蘑菇AV

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.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

Walmart and Target reported their Q3 earnings last week. Despite varying retail success, both reported strong growth in their retail media networks鈥�Walmart Connect鈥檚 US business grew 26% while Roundel鈥檚 growth was in the mid-teens, per CEO Brian Cornell.

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.

While our analysts have shared their major trends for the year ahead, the newsletter team has a few additional thoughts. In 2025, we think retailers will focus on personalized in-store experiences and technology to boost foot traffic and engagement while Amazon brings its AI assistant, Rufus, to brick-and-mortar locations. Discount retailers will struggle to retain customers, leading them to diversify or launch marketplaces to stay competitive.

Walmart dominated the US retail landscape in 2024: The mass merchant鈥檚 ability to offer savings and convenience won over shoppers, and its growing ecommerce and advertising businesses are helping it make inroads against Amazon.

Major retailers like IKEA, Walmart, and ThredUp are launching peer-to-peer resale marketplaces, aiming to capture a slice of the booming secondhand market. This trend comes as US marketplace ecommerce sales are projected to surpass $500 billion next year, according to our forecast.

Marketplaces will continue to expand their share of US retail ecommerce as new players with roots in China vie for prominence.

As the share of US ecommerce sales on marketplaces continues to expand, our latest survey examines consumer buying habits and expectations across leading platforms.

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.

Both retailers used generative AI to improve employee productivity in Q2鈥�Walmart leveraged the tech to improve its product catalog and Target used it to enhance in-store employee tools. Target鈥檚 curbside pickup service helped it grow digital comparable sales 8.7% YoY, while Walmart鈥檚 marketplace and sales of GLP-1 drugs contributed to its 4.2% comp sales growth YoY.

US ecommerce sales rose 22% YoY, thanks to strong adoption for its pickup and delivery services as well as growth in its marketplace and advertising businesses. Marketplace sales grew 42% YoY, marking the fifth-straight quarter of growth over 30%.

Fashion shoppers are most likely to convert into buyers for new brands or styles on retail sites such as Amazon, Walmart, Target, and Macy鈥檚. Discovery happens most often in-store, but online convenience is compelling. Retailer websites and apps generate more conversions across the categories of clothing, shoes, and accessories.

US ecommerce marketplaces will account for $384.57 billion in sales this year, a growth of 10.2% over 2022, according to our forecast. That growth will accelerate through the end of our forecast period in 2027, at which point sales will surpass $600 billion. 鈥淎mazon has really written the playbook for operating a successful marketplace in the US,鈥� said our analyst Sky Canaves. Here鈥檚 a closer look at how the three biggest US ecommerce marketplaces stack up.

Marketplaces are fighting for the crown in US ecommerce. Though Amazon remains solidly atop ecommerce sales, Walmart and Shopify are attempting to carve into Amazon鈥檚 revenues. Here are the latest updates in ecommerce, advertising, and partnerships from these major players.

Marketplaces play a major role in beauty and clothing, while grocery shoppers rely on in-store visits. Retailers must balance both online and in-store strategies, leveraging loyalty programs and fast delivery to stay competitive.