Jason DeRise

Wal-Mart has been vocal about its intention to aggressively build its online business, but there's one thing it needs to change first: getting its own in-store shoppers to shop at Walmart.com. Just 19 percent of Wal-Mart in-store shoppers shop at Walmart.com, compared to 53 percent of those who also buy at Amazon.com, according to a UBS report, citing Kantar Retail data. "Its first task will be to increase its penetration of shoppers using Walmart.com," wrote UBS Analyst Jason DeRise. "In many ways, it's missed out on the opportunity while it focused on other areas over the last 10 years."