Here’s how ad buyers ranked the retail media networks of 11 major retailers—Amazon, Best Buy, Costco Wholesale, eBay, The Home Depot, Instacart, Kroger, Macy’s, Target, Walmart, and Wayfair—according to the attributes they value most.

In 2022, 40.7% of China’s digital ad spending will go toward the ecommerce channel, for ads offered by retailers like Alibaba and JD.com. This eclipses the share in the US, where 14.5% of digital ad spending will flow to ecommerce channel ads sold by the likes of Amazon, Walmart, and eBay.

On today's episode, we discuss the pillars driving what's next in retail media, how to navigate the pros and cons of retail media expansion, and retail media budget commitments. We then talk about how eBay is streamlining things, the significance of Wayfair's bump in the road, and Nike's foray into the metaverse. Tune in to the discussion with senior director of strategic marketplace services at Tinuiti Elizabeth Marsten and eMarketer principal analyst at Insider Intelligence Andrew Lipsman.

Sales are also expected to reach 25% of U.S. ecommerce sales. eBay holds the spot for the second largest online marketplace, but that share has been decelerating consistently since 2016 as sales have been turbulent. This year, eBay's share will decelerate to 10.7% as growth declines by 3%. Etsy is the only other top marketplace to gain share of the total retail marketplace besides Amazon.

In 2012, for example, it hired an eBay executive to oversee its retail efforts and rolled out several different ecommerce initiatives including Facebook Gifts, which let shoppers buy presents for friends, and Collections, which allowed retailers to present their products to Facebook users. A few years later it rolled out Facebook Marketplace.

Amazon, Walmart, and eBay again topped the list. According to Comscore, Amazon once again dominated online traffic rankings, with 223.5 million average monthly visitors for November and December, up 3% versus 2020 and 5% versus 2019. Walmart (139.5 million) and eBay (100.4 million) were the other two to top the 100 million mark. Ticketmaster and Macy’s were among the pandemic rebound stories.

Apple will replace eBay as No. 3 in the ranking of US retail ecommerce sales by company. In 2017, eBay’s ecommerce sales were nearly twice that of Walmart, placing it firmly in second place. But it has slipped in recent years, falling to the No. 3 slot in 2020, and will drop again to fourth in 2022.

Shopify, eBay, Etsy, Wayfair, and others saw their stocks come crashing down. Growth rates at ecommerce giant Shein slowed substantially in Q1. These shifts have put the spotlight on Amazon, the giant with about 40% retail ecommerce market share in the US.

In 2021, Amazon’s US average revenue per user (ARPU) for its retail media network was nearly 4 times that of Instacart and close to 9 times that of Walmart.

Retail sales for the 2021 US holiday season will soar as brick-and-mortar shopping returns with a vengeance and ecommerce maintains double-digit growth rates.