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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.

Ecommerce, which we forecast to grow 9.5% YoY, is expected to drive about $1 out of every $5 spent during the holidays. 鈥淥nline media can drive offline and vice versa. So for a successful Q4 as a marketer, that means having a very deep understanding of your customer, and why and where they buy your product,鈥� said David Gill, vice president of consumer insights at Rakuten Advertising.

B2B ecommerce is gaining traction as 59% of B2B buyers make purchases through online marketplaces in 2023, per an April 2023 Digital Commerce 360 and Forrester survey. Amazon Business, the leader among US third-party marketplaces, accounted for just 2.1% of the B2B ecommerce market in 2022.

For context if you're not familiar with Singles Day, that's a huge Chinese e-commerce event. But yeah, definitely agree with you there, Blake. And I also think that it could be effective for getting younger consumers like Gen Z and millennial consumers into those subscribe and save systems as well. Those are consumers that are really interested in researching health and beauty.

A new wave of ecommerce players with roots in China has captured US consumers. Shein and Temu, in particular, expanded rapidly by spending heavily to market extremely low-priced goods to US consumers. But while both companies currently rely heavily on cross-border transactions, their long-term strategies involve using US-based distribution to reduce delivery times.

Worldwide retail ecommerce towers over digital ad spending, so it may seem that digital advertising has more headroom for growth. However, since ecommerce will only account for 20.2% of worldwide retail sales this year, it鈥檚 actually the ecommerce industry that hasn鈥檛 reached its potential. On the ad side, digital will account for 67.1% of worldwide total media ad spending in 2023.

On today's podcast episode, we discuss the main factors that will impact this year's holiday sales, why shopping in-stores will be more of a priority, and how last year's mobile commerce tipping point trend will continue. Listen to the conversation with our analyst Sara Lebow as she hosts analysts Sky Canaves and Zak Stambor.

Reports that Instagram, Facebook, and TikTok are abandoning some of their shopping features are not a reflection of the platforms鈥� overall commerce ambitions. But as social commerce buyer growth slows, brands should focus more on reengaging existing customers and less on direct buying capabilities like native checkout.

From 2018 through 2020, China led the world in total ad expenditure increases. However, China has now turned from an ad spending engine into a drag on the global average. Total ad outlays in China increased by just 3.7% in 2022, and growth will rebound only modestly, to 6.5%, in 2023.

Why Trump is pushing for the US鈥� withdrawal: He blames the WHO for mishandling the COVID-19 pandemic that originated in China, as well as other global health crises. Trump also thinks that the WHO demands unfair payments from the US relative to other countries. He says that despite having a population that鈥檚 300% larger than the US, China contributes nearly 90% less money to the WHO.

In 2023, debit will grow in tandem with retail spending in-store, though most growth will come from its mounting popularity for ecommerce. We expect US debit ecommerce spending will outpace ecommerce growth overall this year as it captures more than one-third of online purchase volume for the second consecutive year. Key Trends We鈥檙e Watching. Debit Cards Benefit From Economic Uncertainty.

Social media, ecommerce, and search remain the only routes to elite status in digital ad publishing. ByteDance, Microsoft, and Tencent crossed the $10 billion threshold already, and Kuaishou, Apple, JD.com, and Baidu will join the ranks over the next year or two.

Amazon caps prices for its low-cost marketplace at $20: The move should help broaden its appeal with price-sensitive shoppers.

TikTok takes a different approach as an ecommerce ecosystem that includes native shopping, payments, logistics, and fulfillment. The ByteDance-owned app鈥檚 commerce monetization is different at its core, following sister-app Douyin鈥檚 road map in China. Douyin already runs ecommerce fulfillment centers in China, operating like a retail company.

Fast fashion: Amazon is still in pretty good shape in this category, accounting for 31.7% of all US ecommerce apparel and accessories sales, according to our forecast. But China-based fast-fashion giants like Shein and Temu could challenge the retailer. Some 44% of Gen Z adults view Shein favorably, according to Morning Consult, which explains why Shein hauls are all over TikTok.

US cross-border buying really took off in the years prior to the pandemic due to the rise of ecommerce marketplaces that offered trust, English-language listings, ease of payments, and free or inexpensive shipping and returns. Nearly a third of all US digital buyers will make overseas purchases online in 2024.

Amazon took legal action against more than 150 bad actors across the US, China, and Europe in 2023. In late October, the retailer and Google filed parallel lawsuits against Bigboostup.com, a site that reportedly sold fake product reviews for Amazon listings and fraudulent reviews for business listings on Google Search and Maps.

The global economy is likely set for a soft landing, inflation is cooling off, and the worst is seemingly over in Europe and China. As a result, we anticipate a steady retail environment for the next several years across most regions of the world.

Ralph Lauren鈥檚 growth plans are focused on expanding its women鈥檚 business, including apparel and handbags, as well as broadening its reach in China and India. The context: Personal luxury sales soared in 2021 and 2022 as younger and middle-income consumers splurged on high-end goods.

Alibaba and JD.com, China鈥檚 other ecommerce giants, never gained substantial traction in the US, partly due to their lack of spending to acquire customers. US-based Wish spent heavily on digital ads and rode the pandemic-driven ecommerce boom to an IPO鈥攂ut has since lost its way.