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Uber and Marriott have both had media networks since 2022, reaching consumers in-app, on websites, and on digital screens in hotels. People are traveling more this year. Some 31 million people will fly across US airlines this holiday season, up from 29 million in 2023, according to Airlines for America. And those who are traveling will spend more money.

TikTok Shop drove $100 million in Black Friday sales: Efforts to introduce social commerce to users are working, but the ban looms large.

Retailers, streamers embrace shoppable TV ads to shorten the path to purchase: WBD, Amazon, Kroger, and The CW Network are relying on the format to drive product discovery and sales.

The platform is preparing for millions of consumers to shop via livestream commerce in November and December and anticipates triple-digit Black Friday growth. Across the pond: TikTok is equally optimistic about its chances in the US, where it鈥檚 embedding commerce more deeply into the user experience.

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.

Social commerce does not mean native commerce. Some social platforms remain interested in becoming native commerce platforms. But most have shifted their focus in ways that do not compel brands to surrender customer relationships. Price point matters. Regardless of platform, most social shoppers are spending small amounts of money when they buy something. Brand-led, brand-forward content works.

Est茅e Lauder, H&M, and Inditex鈥檚 Zara have also established a foothold on the platform to take advantage of Chinese shoppers鈥� affinity for livestream commerce and to offset slowing growth from China鈥檚 two largest ecommerce retailers, Alibaba and JD.com. Is it working?

On today's special edition episode of the Behind the Numbers podcast, eMarketer analyst Jasmine Enberg and Yahoo Finance Senior reporter Alexandra Canal discuss the creator economy during "The Creator Era: How Creators Are Redefining Media, Marketing and Commerce" at the 2024 NAB Show NY.

Restaurants are investing in AI and unified commerce to enhance personalization and the customer experience.

59% of US consumers want details on costs and promotions from a commerce video ad, according to July 2024 data from the Interactive Advertising Bureau in partnership with Alter Agents. Nearly as many (58%) want clear product demos and details.

Nordstrom gives its shopping app a genAI upgrade: The department store retailer hopes enhanced search and personalization capabilities will give it an edge this holiday season.

Affiliate marketing revenues: Revenues generated by US-based creators via commissions earned from affiliate links in creator-generated content on social media and primarily user-generated video platforms (e.g., Twitch, YouTube); includes links from on-platform affiliate programs (e.g., TikTok Shop Affiliate), third-party vendors, retailers, and digital commerce platforms.

We expect 2023 to usher in changes in ad spending, audience, and commerce that will create a new crop of digital leaders.

Affiliate marketing: revenues generated by US-based creators via commissions earned from affiliate links in creator-generated content on social media and primarily user-generated video platforms (e.g., Twitch, YouTube); includes links from on-platform affiliate programs (e.g., TikTok Shop Affiliate), third-party vendors, retailers, and digital commerce platforms.

For example, Adyen鈥檚 unified commerce solution lets global businesses accept payments online across devices and consolidate their payments into one system and tech stack鈥攕omething legacy acquirers cannot do. This can make it easier for merchants to introduce new technology, open new channels, and expand to new regions. What does it mean for the payments ecosystem?

US consumers also expressed frustration with promo codes not being applied to their carts, according to an October 2023 survey from Bizrate Insights and Digital Commerce 360. What can retailers do? Here are some strategies that can help retailers improve the customer experience and keep abandonment rates down.

POS software anchors increasingly important unified commerce platforms. Sixty-five percent of business leaders worldwide planned to prioritized the tech in 2023, per a March 2023 Stripe report. Facilitating unified commerce is paying off for POS providers: Lightspeed鈥檚 gross payment volume shot up 69% YoY in Q4 2023, driven by its unified commerce platform.

Commerce video ads drive sales growth: 70% of advertisers use the format, says IAB report, but consumers find the ads too short.

Shoppable ads on NFL broadcasts have driven 10x higher engagement than standard ads, making sports coverage a 鈥渃ontent-to-肠辞尘尘别谤肠别鈥� powerhouse. Amazon is building on this by introducing similar engagement-driven features like X-Ray and shoppable content for its NBA broadcasts.

Despite promising growth, TMN spend is still a much smaller player in the commerce media landscape than retail media networks (RMNs). RMN spend will total $54.85 billion this year, our forecast shows. Use this chart: Marketers can use this chart to evaluate travel media鈥檚 potential, budget future spend, make the case for advertising via travel media, and demonstrate how valuable first-party data is.