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Walmart has expanded its beauty assortment to draw Gen Zers and younger shoppers with buzzy beauty brands such as Bubble, Dossier, and Jake Paul鈥檚 W. It has also launched Premium Beauty on its fast-growing third-party ecommerce marketplace. Target鈥檚 partnership with Ulta Beauty to put shop-in-shops in hundreds of stores across the country has yielded positive results.

Ecommerce heavyweights: Amazon and Walmart are well positioned to consolidate gains amid tariff upheaval. The retailers鈥� scale and negotiating power will allow them to shift sourcing more easily than smaller rivals. They can absorb or offset at least some of the tariff impacts with cost reductions elsewhere, allowing them to retain consumers with highly competitive pricing.

Among these large players, Netflix, Walmart, TikTok, and Amazon are set for the fastest growth, at least in theory. Click here to view our full forecast for US digital ad revenues by company. If TikTok doesn鈥檛 survive its second reprieve this summer, half of its annual total will be up for grabs.

The Mexican ecommerce landscape: TikTok Shop is entering a fast-growing market in which we expect four key players鈥擬ercado Libre, Amazon, Walmart, and Liverpool鈥攖o account for nearly half (49.1%) of online sales this year. The context: ByteDance appears to be taking steps to diversify its TikTok Shop portfolio as the US government edges closer to potentially banning TikTok.

While Google has taken steps to crack down on fake reviews, stricter oversight from the CMA and a recent ban on such activity from the Federal Trade Commission (FTC) could force it鈥� as well as Amazon, Walmart, and any online marketplace鈥攖o impose stricter safeguards to keep such fraudulent activity to a minimum.

The company has tried to do this with limited success for years, but has been unable to match the scale of grocery giants like Walmart. But with small-format grocery stores like Amazon Grocery, which was launched in October 2024 in Chicago, Amazon will be able to harness its technology more effectively. The key factor here is its proximity to Whole Foods, which doesn鈥檛 offer many national brands.

Amazon, Walmart, and Nordstrom use genAI (among other tools) to offer shoppers tailored homepage experiences, which they hope will boost engagement and convince customers to spend more. And still others see genAI as an opportunity to save money on customer service personnel.

鈥淚f someone discovers a new product through an influencer鈥檚 post on TikTok but buys it at a Walmart, it can still be very difficult to attribute that sale to that particular marketing activation,鈥� said Droesch. Download our report to learn more about the modern customer journey. This was originally featured in the Retail Daily newsletter.

Walmart Chile. Walmart de M茅xico y Centroam茅rica (Walmex).

Amazon and Walmart are among the retailers that have implemented generative search on their shopping platforms. Tech heavyweights are also moving quickly. Meta is working on its own AI-powered engine, while other players have rolled out search functions, including:. Google: AI Overviews. OpenAI: SearchGPT. Perplexity: Pro Search and a macOS desktop app. Microsoft: Bing Generative Search.

Walmart and NBCU teamed up again for shoppable ads during Thanksgiving Day NFL games. It also rolled out several Walmart Connect updates earlier this year: It offered offsite media to non-endemic brands and made its display ads available to 鈥渂rands of all sizes鈥� through the programmatic Walmart Ads marketplace.

Interestingly, Walmart and Tastemade have had a partnership where Walmart plus members get a free subscription to, or at least a free trial to Tastemade, which is interesting given Wonder's CEO Marc Lore has a long history with Walmart and their e-commerce business. Becky Schilling:. Everything always comes back to Walmart. Sky Canaves:. Yeah. Sara Lebow:.

No matter how far Amazon pushes its grocery business, it鈥檚 unlikely to catch up to Walmart Inc., the leader in US grocery, which will amass $69.60 billion in grocery ecommerce sales next year compared with Amazon鈥檚 $49.77 billion. Prediction: Beauty gets hyper-personalized. Outcome: Correct.

McDonalds, Walmart, and others have scaled back such commitments, a sign that the trend spans industries beyond tech and advertising. However, some companies are holding firm, a sign of diverging attitudes toward DEI. Costco recently rebuffed a push from investors to move away from DEI initiatives, and Apple has asked shareholders to block an effort to roll back commitments.

For example, Walmart now lets shoppers purchase prescription medications online and have them delivered alongside groceries and other items on the same day. Some 55% of its customers expressed a desire for such a service, and it was most requested by customers who self-identify as time-sensitive, busy families, according to Walmart.

Mounting pressure will squeeze the long tail of retail media networks: Amazon and Walmart combined will gobble up more than 84% of all retail media ad spending in 2025, leaving a rather narrow slice of the market for all other players.

Cencosud and Walmart, for example, have introduced digital screens and branded spaces to activate omnichannel data and media offerings, reinforcing brand loyalty through unified messaging across digital and physical channels. The in-store advertising opportunity is especially relevant in Latin America, where 88.9% of all retail sales will occur in-store this year, per our forecast.

The finding: Despite dramatic anti-theft measures put in place by retailers like Walmart and Walgreens, few have found a silver bullet鈥攁nd many have instead faced unintended consequences. Theft prevention measures are irritating. Nearly 4 in 5 (78%) of consumers say it鈥檚 annoying when products are locked up or secured in cases, per a recent Zebra survey.

Retail giants are stepping up as well: Amazon has contributed $10 million while deploying emergency supplies, Walmart and Kroger have pledged $2.5 million and $1 million, respectively, and Tyson Foods has dispatched its disaster relief team with meals and water.

Those conditions have been a boon to retailers like Walmart and off-price merchants like TJ Maxx and Nordstrom Rack. But that sharp focus on value has posed a significant challenge to niche retailers like Party City and The Container Store, which both filed for bankruptcy protection in the days leading up to Christmas.

Target and Walmart weren鈥檛 the only retailers with mixed Black Friday results. Lowe鈥檚 also saw foot traffic rise on Black Friday (up 1.8%), per Placer.ai, but visits to The Home Depot and Tractor Supply Co. were down, by 7.1% and 2.1%, respectively. What it means: Target has faced stiff competition from Walmart this year.

Walmart Connect expands its customer base. Walmart will claim 6.8% of retail media ad spending in 2024. While Walmart鈥檚 share will remain flat from 2023 through 2024, it will inch up ever so slightly to 7.0% by 2026. The retailer is expanding access to its RMN to a range of advertisers. In April 2024, Walmart Connect announced a clutch of moves designed to boost the number of ad buyers who can use it.