Aptly named D2C brand Brandless, an online purveyor of minimalist grocery, wellness and home goods, has oriented its brand around the rise of digital-first shoppers who prefer products that include fewer, more natural ingredients. These shoppers have an evolving view of brands and don’t harbor any particular affinity for household names they grew up with.

As the use of smart-home technology increases, brands are experimenting with ways to use these connected IoT devices and systems—and the massive amounts of data that flows from them—in their marketing activities.

Next was health/fitness/nutrition (up 115.8%), followed by home improvement (up 84.8%), and consumer electronics/major appliances (up 70.6%). “The outstanding category … was sporting goods,” Grant said, citing the popularity of home fitness equipment like dumbbells and stationary bikes in helping the category surge 127%, according to Salesforce data.

Donahoe noted that Nike had used its ecosystem of fitness and commerce apps “to directly engage with consumers in their homes as they focus on health and wellness.”. Nike’s SNKRS app surpassed $1 billion in global sales for the fiscal year.