This year, retail media platforms will begin powering more connected TV (CTV) through demand-side platform partnerships (a la Walmart and The Trade Desk) and content platforms (e.g., Kroger and Roku). In short, retail media is just beginning to realize its considerable potential, and it’s about to get a lot more interesting—and profitable—for retailers and brands alike.

Walmart, Starbucks, Macy’s, and Apple are just a few of the retailers that have either reduced store hours or temporarily closed locations in response to rising numbers of COVID-19 cases, per Insider. How we got here: Pandemic-induced burnout has hit many industries hard, as the number of people quitting reaches record highs.

However, other retailers are also making big plays in the ad space, including Walmart, eBay, Target, CVS, Etsy, and, most recently, Best Buy. These companies are motivated by several factors:. Retailers control a wealth of consumer data that they can use to inform ad targeting. The ads served on retail media networks span the entire purchase funnel, from awareness and consideration through purchase.

Walmart Rolls Out Its Own Rx Savings. With all these changes taking place at Amazon, its top rival retailer, Walmart, has introduced its own customer loyalty programs. In early June 2021, Walmart introduced a discount prescription plan, Walmart+ Rx, as an add-on to its Walmart+ program that launched in September 2020.

California sues Walmart over environmental laws: In late December, California’s attorney general filed a lawsuit against Walmart, alleging the company illegally disposed of hazardous waste. According to the suit, Walmart “unlawfully disposes of approximately 159,600 pounds—or more than one million items—of hazardous waste in California each year.”.

A study by Merkle found that 77% of CPG brands work with Amazon, while 56% work with Walmart Connect, 29% with eBay, and 27% with Home Depot. A few key stats:. In 2021, a quarter of retailers reported receiving more than $100 million in revenue from their media networks, according to Forrester.

Walmart outsells Amazon in this key category

And banks like Capital One, which counts just a handful of programs, are looking to double down on the space by snapping up heavy hitters like Walmart as they build out portfolios. Issuers not included in our count, like Goldman Sachs, are also heavily pursuing the space and might grab share from top-12 banks if they purchase portfolios when brand partners’ deals with current issuing partners end.

Amazon is the clear winner with a 2.3 percentage-point increase in market share this year; the only other retailer in the top 15 to gain sizable market share will be Walmart. Etsy is expected to post the strongest sales growth, followed very closely by Walmart, Chewy, and Amazon.

The restrictions have had a disproportionately negative impact on independent retail, which was forced to shutter while large chains like Walmart and Costco remained open because they were deemed essential for selling groceries.

Big Tech firms like Amazon and Apple, and retailers like Walmart, are becoming increasingly formidable players in financial services. And tech spending by banks has swelled to new heights. In response, forward-thinking banks are reimagining their retail distribution strategies, adapting or rebuilding their technology stacks, and partnering with fintechs, consumer brands, and technology providers.

This report provides an overview of the top 10 US ecommerce companies in our 2020 forecast, including analysis of growth trends for Amazon, Walmart and Target.