As the lines continue to blur between digital and physical channels, retailers will need to master both to entice consumers to continue to return to their brand. Here are five trends they should keep an eye on.

Move over, celebrities and mega-influencers. Creators with smaller followings will be the strategic play in the influencer marketing world in 2022.

As product availability remains strained this holiday season, consumers are taking a flexible approach to shopping.

Insider Intelligence spoke with Andy Hunter, founder of Bookshop.org, an ecommerce platform that helps local bookshops sell books.

Amazon’s quiet ascendance to the digital advertising elite has spawned the now fast-emerging trend of retail media advertising.

US retail media ad spend will hit $31.49 billion in 2021, up 53.4% over 2020. By 2023, this figure will pass $50 billion, with the vast majority of retail media ad spend coming from ecommerce channels.

Generation Z—which includes children, teens, and young adults born between 1997 and 2012—is the most racially, ethnically, and sexually diverse generation in history. As this cohort matures into a unique and powerful consumer bloc, brands hoping to win over Gen Zers must understand how they grew up, what they believe in, and what makes them tick.

Apple and Chewy will see the fastest ecommerce sales growth of the top 15 online retailers in the US this year, at 25.7% and 25.0% over 2020, respectively.

Zip’s preholiday shopping event clocked stellar numbers, but diversification and increased credit card use might challenge BNPL growth.

Three in five US internet users said that discounts are what influence them to buy a product through social media ads, far more than the 44% who cited the brand’s trustworthiness and customer data practices.

US holiday retail sales in 2021 will see the strongest growth in more than 20 years, rising 9.0% from last year to $1.147 trillion.

See where US consumers want to earn rewards

Here’s how supply chain hiccups will weigh on the holiday season.

US retail ecommerce sales growth will slow considerably this holiday season, from 32.0% in the 2020 season to 14.4% during that of 2021.

As consumers have gotten more comfortable using debit cards online, US digital debit card spending has outpaced that of credit cards. Transaction value will fall in 2021, but we expect growth to return in 2022.

Among US retail categories, apparel and accessories has the biggest social media footprint, accounting for 53.3% of all posts and reactions to content, like comments and shares, across Facebook, Instagram, and Twitter in July 2021.

Following a year of lockdown-related growth in 2020, retail ecommerce sales in Western Europe will continue to rise for the next several years. By the end of 2022, ecommerce sales will account for 14.8% of total retail sales in the region and hit nearly $660 billion.