Comparing Walmart and Target Makes No Sense (But I'm Doing It Anyway)
In the third installment of her annual "Comparing Walmart and Target No Longer Makes Sense" series, Carol Spieckerman examines why the gap between these two retailers has never been wider—or more illuminating about retail's future. With both companies navigating CEO transitions and knee-deep in the holiday season, Carol unpacks how Walmart has evolved into a platform powerhouse while Target grapples with fundamental retail challenges. The comparison may make less sense than ever, but that's exactly what makes it essential listening to understand where retail is headed in 2026 and beyond.
Key Takeaways
Platform vs. Retailer: Why Walmart's diversification strategy is rewriting retail's rules – Walmart's advertising and membership businesses now represent one-third of consolidated operating income, transforming "diversify or die" from a catchphrase into a survival strategy. Meanwhile, Target's struggling to master basic retail blocking and tackling as its Ulta Beauty partnership heads for the exit.
The AI and automation divide: How technology is creating an unbridgeable competitive moat – From Walmart's ChatGPT partnership that embeds shopping into daily decision-making to their automated fulfillment centers handling 50% of e-commerce volume, Carol explores how Walmart is building infrastructure for tomorrow while Target’s technology goals remain aspirations.
Every income cohort: Why Walmart's high-low strategy is crushing Target's traditional strongholds – Carol dissects how Walmart is gaining share across all income levels, as customers pay premiums for the privilege of expedited delivery, while Target is celebrating in-stock improvements as achievements rather than table stakes.
Leadership tells all: What CEO transitions reveal about retail confidence vs. crisis – Carol examines the wildly divergent leadership communication and succession planning strategies, from Doug McMillon's "aggressive humility" and smooth handoff to John Furner to Brian Cornell's extended farewell tour and Michael Fiddelke's risky opening moves.
Comparing Walmart and Target reveals a fundamental truth about modern retail: you're either building the platform or paying rent to someone who is. Walmart has become retail's operating system—monetizing traffic through advertising, memberships, marketplace commissions, and fulfillment services—while Target remains trapped in traditional retail's margin-crushing cycle. The irony? Every challenge Target faces has become a Walmart profit center. As retail heads into 2026, the question isn't whether Walmart will keep winning, but whether anyone can build an alternative platform fast enough to matter.
