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Walmart has the largest audience of any digital grocery platform. But our survey found that Amazon Fresh customers were more active and willing to try new products.

Fewer, smaller discounts could make Prime Day less enticing to shoppers鈥攐pening the door to competitors like Walmart that are able to offer better value.

Walmart x Celebrity Moms: Walmart launched the 鈥淢oms Answer Moms鈥� TikTok series, where consumers could ask parenting questions to celebrity mothers like Paris Hilton and Whitney Cummings. The campaign鈥檚 top video amassed over 120 million views and sparked a 5,000-comment thread of mothers sharing advice. Empathetic marketing: Recognizing emotional complexity.

Amazon and Walmart scoop up beauty sales as shoppers search for convenience: Our Industry KPIs data shows that the two account for the majority of purchase intent clicks in the beauty and personal care category.

Here鈥檚 how ad buyers ranked the retail media networks of 14 leading CPG-focused retailers鈥攊ncluding Ahold Delhaize, Albertsons, Amazon, Costco Wholesale, CVS, Instacart, Kroger, Target, and Walmart鈥攁ccording to the attributes they value most.

Walmart, Lowe鈥檚, and Target have all shifted away from DEI policies, with the latter receiving consumer backlash that impacted earnings. Corporate donors like Citi, Mastercard, and Pepsi have opted to stay away from New York City鈥檚 annual Pride parade鈥攈ighlighting companies鈥� increased hesitance about publicly associating with LGBTQ marketing.

The insight: Amazon weathered the February 28 economic boycott better than rival Walmart and delivery service Instacart, per Industry KPI online traffic data from MikMak. Amazon had a 32% share of online consumer shopping traffic from February 28 to March 2, up from 22.5% on February 27.

When it comes to retail memberships, Amazon is the leader, boasting 97.2 million household Amazon Prime members across the US, nearly three-quarters of the country鈥檚 total households, per our forecast. Taking a page from Amazon鈥檚 playbook, retailers like Walmart, Best Buy, and Target are using their own members-only sales events to build out their retail memberships.

Major retailers like IKEA, Walmart, and ThredUp are launching peer-to-peer resale marketplaces, aiming to capture a slice of the booming secondhand market. This trend comes as US marketplace ecommerce sales are projected to surpass $500 billion next year, according to our forecast.

Platforms like Amazon, Walmart Connect, and Instacart rely on steady product availability, competitive pricing, and strong shopper demand鈥攁ll of which are now at risk. Tariffs on imported goods, especially from China, are squeezing marketplace sellers鈥� margins, pushing prices higher, and softening demand.

Efforts by key retail partners such as Walmart to curb retail theft by locking up products also affected sales, Hieronimus said. Looking ahead: For all the difficulties it faces in the US, the company is better positioned than most beauty brands to navigate tariffs.

Amazon鈥檚 Q2 growth will be more moderate, but Walmart is surging. Retail media is one of the sectors with the greatest exposure to tariffs, and Q1 signaled uncertainty about the months ahead. Both Amazon and Walmart beat expectations but gave tepid guidance.

The news: Costco is pressuring its China suppliers to lower prices, the Financial Times reported鈥攋oining the likes of Walmart, Target, and Home Depot looking to shift the tariff burden onto manufacturers.

Walmart wants in on CTV ad innovation: The retailer is partnering with Fubo as the inaugural partner of a new takeover ad format.

But the channel鈥檚 growth鈥攁s well as its dominant share of retail media spending鈥攃an largely be attributed to Amazon and Walmart, the runaway leaders in terms of on-site scale. That advantage will keep Amazon and Walmart the first- and second-largest players in the retail media ecosystem for the foreseeable future.

Dollar store consumers, especially lower-income households, are facing financial difficulties, relying on credit cards to cover necessities. Retailers like Dollar General and Dollar Tree are focusing on pricing and promotions to keep customers shopping, but there has been a decline in discretionary spending from middle- and high-income consumers, who may be turning to mass retailers like Walmart.

Amazon Fresh doubles down on affordability as shoppers focus on cost: The retailer will roll out Prime-exclusive discounts on over 3,000 products and a new private label as it tries to narrow the gap with Walmart.

Walmart and Delta have adopted VR for effective, immersive employee training, though high upfront costs may deter smaller companies.

Retailers invest in virtual reality, mobile apps, and AI to improve the customer experience: Walmart, Levi鈥檚, and Family Dollar are among the companies turning to tech to boost sales.

Meanwhile, Walmart built out a whole marketplace called Walmart Discovered, where users can personalize their spaces, discover items, and also play games. Roblox itself has sought to make activations easy for brands, with a brand-focused landing page, and a partnership with PubMatic to help sell video advertisements. Creator partnership shift.

Roblox wants to be an ecommerce platform: After a pilottesting physical goods sales with Walmart and E.l.f. Beauty, the gaming platform sees big potential in online sales.

The broader perspective: Pressure from major retailers like Walmart, Target, and Home Depot has reportedly played a role in the administration鈥檚 shifting stance, with executives warning that current tariffs could lead to price spikes and product shortages.

Previously, Walmart built digital twins of its stores and fulfillment networks to model traffic flows, inventory levels, and disruption scenarios, per TheCodeWork. It achieved a 20% reduction in out-of-stock incidents and a 10% increase in in-store sales after optimizing layouts and inventory placement.

Walmart faces the biggest exposure, accounting for 25.8% of SNAP recipients鈥� grocery spending and 21.3% of their non-grocery spend, per Numerator. Kroger and Albertsons are also vulnerable, with 9.1% and 6.5% shares of SNAP grocery dollars, respectively.