Retail’s Omnivore Era: How Amazon, Walmart And Home Depot Go Beyond

Retail Retail’s Omnivore Era: How Amazon, Walmart And Home Depot Go Beyond By Brian Delp,

Forbes contributors publish independent expert analyses and insights. Brian Delp is NY-based, covering retail, fashion, and home products.Follow Author Jun 29, 2026, 07:45pm EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.Summary Major retailers like Amazon and Walmart are rapidly evolving beyond traditional store models, becoming "omnivore retailers" by integrating diverse services. Amazon recently opened its vast logistics network to all businesses, while Walmart acquired ad tech firm Vibe.co, deepening its advertising reach. This strategic pivot aims to recapture control over customer interactions and unlock new profit streams, driven by saturated core markets and a hunger for higher margins. New "hyphenated" revenue models, including retail media and logistics, already contribute significantly to profits and are set for substantial growth. Yet, successful expansion into these areas demands a robust core business, as past ventures like Walmart's Vudu or CVS's healthcare acquisitions highlight the risks of over-diversification without a solid foundation.

Amazon Prime delivery vans sit parked near a Walmart store (Photo by Justin Sullivan/Getty Images)Getty ImagesLast month Amazon announced the launch of Amazon Supply Chain Services (ASCS), opening its logistics network to any business, including companies that have never sold a single product on Amazon.com. Last week, Walmart announced it will acquire Vibe.co, a connected-TV advertising platform, deepening the ad business it has built around Vizio. Two of the largest retailers in the world, within weeks of each other, signaled that the future of retail is no longer about being just a store.