Grocery shoppers are omnichannel shoppers, our analyst Blake Droesch said on a recent “Behind the Numbers: Reimagining Retail” podcast. That means consumer packaged goods (CPG) brands should employ a mix of digital and in-store advertising strategies to engage customers where they shop.

TikTok continues to attract a lot of attention, both good and bad. The hype around its heavily engaged and coveted Gen Z audience is real. But concerns over alleged privacy violations have made it a target for regulators, and user trust of the platform has suffered as a result.

A multidimensional influencer strategy calls for the integration of affiliates and ambassadors. However, it also begs the question: How can marketers effectively work with influencers in the affiliate channel?

The Hollywood strikes are revealing the full power of creators. They’re accelerating the diversification of platforms and revenue streams, and they will lead to more TV-like content and creator-owned media. Here’s how marketers, social platforms, and media companies should respond.

Affiliate marketing is maturing into a multidimensional, full-funnel channel. But not everyone is convinced of its potential, said Alexandra Forsch, president of Awin Americas. For senior decision-makers, affiliate marketing is “considered a very tactical channel and not a strategic one, and as such, it’s not as attractive,” Forsch said on a “Behind the Numbers” podcast episode.

TikTok’s rapid ascent in social commerce is drawing comparisons to Amazon’s flywheel strategy. The platform is taking multiple steps to achieve its goal of quadrupling its global ecommerce business to a potential $20 billion in annual merchandise sales through TikTok Shop. Here’s what’s working, what isn’t, and what has yet to be seen.

The definitive guide to finfluencers: The quieter summer news cycle gave us time to do a deep dive into how and why “finfluencers” came into the world, what’s the secret behind their appeal to the TikTok generation, why investment advisors kind of hate them—and what financial services marketing teams can learn from them.

Gen Z women trust beauty influencers: Roughly eight in 10 Gen Z women shop for creators’ beauty and personal care recommendations.

Most consumers use online marketplaces to find products, but the number who are browsing in-store or on social media is growing. Retailer websites are where customers go for product research. And when it comes to purchasing, price and delivery options are the most important factors.

The B2B social media landscape is rapidly evolving thanks to younger buyers and AI. To adapt, marketers need to lean into influencer marketing, have a multichannel approach, and embrace generative AI.

TikTok Shop is far from DOA, but early reports suggest its rollout hasn’t been easy. As TikTok works to build its livestreaming and in-app commerce business in the US, including by restructuring its commerce division, US merchants must decide whether the investment is worth it.

BuzzFeed has created a commerce site for its lifestyle brand, Goodful, while Time has launched a platform for product recommendations and reviews. TikTok’s Pulse Premiere program offers publishers 50% of ad revenues and a brand safety guarantee.

Instagram has become an essential platform for ecommerce businesses’ social media strategies. Brands that leverage the social platform’s Instagram Story ads can boost their online presence, broaden their audience, and enhance engagement to achieve success.

The rise of shopping apps selling ultralow-cost goods from China is drawing more value-driven US consumers. But are their strategies sustainable over the long term?

The grand final of this year’s Eurovision Song Contest will take place in Liverpool, UK, on May 13. Attracting a Super Bowl-sized audience, tourists, and viewing parties, the competition’s global reach will provide marketers and retailers with a notable opportunity to drive brand awareness and sales.

Last year, Overstock.com streamlined its business and focused solely on home furnishings and furniture. To court a more targeted audience, Overstock leaned on its first-party data to develop more personalized ad campaigns and employed brand ambassadors to showcase the company's ability to provide consumers with high-quality products at a reasonable price. We spoke with Angela Hsu, Overstock’s CMO, ahead of her session at CommerceNext in June.

TikTok is going all-in on in-app purchases; Meta is focused on shoppable ads; and YouTube hopes to gain a competitive advantage through its strong creator relationships. All of this is happening as we forecast US retail social commerce sales will grow nearly 30% this year to hit $68.92 billion

Moving across the US-Canada border can be the first step toward international expansion for retailers. Canadian brands like lululemon athletica and Aritzia are thriving in the US. Meanwhile, US-based companies Lowe’s, Nordstrom, and Bed Bath & Beyond recently announced they were leaving Canada. And let’s not forget Target’s famous Canadian failure. Here’s a look at how brands on both sides of the border have fared, and the lessons you can learn from them.

Gen Zers make up about 20% of the US population, and they’re growing up. The digitally native generation has unique shopping habits after going through the pandemic during their formative years. From TikTok to the creator economy to payments trends, here’s how our analysts predict Gen Z will change shopping.