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The UK is still playing catch-up with China and the US on social shopping. Meta has been slow to introduce commerce functionality on its platforms in the UK; brands are cautious about investing in social; and consumers are turned off by fears of fraud. But the channel is gaining momentum fast:. Major brands are now selling on TikTok Shop.

That鈥檚 why grocers such as Ahold Delhaize, parent of banners such as Giant and Stop & Shop, see massive potential to use their troves of first-party data to better monetize their stores. That said, it is worth noting that in-store retail media is in its early days, and the channel remains a tiny piece of the overall retail media pie.

Retailers that provide access to specific consumers with distinct shopping behaviors may see their competitive edge eroded. And advertisers that don鈥檛 take context into account may invest unwisely. Some retailers will adopt a 鈥測es ... and鈥� approach to measurement by providing two versions of some KPIs.

Click here to view our full forecast for US livestreaming retail ecommerce buyers. Livestreaming ecommerce isn鈥檛 as big in the US as it is in China, but it has proven to be tenable. Its popularity in China, where 47.2% of digital buyers will be livestream buyers, remains unmatched.

Behavior and commerce: Reddit's value proposition for advertisers centers on authentic consumer conversations that span the entire shopping journey. 鈥淧eople are in this mindset where they're actively seeking out products and services... they have this discovery and purchase intent mindset on the platform,鈥� Squires explained about Reddit's unique commerce position.

In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

Ad-supported streaming grows: 66% of US viewers prefer affordability as Netflix and Amazon refine ad strategies with lighter loads and live content.

The latest data and insights on spending, KPIs, and key consumer categories marketers need to compete in Mexico鈥檚 complex digital landscape.

This year, as the digital ad spend outpaces the time consumers are spending on the medium, media companies are leaning into revenue drivers like commerce media while also investing in content that builds community.

Retail media is now being adapted by companies in other verticals: Financial services and travel companies are among those launching commerce media networks in a bid to monetize their first-party data.

Spending in the US affiliate marketing ecosystem will exceed $10 billion for the first time in 2024. But content distribution changes, advertiser focus on first-party data, and shifting consumer behavior will push the channel into a new phase.

Promoting shopping recommendations in the moment could help grocery store retailers to increase consumers鈥� checkout totals. The high upfront investments could dissuade stores from buying into this new tech when quick ROI isn鈥檛 guaranteed. Total spend on in-store retail media will make up less than 1% of total omnichannel retail media spend through 2028, per our forecast.

Display advertising will capture 85.7% of the $90 billion in additional ad spending between 2024 and 2028. Search's share of digital spend will hold relatively steady at 41.5% in 2024. Retail media networks and AI search capabilities are expected to drive search growth. Nonvideo formats will account for just $12.75 billion of incremental spend through 2028.

US apparel ecommerce sales are set to reach $263.18 billion by 2028. To take advantage of this opportunity, brands and retailers need to understand online sales trends as well as shopper behaviors and preferences.鈥�

OpenAI rolls out free search to capture shoppers during a peak ecommerce season, offering price comparisons and product links just when consumers need them most

Off-site retail media network ad spend will rise by 61.5% this year to reach $10.64 billion in the US, per our forecast. With third-party cookies (eventually) going away, we expect to see more such partnerships that allow publishers to leverage retailer first-party data on publisher sites.

As competition intensifies and consumers continue to seek value, retailers will need to double down on how to differentiate themselves and offer shoppers what they want, wherever they are.