US fashion ecommerce is maturing just as AI, social commerce, and resale gain traction. Slower growth and costly returns are raising the stakes, reshaping how consumers discover, decide, and buy.

Brands from PepsiCo to Ulta are leaning on wellness framing to nudge cautious consumers to spend.

With workers and consumers demanding action, staying quiet may be the riskiest move retailers can make.

Health and wellness is the only category where plans to increase spending outweigh plans to cut back in 2026, according to December 2025 data from CivicScience. That’s why retailers are stepping up their investments in wellness-driven products, services, and in-store experiences, trying to capitalize on consumers’ resolutions well into the new year.

Regulatory crackdowns and trade barriers threaten growth—but its consumer appeal remains strong.

The global last-mile delivery market is valued at approximately $201 billion in 2025 and is projected to grow at a 12% compound annual rate through 2029. For retailers competing with Amazon's delivery dominance, mastering last-mile logistics is no longer optional.

Growing consumer adoption of AI tools is positioning AI platforms as an alternative shopping channel—but most AI-driven transactions are still completed on retailer websites.

TikTok Shop's low prices came with shaky trust, but the budget retailer is maturing into a serious marketplace and attracting partnerships.

Dunkin’, Starbucks, and Walmart are among those looking to capitalize on “better for you” food trends.

Digital grocery has evolved from a pandemic-era convenience to a core retail channel. More than 90% of US consumers now shop for groceries both online and in-store, according to FMI and NielsenIQ. As the channel matures, the competitive battleground shifts from basic fulfillment to AI-powered personalization, retail media monetization, and seamless omnichannel experiences. This FAQ addresses the trends, players, and strategies shaping digital grocery in 2026.

This FAQ discusses how the holiday marketing season is evolving into a longer, leaner, and more competitive period, driven by economic headwinds, earlier shopping behavior, and the growing importance of retail media. It outlines why marketers must plan earlier, prioritize measurable and omnichannel strategies, and avoid overconcentrating spend around the Cyber Five to capture demand across an extended season.

Consumers increase support for brands who stand by LGBTQ+ initiatives, and advertisers who back away face challenges in reaching the next wave of consumers.

Retailers faced a challenging year as economic factors, new technologies, and changing consumer behaviors reshaped the landscape. Here are our top five stories from this past year and what they meant to a tumultuous industry.

Retailers with a well-defined identity delivered strong growth in 2025.

"The retail media landscape is only becoming more crowded, but Target's guest insights are often cited as a key differentiator," said our analyst Sarah Marzano during EMARKETER's recent Commerce Media Summit.

The FDA sent warning letters to four major retailers that continued to sell baby formula linked to a botulism outbreak after the products were recalled in early November. As retailers move deeper into health and wellness, their daily operations need to support the image they’re trying to build.

Q3 consumer spending looked steady, but the gains were fueled mainly by higher-income shoppers, revealing a split landscape that bolstered value and essentials retailers while squeezing brands dependent on discretionary and big-ticket projects.

Amazon, Target, and Walmart are stepping up their holiday fulfillment efforts to reassure late shoppers that gifts will arrive before Christmas. Amazon is adding clear “Arrives before Christmas” messaging and enabling delivery or pickup on many items through Christmas Eve, while Target is extending store hours and leaning on rapid curbside, in-store pickup, and same-day delivery. Walmart is expected to match or exceed last year’s Christmas Eve express cutoffs. These moves highlight how crucial last-minute reliability has become, as faster delivery speeds increasingly shape where shoppers spend and give retailers with strong fulfillment networks a powerful competitive edge.

Mobile will account for nearly half of US online sales in 2026 and become the dominant channel in 2027. To make the most of this shift, retailers and brands should enhance integration of their shopping apps and loyalty programs.