A Tale of Two Retail Giants: JP Morgan's Forecast on the WMT vs. AMZN Showdown
Portfolio Pulse from Anusuya Lahiri
JP Morgan's annual Retail vs. Amazon deep dive predicts e-commerce penetration to rise in 2023, with Amazon becoming the largest US retailer in 2024. Wayfair, Academy Sports, Costco, Target, and Walmart are expected to benefit from online opportunities.

June 15, 2023 | 5:05 pm
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POSITIVE IMPACT
Amazon is expected to become the largest US retailer in 2024, with a 40%+ online penetration potential long-term.
JP Morgan's analysis suggests that Amazon will continue to grow and dominate the retail market, becoming the largest US retailer in 2024. This growth will likely have a positive impact on the company's stock price in the short term.
CONFIDENCE 85
IMPORTANCE 90
RELEVANCE 100
POSITIVE IMPACT
Academy Sports is expected to benefit from online opportunities and add to its comps.
JP Morgan's analysis suggests that Academy Sports will benefit from the growth of e-commerce and online opportunities. This is likely to have a positive impact on the company's stock price in the short term.
CONFIDENCE 80
IMPORTANCE 70
RELEVANCE 80
POSITIVE IMPACT
BJ's Wholesale Club is well-positioned to grow its ad revenues.
JP Morgan's analysis indicates that BJ's Wholesale Club is in a strong position to grow its ad revenues. This is likely to have a positive impact on the company's stock price in the short term.
CONFIDENCE 80
IMPORTANCE 70
RELEVANCE 80
POSITIVE IMPACT
Costco is expected to benefit from online opportunities and grow its ad revenues.
JP Morgan's analysis indicates that Costco will benefit from the growth of e-commerce and online opportunities, as well as growing its ad revenues. This is likely to have a positive impact on the company's stock price in the short term.
CONFIDENCE 80
IMPORTANCE 70
RELEVANCE 80
POSITIVE IMPACT
Target is expected to benefit from online opportunities and add to its comps.
JP Morgan's analysis suggests that Target will benefit from the growth of e-commerce and online opportunities. This is likely to have a positive impact on the company's stock price in the short term.
CONFIDENCE 80
IMPORTANCE 70
RELEVANCE 80
POSITIVE IMPACT
Ulta Beauty is well-positioned to grow its ad revenues.
JP Morgan's analysis indicates that Ulta Beauty is in a strong position to grow its ad revenues. This is likely to have a positive impact on the company's stock price in the short term.
CONFIDENCE 80
IMPORTANCE 70
RELEVANCE 80
POSITIVE IMPACT
Wayfair is well-positioned to ride the rail of home category penetration and take market share.
JP Morgan's analysis indicates that Wayfair is in a strong position to capitalize on the growth of the home category market. This is likely to have a positive impact on the company's stock price in the short term.
CONFIDENCE 80
IMPORTANCE 70
RELEVANCE 80
POSITIVE IMPACT
Walmart is making accelerated progress in endless aisle general merchandise and is expected to benefit from online opportunities.
JP Morgan's analysis suggests that Walmart is making significant progress in endless aisle general merchandise and will benefit from the growth of e-commerce and online opportunities. This is likely to have a positive impact on the company's stock price in the short term.
CONFIDENCE 85
IMPORTANCE 90
RELEVANCE 100