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Gauging the influence of digital on the shopper's journey.

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.

Why it matters: Creators have become a mainstay in brands鈥� social commerce strategies, particularly those targeting Gen Z and millennials. TikTok is a major driver of both new social commerce sales and buyer growth in 2023, per our latest forecast. US social commerce sales will grow over three times as fast as total ecommerce sales this year, reaching $68.92 billion.

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.

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.

After experiencing a surge in growth in 2021, US retail sales growth began to slow last year, a pattern which will continue into 2023. According to our forecast, sales will rise by less than 3% this year, reaching over $7.3 trillion.

Go further: Check out our reports on the Gen Z Path to Purchase 2024, Consumer Approaches Toward Social Commerce, and 4 Charts on Social Shopping Habits.

All these buyers will contribute to the almost $70 billion in retail social commerce sales that will take place in the US this year. More like this:. Report: D2C Brands 2022. Article: TikTok will drive social commerce growth in 2023. Article: 5 ways influencer marketing is changing.

As ecommerce growth returns to pre-pandemic levels, it will continue to drive total retail sales over the next few years. Retailers looking to drive sales need to focus on a seamless omnichannel experience and use deals to convince consumers to spend. Meanwhile, retail media鈥檚 growth shows no signs of slowing, but advertisers and retailers must work together to ensure future success.

The news: Alibaba鈥檚 Singles Day sales are off to a flying start, the retailer said, as shoppers took advantage of early deals to snap up products ranging from beauty to electronics to sportswear.

Retail ecommerce marketplace sales will rise much faster than overall US ecommerce in 2024: 12.7% YoY versus 8.2%. Marketplaces will continue to outpace total online sales growth at a more moderate rate each year through 2028, per our forecast. The value of marketplace sales will reach $468.33 billion this year, representing 38.5% of total retail ecommerce sales.

Though growth is slowing, we expect US retail social commerce sales to grow 29.8% this year to reach $68.92 billion. All of our analysts agree, however, that the likelihood of an outright TikTok ban is low. Watch the full session. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

All three retailers lost spending from customers who also used TikTok Shop, opening the door for a sales uptick once the platform goes dark in the US. Likewise, Shein and Temu are poised to scoop up sales. Both marketplaces have considerable customer overlap with TikTok and sell the kinds of cheap, trendy items that resonate with the social commerce platform鈥檚 users.

Retail marketplace ecommerce sales are growing faster than overall online sales in the US, and a new crop of players with roots in China, like Temu and TikTok Shop, is disrupting the space. Our exclusive research shows how US consumers are shopping across online marketplaces and how their habits are evolving. 鈥�. This deck will:鈥�.

The bottom line: With US retail social commerce sales growing to $130.10 billion by 2026, per our forecast, it鈥檚 easy to see why YouTube has social commerce on the brain. We expect the platform to continue doubling down on its creator relationships while also experimenting with new capabilities (like livestream commerce) that could open up new revenue potential.

While it has been through considerable trial and error in the US, social commerce sales per buyer in the market will almost double from 2023 to 2027, per our forecast. Coming up next: TikTok commissioned several studies for its 2024 report, which focused on sweeping trends that brands should keep an eye on.

Grocery shoppers are omnichannel shoppers, our analyst Blake Droesch said on a recent 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. That means consumer packaged goods (CPG) brands should employ a mix of digital and in-store advertising strategies to engage customers where they shop.

Despite a slowdown in smartphone sales, innovations in advertising, commerce, AI, and even device form-factors will drive mcommerce and mobile advertising growth in 2024.

Define the key challenges surrounding customer acquisition and sales growth in mobile commerce. Propose how brands and retailers can create and maintain a mobile shopping experience that meets consumer demands.

Down the funnel: Converting TikTok engagement into sales is a top challenge when creating TikTok content for a third of US small business owners, according to January 2024 data from Adobe. For August, social commerce sales are even more of a challenge because period products are highly regulated and prohibited from being sold on TikTok Shop.

Social commerce was the No. 2 technology with 34% of CMOs investing in it. Social commerce sales will rise by 23.5% next year, according to our forecast. Generative AI can help marketers get closer to one-to-one personalization, providing tailored marketing copy, discounts, or product recommendations.