The brand will make its Walmart debut next month as part of a broader emphasis on big-box retail.

As ecommerce scales, online returns are becoming a permanent margin drag. Fees and tighter policies can shift consumer behavior but put sales and loyalty at risk, forcing retailers to balance cost control with convenience expectations.

Retail media is concentrating as a scaled second tier takes shape and the long tail slips further behind. Growth will persist, but the hierarchy is sharpening, raising the stakes for how networks compete and where advertisers place bets.

As marketers increasingly bet on in-store commerce media and consumers shorten their shopping trips, GSTV argues that brevity is a reason advertisers should bet on convenience stores.

"Marketing is less about persuasion now, it's more about participation," said Justin Breton, head of partnerships, content and emerging experiences at Walmart, at the IAB Connected Commerce Summit last month. "How do you actually get consumers to participate with your brand?"

"One of the biggest disconnects in our industry today is that commerce media has shoppers experience a certain single, continuous omnichannel journey," said Guthrie Collin, vice president of product at Roundel, during the Interactive Advertising Bureau's (IAB) recent Connected Commerce event. "But in our world, media, data, technology, measurement systems, we think of them, and they still operate in quite a fragmented way."

Ad spending will surge in 2026 as AI-driven gains and a packed events calendar offset mounting economic strain. Social will lead the way as Meta overtakes Google in net revenues and the wider ad industry closes in on the half-trillion-dollar milestone.

As shrink returns to pre-pandemic levels at major retailers, margins get a lift in a still-tough climate.

Retail media is reshaping search advertising. Costs are rising unevenly while performance gaps widen, forcing advertisers to rethink where spend delivers real results as traditional search dominance fades.

Essential spending keeps traffic positive while superstores fluctuate and then climb early this year.

Shipt expansion widens next-day reach as rivals race ahead.

This FAQ covers what agentic commerce is, who the key players are, and what brands and advertisers should do about it.

It aims to win lifelong family loyalty with new baby boutiques and concierge services.

New terms shift liability to customers as Gemini integration nears.

When choosing where to buy prescription drugs, brand loyalty takes a back seat to price and access where they already shop.

As ecommerce gains concentrate among a few dominant players, smaller retailers have an opening if they can carve out share in an increasingly uneven market.

Retailers have prioritized convenience while underestimating in-store behavior, said Placer.ai CMO Ethan Chernofsky at EMARKETER’s Commerce Media Summit.

A rumored late June date would heighten pressure on sellers and competitors while easing Amazon’s YoY comparisons.