Arielle Feger

Livestream shopping is finally carving out a role in the US, even as adoption trails well behind China. For years, the format was held up as ecommerce's next frontier. Now it's settling in not as a replacement for traditional ecommerce, but as a different kind of shopping experience.

High-income shoppers buy private label groceries while booking luxury vacations without hesitation. It looks like a contradiction, but the same psychological decision-making drives both choices, and retailers need to understand it to succeed.

Retail media networks (RMNs) are moving beyond traditional return on ad spend metrics to prove business impact through closed-loop attribution that connects media exposure to actual purchases, both online and in-store.

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.

"If nobody sees it, it doesn't exist," said David Van Veen, managing director of beauty branding agency MSLK, summing up what may become the defining challenge for beauty brands in the AI era.

Albertsons is partnering with Procter & Gamble on "Rico's Tacos," a micro-drama series that marks a strategic shift in from traditional item-and-price advertising to upper-funnel content marketing.

Article Jul 27, 2026 As AI becomes more embedded in everyday life, a growing number of brands, including Polaroid, are marketing the opposite.

When bridal boutiques start asking customers to sign weight-loss waivers and bra companies redesign products for changing body elasticity, it's clear that GLP-1 medications have moved far beyond a healthcare story. As reaches 12% to 15% of the US population, per KFF survey data, retailers across every category are discovering that changing consumer behavior requires more than just smaller portion sizes.

Consumers are collecting memberships much faster than they're building habits. The average consumer now belongs to 17.4 loyalty programs, up 60% over the past decade, according to Upside's “Escaping the loyalty plateau” report. But active participation has risen just 8% over the same period, to 8.4 programs.

“Advertisers are allergic to the news, oftentimes for the wrong reason,” said Michael Weaver, senior vice president of business development and growth at Al Jazeera Media Network during EMARKETER's Reframing Brand Safety in News Environments event last week. “But it's so neglected as a category, it's easy for a brand to distinguish itself when it really leans into the news.”