For the first time, in 2021, Instagram will pull in more US ad revenues ($26.46 billion) than the core Facebook platform, its ad marketplace, and Messenger combined ($23.84 billion).

These platforms have also significantly built out their shopping capabilities through features like Facebook Marketplace and Instagram Shopping. YouTube has a long history of allowing videos to include purchasing links, either embedded in the video itself or in the description.

Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.

On today's episode, we discuss what our analysts think will be the key trends of 2022. Will Facebook's grip on digital advertising loosen? How much of a splash will viral commerce make? How much will the pendulum swing back towards physical retail? And more. We then talk about the most important social media challenge facing brands this year and whether Amazon's marketplace model is coming to a store near you. Tune in to the discussion with eMarketer analyst Jasmine Enberg and principal analyst at Insider Intelligence Andrew Lipsman.

It also includes transactions that were agreed on social platforms but where payment took place elsewhere, such as C2C transactions on Facebook Marketplace. It excludes travel and event tickets, tips and digital gifts, subscriptions, payments such as bill pay, taxes or money transfers, food services and drinking place sales, gambling, and other vice goods sales.

In 2012, for example, it hired an eBay executive to oversee its retail efforts and rolled out several different ecommerce initiatives including Facebook Gifts, which let shoppers buy presents for friends, and Collections, which allowed retailers to present their products to Facebook users. A few years later it rolled out Facebook Marketplace.

NTWRK pushes live shopping in the US: The livestream-centric mobile marketplace is competing with giants like Amazon and Facebook as US companies emulate China and struggle to succeed in the fledgeling livestreaming ecommerce space.

Under this marketplace-centric model, brands agree to have their products onboarded to publisher marketplaces and pay a CPA commission, as well as a revenue share on product sales.

These platforms have also significantly built out their shopping capabilities through features like Facebook Marketplace and Instagram Shopping. YouTube has a long history of allowing videos to include purchasing links, either embedded in the video itself or in the description.

“The opportunity is to expand upon what has become a reasonably widespread native behavior with Facebook Marketplace ... and ladder up from that to an experience where you can not only shop for the goods that are near you from people in your neighborhood, but also explore broader ecommerce capabilities,” said Graham Mudd, vice president of product marketing for ads at Facebook.

It also includes transactions that were agreed on social platforms but where payment took place elsewhere, such as C2C transactions on Facebook Marketplace. It excludes travel and event tickets, tips and digital gifts, subscriptions, payments such as bill pay, taxes, or money transfers, food services and drinking place sales, and gambling and other vice goods sales.

Our social commerce forecast is updated on a biannual basis in order to continually incorporate the latest changes and developments in the global marketplace.

It also includes transactions that were agreed to on social platforms but where payment took place elsewhere, such as C2C transactions on Facebook Marketplace. It excludes travel and event tickets; tips and digital gifts; subscriptions; payments such as bill pay, taxes or money transfers; food services and drinking place sales; gambling; and other vice goods sales.

On the ecommerce side, eBay suffered declines as US gross merchandise value (GMV) dropped 8% amid growing competition from Amazon, Etsy and Facebook Marketplace. Not sure if your company subscribes? You can find out here.