, which lets advertisers reach Walmart customers both on the retailer's own digital properties and off-site, whether that's on other websites or on social channels like Instagram or Pinterest.about its "massive scale" and "massive reach" to advertisers, saying 160 million customers visit its stores or its website every month, and claims 90% of households have shopped at Walmart at least once in the prior 12 months, attributing 2020 data.
By way of comparison, in Q2, Amazon's "Other" business segment, which "primarily includes sales of advertising services," accounted for $4.2 billion in net sales, a bit less than 5% of the company's total. It's consistently growing around 40% on an annualized basis.In general, analysts point to TikTok's large and engaged userbase as an opportunity for Walmart's ads business.
Credit Suisse analysts noted that TikTok's estimated 50 million U.S. daily users is a huge leap over the 1.5 to 2 million people who shop on Walmart U.S. every day, although they noted it's not a straight apples-to-apples comparison. Nicole Perrin, an analyst with eMarketer, pointed out that Walmart's ads business is "tiny but growing," but said it has gotten a "supercharge" during the pandemic with so many consumers buying groceries and other items online.
Alyssa Stevens, a director of public relations and social media at Boston-based ad agency Connelly Partners, said TikTok's super engaged audience makes it extremely compelling for advertisers and brands, especially since it's pushing cultural trends that drive purchases. For example, last year, Marc Anthony True Professional
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