Online retailer Jet recently relaunched its site, aiming to revive low traffic by positioning itself as a destination for affluent, urban millennials who tend to veer away from parent company Walmart and its downmarket reputation. However, Gartner L2’s Digital IQ Index: Big Box reveals that Walmart may have contributed to Jet’s plunging traffic by largely shifting away from paid spend for the e-tailer.

Jet continues to make strategic decisions to acquire its target customers, most recently creating a partnership with Nike to sell hundreds of products across sportswear, footwear, apparel and accessories on the revamped site starting this October. The retailer now carries hundreds of Nike and Converse products and lets shoppers discover new items by categories like Yoga & Studio, Training Apparel, Training and Recovery. This partnership is exclusive to Jet, though Walmart still allows third-party sellers to distribute Nike products on

This collaboration with Nike follows Jet’s choice earlier this year to be an official Apple authorized reseller, which allows Jet to sell brand-new Apple products like the iPhone and iPad, and last year’s launch of Uniquely J, a line of private label products made with millennials in mind. These changes may help Jet compete with its e-commerce rivals after months of struggling, as noted in Gartner L2’s Digital IQ Index: Big Box.

Only time will tell. As of September, Gartner L2 analysis of SimilarWeb data revealed no significant year-on-year uptick in share of shoppers ages 18-34 shopping on Jet; in fact, the researchers found that the lowest share of traffic comes from this age group compared to Amazon, Target, and Walmart. Regardless, it seems that Walmart will continue to use as a test kitchen for how to acquire millennial customers.

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