirely unless forced to.
Article
| Jun 3, 2025
Podcasts maintain high penetration among key demographics like millennials and Gen Z, who represent the primary sources of digital buyer growth. Future brand success will depend on whether advertisers are able to successfully reach these audiences—and podcasts hold massive potential, with ad revenues surging despite broader ad spending pullbacks.
Article
| Jul 1, 2025
Livestreaming is an increasingly popular option for shoppable media, with over 20% of US digital buyers making a purchase off livestreams in 2025—and since TikTok earns commissions on sales made through the platform, its livestream push is a natural next step for driving revenues.
Article
| Apr 29, 2025
And as nearly one-quarter of Gen Z—the predominant source of digital buyer growth—identifies as LGBTQ+, engagement is essential for many. Brands that retract support for LGBTQ+ causes amid pressure risk losing consumer trust and loyalty.
Article
| Jun 30, 2025