For some, shopping online is functional, enabling consumers to get what they want quickly, without straying from their budget or list. By creating a more engaging ecommerce experience, retailers can make shopping online fun, enticing consumers to browse and buy like they might in-store—and perhaps, increasing their basket.

Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail’s most resilient categories.

What trends will we be talking about this year? Consumer behaviors will be shaped by continued uncertainty and cultural trends spilling over into commerce.

Online sales are back in growth in the UK, but the fortunes of key ecommerce retailers have been mixed, with some suffering a greater blow from the cost-of-living crisis than others.

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.

When we think about the brands that skyrocketed this year, some immediately come to mind, like ChatGPT and Shein. Some of the other names, however, might surprise you. Here are the top five brands that had the biggest rise in purchasing consideration this year, according to Morning Consult’s Fastest Growing Brands 2023 report, and what brands can learn from their ascent.

Consumer behaviors will be shaped by continued uncertainty, heightened in an election year, and cultural trends spilling over into commerce (think Krispy Kreme and Ozempic). Retailers that lean into tech advancements and get back to basics will win.

Despite a slowdown in smartphone sales, innovations in advertising, commerce, AI, and even device form-factors will drive mcommerce and mobile advertising growth in 2024.

The average Temu user spent 18 minutes per day on the company’s app: That’s nearly double the 10 minutes they spent on Amazon’s app.

Shein is moving ahead with its public debut, taking on some competitors (like Amazon and Temu) while teaming up with others (like Forever 21). Though a brick-and-mortar footprint doesn’t seem to be a part of Shein’s plan yet, it could take a cue from other fast-fashion brands, like H&M and Zara, and establish a physical presence to engage with offline shoppers.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

Amazon is on track for its first-ever $100 billion holiday season, boosted by its unbeatable delivery speeds, while click and collect gives Walmart an omnichannel edge, and Temu draws in price-conscious consumers. Plus, TikTok and mobile apps help retailers connect with consumers and stand out among the competition.

With the ascent of Chinese ecommerce disruptors and the ongoing rivalry between Amazon and Walmart, the upcoming holiday season is expected to bring some big shifts. Some of those shifts include the lessening of Cyber Five’s importance and retailers losing focus on profitability, said our analysts Jeremy Goldman and Zak Stambor on a recent episode of the “Behind the Numbers” podcast.

Ecommerce sales will return to double-digit growth this holiday season amid a backdrop of healthy consumer spending.

Gen Z teens cut spending in response to inflation: Shoppers in this cohort are shopping more often at off-price and ecommerce retailers to save money, although the beauty category is as resilient as ever.

Mcommerce continues to defy the slump in online sales as people turn to their smartphones for savings and social media transforms Gen Z buying habits.

Amazon explores standalone subscriptions as Prime user growth slows: The retailer could roll out separate grocery and healthcare membership services as early as this year.

Temu overtook Target in US unique website visitors in January, but Walmart and Amazon remain on top (by a wide margin, in Amazon’s case), per Comscore Inc.

TikTok is rolling out its Shop feature to all 100 million US users (per our May forecast), using a tab on the home screen to drive users to the marketplace and allowing videos directly containing purchase links, in order to drive in-app ecommerce traffic.

Mcommerce will account for almost half (49.8%) of US ecommerce sales by 2027, according to our forecast.