Omnichannel media strategy to grow sales across Amazon & retail

How Google, Meta & TikTok Ads influence online and in-store sales

Offsite media isn’t just a lever for Amazon revenue growth; it’s the connective tissue of all modern commerce. According to Profitero, the influence of digital touchpoints is 3x greater than what ecommerce sales alone suggest. Whether shoppers check search engines, click Instagram Stories, or browse TikTok reviews, their path to purchase is increasingly digitally initiated but fulfilled anywhere: Amazon, Walmart.com, or in-store.

This guide outlines how performance-driven media on Google, Meta, and TikTok can drive incremental sales across retailers and how to design a commerce media strategy that’s truly omnichannel.

Keep reading if you’re:

• In charge of online or offline retail sales
• Managing retail media budgets or retail business plans, and trade budgets
• Interested in the latest research about how digital media is influencing commerce everywhere

Digital is the doorway to all sales, not just online ones

Profitero’s latest research shows:

• 64% of all retail purchases are digitally influenced, including in-store buys.
• Gen Z and Millennials are most influenced by search, retailer sites, and social media.
• Shoppers regularly use retailer websites or Google while standing in a physical store to compare price, check availability, or confirm value.

If your brand isn’t winning visibility at these offsite touchpoints, you’re not just losing online conversions, you’re losing shelf space.

Let’s explore the most common offsite performance media channels

Google Ads: capture intent across every retailer

When shoppers begin their journey on Google, they’re often open to multiple fulfillment options: Amazon, Walmart, Target, or even direct-to-consumer (DTC). Google is your opportunity to:

• Show up for branded and category-level queries, like “best protein powder at Walmart” or “buy [Brand] supplements near me”.
• Use sitelinks or dynamic assets to route shoppers to the retailer most likely to convert.
• Track results with closed-loop sales attribution tags.

→ Tip: Pair your campaigns with location-aware copy like “Available at Amazon & Walmart” to let the shopper choose where they convert.

Meta Ads: paid social that bridges retail channels

Meta’s paid ads (via Instagram and Facebook) are ideal for full-funnel storytelling that converts across platforms:

• Use dynamic creatives to test Amazon vs Walmart CTAs.
• Deploy retargeting audiences that prioritize omnichannel visibility (e.g., site visitors, add-to-carts, but didn’t convert).
• Highlight value messaging: “Also available at Target and Walmart.com.”
• Paid social ads aren’t just DTC drivers; they are increasingly the awareness layer of an in-store purchase decision.

TikTok: influencer discovery that converts everywhere

TikTok content influences millions of Gen Z and Millennial buyers, and that influence doesn’t stop at Amazon.

• Create native-feeling product demos and lifestyle content.
• Use influencers to call out availability across Amazon and retail.
• Use direct-to-retailer links in TikTok Spark Ads to drive traffic to the best-converting platform.

According to Profitero, 1 in 4 young consumers have purchased from TikTok Shop, and many more use it to research before heading in-store.

Retailer execution still matters at Amazon, Walmart, Target & beyond

Digital media gets you discovered. Retail readiness gets you chosen. Make sure your product pages are optimized across every major retailer:

• Amazon: A+ content, Brand Store, Ratings + Reviews, Amazon Attribution links.
• Walmart: Rich media, spec completeness, ratings management, and availability syncing.
• Others (Target, CVS, etc.): Leverage their 1P data and ad networks when possible, and ensure consistent brand storytelling.
• Offline behavior is shaped by online presence. Half of all shoppers are checking retailer sites while in-store to validate their decision. A weak PDP or missing reviews can derail the entire journey, even on a physical shelf.

The Incremental Value of Offsite Media

Paid media isn’t just about conversion, it’s about influencing the undecided AND capturing those with high intent. With the right strategy:

• Google and Meta drive new-to-brand reach
• TikTok expands brand discovery
• Retailer ads close the loop
• In-store sales rise due to digital discovery

Profitero reports that underinvesting in digital undermines total business performance. The most successful brands are rethinking their retail investment models to align with digitally-influenced sales, not just digitally-closed ones.

Omnichannel KPIs to track

Ready to unlock the full impact of digital across all your sales channels?

Ampd empowers brands to connect offsite paid media (Google, Meta, TikTok) with retail performance across Amazon, Walmart, and beyond. Gain sales attribution, track retail impact with granularity, and scale what works.

Book a demo today to learn how we help brands win the digital shelf and the physical one.