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This episode is made possible by Walmart Connect. Are you in the market to take your media strategy to the next level and make an impact with entirely too many customers? Walmart Connect capitalizes on the massive reach of America's number one retailer, Walmart.

The biggest marketplace in terms of sales is Amazon (by a longshot), but eBay, Etsy, and Walmart are also important to the landscape. The takeaway: Marketplaces are important for both discovery and conversion during the holiday season. That means well-placed ads on Amazon, eBay, and other marketplaces could help drive sales. 2. Apparel and decor start selling earlier than consumer electronics.

In the US, the top most downloaded shopping apps of 2022 included Amazon (47 million downloads), Shein (40 million), Walmart (32 million), Fetch (23.2 million), and the Shop app (22.9 million), per Apptopia. 5. Banner ads give mobile shopping app marketers more bang for their buck.

But some retailers, like Walmart and Target, benefited by holding sales events before and after Prime Day. Penny pinching: Despite shoppers鈥� enthusiasm, it鈥檚 clear that consumers are still feeling financial pressure. Buy now, pay later (BNPL) usage surged during the event. Shoppers used BNPL for 6.5% of ecommerce orders placed on July 11 and 12, a 20% increase year-over-year, per Adobe.

Its biggest competitor, Walmart, makes up just 6.4% of US ecommerce sales. Amazon鈥檚 play: Amazon isn鈥檛 satisfied with owning only ecommerce. 鈥淭hey鈥檙e moving into physical retail, which is still 85% of retail [sales] today. Amazon Fresh is the big ambition there because this is where large national consumer brands are going to be purchased,鈥� Lipsman said.

Walmart is working with Roku, TikTok, and Snap. And Amazon is working with, well, Amazon to match retail media鈥檚 high-quality data with CTV鈥檚 top-of-funnel potential. It makes sense: CTV is the fastest-growing major ad format in the US this year. But it鈥檚 not the biggest retail media player. CTV will account for just 13.0% of all retail media鈥檚 display ad spend come 2027.

Kroger, Walmart, and Lowe's are among the retailers that have increased hourly wages to attract workers amid fierce competition. Others are boosting benefits. For example, Harris Teeter last week began offering paid parental leave to full-time associates.

But Walmart and Instacart will see the strongest growth rates among retail media, noted Lipsman, growing 42% and 41%, respectively, in 2023. The search is on: Apple鈥檚 AppTrackingTransparency changed the digital advertising game when it took effect last year.

Retail sales hit new highs during the Cyber Five even though 60% of shoppers started browsing and buying for the season by early November, per NRF, thanks to Amazon, Walmart, and other retailers launching high-profile sales in mid-October.

By the end of 2023, RMNs share of total programmatic digital display ad spend will have doubled since 2018 as retailers like Amazon, Walmart, and Instacart grow their share of the digital ad market. But retail media鈥檚 success is not enough to compensate for the dip in spending with other walled gardens 鈥� yet.

The Artemis Refund Group was recently charged with conspiracy to commit wire fraud stemming from a return fraud scheme that cost retailers such as Amazon and Walmart millions of dollars, per Business Insider. The group recruited shoppers to purchase items, have the purchase refunded, and then keep or sell the refunded item.

Nearly a third of consumers browsed Walmart and 24% checked out Target during the July Prime Day. Our prediction: As an unofficial kickoff to the holiday shopping season, this Prime Day will be just as big, if not bigger, than July鈥檚 event. While essential items and everyday goods were the stars of the first Prime Day, we鈥檙e betting gifts and bigger-ticket items will shine during October鈥檚 event.

This year, Walmart Marketplace growth is expected to reach 12.6%. Then next year, growth is going to accelerate to 13%, with marketplace e-commerce sales reaching nearly $10 billion for Walmart. Walmart has been making improvements on their website, trying to enhance users' digital shopping experience.

By branding streams as events and working with communities that already exist, Walmart was able to transform something that could have been a simple ad into an experience and push shoppers closer to the point of sale. 2. Boost the exclusivity factor for luxury.

Walmart (but is it even a contest?). Amazon Prime is far and away the most popular retail membership service, with nearly two-thirds (64%) of US adults paying for it, according to Bizrate Insights. Though it currently trails in fourth, Walmart is aiming for the top.

Amazon, Target, and Walmart sit on a ton of first-party data and know when you're more likely to buy a product than anyone else. This has now propelled direct-to-consumer brands to end up on the shelves of Amazon, Target, Walmart, Ulta, Sephora, and Whole Foods鈥攂ecause that's where reach and qualified shoppers exist. II: What are the challenges with retail media?

While Amazon has a definite advantage over competitors given the strength of its marketplace and Prime offering, it鈥檚 facing competition from the likes of Roku, Disney, and Walmart鈥攖he latter having quietly paused its live commerce experiments in favor of testing interactive shoppable ads on Peacock.

Our forecasts expect Amazon will account for 37.6% of US retail ecommerce sales this year, and Walmart will make up another 6.8%. The companies that will realize the greatest gains are those that implement experiences aligned with their customer bases鈥� behaviors and interests.

For example, Amazon and Walmart may look like grocery competitors, but Walmart鈥檚 grocery business tends to skew toward fresh foods while Amazon skews toward pantry goods. That means that even though the two companies compete on a macro level, they may not be competing for the same consumer at the same time.

Kroger faces strong headwinds as value-oriented retailers ranging from Walmart to Aldi to Costco chip away at Kroger鈥檚 share of food spend. The net result is that Walmart鈥檚 share of grocery dollars rose 1.1 percentage points over the past year to 25.2%, while second-place Kroger saw its share fall 0.5 percentage points to 10.7%.

The Walmart Inc.-owned company will earn $5.80 billion in US grocery ecommerce sales this year, according to our forecast. Sam鈥檚 Club just updated its Member Access Platform (MAP) retail media network. Advertisers can view what revenues are generated by which ads. Sam鈥檚 Club members can add items to their carts directly from retail media ads.

Others, including Walmart and Target, have shifted their inventory mix toward food and household essentials rather than discretionary purchases. Truck visits from warehouses for the top five retailers by volume have declined as fewer goods are moving from distribution centers to stores due to softer demand, per Motive.

Retail media channels like Walmart and Instacart will see growth of over 40% this year. And TikTok should have another banner year for growth at 36.0%鈥攊f it can stay on regulators鈥� good side. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.