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Walmart came closest to matching Amazon鈥檚 prices with just a 5% price difference on identical items鈥攁lthough that was slightly higher than last year鈥檚 4% gap.

Amazon and Walmart-backed Flipkart are the two dominant players in the country鈥檚 ecommerce sector. The giants currently have roughly the same market share. However, their collective retail ecommerce sales share will dip from 61.9% in 2024 to 60.5% in 2025 as Reliance Retail and smaller players slowly gain ground. Reliance Retail is outpacing Amazon and Flipkart.

Amazon, Walmart, and others offer genAI-powered shopping assistants, and genAI chatbots are now commonplace in customer service settings. Retailers like Victoria鈥檚 Secret, Target, and Nordstrom are using genAI to enhance their search functions and improve product discovery. GenAI can personalize results based on users鈥� previous behavior and enable more conversational queries.

But Walmart has a significant slice, 8% all by themself, which leaves 16% for all other players, of which there are a lot. And we thought we'd start today's episode by talking about a few of the most interesting ones. (05:21):.

Mexico鈥檚 ecommerce market is dominated by players like Mercado Libre, Amazon, Walmart, and Liverpool, offering TikTok Shop plenty of competition in a high-growth growth market. Sources. Associated Press. CNBC. The Economist. The Information. MediaPost. NPR. Politico. South China Morning Post. Wall Street Journal.

While Walmart may not be participating in the Cyber Dozen, its 鈥淏lack Friday Deals鈥� event will kick off Monday, November 25 at 12pm Eastern for Walmart+ members before opening to the public five hours later. The sale will offer steep discounts such as 67% off a TCL 65-inch TV and 68% off a Carote cookware set.

Online merchants now top all other channels, just barely surpassing mass-market retailers such as Walmart and Target among other brick-and-mortar options. Mass retailers and drugstores lost the most market share among all channels for health and wellness products between 2020 and 2024.

The platform is testing an integration that makes it easier for creators to add affiliate links from the likes of Amazon, Walmart, and Rakuten to their posts. That makes it easier for users to shop鈥攁nd for creators to earn commissions鈥攁nd could make TikTok a more valuable sales and traffic driver for brands. TikTok Shop is also hoping to win over holiday shoppers with its 鈥淏rand Palooza鈥� campaign.

For example, Walmart last week announced sweeping policy rollbacks, including withdrawing from a major LGBTQ+ index. Why it matters: Even as many companies abandon diversity, equity, and inclusion initiatives, research consistently shows public support for them.

For example, Disney, NBCUniversal, and Paramount have partnerships with Walmart, which completed its acquisition of smart TV manufacturer and measurement data supplier Vizio in December 2024. As lines continue to blur across converged TV and the broader digital ecosystem, advertisers should expect more measurement-related collaboration between entities with first-party consumer data.

Following a limited test across 25 stores in April 2023, Walmart has steadily increased its advertiser-funded in-store demo and sampling program. Walmart has said it is experimenting with bridging physical and digital, using QR codes at demo stations to link shoppers to digital product discovery pages and list-building capabilities.

Walmart, for example, convened a creator upfront in October. Predictions. Creators will move into the RMN spotlight. As they seek to burnish their incrementality tool kits, retailers will focus on creators for upper-funnel activation. Data collaboration tech will become table stakes. Retailers will leverage data collaboration to combine accurate sales tracking with the scale of the open web.

Other players, such as Walmart and eBay, still have a negligible B2B presence. Click here to view our full forecast for US Amazon B2B ad revenues. Ecommerce is gaining on search advertising. The convenience of ecommerce is challenging traditional search鈥檚 dominance, with retail giants like Amazon increasingly catering to B2B buyers.

Larger players like Walmart and Costco may gain share by leveraging their scale to absorb or negotiate around added costs. Ecommerce is particularly exposed. Beginning May 2, the administration will suspend the de minimis exemption for packages from China and Hong Kong. Goods valued under $800 will now face either a 120% duty or a flat $100 fee per item鈥攔ising to $200 after June 1.

Social commerce sales continue to rise in the US and are set to grow further thanks to social platforms鈥� alliances with Amazon and Walmart. And marketers are increasingly putting paid media behind creators鈥� sponsored posts: More than one-third (38%) of brands that use influencer marketing dedicated most of their influencer marketing budgets to paid amplification last year, per a Linqia survey.

Or, in the case of Walmart-Vizio, both CTV and data. Expect more dealmaking this year. Ad tech鈥檚 M&A streak will carry into 2025. Between the TTD-Sincera deal and T-Mobile announcing plans to acquire digital out-of-home (DOOH) SSP Vistar Media, it鈥檚 already off to a hot start. Deal volume will likely accelerate as the year goes on. There are two potential tailwinds to consolidation:.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Ryan Mayward, senior vice president of retail sales at Walmart Connect, on the importance of using creative tailored to the specific environment and audience, which carries relevancy for retail media because brands often have access to more detailed customer data in these contexts.

FMNs are modeled on retail media networks (RMNs) pioneered by Amazon and Walmart. But unlike RMNs, FMNs capture retailer-agnostic data鈥攁nd therefore a fuller picture of customers鈥� spending. FMNs are going mainstream. Chase and PayPal launched FMNs in April and May this year, respectively.

While Amazon dominates, Walmart and Temu are growing faster, and more retailers across sectors鈥攆rom department stores to grocery to specialty retailers鈥攁re setting up their own marketplaces. As marketplaces compete for sellers, their operators will strive to provide customer data and tools that can drive sales. Mobile is critical to supporting cross-channel engagement.