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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.

Walmart expands third-party seller features as it tries to take on Amazon: The retailer is seeing early results from its marketplace initiatives, but its share of the market will remain at just 2.2% this year compared with Amazon鈥檚 72.4%.

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.

Meanwhile, Walmart built out a whole marketplace called Walmart Discovered, where users can personalize their spaces, discover items, and also play games. Roblox itself has sought to make activations easy for brands, with a brand-focused landing page, and a partnership with PubMatic to help sell video advertisements. Creator partnership shift.

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%.

Shoppers worldwide are flocking to online marketplaces and social commerce for convenience, variety, and competitive pricing. While price remains key, brand trust is becoming a major factor in certain markets. As these platforms drive discovery and sales, brands must adapt to stay competitive. Here are three ways digital shopping habits are evolving among consumers worldwide.

Even DNVBs need to innovate, differentiate, and elevate their brands to capture consumers鈥� attention in a crowded and expensive marketplace. Explore non-Amazon retailers and marketplaces to grow without eroding the brand. D2C brands concerned about getting commoditized on Amazon should look to Walmart Marketplace, Target+, Macy鈥檚 Marketplace, and other emerging marketplaces for quality growth.

Walmart Marketplace sellers soar over the retailer鈥檚 holiday sales events. Younger consumers rely on TikTok for holiday inspiration, not purchases.

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.

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.

Though beauty has remained a relatively resilient category amid rising prices, tariffs could put a damper on that as they take hold. 29% of US adults say they鈥檒l likely cut back on beauty/personal care spending if tariffs raise prices, according to February 2025 data from CivicScience. That鈥檚 why retailers like Walmart, Amazon, and Target are boosting their beauty offerings to drive sales and increase customer loyalty. Here鈥檚 how.

Ecommerce may be hit particularly hard after President Donald Trump ramped up tariffs on China to 245% and announced plans to tighten regulations on de minimis imports from China and Hong Kong鈥攎oves that will likely dampen sales from Chinese-based sellers on online marketplaces operated by retailers like Amazon and Walmart, as well as reduce growth for platforms like Shein and Temu.

Walmart de M茅xico y Centroam茅rica. Total retail and ecommerce sales include sales from Bodega Aurrer谩, Sam鈥檚 Club, Superama, and Walmart in Mexico, as well as bodegas, discount stores, supermarkets, and Walmart stores in Central America. Cencosud.

The pandemic ecommerce boom that drove online sales is over. But marketplaces will continue to expand their share of US retail ecommerce, contributing almost 40% of the $588 billion in US online sales growth that we forecast over the next five years.

Marketplaces are growing in importance. Amazon鈥檚 third-party marketplace has been driving its ecommerce growth and now accounts for nearly two-thirds of its sales. More broadly, US retail marketplace ecommerce sales will grow by 10.2% this year to nearly $385 billion, representing more than a third of total retail ecommerce sales. And we expect the marketplace share of ecommerce to continue to grow.

Marketplaces and Platforms Jump Into POS Software. Players like Shopify are investing heavily in merchant services tools to offset slowing ecommerce growth and diversify revenues. This is driving competitors to bolster their own offerings: Amazon has built out a slew of seller services, including Buy with Prime, revenue-based financing, and Seller Wallet. Walmart has begun adding SMB tools, too.

Walmart's ad business drives 26% revenue growth: Walmart Connect leads with 30% increase, outpacing Amazon's ad unit.

Amazon misses sales expectations as shoppers trade down to cheaper products: The retailer is trying to win over price-conscious customers with more sales events and a soon-to-be-launched budget marketplace.

Walmart de M茅xico y Centroam茅rica (Walmex). Worldwide Independent Network of Market Research (WIN).