SAN DIEGO:, the e-commerce platform owned by Walmart, believes “the game is on” as it seeks to reduce the dominance of Amazon over the online retail category.

Liza Landsman, President/, discussed this subject at the Association of National Advertisers’ (ANA) 2017 Digital & Social Media Conference.

When considering the strengths of and its parent company in the face of Amazon, she said: “I think of our combined assets and I would say: the game is on.” (For more details, read WARC’s exclusive report: to Amazon: “The game is on”.)

The digital commerce platform originally launched in late 2015 and reached $1bn in gross merchandise volume in less than a year, before then being acquired by Walmart for $3.3bn in August 2016.

Rather than compete with Amazon using the same proposition, however, built a system that offers savings when consumers group multiple items in one delivery, use debit instead of credit cards, opt out of free returns, and so on.

“We created a gamified experience so that prices literally drop while you shop on the site and take actions that pull out supply chain costs,” Landsman said.

As they assemble shopping carts, customers thus see prices fall on their screen in real time – a model that contrasts with Amazon, which “trained an entire generation of shoppers to buy things by the ones,” said Landsman.’s approach, she further asserted, is intended to appeal to an “audience that is predominantly driven by the taste-making sensibilities of millennials” in the first instance.

“When we thought about who we were designing the brand and the experience for, this is the audience we had in mind,” Landsman said.

It is harder to hold the attention of this demographic, she continued, and “one of the other things about this generation is that brand experiences really need to be about them.”

As a small example of how sets out to achieve this goal, Marc Lore, the service’s founder, recorded a welcome video for people with the most popular names in the United States – a list topping 1,000 names to date.

“It’s a little touch, but everybody who joins, if we have their name, gets this personal thing from Marc. And you cannot believe how many people were like, ‘I can’t believe he made this just for me’,” Landsman said.

Data sourced from WARC