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Our take: Advertiser spending on Google platforms will likely persist through any eventual corporate restructuring鈥攂ut ongoing legal battles could still trigger significant ad industry shifts, creating competitive openings and leading to a more fragmented marketplace.

Temu and Shein announced tariff-related price increases beginning in April in response to the tariffs鈥攁n inevitable change, but one that could backfire as nearly 30% of US consumers indicate that they would immediately stop or reduce purchases from Chinese marketplaces if prices increased. The fallout is already happening.

The company has expanded access to its commerce API, which links Meta ad impressions to third-party marketplace sales. This tool was previously only available to networks with 20,000 or more sellers. Meta is giving some retail media partners direct access to impression logs and product-level performance data, eliminating reliance on third-party measurement providers.

Its ecommerce business is also growing by leaps and bounds, thanks to investments in faster delivery, a vastly expanded marketplace assortment, and retail media revenues. A familiar game plan: Walmart鈥檚 strategy for tariffs and economic uncertainty is very much in line with its inflation playbook.

Performance metrics mask the true cost of creative mediocrity in an increasingly crowded marketplace. Our take: The current economic climate has created a dangerous disconnect between what works long-term (bold creativity) and what marketers actually do (safe performance plays). When economic conditions stabilize, brands that maintained creative investment will emerge stronger.

The news: Chase will start to block more Zelle transactions that stem from social media marketplaces or messaging apps in order to protect consumers from scams, per The Verge. Starting March 23, Chase will 鈥渄elay, decline, or block鈥� payments using its discretion and may also request more information when consumers add a payment recipient to Zelle.

Apple鈥檚 approach deliberately places responsibility on app developers rather than app marketplaces, contrasting with Meta鈥檚 position and various legislative proposals. App developers must balance compliance while delivering age-appropriate content without relying on invasive verification methods.

If marketplace sellers raise prices as expected, the impact on Amazon shoppers would be significant, since we expect roughly $2 out of every $3 (66.8%) US shoppers spend on the platform this year will go to those third parties.

While the retailer does rely on de minimis for its ultra-cheap Haul offering, it recently began adding some of its owned inventory鈥攊ncluding branded goods from the likes of adidas and Gap鈥攖o the marketplace, per The Information. That could mark the beginning of a shift to diversify Haul鈥檚 sourcing and position it as a bargain storefront, rather than a Temu copycat.

While marketplace app AliExpress was outlawed, parent company Alibaba maintained a presence through its B2B platform alibaba.com. PUBG Mobile was relaunched in 2021 by Krafton, a South Korean company with investment from China, as 鈥淏attlegrounds Mobile India (BGMI).鈥�. Among banned apps, TikTok was likely affected the most.

International roots: Amazon relies heavily on China-based third-party sellers, which make up a significant portion of its marketplace and ad revenues. The 54% tariff on that country could raise consumer prices and cut into Amazon鈥檚 profit margins. Amazon Web Services (AWS) also relies on equipment and hardware from tariff-hit regions, which could drive up cloud services costs for businesses.

In the EU, it faces similar de minimis issues, along with stricter customs enforcement to block counterfeit products, new rules making ecommerce marketplaces liable for the sale of such items, as well as an investigation of its business practices. Our take: Shein isn鈥檛 taking those challenges lightly.

TikTok Shop joins Amazon in holding a July sale: The marketplace hopes exclusive discounts on brands like L鈥橭r茅al and live-shopping events will boost GMV.

In March, Meta released new influencer marketing tools, including updates to Instagram鈥檚 creator marketplace and AI-powered creator content recommendations for Partnership ads. In March, Semafor reported that YouTube would introduce dynamic, host-read podcast ads.

Most consumers use online marketplaces to find products, but the number who are browsing in-store or on social media is growing. Retailer websites are where customers go for product research. And when it comes to purchasing, price and delivery options are the most important factors.

Price is the biggest factor that influences US shoppers to purchase from a marketplace versus going directly to a retailer鈥檚 site, according to a May 2024 survey by Digital Commerce 360 and Bizrate Insights. Use this chart: Marketers and retailers can use this chart to highlight the importance of owned channels and illustrate the need for omnichannel marketing strategies. Related 蘑菇AV reports:.

The stakes are high: 29% of US consumers say they would immediately stop buying鈥攐r buy less鈥攊f prices rise on Chinese marketplaces like Temu, according to an Omnisend survey. That said, companies could attempt to soften the impact by rerouting supply chains through countries where de minimis exemptions still apply or finding other workarounds to minimize tariff exposure.

Mercado Libre, for example, combines marketplace data with insights from its fintech arm, Mercado Pago. The result: Richer audience profiles and more precise ad targeting across its ecosystem鈥�. Rappi and DiDi also have travel businesses, creating a multidimensional view of consumer behavior, Ceurvels wrote in his Latin America Commerce Media Trends 2025 report. Commerce media moves into finance.

As publisher-run ecommerce and marketplaces spread, genAI can match and update inventory. GenAI can improve conversions on the storefronts and marketplaces many publishers have introduced as new revenue streams. And publishers are banking on the brand equity of their publications as they build out their ecommerce efforts.

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