Walmart will remove artificial dyes and 30 other food additives from its private-label products by the beginning of 2027. Its changes follow similar pledges by other manufacturers including Kraft and General Mills. Walmart shoppers prioritize price above all’ top priority is price, but that doesn’t mean they’re not concerned about health and wellness—they just may not be able to afford premium-priced health foods.. Walmart’s decision to remove certain food additives from its private-label changes is an opportunity to bridge that gap and deliver healthier food at budget-friendly prices.
Beauty brands are expanding their fragrance offerings to serve younger consumers who are flocking to premium and mass-market scents even as they cut back on other purchases. The fragrance market is also expanding into new product categories and looking to drive eco-friendly innovation. Companies that win on this crowded battlefield will be those willing to innovate boldly for Gen Z consumers, who crave novelty and personalization. Beauty retailers can respond to this opportunity by hosting in-store or virtual workshops on scent layering—or offering AI tools to help build their fragrance collections.
Retailers are rethinking old tech choices as the channel matures. Mirakl Ads’ Anne Hallock joins EMARKETER’s Sarah Marzano to discuss how AI and a commerce-first approach can reduce friction, capture new ad dollars, and drive growth.
Ikea is proceeding with its $2.2 billion US expansion, undeterred by new tariffs on lumber, kitchen cabinets, and other furniture. The company is confident that its reputation for affordable furniture and home goods will help it thrive, even in a challenging housing market. However, expanding Ikea’s share of the market is contingent on the company expanding its brick-and-mortar presence.
Gen Zers and millennials will lead the charge in shopping with AI agents, but not without guardrails. Nearly half of Gen Zers (47%) and millennials (48%) say they are at least somewhat likely to let AI agents buy things for them, per a YouGov survey. Among likely AI agent adopters, 53% would require approval before letting AI buy anything under $100. For brands, deploying responsible AI agents is key. That means constantly monitoring customer-facing products for hallucinations, keeping humans in the loop to establish accountability and accuracy, and ensuring customers are getting the experiences they want.
The US is facing a worsening cost-of-living crisis as wages fail to keep pace with rising expenses in groceries, housing, and energy, leaving 67% of Americans living paycheck-to-paycheck. Consumer confidence has dropped to recession-era levels, while credit card debt and student loan burdens intensify financial strain across income groups, even among affluent households. With spending shifting toward essentials, retailers and brands are under pressure to emphasize value through private-label products, aggressive discounts, and loyalty programs. Companies that adapt to consumers’ value-conscious mindset will be best positioned to weather the downturn.
Mastercard launched a commerce media network. Unlike rival networks, Mastercard already has a set of anchor partnerships, including Citi, WPP, American Airlines, and Microsoft. Mastercard will remain the biggest fish in the commerce network media pond—barring Visa’s entrance into the space. Until then, Mastercard has a chance to set the standard for how payment networks can monetize their first-party data.
The majority (70%) of US adults do not trust health information coming from President Donald Trump, according to June 2025 data from Ipsos and Axios.
Half (50%) of Gen Z consumers have been driven to purchase by a social media ad, per an August YouGov report.
PayPal’s Honey browser extension will start recommending products based on users’ conversations with chatbots, per a press release. Relying on the Honey browser extension rather than striking individual partnerships with each major AI platform is a far more expedient pathway to broaden Honey’s reach across AI-based shopping. And by keeping the selection and checkout processes squarely in the province of the user, Honey gets to reap the benefits of the rise in AI-enabled product discovery without the associated risks of agentic commerce.
Consumers are taking control of their shopping journeys and redefining brand engagement. Heidi Waldusky of Quad joins EMARKETER’s Arielle Feger to discuss how marketers can build trust, create cross-channel stories, and connect with Gen Z and Gen Alpha.
Whole Foods has cut prices on more than a quarter of its products in the past year, including over 1,000 private-label items, its chief merchandising and marketing officer said at Groceryshop, per Modern Retail. Weekly promotions and deals tied to specific days reinforce the value push. The retailer needs to prove that “premium” and “value” aren’t mutually exclusive. By doubling down on price investments, amplifying Prime-member discounts, and leaning into convenient, high-quality prepared foods, the grocer can reframe itself as both aspirational and accessible.
DoorDash unveiled a host of features designed to make its services stickier for both businesses and customers. DoorDash’s fulfillment updates position the platform as a stronger partner for the many retailers trying to keep pace with Amazon and Walmart on delivery speed. At the same time, the company’s latest features show the pressures of competing with Uber and Instacart, both of which are adding more retailers to their platforms while courting customers with broader perks.
Budget hotel chains are facing the same turbulence as discount airlines, per Yahoo Finance. Lower-income travelers are pulling back while wealthier consumers trade up to more comfortable stays, pressuring budget hotels. Usually resilient in downturns, these companies face what Bank of America calls “structural” headwinds: lower-income travelers contending with slow income growth, weakening sentiment, and persistent inflation.Companies like Hyatt and Marriott have the cushion of diversified portfolios—and may even pick up business as wealthier travelers trade up. But others, such as Choice Hotels and Wyndham, don’t have that safety net. Their focus on the budget segment makes them more vulnerable, which is why Bank of America downgraded Choice shares to “underperform” from “buy” this week.
Visa launched the Visa Commercial Services (VCS) Hub, a platform that helps issuers and fintech companies deliver commercial payment solutions and embedded finance services backed by the power of genAI. If AI and stablecoins significantly disrupt traditional payment rails, Visa can still offer essential commerce solutions to issuers and fintechs, with businesses benefiting from the convenience of gaining access to tools that otherwise would require a separate contract with another provider.
OpenAI has launched Instant Checkout, a new feature allowing ChatGPT users in the US to buy products directly from Etsy sellers, with plans to expand to more than 1 million Shopify merchants including Glossier and Skims. Built on the Agentic Commerce Protocol and integrated with Stripe, the tool currently supports single-item purchases but will soon add multi-item carts, more merchants, and global rollout. While this marks a major step toward positioning ChatGPT as a commerce hub that could challenge Amazon and Google, success depends on whether consumers see in-chat shopping as truly easier than traditional ecommerce.
ByteDance will maintain control over TikTok’s US ecommerce and advertising businesses under the deal brokered by the White House, according to Reuters. Continued uncertainty around the TikTok deal and broader economic terms requires brands and advertisers to stay flexible. That’s harder to do for sellers, since few social commerce alternatives have the scale and success of TikTok Shop. Still, platforms like YouTube and Pinterest can offer similar opportunities to engage, inspire, and educate shoppers, while live commerce platforms like Whatnot and creator-led shopping app LTK could also emerge as winners should TikTok’s influence fade.
Kroger Precision Marketing (KPM) has introduced a new suite of off-site capabilities, aiming to help small- to mid-sized brands navigate the complexities of programmatic channels.