{"id":35569,"date":"2024-07-08T06:26:10","date_gmt":"2024-07-08T06:26:10","guid":{"rendered":"https:\/\/litcommerce.com\/blog\/?p=35569"},"modified":"2026-03-30T02:45:43","modified_gmt":"2026-03-30T02:45:43","slug":"selling-on-walmart-vs-amazon","status":"publish","type":"post","link":"https:\/\/litcommerce.com\/blog\/selling-on-walmart-vs-amazon\/","title":{"rendered":"Selling on Walmart vs Amazon: 2026 Comparison"},"content":{"rendered":"\n

Selling on Walmart vs Amazon: Which marketplace is right for you? Well, Amazon and Walmart are the two most prolific eCommerce marketplaces in the U.S., with an enormous amount of monthly visitors. <\/strong>Amazon.com attracts 2.3 billion US visits each month, while Walmart.com receives nearly 400 million.<\/p>\n\n\n\n

As Walmart closes in on Amazon’s dominance, understanding the key differences between these platforms is crucial for online sellers. In this comprehensive comparison, I will examine seven key factors that differentiate Amazon and Walmart to help you determine the best fit for your business:<\/p>\n\n\n\n

1. Market size & customer base
<\/a>2. Competitiveness<\/a><\/strong>
3. Selling Fees<\/a>
4. Seller Policies<\/a>
5. Product Types
<\/a>6. Shipping & Fulfillment Services
<\/a>7. Branding & Advertising<\/a><\/strong><\/p>\n\n\n\n

\n
\n

Unlock the Power of TWO Marketplaces!<\/p><\/div>\n\n\n\n

Double your reach, simplify your listings, and skyrocket your sales with seamless Walmart & Amazon integration. Don’t miss out on untapped potential<\/p><\/div>\n\n\n\n

\n
LEARN MORE<\/div><\/path><\/svg><\/span><\/a><\/div><\/div>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n
\n
\"\"<\/figure><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n
\n\n\n\n

Walmart vs Amazon: Market Size & Customer Base<\/h2>\n\n\n\n

Amazon<\/h3>\n\n\n
\n
\"Amazon<\/figure><\/div>\n\n\n

Amazon’s market size is substantial and continues to grow. Amazon’s total annual revenue in 2023<\/a> was $574.79 billion. Amazon’s annual revenue from eCommerce only in 2023<\/a> was approximately $231.87 billion. Amazon dominates the eC-commerce market, capturing nearly 48% of all online sales in the US<\/a>, with global retail eC-commerce sales projected to reach $729.76 billion in 2022, with the US accounting for $445.31 billion of that share, which is 41.8% of the total American eC-commerce sales.<\/p>\n\n\n\n

These figures demonstrate Amazon’s dominance in the eCommerce space and its ability to continue expanding its reach and influence in the global market.<\/p>\n\n\n\n

Walmart <\/h3>\n\n\n
\n
\"Walmart<\/figure><\/div>\n\n\n

When comparing Walmart marketplace vs Amazon, Walmart is the larger overall retailer, with total revenue of $611.3 billion in 2023<\/a> compared to Amazon’s $574.79 billion. \u200b\u200bWhile Walmart reigns supreme in total revenue, Amazon dominates the online marketplace. In 2023, Walmart’s online sales reached $648 billion<\/a>, significantly lower than Amazon’s $138 billion.<\/a> <\/p>\n\n\n\n

Walmart’s strength lies in its extensive brick-and-mortar footprint, with over 4,607 domestic stores and 10,607 retail units globally<\/a>, giving it a major advantage in the grocery and essential goods markets. <\/p>\n\n\n\n

While Amazon leads in eCommerce, Walmart is quickly gaining ground and now accounts for 6.4% of US online sales in 2023<\/a>, up from 5.4% in 2019. Walmart’s online grocery and delivery services have been a major driver of its eCcommerce growth. 
In Q4 2023, Amazon captured 4.4% of U.S. consumer spending, while Walmart had 3%<\/a>. While Walmart’s share has remained mostly flat since early 2021, Amazon has shown growth, particularly in online sales and discretionary categories like home furnishings, electronics, personal care, and clothing. However, Walmart’s overall performance is still notable, and together, the two retailers accounted for 6.5% of all U.S. consumer spending in 2023.<\/p>\n\n\n

\n
\"share
Source: PYMNTS Intelligence<\/figcaption><\/figure><\/div>\n\n\n
\n

Verdict:<\/strong> Amazon dominates eCommerce but Walmart remains the larger overall retailer, with both platforms aggressively competing to expand their presence in the other’s core markets.<\/p>\n<\/div>\n\n\n\n

Walmart vs Amazon: Competitiveness<\/h2>\n\n\n\n

Amazon<\/h3>\n\n\n\n

The Amazon marketplace is highly competitive, with over 2 million active sellers as of 2023. This massive seller community creates a challenging environment for individual merchants to stand out and gain visibility.\u00a0 <\/p>\n\n\n\n

Amazon’s customer base of over 310 million users worldwide provides immense sales potential but also intense competition to capture those shoppers. As one of the most dominant Walmart competitors,<\/a> Amazon requires sellers to employ sophisticated strategies around keywords, product listings, pricing, and marketing to navigate the Amazon landscape effectively.\u00a0<\/p>\n\n\n\n

The platform’s algorithm-driven search and Buy Box systems<\/a> further intensify the competitive dynamics as sellers vie to optimize their offerings to outperform rivals. While the sheer size of the Amazon marketplace presents opportunities, it also requires sellers to constantly analyze their competitors, refine their tactics, and innovate to stay ahead of the curve.<\/p>\n\n\n\n

\n

Read more: Shopify vs Amazon: Which is Best for Your Business in 2026?<\/a><\/p>\n<\/div>\n\n\n

\n
\"Amazon
Amazon got 80,000 results for the keyword “toy” <\/figcaption><\/figure><\/div>\n\n\n

Walmart<\/h3>\n\n\n
\n
\"Walmart
Walmart got only 1,000 results for “toy”<\/figcaption><\/figure><\/div>\n\n\n

In contrast to Amazon, the Walmart Marketplace is significantly less competitive, with only around 150,000 active sellers as of 2023<\/a>. This smaller seller community provides more opportunities for individual merchants to gain visibility and market share.  <\/p>\n\n\n\n

As one of the biggest Amazon competitors<\/a>, Walmart’s eCommerce platform has seen rapid growth, with its online sales reaching $82.1 billion in 2023 and accounting for 6.4% of the US eCommerce market. However, Walmart’s marketplace is still dwarfed by Amazon in terms of total sales and customer base. 
Nonetheless, Walmart’s strong brick-and-mortar presence, growing online capabilities, and reputation for value provide a compelling alternative for sellers looking to diversify beyond Amazon. While competition is less intense on Walmart Marketplace, sellers must still focus on optimizing their product listings, pricing, and marketing strategies to stand out and capitalize on Walmart’s expanding eCommerce footprint.<\/p>\n\n\n\n

\n

Verdict:<\/strong> Overall, while both platforms offer opportunities for sellers, the competitiveness of the Amazon marketplace requires a more sophisticated approach, with a focus on optimization, marketing, and logistics. Walmart’s lower competition and strong physical presence can be advantageous for certain sellers, but the platform’s rigidity and pricing pressures present their own set of challenges.<\/p>\n<\/div>\n\n\n\n

Walmart vs Amazon: Selling fees<\/h2>\n\n\n\n

Amazon <\/h3>\n\n\n\n

When weighing selling on Amazon vs Walmart, Amazon owns a more complex fee system with all kinds of fees.<\/p>\n\n\n\n

Selling on Amazon fees include<\/strong>:<\/p>\n\n\n\n