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Instacart also used OpenAI鈥檚 API to enable conversational search focused on meal preparation. Target is rolling out Guided Search, a proprietary search tool announced in concert with other genAI technologies, including a chatbot, Store Companion, for employees. Lowe鈥檚 partnered with Google Cloud to optimize its long-tail searches and reported increases in clickthroughs and conversions.

Retail media鈥攅specially on platforms like Amazon, Walmart Connect, and Instacart鈥攊s tightly linked to product availability, competitive pricing, and shopper intent. Tariffs on imported goods, particularly from China, could squeeze margins for marketplace sellers and force price increases, suppressing ad spend.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

This is the first installment of our 鈥淩etail and Ecommerce Sales Benchmarks鈥� series, which helps retailers calibrate their sales mix against the market.

Walmart and Instacart have a massive opportunity to gain share in fast-growing categories where Amazon is stagnating. Amazon鈥檚 comparatively slower gains in food and beverage and health/personal care/beauty are largely due to Walmart and Instacart. These companies are growing faster than Amazon in digital grocery, which comprises these two categories.

Generative AI tools are transforming retail media by personalizing shopper experiences, with retailers like Instacart introducing aisle-aware ads and location-based coupons. In-store retail media is growing rapidly, with players like CVS and 7-Eleven using digital screens and audio ads near points of purchase, despite infrastructure challenges.

Uber, which earlier this year joined forces with Instacart to take on DoorDash, reported its delivery service grew 18% in Q3 to $3.47 billion. Our take: Membership programs are sticky, which is why DoorDash is wise to bulk up its program in a variety of directions. And Lyft gives DoorDash a direct counter to Uber One.

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.

Dozens of other retailers鈥攊ncluding Walmart, Target, The Kroger Co., Instacart, DoorDash, and Costco Wholesale鈥攁re also monetizing consumers鈥� search activity with ads. Retail media search ads are a critical lower-funnel tactic for advertisers. Although display is growing faster, search will still account for nearly two-thirds of retail media ad spending this year, per our forecast.

Loblaws鈥� PC Express鈥攖he national grocer鈥檚 banner for all of its digital purchasing options鈥攑rovides a range of fulfillment choices including pickup in-store, lockers at transit stations, and delivery via DoorDash and Instacart. Sobeys鈥� Voila home delivery and curbside pickup banner started in Ontario and Quebec, but the service is gradually expanding to population centers across the country.

The retail media frenzy has continued through 2024, with retailers like Costco, Wawa, and Saks launching networks, while others, like The Home Depot, Instacart, and Walmart, bolstered their networks to grow their share of ad dollars. With more options, advertisers are becoming more cautious about the networks they work with, focusing on those that can prove campaign success.

And Instacart upgraded its AI-powered cashierless Caper Cart technology, adding gamification and rewards features as well as a smart advertising system. Amazon鈥檚 Just Walk Out has also been ramping up its partnership deals, launching in new NFL stadiums and more college campuses. Our take: Grabango鈥檚 closure isn鈥檛 a sign that the cashierless tech industry is suffering as a whole.

Platforms like Instacart expanding its offsite retail media by integrating first-party data with Google Shopping Ads on YouTube allows CPG advertisers like Clorox and Publicis to reach high-intent consumers through shoppable ads. Meanwhile, Albertsons Media Collective launched a platform that simplifies shoppable media ad buys, among other things.

Instacart, the third-largest digital grocery player, will be the next to close in on Amazon. In 2024, more than $39 billion in digital grocery sales will occur on the Instacart platform, making it far larger than its delivery competitors DoorDash ($7.03 billion) and Uber ($3.55 billion). Now Instacart is on a warpath to displace Amazon and become the second-largest digital grocery player in the US.