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Digital advertising鈥檚 biggest fish (Google and Meta) are integrating AI into their products wherever they can as quickly as they can. Smaller players are also reacting to new competitive dynamics centered on AI, and the result will be more AI-powered tools for advertisers鈥攎any of which could alleviate challenges in targeting and measurement.

Although thousands of companies are selling their products on Brazil鈥檚 leading digital marketplaces, social commerce is taking the country by storm. High-growth categories like furniture and home furnishings and apparel and accessories offer the best opportunities for social commerce.

Marketplace sellers are a growing $600 billion opportunity ripe for modern card issuing solutions. Marketplaces benefit from modern card issuing data insights and efficiencies. Marketplace ecommerce sales will grow at an 11.9% average annual rate between 2023 and 2027 to top $600 billion, per our forecast.

They鈥檙e considering third-party online marketplaces. Before turning to brick-and-mortar retailers, DVNBs can first try to drive sales on third-party marketplaces like Walmart Marketplace and Target+. Amazon is another option, but D2C brands often resist this channel due to the risk of being commoditized.

Programmatic display ad spending is growing despite challenging economic conditions. Where it鈥檚 growing, and how fast, depends on how much data advertisers can access.

The popularity of Marketplace could be a good thing for Facebook in an economic downturn. Shoppers looking to save money may turn to C2C online marketplaces rather than brands to make purchases, potentially boosting spending for Facebook. In fact, Facebook buyer growth will bump up slightly to 11.9% in 2022鈥攄ue in part to strong sales on Marketplace鈥攂efore dipping to 3.5% next year, per our forecast.

Online fashion resale remains a fast-growing retail channel despite ongoing economic headwinds鈥攁nd Gen Z is the driving force. How can brands and retailers venturing into fashion resale find success amid pullbacks on discretionary spending?

Embedded finance, marketplace integration, and cash-flow solutions should draw focus in 2023. Payment gateways must double down on omnichannel to woo customers. The combination of an in-store push and expertise in high-growth digital segments will propel gateways in 2023. Point-of-Sale Innovation Puts One-Stop Shops at the Forefront.

Almost half of online sales in Western Europe in 2024 will take place on a mobile device. More people are buying via mobile phone as marketplace apps such as Shein, Temu, and Vinted continue to gain popularity. However, the online sales figures in the region are skewed slightly by the UK, where 57.5% of online sales take place on mobile devices.

Nearly 1 in 3 consumers (31.8%) prefer not to intertwine their social media usage with shopping activities, highlighting a desire to keep these aspects of their online experience separate. The predominant reason for consumers not shopping on social media is a lack of trust in sharing personal data, with a significant 37.3% identifying it as a concern and 24% considering it the most important reason.

Brands like The Ordinary and La Mer generate tens of millions of dollars in sales on Amazon, despite not having an official partnership with the marketplace. That鈥檚 a significant brand safety risk, given the possibility of customers receiving counterfeit, damaged, or otherwise poor-quality merchandise.

TikTok signals creators are central to its courtship of advertisers: The platform announces a number of updates, with its creator marketplace upgrades being most significant.

It鈥檚 easier than ever to find fashion resale online: The latest example of that is Rent the Runway鈥檚 new storefront on Amazon Fashion.

Meta will launch a virtual marketplace. Meta already has an NFT program and its Avatars Store, where consumers can buy virtual clothing for their personalized avatars. In fact, Meta said in October it hoped its Avatars Store would 鈥渒ick-start a marketplace for interoperable digital 驳辞辞诲蝉.鈥�

What makes this all the more interesting is that Instagram鈥檚 new creator marketplace, where brands can discover and connect with creators, only recently launched on an invite-only basis.

Walmart takes a shot across the bow at Amazon: The retailer鈥檚 latest holiday marketing campaign aims to go after Amazon鈥檚 dominance of online shopping holidays.

Amazon wants to compete with FedEx and UPS: The retailer relaunched its Amazon Shipping service, which delivers products sold on Amazon's marketplace, sellers鈥� own websites, and other sites and marketplaces.

TikTok doggedly pursues ecommerce expansion: The platform inked several deals to help grow its merchant base, but it faces significant obstacles in its path to growth.

Sales are quickly approaching $100 billion. Gen Z鈥檚 influence on social media habits, new commerce technologies from TikTok, and rising annual spending by buyers are the main factors driving growth. And with users now spending just shy of 2 hours on social media per day, there is plenty of room for brands and users to squeeze more sales.