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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.

Walmart, Amazon, and Instacart continue to bolster their offerings, making online grocery services more affordable and accessible. And as consumers adjust to higher grocery prices, they will be willing to pay slightly more for the convenience of grocery delivery. On an international scale, the US remains the second-largest ecommerce market after China.

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.

So they're just deciding to go online to Amazon or go to Walmart, or go someplace where you can get stuff for cheaper.". Anti-theft measures have further eroded the convenience factor that was Walgreens' key value proposition. 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.

Walmart could also be a candidate for adding surcharges: It鈥檚 trying to push its pay by bank offering to cut back on swipe fee expenses.

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.

While Abercrombie鈥檚 guidance (unlike that of Levi鈥檚 or Walmart) factors in tariffs on China, Mexico, and Canada, it does not account for retaliatory actions by those countries or the possibility of additional US tariffs. Our take: For all of its caution, Abercrombie is in a better position than most brands to ride out an uncertain 2025.

Walmart recently purchased a mall in Pennsylvania for redevelopment into a mixed-use site combining retail, entertainment, dining, residences, and office space. "It makes sense in terms of a strategy for a mall," Wolff explained. "If you live there, then you're going to shop there too and you're also going to eat there and possibly work in the same space.".

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

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.

Walmart and Carvana will mark somewhat stronger sales growth for all three years, and only Walmart has sufficient scale to gain notable ecommerce market share: It will grow by 1 percentage point to reach 9.2% in 2026. In 2025, Walmart will become the only US retailer that鈥檚 not Amazon to surpass $100 billion in annual online sales.

Retailers like Best Buy and Walmart are harnessing their in-house creative capabilities to help advertisers create more engaging retail media content. Last year, Walmart Connect expanded its creative ad formats to include more on-site and in-store placements, seasonal programs, and single-supplier-led store events.

In a demo, it was used to find socks on Walmart, book football tickets, and plan a trip on Booking.com. OpenAI enhanced ChatGPT with live video and screen-sharing features. Users can engage in real-time video chats, and the AI can analyze and respond to visual content.

Over two-thirds (68.1%) of global digital shoppers bought from a marketplace like Amazon, Walmart, or Mercado Libre in the past year, according to our 鈥淕lobal Shopper Survey 2025鈥� report. "Marketplaces are doing really well because they offer convenience, competitive pricing, and a vast selection of products," said our analyst Carina Perkins.

While Walmart Connect is able to take advantage of in-store and online data, it lags in AI sophistication and scale. Amazon鈥檚 integration of video ads into Rufus creates a seamless path from discovery to purchase on its own platform, a feat rivals can鈥檛 easily replicate. Key stat: Amazon鈥檚 US ad business is expected to grow 19.4% YoY this year, per our November 2024 forecast.

Thanks largely to Amazon and Walmart, search accounts for the majority of retail media ad spending. But even retailers with smaller digital footprints could see their search offerings perk up, as advertisers look to maintain visibility among consumers. Social players鈥� search ambitions may need to be temporarily scaled back.

Walmart, for example, bought a mall in February. 3. Wellness isn鈥檛 going away. Consumers鈥� relationships with fitness and wellness are 鈥渇undamentally different鈥� than they were five years ago, Chernofsky said. The fitness industry has seen continued growth in visits YoY every month for over three years, per Placer.ai.

The Trump administration issued an executive order rolling back DEI programs across government agencies, and major corporations including Target, Walmart, and McDonald鈥檚 have followed suit, per PR Week. In some cases, companies have ended structured DEI goals, stopped reporting diversity progress, or repositioned initiatives under different terminology.

The news: Target鈥檚 weak guidance eclipsed better-than-expected Q4 results, as it followed Walmart and Amazon in predicting a significant hit to profits amid tariff uncertainty. By the numbers: While Target has notably struggled to keep pace with its mass market peers, its Q4 showed promise.

Pepsi is accused of offering an unnamed big-box retailer鈥攚hich sources identified to CNBC as Walmart鈥攁n unfair price advantage over competitors ranging from big grocery chains to local convenience stores. The FTC鈥檚 suit argues that Pepsi violated the RPA by giving Walmart advantages, such as 鈥減romotional payments鈥� and advertising, which it did not offer to rival retailers.