Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

Just a third of adults in Canada will use mobile peer-to-peer (P2P) payments this year, and adoption will barely grow through 2027. Mobile banking apps and digital wallets must rethink their strategies to capture P2P users—making the most of a population that doesn’t yet have strong P2P brand loyalty.

As US mcommerce sales approach nearly half of total US online sales, marketers need to adopt mobile-first strategies that improve both the shopping and checkout experience. For those looking to boost adoption for their mobile shopping apps, banner ads are the best deal, though more interactive ad formats could become popular as retailers gamify their apps.

Mobile P2P payments are reaching market maturity in the US as spending soars, but security challenges threaten to reverse gains. Providers are working to assuage consumer fears while adding a robust array of features to tighten user relationships.

After a challenging Q1, PayPal looks to be shifting its strategy to focus on high-growth areas. Business areas like Xoom might not fit.

Venmo is the dominant P2P payment app in the US, with 52.2% of all P2P mobile payment users in 2022.

Singles’ Day, the online shopping festival invented by Chinese ecommerce giant Alibaba and held on November 11, is widely known in the West. Now, a series of similar “double-digit” shopping festivals from digital powerhouses Lazada and Shopee are driving ecommerce growth in Southeast Asia.