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Co-founded by former 360i CEO Jared Belsky, Acadia derives nearly half its headcount, profit, and revenues from retail media and marketplaces. With $400 million in media under management and clients like Biossance, Puma, and Gerber Childrenswear, the agency is deepening its commitment to platforms like Amazon, Walmart, and Kroger.

Marketplaces lose share in places where US shoppers start their shopping journeys. Gen Z prefers to research brands on social media over search engines. Methodology: Data is from the April 2024 IZEA report titled "Influencers & Amazon 2024." 1,280 US social media users ages 18+ were surveyed during March 19-20, 2024.

Department stores are also expected to get a boost from in-person shopping this holiday season鈥攁lthough they face tough competition from big-box stores, off-price retailers, and ecommerce marketplaces as consumers prioritize value.

Additionally, Walmart Discover's press release said that the experience will spotlight "community creators, from digital fashion designers to experience developers.". Gen Alpha in their sights. For brands, having a presence on Roblox is a way to build awareness among young consumer audiences, particularly Gen Alpha.

Digital opportunities are emerging for brands within OOH advertising. Physical retail locations are expanding their OOH inventory by digitizing the in-store experience; automation is slowly gaining momentum in OOH; and Google鈥檚 marketplace now has OOH inventory that can be added more seamlessly to multimedia campaigns.

I think it's an interesting move with the pharmacy focus, but I see the future of pharmacy as increasingly digital and online because nobody wants to go to the pharmacy to pick up a prescription. You want it brought to your home, and that's really where the future of pharmacy is, maybe not in stores.

Embracing mobile gives consumers access to a branded experience both online and in-store, while in-store technologies bring the digital world into the physical. To cater to shoppers no matter where or how they shop, brands should also make sure they鈥檙e balancing in-store and online rewards as well as D2C and wholesale commerce.

For example, electronics company Wyze, which has sold roughly 750,000 products on the marketplace, posted on X late last month that it had to pay around $255,000 in tariffs on a $167,000 shipment from China.

In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

TikTok Shop is also set to play a bigger role in holiday sales this year: 31% of users have already bought a gift from the marketplace or plan to, per CivicScience. That proportion is higher for Gen Z users: 51% plan to get some holiday shopping done on the platform.

Cross-border buyers are internet users ages 14 and older who have purchased goods online from a seller in a foreign country, either directly or through an intermediary (i.e., marketplace), at least once during the calendar year via any digital channel or device.

Walmart US鈥� ecommerce sales rose 21% in Q1, helped by faster delivery, marketplace expansion efforts, and its rapidly growing advertising business.

Digital properties that lend themselves to ad inventory: An environment where ads are a natural part of the customer experience is a big plus for retail media networks. Mass merchandisers and marketplaces are inherently built to support product and category ads, so they鈥檙e well suited for ad placements.

Walmart also led when it came to onsite impressions, a sign that its moves to grow its marketplace and expand access for non-endemic advertisers are paying significant dividends for its ad business.

The company鈥檚 sentiment is that rivals should be competing in the marketplace rather than in the courtroom. Momentum is currently on OpenAI鈥檚 side: The company just released its latest models, including the Sora video generator and Advanced Voice mode with Vision updates.

40.4% of US shoppers started their shopping journeys in marketplaces in 2023, down from 51.5% in 2022, according to a February 2024 report from Attest.

GMV from third-party marketplaces during the Black Friday/Cyber Monday weekend grew 44% YoY. GMV from travel increased 42% over the same period. Expanding beyond traditional retail categories is also paying off: Professional and legal services GMV surged 60% YoY. Affirm Card GMV jumped up 113% YoY. Affirm said redesigning its app to promote the card drove volume.

Facebook Marketplace is a prime example, as it鈥檚 where people go primarily to search directly for secondhand goods from other users. Marketplace is also a major reason why Facebook has a strong lead in social commerce and one of the few areas of the app where Gen Z spends time.

Many of the biggest online luxury multibrand retailers found themselves in dire straits as the post-pandemic boom receded. This came as major fashion houses doubled down on direct sales channels with a focus on their owned and operated physical stores:. Farfetch failed to secure participation from enough major luxury brands on its marketplace and took on debt to support its costly ecommerce business.

McCoy of Digiday, she writes that as the digital ad marketplace gets more crowded, expensive, and riddled with data privacy initiatives, performance marketers find themselves shifting focus back to brand building and awareness. Nick Sharma, CEO of brand strategy agency Sharma Brands thinks that "the challenge for marketers now is how do you become interesting to buy?

User growth is coming from Gen Alpha and Gen Z, who primarily use Facebook for its Marketplace feature. Meta鈥檚 current attempts to make Facebook 鈥渃ool鈥� again could curb more severe declines down the line, though it鈥檚 too early to tell. YouTube CTV viewers will surpass Facebook users by 2027. That year, the former will reach 183.4 million while the latter will have 181.3 million, per our estimates.

To diversify advertisers, Walmart enhanced its retail media business, making Onsite Display placements available to marketplace sellers鈥攊ts fastest-growing cohort of advertisers, per the company. Walmart also increased its in-store ad inventory, offering self-service buying for TV Wall ads and expanding demo stations.