TikTok's biggest US audience isn't Gen Z: 36.5 million visitors ages 25 to 34 came to the platform in May 2026, compared with 24.5 million ages 18 to 24, according to a May survey from Comscore.

TikTok is back on a growth path in Canada as advertiser confidence returns. But potential of new youth safety rules could limit audience growth, even as ad and commerce opportunities expand.

Third-party marketplaces concentrate most of the world's online shopping, and the model keeps expanding: social platforms now run marketplaces, US retailers are opening their marketplaces to international shoppers, and Latin America has become the most contested battleground. This FAQ covers how marketplace power is distributed, where the growth is, and what sellers should do about it in 2026.

TikTok moves shoppers into physical stores: UK shops, cafes, and luxury brands are using creator content to convert views into visits and sales.

Restricting affiliates’ use of AI may protect credibility but limit exposure.

Hasbro targets adult hobbyists with affordable floral kits and social-first merchandising to encourage repeat purchases.

As social networks lean into the roles they play in the ecommerce journey, they are flooding their pipes with commerce content they hope will help them in the emerging agentic era.

The engaging format has enticed nearly 2 in 5 shoppers to make a purchase.

TikTok’s influence across Western Europe keeps expanding, but its biggest opportunities vary by market. This report explores where user growth, advertising, and social commerce are accelerating.

Social commerce gains value: One-third of Western consumers shop via social as AI referrals convert 31% better, rewarding structured product data.

TikTok video views for wellness brands grew 646.9% YoY in Q1 2026, even as views across all industries fell 6%, according to a Q1 2026 report from Dash Social.

Responsive brands turn social into sales: Consumers favor brands that reply on social, making customer service a key driver of purchases and loyalty.

Marketers have a clear idea of what channels deserve their energy, like AI ad spending, retail media, and influencer marketing. So instead of heading into Cannes Lions with concerns on where to invest, they're more focused on how to make those investments work. Some 38.7% of US marketers say that while creative is important, measurement gaps prevent it from meaningfully influencing investment decisions, according to a February EMARKETER and Perion survey.

The company is expanding live shopping capabilities and ad formats on Instagram and Facebook as the format gains traction.

While consumers trust doctors, they increasingly rely on AI and influencers for wellness advice, making misinformation more accessible and elevating the value of physician-backed brand content.

The retailer is front and center in NBCU’s latest shoppable TV experiment.

The marketplace is now the fourth-largest health and beauty ecommerce retailer in the US, forcing brands and retailers to adapt.

Consumers are treating health and wellness as essential spending even in a tough economy. Social media and wellness culture are fueling demand for supplements, healthier food, and longevity products. At the same time, misinformation and pressure to stay healthy are increasing.

Consumers’ value focus hasn’t diminished spending, Ulta says.

TikTok Shop is settling into a new phase as uncertainty about its future fades. Social commerce is maturing fast, but rising competition, shifting consumer habits, and tighter expectations are raising the stakes for brands.