Amazon sits at the top of US ecommerce, accounting for 37.6% of sales this year, according to our forecast. In addition to generating billions of dollars in sales, Amazon’s ecommerce business propels its other ventures, including retail media and B2B ecommerce. By harnessing the power of generative AI, Amazon could leave its retail competition even further in the dust, and possibly catch up to the Google and Meta duopoly.

“If you want to dominate the digital landscape, you’ve got to win or be a clear leader on the three core pillars: media, advertising, and commerce,” our analyst Andrew Lipsman said during our recent “Attention!” summit.

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

While social commerce is on the rise in the US, livestream commerce has yet to take off. In addition, advances in technology (like ChatGPT) may help jumpstart voice commerce adoption. Here’s what marketers need to know to take advantage of the increase in physical and digital shopping channels.

Consumer device and behavior trends are affecting payment providers’ strategies across retail, P2P, B2B, disbursement, and cross-border channels. Here’s what that means for the payments ecosystem.

NewFronts recap: Exclusive content on ad-supported platforms, shoppable shows, and creator-driven video content on social media were three major trends we saw at the NewFronts this past week.

Social commerce accelerated in the US in 2020 amid the pandemic-driven ecommerce boom as key platforms advanced their shopping and checkout capabilities.

eMarketer senior forecasting analyst Cindy Liu examines our social ad spend estimates and why we increased our US forecast for Facebook.