eCommerce advertising predictions for 2023

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As the ecommerce industry grows and evolves, it is critical for brands to stay current on the latest trends and technologies in order to compete.

In this article, I’ll look at the top six predictions for the coming year and talk about how brands can use these trends to drive success in the ecommerce space.


  1. TikTok will continue to expand as an alternative ad channel, but its costs will rise in tandem.
  2. Meta will continue to be the de facto ad platform of choice for driving large-scale ecommerce sales.
  3. High-performing companies will face increased scrutiny. Performance Maximum accounts
  4. Pinterest will solidify its position as a top-of-the-funnel channel and attract more customers beyond home furnishings.
  5. Top-of-funnel ads will help high-performing brands differentiate themselves.
  6. For D2C brands, independent ad measurement will become the norm.

Tiktok: rising growth and expenses

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

TikTok investment is growing faster than any other digital platform, according to data. The platform’s returns are also very strong, outperforming other growing properties like YouTube, and it is second only to Reddit in terms of delivering new customers for paid social platforms.

This growing emphasis on TikTok is not going away; brands looking to diversify beyond Meta and Google and increase their return on ad spend (ROAS) figures will continue to allocate more of their ad budgets to the platform. 

However, as the demand for TikTok ad space grows, so will the costs for advertisers. TikTok ads are a no-brainer for almost every ecommerce brand spending more than $50,000 per month on paid media in 2022. 

With costs expected to rise this year, simply getting on the pitch and starting spending will not suffice – optimization strategy will become critical to making the platform yield a high return.

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