Get the correct answers to our Big Question quiz in the eMarketer Retail Daily newsletter from Insider Intelligence.
TikTok is increasing subscription revenue shares for US and Canadian creators, now offering these creators as much as 90% of subscription earnings, per a company announcement. Advertisers should maintain strong partnerships with TikTok creators for their ability to connect with large, engaged audiences, but continue exploring other short-form opportunities in the event that the US-exclusive TikTok app causes an audience exodus or has other unforeseen problems.
Adobe Analytics projects US holiday ecommerce sales to grow 5.3% year over year to $253.4 billion, marking a sharp slowdown from last season’s 8.7% gain as higher prices and cautious consumer sentiment curb spending. Retailers are expected to mirror last year’s steep discounts, using strategic markdowns to entice shoppers toward higher-value purchases. At the same time, AI-powered shopping and social commerce are transforming buying behavior, with AI-driven traffic forecast to jump 520% and social sales up 51%, reshaping how consumers discover and decide what to buy.
DoorDash rolled out a series of updates to make it easier for advertisers to purchase inventory and measure campaigns. Intermediaries like DoorDash are benefiting from advertisers’ frustrations around walled gardens and measurement challenges. We expect US commerce intermediary media network ad spending to jump 20.2% this year to $2.74 billion—nearly 40% higher than the combined retail media revenues of Target, eBay, and Etsy.
Walmart’s OnePay will reportedly offer crypto trading and custody through its banking app, per CNBC. Major retailers like Walmart and Amazon can save substantial margin on each transaction if they can get consumers to use their own crypto instead of traditional payment rails. While the ramp up to stablecoin issuance would take time, more operationally ready ventures like crypto-powered remittances stand as easier plays to execute.
American Express debuted Amex Ads, a new digital advertising platform that allows brands to connect with its 34 million customers, per a press release. Amex Ads will go live on AmexTravel.com before spreading to other Amex platforms. Amex has the power to link advertisers with high-spending consumers, which are driving the bulk of US spending during a period of economic uncertainty—and Amex’s earnings. By granting access to consumers who already are interested in prestige travel and dining experiences, advertisers can attach themselves to Amex’s strong brand halo for luxury experiences, delivering strong ROI for ad spend.
Brazil-based Nubank applied to the OCC for a national bank charter to expand into a country with an adult population of over 250 million and a substantial Latino demographic, particularly in the Southwest.Acquiring a national bank charter doesn’t mean opening a bank for the sake of deposits and lending—payment services without a bank partner may be the goal, at least for now. That would connect Latin Americans with counterparts in the US, competing with remittance services. But a splashy entrance into the US would mean a fight against megabanks for higher-income customers and behemoths like Chime for customers underserved by traditional financial institutions.
Starbucks and Target tapped into the buzz around the release of Taylor Swift’s latest album, “The Life of a Showgirl,” to help fuel their turnaround. The stakes are high for both companies as they struggle to get customers excited about their offerings. At the same time, the question for both Starbucks and Target is whether they can turn the short-term bump into lasting growth.
Drone delivery is finally taking flight in the US, with major quick-service chains launching pilot programs to test airborne burrito and chicken deliveries. Uber Eats and Flytrex plan drone pilots by late 2025, while Dave’s Hot Chicken, Chipotle, and GoTo Foods are running tests across California and Texas with partners like Matternet, Zipline, and Wing. Looser regulations and better tech are driving momentum, though most efforts remain small-scale. Still, even if drone delivery doesn’t revolutionize logistics, the buzz positions these brands as forward-thinking innovators gaining valuable PR lift.
Novo Nordisk is partnering with Costco to offer the retailer’s members Ozempic and Wegovy for $499 per month, or about half off what the medications cost patients without insurance. Novo tapping into Costco’s customer base of over 100 million US cardholders is a savvy play, especially considering that Costco members skew toward higher-income compared with shoppers generally. Novo and Costco can specifically market to new mothers and families broadly who may be struggling with weight gain due to their busy lives.
Paramount is betting on creator credibility to rebuild trust in mainstream news. The company’s $150 million acquisition of The Free Press brings its founder, Bari Weiss, to CBS News as editor-in-chief—an unprecedented crossover between creator-led media and legacy broadcasting. Weiss’s Substack-born outlet, with 1.5 million subscribers, will remain independent while lending its audience trust to Paramount’s broader news portfolio. The move reflects a growing convergence between individual-led journalism and traditional networks struggling to regain public confidence. Success will hinge on whether CBS and The Free Press can balance editorial independence with corporate oversight while preserving the authenticity audiences value most.
OpenAI’s Sora app surged to the top of the iPhone App Store’s free app chart despite its invite-only status, marking consumer demand for AI-heavy social experiences. It surpassed both OpenAI’s ChatGPT and Google’s Gemini, the latter of which recently topped App Store charts with its social media-friendly Nano Banana AI image-editing feature. This is a new creative playground, where brands can test community-driven campaigns with a highly engaged audience. Marketers should experiment with various types of content to see what goes viral in an AI-first social environment to prepare for a new social media landscape and capitalize on emerging platforms.
Microsoft overhauled its Digital Direct Sales operation—responsible for selling all first-party products on Microsoft.com across 100+ markets—to run on an AI-first, agent-driven assistant model that drives the company’s ecommerce. The next battle for customer intent won’t happen on search bars or landing pages—it will happen inside conversations. The brands that train their AI agents to listen, reason, and personalize at scale will own those moments of intent. Every chat should be a transaction—brands need to train their AI agents to listen, reason, and personalize at scale.
More than half of US employees are using unapproved AI tools, with managers knowing but not caring—showing both security risks and organizational dysfunction. Of the 59% of employees who are using unapproved AI tools, 57% state that their direct manager is aware and OK with it, per Cybernews. Shadow AI use is a brand risk, not just an IT problem, and is often a workaround for poor internal communication or underinvestment in training. CMOs should lead efforts to define brand-safe tools, identify tools ideal for marketing tasks, and collaborate with IT to train employees on AI use.
On today’s podcast episode, we discuss what folks are prioritizing when it comes to upskilling in AI, the stigma of using the technology at work, and which part of the “Using AI at Work” conversation needs more attention. Join Senior Director of Podcasts and host, Marcus Johnson, Senior Editor, Lisa Haiss, and Analyst, Grace Harmon. Listen everywhere and watch on YouTube and Spotify.
"The collective impact of messaging is that you’re engaging with the people you have the deepest and most powerful relationships with,” said Steve McKnight, managing director of GIPHY Ads. “That’s where culture is made.”
For years, the commerce media conversation has centered around one theme: Measurement. But that may be changing. “We are finally moving past just talking about measurement,” said Collin Colburn, vice president, commerce and retail media at the Interactive Advertising Bureau (IAB). “It’s a horse that’s been beaten over the head a little bit too many times.”
Improving mobile banking app functionality and adding tools and resources all in one place offers benefits to financial institutions (FIs) and their customers. But a recent Forbes analysis points out that FIs that want to move toward offering a super app should know the risks. A super app should be the potential outcome of a successful, deliberate strategy rather than a blind goal. Banks should incrementally enhance their offerings by integrating useful tools and resources. And they must rigorously prioritize security against high-value cyber threats and address customer privacy concerns with absolute transparency, especially when involving third parties.
By working closely with intermediaries, financial institutions (FIs) gain more-reliable access to funds, risk diversification, and greater operational efficiency. This in turn improves margins and market share and keeps institutions connected to the investment-lending flow that drives their bottom lines. Successful intermediary marketing directly correlates with empowering the chosen intermediary to do its job rapidly and accurately. FIs must shift their focus to becoming indispensable partners that save intermediaries time and help them win clients. By proactively providing advisors and consultants with ready-to-use, actionable materials, FIs move from being vendors to trusted, strategic assets.