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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.

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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.

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.

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 penetration is highest among the 18-to-24-year-old cohort, per our forecast: 60.7% of the population in this group will be social buyers in 2024, and the share will rise to nearly 65% in 2027.

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.

Social platforms refined their social commerce strategies. Social platforms like TikTok, Pinterest, and Instagram are figuring out how they can capitalize on growing social commerce sales in the US, which will reach $68.92 billion this year and continue to grow by double digits through 2026, per our forecast. Despite a potential ban, TikTok is full-steam ahead when it comes to social commerce.

TikTok is using creator payouts to boost Shop adoption: The platform is offering some influencers cash incentives for reaching sales or livestream goals.

This year, US retail social commerce sales will reach $82.82 billion, marking a 23.5% YoY increase, per our September 2023 forecast. What it means:. A broader range of ad formats. TikTok is capitalizing on its position as an emerging search engine by experimenting with new features and ad formats. In September, it tested a Google and Wikipedia integration in its search results.

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

TikTok Shop is driving social commerce sales. Key stat: TikTok Shop sold 68.1% of social shopping gross merchandise value (GMV) in February 2024, per the report. Livestream shopping app Whatnot has captured 31% of GMV, while the combined GMV of Instagram Checkout, Facebook Shop, and Flip App amounted to less than 1%.

If you want to learn how to get insights like these delivered to your inbox every day, and get access to our data-driven forecasts, reports, and industry benchmarks, schedule a demo with our sales team.

TikTok offers users Shop credits in last-ditch attempt to boost sales, downloads before US ban: The platform is dangling hundreds of dollars in incentives to increase engagement.

Livestreaming made TikTok鈥檚 sister app Douyin a retail success in China, where we forecast shoppers will spend $234.75 billion on livestreaming social commerce in 2023, accounting for 45.4% of the country鈥檚 social commerce sales.

AI-powered search and AR try-ons promise a smoother buying journey, but with social commerce on the rise, Google has to fight for attention.