Digiday+ Member Article

There was a time when brands lived in fear of Walmart. But now, Walmart-owned Jet.com is using unease with Amazon to position itself as a friend.

Jet.com is fighting an uphill battle for e-commerce market share and continued relevance under the shadow of not only Amazon, but also its own parent company, Walmart. So to differentiate, Jet.com, led by CEO Marc Lore, is building a strategy that puts brands center stage on its platform. The platform spotlights locally made products based on a user’s location, selling tiny mom and pop labels. Premium brands get full control over pricing. Customers are encouraged to discover based on aesthetic, not previous search patterns.

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