As retail media moves from side business to centerpiece, big brands are prioritizing measurement and efficiency to cement the channel as a mature budget item. Retail media will grow almost 20% this year (19.4%) to reach $58.79 billion, according to EMARKETER's September 2025 forecast. In recent earnings calls, tech leaders described a channel that is now about solid data, AI-driven relevance, and reshaping how advertisers reach shoppers.
Key stat: 72% of US buy-side retail media advertisers say they are buying video ads offsite, second only to social media, according to a March RetailX survey commissioned by Koddi.
TikTok Shop is now almost as large as eBay, according to EchoTik. The marketplace’s global gross merchandise value (GMV) hit $19 billion in Q3, not far off eBay’s $20.1 billion. Between $4 billion and $4.6 billion of those sales took place in the US, up 125% QoQ, making it TikTok Shop’s largest single market. TikTok’s ability to blend shopping and entertainment is turning the platform into an ecommerce powerhouse. While price concerns and value are top of mind for consumers this holiday season, so too is the desire to shop for fun—an itch that TikTok Shop is perfectly placed to scratch.
PayPal’s Pay Later is soaring in popularity, with 56% of US buy now, pay later (BNPL) customers having used its installment services—outstripping industry leaders Klarna, Affirm, and Afterpay, per a Lending Tree survey. PayPal’s dominance is likely to stick unless BNPL competitors can expand their offerings' acceptance at the point of sale. Continuing to push BNPL-enabled debit cards and merchant partnerships may help to secure loyalty from Gen Zers and young parents seeking these financing options.
Amazon has partnered with Ford to list certified pre-owned “Blue Advantage” vehicles on its Amazon Autos platform, allowing shoppers within 75 miles of participating dealers to browse inventory, arrange financing, and complete most paperwork online. The move adds momentum to Amazon’s push into the automotive space following its deal with Hyundai and aligns with its marketplace strategy of scaling without owning inventory. Despite a softening used-car market, the collaboration could strengthen Amazon’s foothold in auto ecommerce, helping it compete with Carvana and CarMax by offering convenience and dealer-backed credibility.
7-Eleven is making bold moves that contradict retail wisdom, expanding its footprint despite declining same-store sales and traffic. "It's not that they're opening a ton of new stores, it's just they're rejigging their footprint," said our analyst Blake Droesch on a recent episode of “Behind the Numbers.”
Starbucks unveiled a new holiday drink available exclusively at Target stores. The release of the limited-edition Frozen Peppermint Hot Chocolate marks the first time the two companies have collaborated on a holiday drink. While the holiday exclusive won’t address their deeper challenges, it’s the right note to hit at a time when shoppers need extra motivation to visit a Starbucks or Target store.
Google is expanding its AI-powered travel planning and booking tools, introducing Canvas itineraries and broader agentic booking features directly within AI Mode in Search. The update brings real-time flight and hotel data, personalized recommendations, and streamlined reservations across major platforms, with full flight and hotel bookings coming soon. Google is also rolling out its Flight Deals tool globally. The shift toward surfacing these capabilities in Search should boost adoption and intensify pressure on travel companies that lag in AI-driven decision-making.
While 45% of US adults expect free shipping on any order, 16% of those consumers will not make a purchase if they have to pay for shipping, revealed August 2025 data from Radial and Dynata.
Walmart and Target will both transition to new CEOs on February 1, but the circumstances behind the changes diverge sharply. Walmart is handing John Furner a business with strong momentum, expanding ecommerce capabilities, rising membership adoption, and continued innovation, including its partnership with OpenAI. Target, by contrast, is passing leadership to Michael Fiddelke as sales soften, traffic slows, and its digital efforts lag behind key rivals. The continuity approach aligns with Walmart’s stable trajectory, but Target’s persistent challenges suggest it would benefit from broader strategic shifts to regain competitiveness.
Chinese sellers are facing intensifying pressure as the EU fast-tracks the closure of its de minimis loophole amid a rapid rise in low-value parcel imports, complicating efforts by platforms like Shein and Temu already contending with poor reception, legal scrutiny, and safety violations in Europe. With Chinese regulators also tightening oversight by demanding detailed sales data, sellers built around rock-bottom pricing are encountering diminishing returns. The environment is pushing brands to pivot toward stronger compliance and higher product quality, a shift that mirrors the success of players like Anker and is becoming increasingly necessary as global rules harden.
Amazon quietly introduced agentic shopping capabilities to its Rufus chatbot last week. Customers can now ask Rufus to monitor products and make a purchase when an item reaches a target price or discount level. Amazon’s “Auto Buy” feature could make Rufus more useful for deal-seeking shoppers this holiday season—provided they know the option exists and trust the chatbot’s accuracy. Over the long term, adding more agentic features to Rufus—which has been used by 250 million active customers this year alone—could enable Amazon to satisfy shoppers’ desire for AI assistance without ceding ground to platforms like ChatGPT and Perplexity.
Some Capital One debit cardholders feel dissatisfied with the shift from Mastercard to the Discover network, per The Wall Street Journal. Taking a slow, comprehensive approach to changing card products is critical to maintaining cardholder trust and loyalty. Consumers need assurance that their card will be accepted wherever they shop. Competing issuers can flex their cards’ stability through the Mastercard-Visa duopoly or emphasize their broadening acceptance internationally, like American Express. As travel becomes a tentpole feature of premium rewards, emphasizing acceptance in far-flung locales can entice high-spending wealthy consumers to stick with issuers on major network providers, instead of using a smaller competitor.
Global Payments released a modular, countertop point-of-sale (POS) platform for Genius to serve merchants of all sizes, per a press release. The platform can run as a countertop device, customer-facing display or kiosk, or a wall mount. Launching flexible devices could help lure back merchants looking for value, especially SMBs hoping to slowly build out their POS base platform as they grow. However, economic uncertainty is tamping down consumer spending—and hitting hardest the small- and medium-sized businesses that are most likely to seek out modular solutions. Pairing AI software solutions with customizable POS platforms could help entice merchants that want to automate the busywork from their businesses and reclaim time for critical tasks.
Circle reported $740 million in total revenues and reserve income for Q3 2025, up 66% growth YoY. Circle additionally wants to build a platform around USDC to encourage adoption by financial institutions, remittances players, and fintechs. To break into consumer-facing payments, stablecoin issuers need to make it easy for partners to integrate their coins into their cross-border payment systems. By offering remittance senders lower fees is already part of crypto’s appeal. Stablecoin issuers can take that a step further by offering recipients yield-bearing accounts to store their funds to compete with incumbent rivals that have more established reputations and brand recognition.
“To say that anybody has an emotional response to any marketing expression is the highest praise one might receive,” said Nicolas Chidiac, chief strategy officer at Razorfish. “But the reality is it’s a significantly harder reality to materialize.” The gap between belief and consumer behavior is wider than many realize.
Brand bias leads most shoppers to buy from companies they’re already familiar with, making it difficult to attract and convert new customers. Eighty-four percent of purchases by consumers worldwide are driven by preexisting brand bias, per WPP Media’s How Humans Decide report. Marketers should focus on building long-term, positive brand familiarity before a buying moment occurs. Because ESO placements carry more influence than paid channels in shaping bias, brands should prioritize credibility-building strategies like reviews and social content.
Chinese tax authorities are requiring Amazon, Temu, Shein, and other major platforms to submit Q3 sales data from Chinese merchants as regulators intensify efforts to curb tax evasion in cross-border ecommerce. The information is expected to reveal higher actual sales than those reported, potentially leaving sellers liable for up to 13% VAT plus back taxes. The move aligns with Beijing’s broader push to recover tax revenue, and it comes as global markets tighten de minimis rules. These shifts could reshape marketplace dynamics as Chinese sellers reassess pricing, participation, and ad spending amid rising compliance pressures.
Google is adding agentic checkout to its shopping capabilities in time for the holiday season, alongside other genAI tools. These updates defend Google’s core search ad business as shopping queries move toward conversational interfaces, even as the company still dominates the search journey. They also position Google to benefit from increased genAI adoption this holiday season.
Cyber Monday ad spending eclipsed Black Friday for the first time last year, per a Sensor Tower and Pathmatics analysis of spend from the “shopping” category between October 1 and December 31. While the digital sales day brought in just $300,000 more in ad spending than its in-person counterpart, it represents a turning point in the yearslong trend. As even Black Friday shopping moves online, advertising with the tail end of the Cyber Five period in mind could help with both day-of sales and December shopping.