Back-to-School Gets Longer; Vertical Video Becomes Commerce Infrastructure

The US back-to-school season is expected to reach $85.42 billion, but shoppers are delaying purchases, comparing prices across more channels, and stretching decisions across the summer. At the same time, Facebook is testing a TikTok-like opening experience, Meta has launched a dedicated Marketplace seller app, Google is bringing AI Max into Shopping campaigns, and creator advertising is becoming a permanent media system. The next retail advantage is not simply launching a seasonal campaign. It is staying useful across a longer journey while keeping the data, creative, inventory, and economics connected.

Episode metadata supplied by the publisher feed · Published Jul 27, 2026

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Back-to-school shopping lasts longer as vertical video, creator ads and AI commerce reshape retail. Learn the priorities for ecommerce teams.

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Back-to-School Gets Longer; Vertical Video Becomes Commerce Infrastructure

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