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In June, in a bid to grow its online marketplace, TikTok offered merchants free listings, free shipping, zero commissions, as well as warehousing space, according to Bloomberg. 鈥淭ikTok is, in its favor, at the forefront of the cultural zeitgeist,鈥� Enberg said.

Consumers worldwide prefer searching for select non-food retail products online than in-store, according to November 2023 data from Auctane and Retail Economics.

Marketplaces are fighting for the crown in US ecommerce. Though Amazon remains solidly atop ecommerce sales, Walmart and Shopify are attempting to carve into Amazon鈥檚 revenues. Here are the latest updates in ecommerce, advertising, and partnerships from these major players.

There鈥檚 an increasing number of online marketplaces dedicated to secondhand luxury retail (including The RealReal and Depop), but brands like Balenciaga and Rolex are getting in the game too. Traditional secondhand retailers are also taking advantage of growing resale adoption, moving their services online to reach even more consumers.

Why it matters: Consumers鈥� increased use of mobile devices to shop underscores the imperative for retailers and online marketplaces to create well-designed, easy-to-use experiences for both their mobile websites and apps.

But three online marketplaces are implementing AI to strengthen seller relationships and enhance the customer experience across their platforms. Shopify鈥檚 seller鈥檚 market: In April, Shopify rolled out Shopify Magic, AI-enabled technology designed to save merchants time while setting up their storefronts.

Lingering fears from the days of COVID-induced supply chain disruptions have caused shoppers to flock to stores and online marketplaces well ahead of schedule. Over half (51%) of Americans confirmed they started their holiday shopping earlier in 2022, according to Cint鈥檚 US Holiday Shopping Report.

Amazon鈥檚 efforts to make it easier and faster for consumers to shop is enabling it to grow its share of total ecommerce sales, which we expect to tick up slightly to 39.3% this year, as well as maintain its position as the dominant online marketplace in the US.

The brand launched in China through online marketplace Tmall in 2020 and is now the No. 1 hair care and the No. 12 brand overall on the platform, CEO JuE Wong told Glossy.

Traditional mediums will take a backseat to digital. Relatively few respondents to our survey had plans for out-of-home, traditional TV, and radio in the next 12 months. That reflects a shift away from traditional media advertising and toward digital formats as consumers in Latin America spend more time online than ever before.

It includes the TikTok Creator Marketplace and the TikTok Creative Challenge, a program that lets creators submit user-generated content for brands on the app and receive rewards based on video performance.

In Q3, Macy鈥檚 plans to launch a digital marketplace in partnership with Mirakl, which should help boost digital sales. 29.5 million: Active members belonging to Macy鈥檚 Star Rewards program, making up about 70% of the total Macy鈥檚 brand sales, up 5 percentage points YoY. 15%: The increase in viewers of Macy鈥檚 live shopping events from Q1 2022.

鈥淪hopping apps and marketplaces that specialize in ultralow-cost goods from China are gaining a foothold among US consumers鈥攚ith broader implications for the future of ecommerce,鈥� our analyst Sky Canaves wrote in our Chinese Ecommerce in the US report. Canaves expanded on what鈥檚 driving this retail opportunity for companies like Shein, Temu, and TikTok in the US and how it will impact the US market on a recent 鈥淩eimagining Retail鈥� podcast episode.

Digital ad spending growth in Canada continues apace, driven in large part by key industries tied most closely to the digital economy. Our rankings show that retail and CPG lead the way, while sectors like travel and automotive are still recovering from hard times during the pandemic.

The other challenge for stores will be Walmart鈥檚 growing online marketplace. While the endless aisle is a positive for consumers, online returns to stores can be costly, especially when certain merchandise is not sold at that location. Additionally, an expanding marketplace with over 100,000 third-party sellers may render in-store visits unnecessary to many shoppers.

It recently reentered the Indian market; rolled out plans to launch its online marketplace in Mexico, Germany, Spain, France, and Italy this year; announced partnerships with brands such as Skechers and mothercare company Lansinoh; and expanded into new categories such as home appliances and smart home products.

TikTok is rolling out its Shop feature to all 100 million US users (per our May forecast), using a tab on the home screen to drive users to the marketplace and allowing videos directly containing purchase links, in order to drive in-app ecommerce traffic.

Retail media spans a broad and growing merchant list, from marketplaces (Amazon) to department stores (Macy鈥檚) to ride-sharing apps (Uber).

A digital marketplace could help drive those sales. The approach: The nonprofit鈥檚 venture into ecommerce is 鈥減retty new and pretty different,鈥� noted our analyst Sky Canaves. The current resale ecommerce landscape is diverse. There are brand-operated resale platforms, online consignment websites like thredup, and peer-to-peer marketplaces like Poshmark.

Retail media ads are an important way to boost marketplace spend, but how brands go about advertising requires strategy. When setting up your retail media approach this holiday season, consider which products sell when, what kinds of ads drive conversions, and the importance of discovery in retail media.