Q4 TikTok video views jumped 68% as wellness, CPG, and retail soared—proof TikTok is now a sales engine.

Social commerce is booming in the UK, but the era of hyper-growth is coming to an end. Even so, social will continue gaining share of the digital wallet through 2029.

Social networks will claim close to 32% of US digital ad spending in 2026, as powerful AI systems and improved video monetization help push social past a plateau in time spent among US consumers.

Over half of Gen Zers discover products primarily on TikTok and Instagram: Google’s relevance is fading as social search takes over.

TikTok is driving social commerce sales and buyer growth: The platform’s popularity and influence with Gen Zers contributed to its 2024 successes. We look at how that could change in 2025.

TikTok Shop joins Amazon in holding a July sale: The marketplace hopes exclusive discounts on brands like L’Oréal and live-shopping events will boost GMV.

TikTok’s ecommerce push could be driving down engagement: Users are steering clear of Shop posts as the platform struggles to clean up the marketplace experience.

TikTok is taking the lead on social commerce: But Meta, Pinterest, and Snap are trying to take back the spotlight by partnering with Amazon and focusing on shoppable ads.

TikTok’s latest strategy to boost social commerce sales relies on AI: The social platform is testing a feature that automatically links users to TikTok Shop without creator input.

YouTube keeps rolling out shopping tools: The latest update enables creators to make the shopping button appear at relevant points in their videos.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss the total market for US retail social commerce sales, whether Instagram is in trouble when it comes to social commerce, and what kind of a threat TikTok poses. Then for "Red-Hot Retail," our analysts give us four of their very specific—and potentially risky—predictions about the future of TikTok’s US retail strategy. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Jasmine Enberg.

TikTok’s Shopping tab marks a big but necessary shift: The feature will let select Shopify merchants add product catalogs to their profiles, likely the first of many interface changes to facilitate ecommerce on the TikTok.