Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

What trends will dominate 2023?

The overview: Retailers are entering 2023 amid a shaky environment as economic uncertainty deepens. While there are opportunities for growth, merchants will need to be nimble in order to thrive. Here are three storylines we expect to be talking about this year:

Retail media’s disruption of the $70 billion linear TV ad market: Retail media is aggressively moving into streaming TV.

  • The US retail media market is evolving beyond search into upper-funnel advertising formats with streaming TV capturing the attention—and budgets—of major brands.
  • For example, Amazon is deploying its high-powered targeting and attribution apparatus against highly rated TV programming: Thursday Night Football. This year Prime Video will also host the first Black Friday NFL game, offering brands valuable—even Super Bowl-esque—airtime.

TikTok’s social commerce push: Gen Z’s favorite platform has started testing TikTok Shop with select US merchants. The company’s latest moves point to a focus on commerce, which will offset a lowered ad revenue outlook. US ecommerce livestreaming and owned fulfillment centers are on the horizon—building on the #TikTokMadeMeBuyIt phenomenon (30 billion views and counting) to entice young shoppers.

  • A major push into livestreaming will focus on Gen Z consumers and creators. While sellers from China are already livestreaming to US users, transactions aren’t frictionless. TikTok needs to find the right influencer-product-audience fit. The platform is also laying the groundwork for a professionalized livestreaming environment, limiting broadcasting to ages 18 and older.

Challenges among mid-tier brands: Consumer bifurcation has hollowed out the middle. After experiencing wealth-accumulation growth over the past five years, the middle class is seeing it dwindle more quickly than other income brackets, according to Realtime Inequality.

  • At the same time, wealthy consumers are fueling a boom in the ultra-luxury market. High-end fashion houses are spending freely on marketing—and some brands are being resold at a premium. We expect luxury retail sales will grow 6.7% this year.
  • Brands and retailers that try to be everything to everyone will suffer. While ultra-luxury brands will remain relatively unscathed, aspirational luxury retailers will be hardest hit if they can’t reposition themselves. The most at risk retailers in 2023? Mid-tier brands that aren’t financially secure—like Bed Bath & Beyond.

Go further: Dive deeper into our predictions for this year in our report Retail Trends to Watch for 2023.

This article originally appeared in Insider Intelligence's Retail & Ecommerce Briefing—a daily recap of top stories reshaping the retail industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.