Walmart Doubles Retail Media Reach, Challenging Amazon

Walmart’s retail media business has almost doubled in the past year, according to research by Digiday. Marketers using Walmart Connect, the company’s retail media platform, have grown from 24% to 46%, as the retail giant solidifies its presence in the highly competitive retail media sector.

Global retail media spend is projected to surpass $150 billion this year, according to the World Advertising Research Centre, with Walmart steadily gaining ground. While Amazon remains the dominant player, Walmart’s recent innovations—including upgraded search ad capabilities, expanded offsite offerings, and its acquisition of smart TV manufacturer Vizio—are helping it attract advertisers eager to tap into its vast customer base. Partnerships with platforms like TikTok and Disney have further bolstered Walmart Connect’s ability to serve both endemic and non-endemic brands.