Retail & Ecommerce


Having established itself as a place for authentic self-discovery, YouTube is a mainstay for today’s kids. While entertainment preoccupies much of their time on the platform, it’s also evolved to a place of search and product discovery, ultimately influencing some on their path to purchase.

Ecommerce sales in Spain will grow faster than any other country in Western Europe in the next three years, propelled by the rise of AliExpress and its continued competition with Amazon to be the go-to marketplace.

The 2019 holiday season saw several retail segments outperform the average, in addition to some underperformers.

Retailers are well aware of consumers' desire to shop in the most effortless ways possible, but several in-store pain points continue to hinder such experiences, according to an October 2019 survey from Capgemini.

Consumers in the US are planning to spend roughly $196 on Valentine’s Day this year, an increase of 21% over 2019, according to research from the National Retail Federation (NRF).

Click and collect is rapidly growing in popularity, even among consumers who haven’t tried it yet.

AI has been a hot topic for a while, and attitudes about the technology vary throughout Western Europe. Still, companies are adopting AI to improve business results.

Brands have sought after millennials since the segment was identified as a demographic phenomenon reminiscent of the boomers. There’s been heavy investment in the creation of products and services that fit within an evolving consumer culture, one increasingly defined by this influential cohort. Growing independence and earning make this group the most digitally connected of all.

An increasingly important part of companies’ messaging efforts is content marketing, which they rely on to build brand awareness and engagement, provide thought leadership, and tap into cultural conversations around particular trends and topics.

UK consumers continue to spend. However, as the realities of Brexit finally hit in 2020, the purse strings will tighten. And with ecommerce becoming an ever-greater portion of total UK retail sales, the effect on the high street will be marked. A hard delineation between the online and offline worlds isn’t necessarily helpful, though, as those lines between “clicks and bricks” continue to blur.

As 2019 drew to a close, the furor around Brexit continued to rage, with a rare December election placing even more uncertainty on consumers’ shoulders. The result was a polarized retail sector, as shoppers held on for deeper digital discounts to the detriment of physical stores.

Relating to and connecting with teens—the core of Gen Z—can be confusing. For marketers, reaching this cohort starts with understanding how and where teens spend their time.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio Paul Verna talk about why Casper wants to sell sleep, the Oscars' viewership, whether Uber can make money, a new FTC, cashless shops, driverless deliveries, who pandas belong to and more.

Younger generations are more likely to buy products based on influencer recommendations, as well as consider them reliable. However, these demographics still see influencers as less trustworthy than other sources.

For Alexandra Waldman, launching Universal Standard was a no-brainer. She struggled to find clothes that fit her size-20 frame—even something as simple as a T-shirt that didn’t have a puppy or a "live, laugh, love" affirmation on it.

Digital installment plans are growing in popularity, particularly among more budget-conscious, younger consumers. In the past year, adoption of digital interest-free payment programs grew from 24% in Q1 2019 to 30% in Q3, per data from CivicScience.

In a marketplace crowded with competition, ride-hailing pioneer Uber still dominates the US transportation-sharing economy. But as the first mover's growth slows, its main competitor Lyft will increasingly claim market share.

The rise of digitally native, direct-to-consumer (D2C) businesses is one of the most transformative movements shaping the ecommerce landscape. In the coming years, many consumers intend to make a significant percentage of purchases with D2C brands, but there may be a ceiling.

While some US consumers are warming to the idea of making voice-based purchases via smart speakers, the number of those doing so is smaller than initially estimated. In our latest forecast on smart speaker users, we lowered our outlook for the number of smart speaker buyers (people making a purchase via a smart speaker) as well as the number of smart speaker users (people who use smart speakers for any purpose).

The role of political advertising in social media will be a key discussion topic in 2020—an easy prediction to make. Kantar Media expects that US digital political ad spending will reach $1.2 billion this year, and we believe the social platforms that continue accepting political advertisers will be major beneficiaries of that spending.