Retail PPC advertising shifts to social media platforms -report 

In a dynamic landscape where digital advertising is paramount, the retail industry has witnessed a significant transformation in its preferred PPC advertising channels.’s Multichannel Marketing Report 2023 reveals a remarkable shift in advertisers’ strategies and investments, with key implications for the retail sectors. The report, based on data from over 16,000 online stores spanning 60 countries and 20 major industries, unveils several noteworthy insights. 

One of the most prominent trends is the decline in the use of search-based channels, such as Google or Bing, which has seen a sharp 7 percentage point drop in 2023. This shift is aligned with an increase in social media channels, with TikTok and Facebook gaining traction in eCommerce advertising. The primary driver of this transition is a reduction in overall ad volumes from 2022 to 2023, coupled with a strategic redistribution of advertising budgets towards social media platforms.

Fashion retailers increasingly gravitate towards Google, with its market share rising from 41.4% in 2022 to 47.5% in 2023. This trend signifies a preference for well-established advertising platforms. Moreover, TikTok has emerged as a significant advertising platform within the fashion industry, witnessing a substantial increase in adoption over the past year.

As consumers demand personalized advertising experiences, the electronics sector is embracing custom channels, which have expanded their market share from 25% to 29% between 2022 and 2023. 

Google Shopping has emerged as the top choice for advertisers within the furniture sector. The market share for Google Shopping has surged from 30.5% in 2022 to 38.6% in Q2 2023.

Mainstream channels, including Google Shopping and Facebook, are experiencing increased adoption in the health and beauty sector. Google Shopping’s market share has surged by over 11 percentage points between 2022 and 2023. Furthermore, TikTok has notably climbed the ladder of popular advertising platforms within this sector. From early 2022 to Q2 2023, the platform has witnessed a fivefold increase in usage among health and beauty merchants.

These sector-specific shifts in PPC channels reflect a dynamic industry striving to align its strategies with evolving consumer preferences. The retail sector’s adaptability is increasingly evident as it diversifies its advertising channels to reach and engage with target audiences effectively. 

Significant changes are on the horizon for the American e-commerce scene too, as annual social commerce sales per buyer are set to undergo remarkable expansion. Projections suggest a near doubling of figures, climbing from $627.8 in 2023 to an impressive $1,223.7 by 2027.

Written by Gizem Yılmaz


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