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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.

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.

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.

That provided an opportunity for Aldi, Walmart, and others to steal share from Kroger. Kroger aims to use Boost Bonus Days to demonstrate to consumers (and to a lesser extent, the court) that it is focused on saving consumers money while, at the same, seeking to convince shoppers they can cut costs by enrolling in its membership program.

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.

Data.ai鈥檚 top apps list ranks Amazon and Temu above Target and Walmart in terms of active users, as of January 2024. Amazon is no surprise, but Temu鈥檚 gains in the past year are notable. The app has become popular on TikTok via influencer and user reviews, particularly among the Gen Zers who dominate the platform.

Amazon鈥檚 small physical footprint holds it back from growing its grocery click-and-collect business, helping Walmart widen its lead as the biggest digital grocery player. Meanwhile, Instacart will continue making gains on Amazon grocery to become the second-biggest digital grocery player. 5. Amazon shoppers are happy to be there.

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.

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 and Walmart-owned Flipkart dominate online sales and are evenly matched, but new entrant Reliance Retail is making things interesting. Key Question: How quickly will retail and ecommerce sales grow in India over the next five years?

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

Marketers need to have a strong presence across all the platforms Gen Z might use to search, be it Target, Walmart, TikTok, Reddit, or Google. 鈥淓veryone is entering brand names into a different search bar, depending on who they are,鈥� he said. 鈥淚f you want to drive that sale, you鈥檝e got to be where the eyeballs are.鈥�. Listen to the full episode.

A US company like Walmart could be a potential buyer, leveraging TikTok for retail media and ecommerce ambitions, Willens said. 5. A children鈥檚 online safety law will pass in 2025. Mitchell-Wolf predicted that 鈥渁 law around children鈥檚 online safety or privacy gets passed [within] the first six months of the next presidential administration.鈥�.

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 collaborated with two influencers who got their start on TikTok for a shoppable music video. Walmart鈥檚 campaign targets Gen Alpha by incorporating kids鈥� slang and fashion trends, and features Taylen Briggs, an elementary school-aged TikToker. Viewers can shop the 250 back-to-school products featured via a YouTube link or Roku鈥檚 text-to-shop feature.

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.

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.