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US marketers' interest in TikTok for influencer marketing has skyrocketed since early 2020, as the app has transformed from a novelty to a social media mainstay.

Social commerce sales in the US have been on an upward trajectory, and are estimated to reach $36.62 billion in 2021, marking a 35.8 per cent growth.

At the 2021 Unite conference, global e-commerce company Shopify revealed platform enhancements that give merchants more control over the look and functionality of their online storefronts.

In  what points to the growing share of US ad spending on connected TV, advertisers are set increase their spend by nearly 50 per cent this year to $4.51 billion.

Taobao, an ecommerce site and app that is part of China-based Alibaba, pioneered livestreaming ecommerce with the 2018 launch of Taobao Live, where charismatic hosts sell a raft of products to large audiences watching online.

American retail corporation Target has defied odds to post phenomenal ecommerce growth. This year, its US ecommerce sales will hit $18.64 billion, almost as much as all its US ecommerce sales from 2016 to 2019 combined according to eMarketer.

Even as companies in China invest in Virtual Reality to engage with consumers, the adoption of the emerging technology has failed to pick up as anticipated in recent years.

Before COVID-19 pandemic, ecommerce channel advertising had caught the eyes of advertisers, particularly on consumer packaged goods and retailers.

Out-Of-Home (OOH) advertising spend in China suffered the steepest drop in the wake of Covid-19, falling by 18.0 per cent year over year (YoY) in 2020.

The creator economy has been on a meteoric rise with marketers and social platforms in spirited efforts to work with them. This has opened a world of opportunities for creators to earn beyond brand partnerships.

As the pandemic-induced social distancing and sanitizing measures drive everyday interactions, consumers are embracing contactless payments for both online and offline platforms.

At the height of the COVID-19 pandemic, US TV advertisers cancelled $3 billion of their upfront commitment around June as quoted by Media Dynamics as the pandemic ravaged economies.

However as crypto trading is mainstreamed, there are concerns about their carbon footprint and the environmental implications.

In what points to the next frontier for competition and battle for customers, US telecoms are pivoting from traditional media business to investment in expanding their 5G network foothold.

Influencer marketing continues to make inroads in today’s marketing mix with brands keen to include creators in their media plans, a departure from the past when their roles were underestimated.

As internet technologies evolve and global superpowers compete to exert dominance in that space, there have been spirited efforts and investments to achieve that goal.

Digital video ad spending in Canada reached a new milestone in 2020 when it overtook TV ad outlays for the first time.

Social media platform has TikTok been on an upward trajectory in terms of user base having recorded phenomenal growth in 2019 and 2020.

Investment in Connected TV, CTV, in US rose by 40.6 per cent year on year in 2020 to reach over 9 billion with this growth expected to be sustained this year to hit $13.41 billion, before growing more than double by 2025 according to a forecast by eMarketer.

Global payment behemoth Paypal has announced a raft of strategies it intends to roll out as it seeks to grow its foothold in US and worldwide.

Despite being in its early stages of adoption, the 5G network is promising to revolutionize the retail industry as retailers invests in the network to make customers’ experience in-store and online fulfilling and exciting.