The pace of change in social media won’t slow in 2024. The rising number of disruptors—whether it’s AI, creators, social search, or TikTok Shop—will both reshape old trends and create new ones.

Instagram and TikTok are both popular among Gen Z, but this generation shows a preference for one over the other for certain social activities, like viewing Stories and direct messaging.

The Latin American economy is on the upswing, with digital innovation in the driver’s seat. Our trends report explores how retail media, commerce, and generative AI will be redefined in 2024 and what businesses need to know to get ahead.

Consumer behaviors will be shaped by continued uncertainty, heightened in an election year, and cultural trends spilling over into commerce (think Krispy Kreme and Ozempic). Retailers that lean into tech advancements and get back to basics will win.

Some stability will finally emerge in Asia-Pacific’s retail sector after several years of disruption from the pandemic. But the market and businesses will be unsettled, beset by a new wave of technological disruption from AI, the metaverse, and more.

Our regional flash survey explores how consumers in Latin America research products, the formats they prefer most, and the influence of sponsored product ads on their purchase decisions. It also provides marketers with actionable insights into how to best position their brands on the path to purchase.

Social commerce has yet to reach its potential in the UK. Social buying is still on the rise—and there is plenty of headroom to grow spend.

No other market in the world comes close to China when it comes to ecommerce. Its highly competitive digital market has spurred retail innovations that are making their way around the world.

Time spent on media and consumer spending are plateauing, making one company's gain another's loss. Diving into these market dynamics, we explore innovative strategies for advertisers and retailers to win consumers in the new digital era.

Social commerce still has plenty of room to expand in the US. With discovery and inspiration as the key characteristics of social commerce, TikTok won’t be Amazon—but it will bring in new Gen Z shoppers.

As the dust settles on luxury’s big post-pandemic rebound, high-end brands will have to become savvier and more flexible to meet evolving consumer demands.

TikTok continues to attract a lot of attention, both good and bad. The hype around its heavily engaged and coveted Gen Z audience is real. But concerns over alleged privacy violations have made it a target for regulators, and user trust of the platform has suffered as a result.

Douyin, TikTok's Chinese sibling, is about to become China’s largest social platform. It's also crashing the country’s ecommerce party. Already the fourth largest online shopping platform by sales, its market share is rapidly approaching JD.com's.

Our first-ever marketing and retail media survey explores the latest trends unfolding in Latin America, how the regional landscape will evolve, and the broader implications for ad buyers’ and retailers’ go-to-market strategies.

Retail ecommerce sales growth in Southeast Asia, which has been blazing ahead in recent years, is set for a slowdown as the global economy faces challenges and tech funding shrinks. This year, the Philippines and Malaysia will lead the region in growth.

Retail sales growth is slowing in Western Europe as the economic crisis takes its toll on consumer confidence, but ecommerce sales are bouncing back after last year’s decline.

US retail and ecommerce sales are getting back to their pre-pandemic growth trajectories, but consumer spending may be stunted amid ongoing economic uncertainty.

TikTok users are highly engaged. In fact, they’re more engaged than users of any other social or digital video platform. And a diversifying user base means marketers should lean even further into the TikTok opportunity.

UK retail sales are performing better than expected, with consumers still spending despite high inflation—but ecommerce will lose further share this year as shoppers continue returning to stores and cut nonessential spending.

The popularity of livestreaming ecommerce is spreading to other parts of the world besides China. But not every market has embraced this new retail format to the same degree.

TikTok Shop is far from DOA, but early reports suggest its rollout hasn’t been easy. As TikTok works to build its livestreaming and in-app commerce business in the US, including by restructuring its commerce division, US merchants must decide whether the investment is worth it.

The pandemic ecommerce boom that drove online sales is over. But marketplaces will continue to expand their share of US retail ecommerce, contributing almost 40% of the $588 billion in US online sales growth that we forecast over the next five years.

The rise of shopping apps selling ultralow-cost goods from China is drawing more value-driven US consumers. But are their strategies sustainable over the long term?

D2C ecommerce will continue to grow at above-average rates. But that growth will be driven by established brands selling directly—not digitally native brands.

US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.