eCommerce advertising predictions for 2023

As the ecommerce industry continues to grow and evolve, it is crucial for brands to stay up to date on the latest trends and technologies in order to stay competitive.

In this article, I will explore the top six predictions for the year ahead and discuss how brands can leverage these trends to drive success in the ecommerce space.

Summary:

TikTok will continue to grow as an alternative ad channel, but costs will rise accordingly
Meta will remain the de facto ad platform of choice for driving ecommerce sales at scale
Increased scrutiny will be applied to high-performing Performance Max accounts
Pinterest will cement its status as a top-of-the-funnel channel and attract more customers outside of home furnishings
High-performing brands will differentiate themselves by indexing to top-of-funnel ads
Independent ad measurement will become the norm for D2C brands

Tiktok: rising growth, and costs

TikTok, the social media platform known for its short-form video content, has exploded in popularity in recent years and is expected to continue its growth as an alternative ad channel.

Data shows investment in TikTok is growing faster than any other digital platform. The returns from the platform are also very strong, outperforming other growing properties like YouTube, and it is second only to Reddit for paid social platforms in delivering new customers.