TikTok brings DMs directly to livestreams: The update is part of TikTok’s broader livestream push, designed to keep brands and creators around.

The Trump administration is stepping back from the brink: After trimming China tariffs to 30% for 90 days, it reduced duties on low-value parcels from China to a still-high 54%.

Shein and Temu pull back US digital ad spending, shift to Europe: The change shows how geopolitical tensions trickle down to business operations.

In April, Walmart led the retail rankings thanks to its advanced grid-based delivery system and an elevated in-store beauty experience. Amazon followed closely with the testing of a new AI-powered “Buy For Me” feature designed to simplify purchases. Meanwhile, Temu and Shein adjusted their pricing strategies due to rising import costs, risking their low-price appeal. Here are the eight most interesting retailers and brands from last month, as ranked on our “Behind the Numbers” podcast.

Microsoft moves to kill the password for good: New accounts skip passwords entirely, and users can delete old ones—part of a bigger push to make passkeys the new normal.

Turbulence in trade relations is changing how China’s ecommerce platforms do business in the US, with spillover effects on US retail and advertising.

This is the first installment of our “UK Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.​

Marketers face rising pressure from tariffs, triopoly dominance: Growth is coming from mid-tier platforms and smarter strategies, EMARKETER analysts say at Possible conference.

TikTok makes a bid to encourage creators, agencies to livestream: The push is part of the platform’s strategic effort to avoid a US ban.

Amazon's sales share will continue to grow in key product categories. But food and beverage remains a rare weak spot for the ecommerce giant.

Gaming audiences are a powerful force in back-to-school shopping, influencing both digital and in-store purchases. Activision Blizzard Media’s latest research reveals how this often-overlooked group—many of them parents—are planning early, spending big, and responding to mobile-first ads.

Consumer spending for the 2025 back-to-school shopping season will slow for the second year in a row as growth aligns with full-year retail. Ecommerce and K-12-focused purchases will drive overall spending.

TikTok-fueled impulse buying is redrawing the affiliate marketing landscape. As shoppers skip the research phase and rely on creator recommendations, brands are rethinking how they build trust, drive conversions, and stay ahead of trends.

Tariffs drive ad pullbacks: Temu and Shein reduce US ad spending ahead of policy shift, signaling fallout across ecommerce and social platforms.

TikTok is restructuring its governance and experience team: The move affects marketplace safety within TikTok Shop and may be a response to the platform’s underperformance last year.

Last week, Amazon made a last-minute offer to buy TikTok, just days before President Donald Trump postponed enforcement of the sale-or-ban law for another 75 days. Reportedly, the bid isn’t being taken seriously, so it’s unlikely the deal will go through. However, the deal is worth considering because it shows how Amazon is trying to maintain its status as the top retail media network and ecommerce retailer in the US.

Acadia acquires Crush to expand Amazon-first capabilities: The deal reflects growing demand for full-funnel retail media solutions.

Tariff escalation heightens recession fears: EMARKETER's forecasting team analyzes the economic disruption from Trump’s new trade policies.

HBO's hit show “The White Lotus,” is extending its off-screen influence with a series of retail partnerships. Though the show revolves around miserable rich people on vacation, it keeps viewers engaged with fashion, scenery, and unattainable luxury. Brands including Banana Republic, H&M, and Kiehl’s have seized the opportunity.