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With the ascent of Chinese ecommerce disruptors and the ongoing rivalry between Amazon and Walmart, the upcoming holiday season is expected to bring some big shifts. Some of those shifts include the lessening of Cyber Five鈥檚 importance and retailers losing focus on profitability, said our analysts Jeremy Goldman and Zak Stambor on a recent episode of the 鈥淏ehind the Numbers鈥� podcast.

Assess which marketplaces to work with. More like this:. 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.

These integrations have already proliferated in the marketplace. For example, Disney, NBCUniversal, and Paramount have partnerships with Walmart, which completed its acquisition of smart TV manufacturer and measurement data supplier Vizio in December 2024.

Walmart is upbeat despite tariff turmoil: The retailer expects to take share as shoppers grow more value-conscious.

Walmart to sell Bonobos as digitally native D2C brands lose their luster: WHP Global and Express will acquire the brand for $75 million to shore up the latter鈥檚 business.

On today's podcast episode, we discuss why many retailers are choosing now to launch peer-to-peer marketplaces, why consumers might choose IKEA鈥檚 resale platform versus the already established players like Facebook Marketplace and eBay, and what they need to be successful. Listen to the conversation with our analyst Sara Lebow as she hosts analysts Sky Canaves and Sarah Marzano.

What鈥檚 next for retail media? The rapidly expanding ad channel is facing growing pains as the majority of RMNs struggle to keep pace with Amazon and Walmart.

The US consumer is holding up, according to Walmart: The retailer raised its full-year outlook after solid spending from value-seeking shoppers drove it to a Q2 earnings beat鈥攁lthough it warned of uncertainty heading into election season.

Retail marketplaces like Amazon, Walmart, and Shopify have incorporated generative AI into their platforms to help merchants and consumers alike, while companies like The Coca-Cola Co. and Abercrombie & Fitch are even using it to develop new products. The lesson: ChatGPT introduced the world to generative AI, and the explosion it set off will have rippling effects for years to come.

The retailer鈥檚 investments in faster delivery and broadening its online marketplace selection helped drive a major jump in ecommerce sales. Our take:. Walmart is well-positioned to capitalize on consumers' sharp focus on value: It can offer lower prices than many competitors and increasingly emphasizes convenience.

Amazon accounted for 80% of marketplace sales, 40% of ecommerce sales, and 4% of retail sales in the US in 2023, per Marketplace Pulse.

Mounting pressure will squeeze the long tail of retail media networks: Amazon and Walmart combined will gobble up more than 84% of all retail media ad spending in 2025, leaving a rather narrow slice of the market for all other players.

Number one: Walmart for opening a sneaker marketplace, which we talked about during our marketplace episode so check that out if you haven't, and for making its New York Fashion Week debut. Arielle, say more. Arielle Feger (13:57):. Is it a retail ranking without Walmart? Yeah, so they're just really pushing fashion in all sorts of directions. They were at Fashion Week.

Amazon late last year launched its own low-cost marketplace, Haul, where products retail for $20 or less. It also cut its commissions in some key categories. At the same time, Amazon is on a relentless push to lean into its Prime advantage鈥攆ast delivery times鈥攖o keep shoppers clicking the buy button.

Many retailers in Latin America like Mercado Libre, Rappi, and even Walmart function not only as commerce players, but as financial institutions as well. As a result, commerce media in Latin America is charting a different course than it has in the US, one that could result in unique opportunities for companies with access not only to shopper habits, but to financial data as well.

Walmart, a $1 trillion company and one of America's largest employers, joins other major corporations like Ford, Lowe's, and John Deere in reducing DEI programs. The company's policy changes affect multiple business areas, from supplier relationships (which will remove race and gender considerations) to marketplace oversight (with stricter controls on products targeting minors).

Walmart Connect and international expansion power retail giant to 26% advertising growth. Walmart's global advertising revenues rose 26% in Q2 as the US-focused Walmart Connect division outperformed with 30% growth. Walmart Connect's growth has been fueled by a surge in advertiser participation, including marketplace sellers.

And ultimately I think that would hurt the small and mid-sized retailers that rely on these marketplaces to drive sales. Marcus Johnson:. So, it's a big deal, as you said, marketplace sales going up is 60% of the sales more than on Amazon's site coming from third party sellers. As you mentioned as well, this could affect all marketplaces: Walmart, eBay, beyond, so not just Amazon's.

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.

But Klarna鈥檚 recent moves like its Walmart and JPMorgan Payments tie-ups can help it maintain its growth as it figures out what鈥檚 next for its IPO.

Walmart has expanded its beauty assortment to draw Gen Zers and younger shoppers with buzzy beauty brands such as Bubble, Dossier, and Jake Paul鈥檚 W. It has also launched Premium Beauty on its fast-growing third-party ecommerce marketplace. Target鈥檚 partnership with Ulta Beauty to put shop-in-shops in hundreds of stores across the country has yielded positive results.

Walmart. Warner Bros. Discovery.

Marketplace Pulse. Pentaleap. Skai.

Marketplaces (eBay, Amazon). 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.