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Online shoppers often turn to Amazon and Walmart.com to start their shopping journeys online, per Jungle Scout data from Q3 2023. To take advantage, both retailers have revamped their website and apps to surface more new products and be more easily searchable.

Walmart, however, has doubled down on private label, assuring consumers it won鈥檛 raise prices. Walmart had a strong holiday season but posted a cautious outlook for 2023.

Mass merchandisers (Walmart, Target, Best Buy). Discount warehouses (Costco Wholesale). Grocers (The Kroger Co.). Department stores (Macy鈥檚). Category specialists (The Home Depot). Delivery services that support retailers (Instacart). Retail media鈥檚 scope is expanding as networks move further into video and CTV.

Amazon plans to double the number of same-day facilities over the next few years to capitalize on the opportunity, as well as maintain an edge over rivals like Walmart and Target, that are making similar moves.

Some 37% of US beauty consumers start their product search on Amazon, making the site more popular than Walmart (23%), retailer sites (9%), and search engines (8%), according to Tinuiti. Amazon will see $23.95 billion in US retail media ad revenues this year, according to our forecast.

Instacart is still slightly behind Walmart when it comes to share of US digital grocery sales, according to our data, but it has managed to jump from the bottom of the pack to the top in just a few years. While it鈥檚 unlikely Instacart will overtake Walmart for first, the company is battling with Amazon for second.

Number one: Walmart, which is way up from number seven in March due to a ton of retail media innovations. Walmart Connect is increasing its in-store retail media inventory with enhanced sampling and with self-serve inventory for its TV wall. It's providing display ads to brands of all sizes and it's enhancing its capacity to measure ad success in stores.

Amazon now accounts for 21.6% of search revenues due to its dominant position in product search, according to our forecast, but Walmart, TikTok, Snapchat, and Meta, among others, are all exploring chatbot-powered search. Chatbot platforms such as OpenAI and Anthropic could also add advertising in the future. New formats will shake up search advertising.

Both Temu and Shein attract more repeat shoppers monthly than eBay and Etsy, although they trail Amazon and Walmart by a considerable margin. Why it matters: The speed with which Shein and Temu entrenched themselves into the US retail landscape shows just how effective the two companies鈥� ad blitzes have been鈥攁nd continue to be.

And tomorrow, join Marcus for another episode of the Behind the Numbers Daily, an eMarketer podcast made possible by Walmart Connect.

With third-party data signals dwindling, advertisers are swarming around the first-party consumer data and closed-loop attribution offered by retailers like Amazon and Walmart. Major publishers are betting on direct sales.Those with premium content, like Bloomberg, are opting to take their inventory off the open exchange.

Other top places to start searches include Walmart.com, YouTube, and Facebook. If ecommerce brands want to put their products in front of consumers, they will need to be where consumers are browsing and shopping, which includes social media platforms in addition to traditional ecommerce sites like Amazon or Walmart. 4. Younger consumers expect faster deliveries.

Amazon isn鈥檛 the biggest player in grocery ecommerce鈥攖hat鈥檚 Walmart. Amazon and Walmart Connect are the top two US retail media networks, followed by Target, Kroger, and Instacart. Takeaway: Don鈥檛 put all your retail media ad dollars in Amazon鈥檚 basket. Diversify your retail media ad spend, and be discerning.

This year, Amazon, Target, and Walmart started offering deals in early October, pulling demand forward from the major shopping days. Our forecast shows faster ecommerce growth for the holiday season overall. We project a 12.0% increase in US holiday season ecommerce sales, which will reach $239.26 billion. More like this:. Report: US Holiday Shopping 2022.

Walmart, Amazon, Instacart make search enhancements. How TikTok, Temu, and Sephora are making online shopping fun. Clothing, groceries, and beauty products are popular digital purchases. How seamless payments, social commerce, and loyalty apps are driving mcommerce growth. A previous version of this story noted unique visitors. The chart shows visitors.

Amazon, Walmart turn to shoppable TV ads to shorten the path to purchase. 3 challenges advertisers are facing and how retail media networks can solve them.

Meanwhile, big-box stores like Target and Walmart are forgoing fees and instead investing in making the returns process smoother for customers. More like this:. Reimagining Retail: How Walmart is staying in the online shopping race with Amazon, and what the future holds. The future of shopping, retail tech, and returns, as explained by our analysts. The top reasons online shoppers make returns.

Amazon will once again hold first place by a wide margin in 2023, with 37.6% of US retail ecommerce sales compared with the 6.4% of No. 2 Walmart Inc. Amazon has lost share since last year, but that will change in 2024, when its share will increase to 38.0%. More like this:.

Walmart, Amazon experiment with shoppable TV. The latest: Walmart is partnering with Peacock to offer AI-powered, interactive shoppable ads during episodes of 鈥淏elow Deck Mediterranean,鈥� while Amazon鈥檚 first Black Friday NFL game featured shoppable ads from brands like TCL and Dyson.

While retail media won鈥檛 get all of those dollars, the steady flow of CPG ad budgets to retailers like Walmart and Kroger is giving suppliers more negotiating room during price talks. Brand spending on retailers鈥� websites and in stores offers leverage when negotiating prices with suppliers, a spokesperson for Belgian supermarket Colruyt told Reuters.

Amazon鈥檚 inability to take full advantage in the grocery space gives Walmart and other digital grocery players a chance to gain ecommerce market share in the category. It will remain difficult for competing retailers to capitalize on Amazon鈥檚 stagnant overall ecommerce market share. Outside of food and beverage, the only other maturing ecommerce category where Amazon is missing out is auto and parts.

Over half (55%) of shoppers said they checked prices at competing retailers before finalizing their purchases; many said they also shopped or planned to shop competing sales by Target (25%) and Walmart (31%).

Other retailers are already seeing success with Roku鈥檚 shoppable ads: Walmart said clickthrough rates for campaigns using the ad format were at least three times higher than for average video campaigns run through its DSP.

Amazon will maintain its massive lead, generating $277.91 billion in US marketplace sales this year. eBay will take a distant second place with $35.41 billion in marketplace sales, followed by Walmart Inc. ($8.57 billion), Etsy ($7.87 billion), and Poshmark ($1.91 billion). Use this chart:. Illustrate the growth path of US retail marketplace ecommerce sales. Budget ad spend on digital marketplaces.

Number seven, Walmart, for making its AI delivery optimization tool available to other companies and for announcing early morning delivery. Becky, why is Walmart interesting? Becky Schilling:. Walmart is always interesting, just Walmart plug.