We’re officially in the final stretch of Q4, and the ecommerce landscape is moving faster than ever. Early Black Friday sales have already begun across virtually every central platform, customer expectations have tightened, and the competition for profitable growth is fiercer than it’s been in years.

This edition gives you a clear, actionable snapshot of what’s happening right now — and precisely what ecommerce operators should focus on in the weeks ahead.

Mobile devices are projected to account for 56.1% of online sales during the 2025 holiday weeks, totaling approximately $142.7 billion, up 8.5% from last year. The Cyber 5 (Thanksgiving through Cyber Monday) is seeing average discount rates reach 29% across the U.S. and Canada, according to Digital Commerce 360, making this an opportune time for bargain hunters.

📦 BFCM Early Signals — What’s Already Moving

Consumers have shifted their shopping behavior much earlier this season. Pre-Black-Friday demand is up across key verticals, driven by:

What this means for you:

TikTok Shop continues its explosive climb, capturing impulse purchases and under-$40 items exceptionally well.

Where you should focus:

AI is now handling:

Merchants using AI personalization are reporting:

Ecommerce growth is still real, but it’s slowing compared to the 2020–2023 era.
Brands are shifting to: Profit-first campaigns

If you haven’t already, audit your funnel for:

The winners in 2025–2026 will be those who operate lean and think long-term.

Social commerce continues its explosive growth trajectory, with US social commerce retail earnings predicted to reach nearly $80 billion in 2025. The integration of shopping features across platforms like TikTok Shop, Instagram Checkout, and Facebook Shopping has made in-app purchasing seamless. Livestream shopping, in particular, is experiencing remarkable adoption, with 83% of Gen Z consumers actively participating, and livestream commerce is expected to grow 300% among this demographic.

Reddit recently launched a WooCommerce integration that lets merchants connect their stores directly to Reddit Ads, automating Reddit Pixel functionality and enabling targeted reach. The convergence of entertainment and commerce through short-form videos and livestreams is transforming how consumers discover and purchase products, with livestream commerce projected to scale from an estimated $900 billion market in China to $3.7 trillion globally by 2030

How to Use Livestream Shopping to Grow Your Business

Buy Now, Pay Later (BNPL) has matured into a mainstream payment option, with the global market projected to reach $560.1 billion in 2025, up 13.7% year over year. User adoption is accelerating toward 900 million by 2027, and consumers are increasingly using BNPL for everyday items like clothing and groceries, not just big-ticket purchases. Companies like Klarna, Affirm, and Afterpay have rewritten the rules of ecommerce by enabling installment payments that encourage impulse buys and raise average order values.

Digital wallet adoption continues to surge, with up to 59% of consumers having used one in the past 90 days. The emphasis on seamless checkout experiences includes one-click/express checkout through tokenization, intelligent retry flows, and mobile optimization. Retailers should prioritize offering multiple payment options, including BNPL and digital wallets, to meet consumer expectations and reduce cart abandonment.

The next 30 days will account for a large share of most brands' annual revenue. Focus on:

Minor improvements now will pay off in every metric that matters.