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But TikTok鈥檚 latest US ecommerce initiative is a wide-open marketplace where brands, merchants, and creators vie to sell directly to viewers in the app. TikTok has been aggressively pushing TikTok Shop videos into users鈥� For You pages, with shopping livestreams also thrown into the mix. TikTok is the only real contender left in US social commerce livestreaming.

Temu will open its marketplace to US sellers in March, according to Marketplace Pulse. Temu's web traffic grew by more than 700% last year, 700% in 2023, according to Similarweb. And according to Attain, a lot of that success has come from Boomers and Gen X. Think about a year ago, Temu had a Super Bowl ad and I think it had two Super Bowl ads, and no one had even heard of Temu.

Number seven, Walmart, for making its AI delivery optimization tool available to other companies and for announcing early morning delivery. Becky, why is Walmart interesting? Becky Schilling:. Walmart is always interesting, just Walmart plug.

Facebook is preparing to turn Marketplace into a revenue stream, and search ads would be a logical next step. TikTok is (partially) the exception. The percentage of TikTok users who buy via the app has exploded and will reach parity with that of Facebook next year. TikTok will close the loop from discovery to delivery with the launch of live shopping and a supply chain infrastructure.

Younger generations have redefined consumption from economic, social, and environmental standpoints with the help of marketplaces like Thredup and Poshmark.

Walmart is taking a dual-pronged approach. In July 2022, the retailer launched Walmart Restored鈥攁 dedicated online channel that highlights refurbished goods from existing sellers on its site鈥攁nd plans to bring it into stores. On the apparel side, Walmart partnered with thredUP to feature a large selection of the platform鈥檚 pre-owned clothing on its website.

Bringing two large (if second-tier, relative to Amazon and Walmart) retail media players to the table will allow Pinterest to offer many smaller advertisers the ability to measure the efficacy of their ad spending. 10% of Pinterest鈥檚 advertisers are using its conversion API.

Amazon's not doing especially well right now, and the competitors are sort of trying to figure out how to increase their marketplace so that you can find all kinds of random things, which is what Amazon started off as. So I'm not surprised that, as the competition gets stronger in the marketplace, then people are searching in lots of other places.

So that's really the battle of the two and then they're light years ahead of other local players like Liverpool and Walmart, Mexico, which have notably lower shares, about 5% respectively each in the market.

Amazon, unsurprisingly, number one, 50%, then Google or search engines, but mainly Google, 40%, Walmart, 34%, and then YouTube, which Jasmine mentioned particularly popular among younger folks, and also Facebook rounding out the top five places. But folks are just as likely to start their shopping search on TikTok, according to this research, as they are to start it on Instagram or Target.com.

You've also got this concern over Amazon operating a third party marketplace whilst operating its own first party retail business and the suit suggesting that third party marketplace pushes sellers to use and pay for the advertising to reach consumers and access the shipping and delivery network. Jacob Bourne:. And the backdrop of all that is that the FTC says, "Sellers don't really have an option.

While no one is coming to Amazon or Walmart to search for those services, she says people who buy those services are most certainly shopping on retailers sites. Zak, should folks be considering advertising on Amazon if their products aren't even there? Zak Stambor:. I think so because you go where the eyeballs are, and there's just a lot of people on Amazon all the time.

On today's podcast episode, we discuss how retail media is meeting the demand for full funnel campaigns, what folks are building to help with measurement, and how in-store audio can upgrade the experience. "In Other News," we talk about whether there is enough money to go around in retail media and why performance marketers are shifting their priorities to brand building. Tune in to the discussion with our analyst Sarah Marzano and Ryan Mayward, SVP of retail sales at Walmart Connect.

I'm pretty sure they're both available in Walmart and Target. I just walked past a bodega full of Prime energy in the window. If Gen Z is discovering CPG products online, why is it so important for these creator brands to be in grocery stores? Carina Perkins:. Well, I think one aspect is that some of the younger Gen Z are not doing the grocery shopping in their households.

I think, by leaning into new, by leaning into low price, Target might sway some customers from Walmart or other places that they might not have before. Sara Lebow:. Sure. Okay. Number one, Walmart, which just announced that it is buying TV manufacturer, Vizio, boosting its retail media portfolio. Arielle, thoughts on this one? Arielle Feger:. Yeah, this is a huge retail media play.

So my prediction is that we will eventually see something along the lines of maybe a little bit of an upfront marketplace for retail media ads because we'll see suppliers pushing retailers toward offering contractually guaranteed pricing on certain ads, and they'll commit these, quote-unquote, ad dollars as part of their existing joint business planning.

Walmart is up seven points actually to 39. So that's closing in on search engines. So it goes Amazon, search engines, Walmart, and then you start to get to the social platforms. And YouTube is in fourth place overall behind Amazon, search engines, and Walmart, but it is the number one social platform for searching for things.

And that's to the benefits of Walmart. Walmart share will tick up from about 7% of the market today to close to 10% of retail media by 2025. Stephanie Taglianetti:. Ah, I thought you asked what share will it have in 2053, that's why. Marcus Johnson:. Likely story. Okay. Let's move to the third and final question. But Sky is jumped out with 10 points in the lead.

I was just wondering if that program would come to the U.S. via Space NK partnership with Walmart, 'cause they launched a partnership last year to bring Space NK to Walmart, both online and in stores. I mean, that's another part of the big surge in beauty sales that we're seeing in the U.S..

Whereas all the newer brands, and now we're focusing on the digitally native brands, had the opportunity to learn from what some of these more legacy brands were doing wrong and try and figure it out and make it easier, and could use some of these platforms like Shopify or even marketplaces to try and...

Issuers should next look to other retail partners: For example, Citi recently added Walmart to its ThankYou Points program. Better redemption value for in-house booking improves data access. This feature could require issuers to take a loss on bookings.

I guess it's similar to retail healthcare, it seems a bit odd to go to Walmart to see a doctor. But once you get used to going to Walmart to see a doctor, and once you become familiar with how convenient that is, you get over the fact that it's Walmart. And maybe there's something to having a trusted brand just in general.

There's going to come a point where that switching, that resistance to switch to a different marketplace is going to go away and the experience is going to matter. Blake Droesch:. I agree. I think it's just the quality of the marketplace as well.