This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Walmart's ad business drives 26% revenue growth: Walmart Connect leads with 30% increase, outpacing Amazon's ad unit.

Fast shipping, the vast selection of products, and high-quality customer service add to consumers’ growing attraction to online retail marketplaces, our analyst Sky Canaves said. “If there are any issues with the order, for example, there’s a trusted intermediary between the buyer and seller, which is why consumers may often feel that they have greater trust in marketplaces,” she said.

On today's podcast episode, we discuss what's driving online store sales for Amazon, its outlook on brick-and-mortar, and how its ad business is continuing to outperform the market. Tune in to the discussion with host Marcus Johnson, director of Briefings Jeremy Goldman and analyst Rachel Wolff.

The US consumer is holding up, according to Walmart: The retailer raised its full-year outlook after solid spending from value-seeking shoppers drove it to a Q2 earnings beat—although it warned of uncertainty heading into election season.

Our annual report on ecommerce in Canada highlights our most recent forecasts for all flavors of retail, including brick-and-mortar, digital buying, and mobile commerce.

As ecommerce grows in back-to-school shopping (34.9% of total back-to school sales this year versus 33.5% in 2023), content creators are playing a pivotal role in how consumers find school supplies. This shift is driven by younger parents buying classroom supplies for K-12 children and college students outfitting their dorm rooms. Both groups favor online shopping for its convenience and the ability to compare prices, our analyst Sarah Marzano said in a recent edition of our “Behind the Numbers: Reimagining Retail” podcast.

Lowe’s looks to expand the reach of its retail media network: The home improvement retailer rebranded the service Lowe’s Media Network and plans to launch four new channels this year.

Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.​

Walmart’s total US retail sales reached $533.96 billion in 2023, growing 6.9% YoY, according to the National Retail Federation and Kantar.

Successful creator campaigns on TikTok rely on partnering with creators who align well with the brand and consistently show love for its products. In 2024, US influencer marketing spend on TikTok is projected to reach $1.403 billion, per EMARKETER’s forecast. Brands that take a genuine approach to collaborating with creators ensure credibility, are more likely to connect with followers, and inspire purchases.

Consumers are turning to their TVs for holiday inspiration: 43% of connected TV (CTV) users say TV ads offer useful information on holiday shopping, and 72% would scan a QR code in a TV ad to make a purchase, according to a report from LG Ad Solutions.

Nordstrom, Kohl’s look to brand partnerships to boost sales: While Nordstrom turns to buzzy companies like Savage X Fenty to attract younger shoppers, Kohl’s takes a kitchen-sink approach.

Urban Outfitters and Pacsun are tapping into Pinterest and in-person experiences to get students and families shopping, while Meijer, Walmart, and Target are focused on value. Those are just a few brands that made our Unofficial Most Interesting Retailers List, Back-to-School Edition, for July 2024.

Amazon misses sales expectations as shoppers trade down to cheaper products: The retailer is trying to win over price-conscious customers with more sales events and a soon-to-be-launched budget marketplace.

The tech can improve the checkout solution’s accuracy, removing potential customer frustrations

Amazon, Walmart, and Stitch Fix lead retailers when it comes to AI implementation: But retailers of all sizes are leveraging the technology to drive sales and improve CX, according to a report provided exclusively to EMARKETER.

Microsoft reports strong Q4 FY24 results with 19% surge in search and ads: The company’s next challenge will be to prove its AI investments can fuel continued growth.

On today's podcast episode, we discuss the unofficial list of the most interesting retailers in July, focusing on back-to-school initiatives for this episode. Each month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers they're watching based on which are making the most interesting moves: Who's launching new initiatives? Which partnerships are moving the needle? Which standout marketing campaigns are being created? In this month's episode, Committee members Arielle Feger and Sara Lebow will defend their list against vice president of content Suzy Davidkhanian and analyst Sky Canaves, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.

Walmart+ Week member participation rose thanks to popularity with wealthy shoppers: While Amazon’s Prime Day sale attracted twice as many participants, its lead is narrowing.