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Across Western Europe, social commerce sales are expected to grow by 34% annually between 2021 and 2025, per Deloitte. Fashion claims the biggest share of ecommerce sales in France鈥攂ut it鈥檚 losing ground. For the first time, we have broken out retail ecommerce sales in France by product category.

July has turned into prime time for deal hunting and several merchants, including Best Buy, Target, and Walmart, shifted their sales ahead of Prime Day to capture a larger share of consumers鈥� finite discretionary spend. TikTok explains it all.

CMOs must directly attribute creator activity to sales. At the same time, creator-driven discovery is rising. In 2024, 30% of consumers learned about a new product from an influencer, up from 21% in 2023, per a November 2024 Capgemini survey. The opportunity is growing鈥攁nd so is the pressure to prove business impact.

Inflation continues to impact spending in Q2, with 84% of consumers saying inflation had an impact on their spending, a 10% increase over Q1, per Jungle Scout鈥檚 research. Meanwhile, Amazon product categories recorded sales increases and social media shopping is on the rise.

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.

The big takeaway: If any platform can make social commerce happen, it鈥檚 likely to be TikTok, given its proven ability to mint trends and drive sales鈥攏ot to mention the sterling example sister app Douyin has set in China.

As ecommerce grows in back-to-school shopping (34.9% of total back-to school sales this year versus 33.5% in 2023), content creators are playing a pivotal role in how consumers find school supplies. This shift is driven by younger parents buying classroom supplies for K-12 children and college students outfitting their dorm rooms. Both groups favor online shopping for its convenience and the ability to compare prices, our analyst Sarah Marzano said in a recent edition of our 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast.

TikTok鈥檚 potential ban isn鈥檛 putting brands off TikTok Shop: The platform鈥檚 sales potential is driving companies like Rare Beauty and Tarte Cosmetics to deepen their investment.

Prior to TikTok Shop鈥檚 launch last September, live shopping platform Whatnot earned nearly 100% of social shopping gross merchandise value in 2023, according to a recent Earnest Analytics report. What鈥檚 Whatnot? Whatnot is a livestream marketplace platform, specializing in the sale of collectibles including sports cards, sneakers, comics, and vintage clothing.

US livestreaming commerce sales could reach $50 billion in 2023 and potentially account for more than 5% of total ecommerce in the country by 2026, per Coresight Research as cited by CNBC. With help from platforms like TikTok Shop, TalkShopLive, and Firework, brands should start experimenting with livestream commerce as adoption grows, especially among younger consumers.

TikTok is intent on growing livestream sales: The platform plans to open live studios and is testing ways to make all content shoppable, even as retailers shift focus to shoppable TV.

A quarter of all holiday digital sales will take place during Cyber Week. Still, many consumers will likely hold off for the best and final deals toward the end of the season. A pick-me-up: Buy online, pick up in-store (BOPIS) will drive $28 billion in incremental store sales worldwide, per Salesforce. BOPIS options exploded during 2020 and have remained a staple of holiday shopping since.

Kenvue currently accounts for 14% of skincare sales, per Circana data cited by Bloomberg, down from 23% in 2019; Neutrogena lost its crown as the top dermatologist-recommended brand to CeraVe in late 2021.

As sales growth of luxury goods slows in established markets, brands will expand in emerging regions like the Middle East. There, rising wealth among a young population that鈥檚 bringing their spending home will boost demand.

Digital grocery will become the largest ecommerce category by 2026, according to our US Digital Grocery 2024 report. To grow their share of digital grocery sales, brands need to understand what motivates consumers to buy groceries online, how the digital grocery experience can be improved, and where growth opportunities lie.

The company mapped out a plan last year to boost sales to $9.5 billion by 2026 by adjusting its store mix, diversifying its brand mix, and investing in (and expanding) its loyalty programs. However, its disappointing results drove it to push its sales target timeline out to 2028.

Measuring creator marketing is tough. Affiliate links provide direct attribution, but many sales occur after consumers see creator content. Even MrBeast, the biggest individual creator on YouTube, sells his Feastables bars at retailers like Walmart, not just on social media. So how can advertisers using creator marketing measure the efficacy of creator campaigns?

2023 has been a rocky year for retail, with layoffs, inflation, and a potential recession dominating headlines. Despite all that, footwear sales are doing quite well. 鈥淧eople wear shoes. That鈥檚 as simple as that,鈥� said Romy Samuel, founder of digital sneaker marketplace Common Ace.