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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.

Growing its online sales. Walmart鈥檚 online sales will rise 10.9% this year, per our US Walmart retail ecommerce sales forecast. The retailer鈥檚 ability to drive sales on its website is essential to its ability to attract third-party sellers to its online marketplace, as well as advertisers to its Walmart Connect platform. Building out its online marketplace.

The strategy is similar to retailers such as lululemon athletica that have turned to third-party online marketplaces to expand their reach. The big takeaway: Our forecast expects Uber Eats鈥� US restaurant sales to grow 13.7% this year to $24.3 billion. Rather than sink money into digital marketing efforts, Domino鈥檚 is going where the eyeballs are already looking.

TikTok Shop joins Amazon in holding a July sale: The marketplace hopes exclusive discounts on brands like L鈥橭r茅al and live-shopping events will boost GMV.

The strategy: TikTok aims to rapidly grow its online marketplace by offering merchants free listings, free shipping, zero commissions, as well as warehousing space, per Bloomberg. It also recently opened a pop-up shop in London that is open to existing and prospective merchants as well as creators who can use the space to host livestreams and to learn more about social selling, per InternetRetailing.

D2C ecommerce is a business model where companies sell products and services directly to customers via their own website or online marketplace鈥攚ithout the involvement of intermediaries such as retailers or wholesalers.

TikTok plans to use steep discounts throughout the holiday season to lure value-oriented shoppers to its fledgling online marketplace. The big takeaway: YouTube鈥檚 efforts appear aimed at grabbing a larger share of the rapidly growing social commerce market; our forecast expects US social commerce sales to grow 26.3% this year, to $67.6 billion.

These platforms also use similar online dashboards to allow advertisers to set parameters and execute campaigns. RTB will make up the remainder of programmatic ad transactions. This form of ad buying鈥攂ased on automated ad placements via auction in ad exchanges and marketplaces鈥攐nce made up the majority of programmatic.

Walmart Marketplace is thriving: Black Friday and Cyber Monday were the two best-selling days on the platform, and those strong results are providing a boost to Walmart Fulfillment Services.

Shein鈥檚 growth strategy: Shein is increasingly focused on rolling out and growing its online marketplaces, which recently launched in Brazil and the US. The marketplace has roughly 6,000 active sellers and accounts for about a third of the Brazilian total gross merchandise value, according to the letter.

Product safety issues could derail Chinese ecommerce platforms鈥� growth ambitions: Shein and Temu are struggling to keep products with high levels of toxic substances鈥攁s well as those hazardous to babies and children鈥攐ff their marketplaces.

Programmatic will account for more than 9 in 10 display ad dollars this year. How it fares as the last legacy identifiers die out will make or break the future of digital advertising.

These shifts are likely to accelerate further, as consumers seek out the best possible prices, promotions, and offers on retail platforms鈥攅specially digital marketplaces, which also function as price regulators and comparison portals. Usage of traditional search engines is steadily declining among all ages and genders in Latin America, per our survey.

Walmart sees growth opportunities regardless of the macroeconomic environment: The retailer looks to boost its international sales, improve its digital presence, and expand its retail media business.

In June, in a bid to grow its online marketplace, TikTok offered merchants free listings, free shipping, zero commissions, as well as warehousing space, according to Bloomberg. 鈥淭ikTok is, in its favor, at the forefront of the cultural zeitgeist,鈥� Enberg said.

Marketplaces are fighting for the crown in US ecommerce. Though Amazon remains solidly atop ecommerce sales, Walmart and Shopify are attempting to carve into Amazon鈥檚 revenues. Here are the latest updates in ecommerce, advertising, and partnerships from these major players.

US retail marketplace ecommerce sales will grow 11.4% to reach $428.30 billion this year, per our forecast. Because Amazon (73.4%) and eBay (8.2%) will rake in the majority of those sales, smaller marketplaces like Shein, Michaels, and Wayfair are getting creative and taking the battle for sales in-store.

Michaels: For launching a new online marketplace and in-store experiences. Listen to the full episode. This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.

Amazon caps prices for its low-cost marketplace at $20: The move should help broaden its appeal with price-sensitive shoppers.

Looking ahead: India is hugely important for digital marketplaces as they try to gain an early advantage in the country鈥檚 nascent ecommerce market. But they will have to tread carefully going forward to avoid falling further afoul of regulators.