Digital 2026 Global Trends: What E-Commerce Video Marketers Need to Know

The digital landscape is shifting faster than ever and if you're marketing e-commerce products in 2026, video isn't just an advantage. It's the baseline.

We Are Social and Meltwater just released their Digital 2026 Global Overview Report, and the data is clear: social media has reached supermajority status, video platforms dominate consumer attention, and retail media is outpacing traditional TV ad spend.

For e-commerce marketers, this is actionable insights we can use. Here's what the report reveals, what it means for your business, and exactly what to do about it.

1. Social Media Hits Supermajority Status; And Video Platforms Lead the Pack

What the Data Shows:

5.66 billion active social media users globally (68.7% of the world's population)
YouTube is the #1 platform by time spent - 50% more than WhatsApp
YouTube now accounts for 13.1% of all US TV viewing time, beating Disney and Netflix
84.6% of US adults use YouTube on connected TV (CTV)
Average YouTube session: 14 minutes 29 seconds - 50% longer than TikTok

What This Means: Social media isn't a channel anymore, it's the default. And within that ecosystem, YouTube is the dominant video platform, especially for product discovery and consideration. E-commerce brands that treat YouTube as "just another social platform" are missing the biggest opportunity in digital advertising.

Action Steps:

Prioritize YouTube in your 2026 video strategy. If you're only posting to Instagram and TikTok, you're leaving reach and conversion on the table.
Optimize for CTV. YouTube's CTV dominance means your product videos need to work on big screens—clear visuals, readable text, and strong opening hooks.
Create longer-form product content. With 14+ minute average sessions, YouTube users are ready to engage deeply. Consider product demos, tutorials, and comparison videos, not just 15-second ads.

TikTok Users Spend 1 Hour 37 Minutes Per Day on the Platform

What the Data Shows:

1 hour 37 minutes per day average time spent on TikTok (highest of any platform)
10 daily sessions per user on average
36% of adults use TikTok monthly
9.1% of users say TikTok is their favorite platform

What This Means: TikTok isn't just for brand awareness, it's a high-frequency, high-engagement environment where users are actively discovering and buying products. The platform's short-form, scroll-based format rewards fast, thumb-stopping creative that delivers value in the first 3 seconds.

Action Steps:

Test TikTok Shop integration. With users spending nearly 2 hours/day on the platform, in-app shopping is a natural fit for impulse purchases.
Create 10+ video variations per product. TikTok's algorithm rewards volume and testing, don't rely on one "hero" video.
Hook in 3 seconds or less. With 10 daily sessions, users are scrolling fast. Your first frame needs to stop the scroll.

3. Retail Media Advertising Hits $204 Billion—And Surpasses Traditional TV

What the Data Shows:

$204 billion spent on retail media ads globally (+22% year-over-year)
Retail media now accounts for 23.7% of all digital ad spend
Retail media ad spend exceeds traditional TV advertising for the first time

What This Means: E-commerce platforms like Amazon, Shopify, and Walmart are now major advertising channels - not just sales channels. Shoppers are actively searching for products on these platforms, and video ads on retail media networks convert at higher rates than traditional display ads because they reach buyers at the moment of purchase intent.

Action Steps:

Allocate budget to Amazon Sponsored Brand Video and Shopify Collabs. These platforms are where purchase decisions happen and your video needs to be there.
Create platform-compliant product videos. Amazon has strict video specs (15-45 seconds, no CTAs, product-focused). Make sure your videos meet technical requirements.
Track retail media ROI separately. Retail media ads convert differently than social ads - measure click-to-purchase rates, not just impressions.

AI Adoption Reaches 1 Billion Monthly Users—And Marketers Are Experimenting

What the Data Shows:

1 billion+ people use AI tools monthly
ChatGPT has ~1 billion monthly users
50% of adults are excited about AI's potential
Google AI Overviews reach 2 billion users monthly

What This Means: AI is no longer experimental, t's mainstream. But here's the catch: most AI video tools still require prompt engineering, design skills, and manual editing. E-commerce marketers want AI efficiency without the learning curve, and that's where managed AI video solutions (like GliaCloud) win.

Action Steps:

Use AI to scale video production, not replace strategy. AI can generate variations, optimize for platforms, and speed up editing—but your messaging and positioning still need human insight.
Test AI-generated product videos against manual edits. You may find that AI-generated videos perform just as well (or better) for certain product categories.
Don't get stuck in the "prompt engineering trap." If you're spending hours tweaking AI prompts, you're not saving time. Look for AI solutions that deliver results without requiring technical expertise.

5. Social Media Advertising Grows to $277 Billion: Video Drives Discovery

What the Data Shows:

$277 billion spent on social media advertising globally (+13.6% year-over-year)
30% of adults discover new brands through social media ads
Social ads are the #1 brand discovery channel for ages 16-34

What This Means: Social media ads aren't just for retargeting. They're the primary way younger consumers discover new products. And within social ads, video outperforms static images for engagement, click-through rates, and conversions.

Action Steps:

Invest in social video ads, not just organic content. Organic reach is declining—paid video ads are how you reach new customers.
Target ages 16-34 with video-first creative. This demographic expects video in their feed—static images won't cut it.
Test Instagram Reels and YouTube Shorts ads. Short-form video ads are cheaper than traditional in-feed ads and often deliver higher engagement.

What This Means for Your 2026 E-Commerce Video Strategy

The Digital 2026 report makes one thing clear: video is the dominant format across every major digital channel - from YouTube and TikTok to retail media and social ads.

But here's the challenge: most e-commerce brands don't have the time, budget, or team to produce high-quality video at scale.

That's where GliaCloud comes in. We use AI to turn your product images and descriptions into high-conversion video ads—no filming, no editing, no design skills required. And because we use an outcome-based pricing model, you only pay when your videos deliver results.

Ready to scale your video marketing in 2026? Contact GliaCloud to see how we help brands create hundreds of product videos per month without the production headaches.

Source: We Are Social x Meltwater, Digital 2026 Global Overview Report (January 2025)