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.

After years of uncertainty, TikTok is regaining momentum with efforts in commerce, creators, and entertainment. But rising competition, regulatory pressure, and changing user behavior threaten its next phase of growth.

Commerce media is pushing brands to break down internal silos and rethink how they organize teams, allocate budgets, and measure success across an increasingly fragmented ecosystem.

TikTok Shop turns small brands into commerce contenders: 72% of discovered brands are SMBs, reflecting TikTok’s discovery-to-checkout pipeline.

Discovery tilts toward smaller sellers, tempting retailers to join or risk fading.

BHN sees TikTok Shop’s intense growth as an opportunity to snag more young social ecommerce buyers’ spend.

Energy drink brand Accelerator Active Energy believes their history with athlete creators gives them a competitive edge in connecting with fans.

Two major brands are demonstrating how to integrate creators across the full commerce funnel, not just for awareness but for driving actual transactions. "Connection is always valuable," said Cory Weaver, head of influence at Gap Inc., in an episode of "Behind the Numbers." "Creators are humans at the end of the day. They thrive on human connection."

ByteDance could benefit from a digitally savvy under- and unbanked population.

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