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Walmart recently introduced sponsored videos for search, allowing advertisers to hit upper-funnel objectives (through visual storytelling) as well as lower-funnel objectives (by engaging customers who are searching and primed for purchase). Next year, US search ad spend will reach $127.84 billion, growing 12.4% YoY, per our forecast.

Last year, households earning $100,000 or more made up less than 30% of sales at Walmart and discount retailers, per Brick Meets Click and Mercatus. However, inflation has driven shoppers to dollar and discount stores.

The most popular platform was eBay, which 23% of Amazon businesses of all sizes said they were already on, followed by Shopify (21%), Walmart (19%), Etsy (13%), and Facebook Marketplace (10%). When asked which platforms they plan to expand to in 2024, over a third (36%) of Amazon sellers cited Walmart.

Walmart. Why: 鈥淲补濒尘补谤迟 is not often seen as the 鈥榠t鈥� place to shop, and it knows,鈥� said our senior content director Becky Schilling. 鈥淚t's experimenting with tech to change that.鈥�. What鈥檚 interesting:. Walmart is expanding its 30-minute drone delivery pilot, serving 1.8 million households in the Dallas-Fort Worth area.

Can Target鈥檚 paid membership program compete with Amazon, Walmart?

鈥淸奥补濒尘补谤迟 has the] largest customer base of physical store grocery shoppers. I just think that when it comes down to brass tacks, it鈥檚 that very simple advantage of just having a large customer base and a large brick-and-mortar footprint.鈥�. But other retailers are trying to cash in on the surge in click-and-collect buyers.

Amazon will account for nearly all of the $29.69 billion US retail media search ad spend this year, though Walmart and Instacart are also contributing to retail media鈥檚 share of search ad spend, per our forecast. 3. In-store retail media presents a giant opportunity.

鈥淵ou have a place [in the event period], especially if you鈥檙e Walmart or Target.鈥�. Listen to the full podcast. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

The two fastest-growing digital ad business this year, Instacart and Walmart, will be RMNs. While some companies might not have the scale to launch their own networks, there may still be room for them to play in the retail media ad space. 鈥淲hen we look at the top-line numbers of the retail media space, they are shaped largely by Amazon and 奥补濒尘补谤迟,鈥� said our analyst Max Willens.

Shopper discretion advised: Walmart and Target both saw pullback in less need-to-have areas but more spending in categories where they provide shoppers value. At Walmart, shoppers focused on groceries and other essentials. Sam鈥檚 Club same-store sales rose 12.2% from value-seeking consumers. But margins were slim as customers avoided big-ticket purchases.

It鈥檚 not the only retailer looking to force concessions: Walmart is prepared to reallocate space to private or tertiary labels if suppliers are unwilling or unable to keep prices down, CEO Doug McMillon said at the 鈥嬧�婱organ Stanley Global Consumer & Retail Conference in December.

But Walmart and TikTok could each wind up taking real bites of its affiliate foothold, depending on how Walmart Creator and TikTok Shop take shape. Explore fitting affiliate together with other campaigns. The growth of performance PR offers an interesting template for how affiliate can be woven into other marketing projects. Consider porting it over to other corners of media spend.

Another 36% expected to begin shopping in July, which isn鈥檛 surprising given the broad array of July sales events hosted by Amazon, Walmart, Kohl鈥檚, and TikTok Shop. The big takeaway: The average consumer expects to spend $475 on back-to-school shopping this year鈥攁 21.8% jump over last year, per JLL. Even so, they remain focused on value.

Player: Walmart. Walmart Connect is putting Sponsored Videos in search results. These video ads are an opportunity for visual storytelling within a retail media format. Player: Pinterest. Pinterest is offering more ad formats. The shoppable social platform now offers more ads in its home feed, contextual ads, and interactive quizzes. This was originally featured in the eMarketer Daily newsletter.

That will likely hinder retailers鈥� long-term investments and slow retail sales, which is why retail companies across several categories鈥攊ncluding Home Depot, Walmart, Dollar General, and Steve Madden鈥攔ecently offered cautious guidance.

That鈥檚 not to mention the vast number of well-established platforms such as Amazon, Walmart, and AliExpress. Online marketplaces create new challenges. For example, differing customer service experiences between the retailer and third-party sellers can leave shoppers frustrated, while several marketplace operators including Walmart and Amazon have had to deal with sellers hawking counterfeit items.

That presents a challenge for smaller retailers that have to determine whether to fully or partially pass the higher supply chain costs to consumers, given that they鈥檙e competing with large importers such as Walmart and Target that have multiyear contracts with carriers to lock in below-spot market prices.

And number one, Walmart, Ariel bring us home. Arielle Feger (10:20):. So Walmart kind of did a lot this month. They launched a new private label brand Better Good, which is targeted to younger consumers. It's also very plant-based, focused, healthier, better for you foods.

More than half (56%) of US consumers start their shopping searches on Amazon, putting the site ahead of search engines (42%), Walmart (29%), and TikTok (7%), per February 2024 data from Jungle Scout.

Most crucially, Amazon Prime Video reported it will introduce ads in 2024, Walmart and NBCU announced a partnership, Roku inked a deal with Best Buy, and Kroger linked up with Disney. CTV ad spending will be nearly twice what we expected for 2025.

The Netflix Hub, which began in 2021 as a digital storefront on Walmart鈥檚 website, has evolved to become a physical presence at over 2,400 Walmart stores across the US. Netflix has also partnered with Athletic Brewing Company to create a line of nonalcoholic beers, the first of which was inspired by Netflix鈥檚 鈥淭he Witcher.鈥�.

Several retailers, including Amazon and Walmart, launched high-profile sales in October that pulled the start of the holiday shopping season into mid-October. While those events may not have delivered blockbuster results, they let retailers clear inventory and helped drive a 7.2% YoY increase in sales across October and November, per US Commerce Department data. Discounts were steep.

For example, Walmart recently added curbside returns and returns pickup from home to its offerings, as well as extended its returns policy through January 31, 2023. And a growing number of retailers are working with third-party dropoff retail ecommerce return vendors such as PayPal-owned Happy Returns.

Lessons from Walmart, Coca-Cola on what makes an engaging holiday ad.