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While Target might be able to pick up some sales from Temu as the latter turns away from the US, it will have to contend with stiff competition from Amazon, whose Haul marketplace also relies on the direct-shipping model. Editor's note: This content is part of 蘑菇AV鈥檚 subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports.

Walmart enhanced its online marketplace with new capabilities and seller solutions, the retailer announced at its annual Walmart Marketplace Seller Summit this week. Updates include the addition of premium beauty products, expanded fulfillment services, and revamped seller solutions.

Both retailers used generative AI to improve employee productivity in Q2鈥擶almart leveraged the tech to improve its product catalog and Target used it to enhance in-store employee tools. Target鈥檚 curbside pickup service helped it grow digital comparable sales 8.7% YoY, while Walmart鈥檚 marketplace and sales of GLP-1 drugs contributed to its 4.2% comp sales growth YoY.

Ikea鈥檚 business model evolves: In addition to experimenting with new store formats in new locations and bolstering its online presence, the furniture giant tests a peer-to-peer secondhand marketplace.

The crackdown will also affect Amazon, which uses the exemption to offer ultra-low prices on its Amazon Haul marketplace. Evasive maneuvers: Chinese retailers have been taking steps to mitigate the impact of de minimis, including expanding their local seller networks and investing in US warehouses and fulfillment. Alibaba is making a concerted effort to woo US sellers to its AliExpress marketplace.

Co-founded by former 360i CEO Jared Belsky, Acadia derives nearly half its headcount, profit, and revenues from retail media and marketplaces. With $400 million in media under management and clients like Biossance, Puma, and Gerber Childrenswear, the agency is deepening its commitment to platforms like Amazon, Walmart, and Kroger.

Target also earned recognition for its partnership with Butcher Box, allowing the subscription meat delivery service to sell products through Target's marketplace without requiring subscriptions鈥攁 strategic move as frozen and fresh food represents the fastest-growing segment of food and beverage ecommerce. 7. The Hershey鈥檚 Co.

The open marketplace continues to slide. The delay in cookie deprecation hasn鈥檛 tempered marketers鈥� desire to move away from open marketplaces. In the early days of programmatic trading, open exchanges were dominant. But marketers quickly sought better understanding and control of their media buys.

Temu switches gears: After spending billions in its attempt to conquer the US, Temu is now quietly backing away in favor of markets like Europe, where it is鈥攆or the time being鈥攅asier for Chinese ecommerce marketplaces to operate. The retailer is increasing ad spending in Europe while it massively dials down its US campaigns.

One year into its retail media network (RMN) journey, Costco is taking steps to stand out in a crowded marketplace by leaning into loyal customers and in-store potential. There are currently over 80 RMNs in the US. And since Amazon holds such a position of dominance in that landscape, it's imperative that competing networks find ways to stand out.

For example, electronics company Wyze, which has sold roughly 750,000 products on the marketplace, posted on X late last month that it had to pay around $255,000 in tariffs on a $167,000 shipment from China.

Ironically enough, the biggest threat to TikTok Shop now is not the TikTok ban鈥攚hich is likely to be delayed indefinitely鈥攂ut tariffs, which are pushing sellers鈥� costs to unsupportable levels and preventing new merchants from joining the marketplace.

ThredUp tests peer-to-peer marketplace model as losses pile up: The resale platform is in need of a reset as it struggles to navigate an uncertain economic environment.

According to ANA data, 2024 CTV CPMs averaged $12.90鈥攂ut varied by marketplace. Private marketplace (PMP) CPMs averaged $15, while open-market placements were $5.54. If Prime Video maintains PMP-level rates, it reinforces Amazon鈥檚 premium positioning. But if CPMs dip, the platform may become a stronger draw for performance buyers.

Gen Zers and millennials are now more likely to shop regularly on social commerce than in physical stores or marketplaces such as Amazon, per a September 2024 survey by 3Gem Research for Checkout.com. Social commerce is closing the gap between awareness and conversion.

Fast shipping, the vast selection of products, and high-quality customer service add to consumers鈥� growing attraction to online retail marketplaces, our analyst Sky Canaves said. 鈥淚f there are any issues with the order, for example, there鈥檚 a trusted intermediary between the buyer and seller, which is why consumers may often feel that they have greater trust in 尘补谤办别迟辫濒补肠别蝉,鈥� she said.

Our take: While Wayfair still faces macro headwinds鈥攅specially from a sluggish housing market and the discretionary nature of its products鈥攊ts marketplace model, global sourcing, and supplier-driven pricing dynamics offer meaningful advantages. If tariffs escalate, Wayfair鈥檚 adaptability and margin discipline could make it a standout in a challenged category.

Mercado Libre, which combines data from its digital marketplace and fintech arm, Mercado Pago, to build richer audience profiles and enable more precise ad targeting across its ecosystem. Rappi and DiDi go even further, operating across retail, banking, and travel.

Gen Z shoppers embrace Temu, Shein, and TikTok Shop: 1 in 4 makes a purchase at a Chinese online marketplace at least once a week, as their array of cheap, trendy goods proves impossible for the price-sensitive cohort to resist.

The ecommerce marketplace has repeatedly failed to hit internal goals, causing the company to ratchet up the pressure on employees to perform, per BI. The new leadership structure gives ByteDance鈥檚 Chinese executives an opportunity to exert more control over the US business鈥攁lthough it should be noted that what worked for Douyin in China is not so easily replicated stateside.

The second phase of the partnership will introduce closed-loop measurement that lets advertisers tie Pinterest Ads to sales on Instacart鈥檚 marketplace. As part of the deal, Instacart will facilitate shoppable ads on Pinterest, allowing users to complete purchases in just a few clicks and receive their items in as little as 30 minutes.

But many Facebook purchases are taking place on its largely consumer-to-consumer (C2C) service, Marketplace. The gap in the number of buyers between Facebook and Instagram is narrowing. Facebook鈥檚 lead in social commerce is more a reflection of its massive user base than a strong user propensity for shopping.

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.

The company鈥檚 demand-side platform (DSP) could become central to advertisers鈥� strategies, extending Amazon鈥檚 targeting capabilities beyond the marketplace itself. As advertisers seek more efficient ways to reach customers, Amazon鈥檚 DSP offers a compelling advantage through its ability to engage consumers based on actual buying behavior.

Young people are on Marketplace and Groups: The challenge for Meta is to direct those users to more monetizable areas of the app.