Ecommerce Insights

Walmart Is Closing the eCommerce Gap with Amazon

Amazon still owns the crown, but Walmart is officially in the race. According to new data, Walmart is growing its online sales nearly three times faster than Amazon. The Walmart vs Amazon ecommerce 2026 story isn’t about one replacing the other. It’s about how Walmart is winning in different ways by focusing on essentials, strong logistics, and customer trust.

If you’ve been ignoring Walmart Marketplace, this might be the moment to change that. It’s growing fast and quietly becoming a solid place for sellers to expand.

Here’s what’s shifting and how you can use it to your advantage.

Walmart’s Online Sales Are Surging. That Means More Eyes on Marketplace Sellers.

In Q3 2025, Walmart hit 9.6% of U.S. eCommerce market share, up from 8.4% a year earlier. That might not sound massive until you realize it’s growing at 27.2% year-over-year, compared to Amazon’s 9.6%.

Since early 2022, Walmart’s eCommerce revenue has jumped over 115%.

That growth isn’t all coming from Walmart’s own products. Third-party sellers are playing a big role, and if you’re not on the platform yet, this could be your moment.

What you can do:

  • If you’re not on Walmart Marketplace yet, start the application process.
  • Evaluate which of your SKUs align with Walmart’s strength in essentials and household goods.
  • Consider cross-listing to test demand without overhauling your entire strategy.

Omnichannel Is Winning. It’s Time to Think Beyond “Online vs Offline.”

Walmart’s secret weapon in the Walmart vs Amazon ecommerce 2026 landscape is that it doesn’t separate digital and in-store. Customers order online, pick up in-store, or get delivery, all powered by a single logistics backbone.

That gives Walmart a trust and convenience edge in essentials, where fast, reliable fulfillment matters more than 1-day shipping hype.

What you can do:

  • If you sell products that people buy more than once, consider marketplaces that support local delivery or same-day options.
  • Use a platform that lets you sync inventory across all your channels and control fulfillment from one place.
  • Stop thinking of your store as a single website. Your brand lives wherever the buyer finds you.

Amazon Still Leads in Discretionary Spending. So Play to the Platforms.

Amazon dominates categories like electronics, books, and sporting goods. Walmart wins in groceries, personal care, and home staples.

This matters because not all platforms reward the same product types. You might not need to list your entire catalog everywhere, just the right pieces in the right places.

What you can do:

  • Use sales data to segment your inventory by platform performance.
  • Tailor your listings and messaging to fit the marketplace context.
  • Let fulfillment costs, customer preferences, and product margins guide what you list where.

FAQ: Walmart vs Amazon for Sellers

Is it worth selling on Walmart Marketplace?
Yes, especially if you sell everyday goods or want to diversify away from Amazon. Walmart’s traffic is growing, competition is still relatively low, and the infrastructure is solid.

How does Walmart Marketplace compare to Amazon?
Amazon still has more traffic and tools, but Walmart offers strong reach, lower fees in some cases, and a more stable seller ecosystem. It’s especially effective for products with broad household appeal.

Do I need special tools to manage both?
If you want your sanity intact, yes. Use a platform like Ordoro to manage orders, inventory, and shipping across both marketplaces from one place.

What Sellers Should Take From This

This is not just about who wins the Walmart vs Amazon ecommerce 2026 battle. It is about where the next opportunity is opening up for sellers.

Walmart is investing in fulfillment, seller tools, and omnichannel experiences. And that creates space for sellers who want less noise, lower fees, and more room to grow.

Curious how Walmart fits into your multichannel strategy? Talk to an Ordoro expert today.