Expanding Your Ecommerce Business With Walmart.com

When it comes to selling in the eCommerce space, most businesses are already using Amazon and their own direct-to-consumer sites to sell their products online. While these are two of the most well-known options for selling online, there is a third option that is often overlooked: Walmart.com.

One of the largest retailers in the world, Walmart has been gaining momentum in the eCommerce space as of late. Not only is Walmart a household name, but it also has a massive customer base, which is often untapped and open for opportunity. In this blog post, we will dive into all the reasons you should be selling your products on Walmart.com and some of the benefits it can bring to your online business.

Walmart’s Customer Base

The Walmart.com marketplace has an expansive customer base, with over 140 million unique monthly visitors. Walmart.com allows you to access this audience and gives you the opportunity to reach customers who may not be shopping on other platforms, such as Amazon. Walmart has an established brand name and loyal customers, which can be leveraged to gain exposure and generate sales for your brand, regardless of the size of your business. With Walmart’s marketplace surpassing 150,000 sellers in 2022, the competition is quickly growing, and the opportunity for revenue growth is becoming more apparent every day.


Along with their sizable and loyal customer base, Walmart also has a new subscription program called Walmart+. A membership program designed for frequent Walmart shoppers, Walmart+ competes with Amazon’s subscription service, Amazon Prime. This program offers incentives for customers who are loyal to Walmart through online and in-store benefits, such as unlimited free delivery, fuel discounts from participating gas stations, as well as early access to Walmart deals during major retail holidays.

Along with these benefits, Walmart is consistently expanding its program to include things, such as free access to Paramount Plus, and six months of free SiriusXM radio. These benefits are driving customers towards the Walmart.com marketplace and offer an opportunity to market to shoppers other than those shopping on Amazon and direct-to-consumer sites.

Trust and Credibility

Another advantage of selling on the Walmart.com marketplace is the trust and credibility of the Walmart name. Since its creation by Sam Walton in 1962, Walmart has been a trusted household name for decades, with customers often turning to Walmart for a majority of their online and in-store shopping needs. Aligning your business with the retail giant allows you to leverage its reputation and build trust with potential customers. This can be very beneficial for newer, or lesser-known brands who are looking to establish credibility and build customer confidence in their products, as well as their brand name overall.

Gain Exposure

With the millions of products on Walmart.com, many businesses wonder how they can stand out from the competition in the marketplace. This is where Walmart’s robust search and recommendation algorithms come into play. By prioritizing relevant and high-quality products, Walmart ensures your products are seen by the right customer at just the right time.

By optimizing your product listings and utilizing Walmart’s proprietary PPC advertising platform, Walmart Connect, brands can increase the discoverability of their products and the chances for conversion on-site. The platform provides insights and advice on how to stay up to date with market trends, as well as pricing strategies to ensure you stay competitive within the market. With the steady growth seen on the platform, Walmart.com brings a new level of exposure and brand recognition to your products in the online space.

Walmart Fulfillment Services

Walmart.com also offers a number of services when it comes to fulfillment. In February of 2020, Walmart launched Walmart Fulfillment Services (WFS). This program was created to give Walmart marketplace sellers access to Walmart’s top-tier supply chain, offering an alternative to the Amazon Fulfillment by Amazon (FBA) program. Per Walmart, “We built this service with sellers, for sellers, and are proud to offer our partners transparent and simple pricing that’s one of the lowest on the market.

WFS is designed to help sellers generate more profitable sales of their inventory at scale, while growing their business with Walmart Marketplace. With WFS, they’ll gain a trusted partner that cares about their business and their customers and benefit from a more personalized experience. And as for customers, they’ll enjoy a larger assortment of great brands and products along with fast shipping, easy returns, and dedicated customer service.” 

By utilizing WFS, businesses can store inventory in Walmart’s warehouses, in turn reducing storage costs and streamlining order fulfillment. This is another major step for Walmart.com in competing with the global giant Amazon to sell in the online marketplace.

Walmart Connect

Walmart.com also provides a significant marketing opportunity through its advertising platform, Walmart Connect. Businesses using Walmart Connect have access to the platform’s various marketing and advertising tools to help promote products and drive sales. From sponsored product placements to targeted ad campaigns, businesses are able to leverage Walmart Connect to increase product visibility, reach a new customer base, and boost conversions of their online listings. Along with increased exposure, Walmart Connect offers in-depth access to analytics and performance metrics to keep a pulse on your business at all times. By utilizing all of these services, businesses are able to measure the effectiveness of their marketing efforts and make data-driven decisions when it comes to selling their products on the Walmart.com platform.

When it comes to eCommerce, growing your online presence and driving additional revenue are always top of mind. With Walmart.com and its ever-expanding marketplace, businesses have an attractive opportunity to diversify their sales channels and tap into a massive marketplace, full of customers looking for the best new products and deals. Through unparalleled reach, customer loyalty, credibility of the Walmart name, and diverse marketing opportunities, businesses have a great opportunity to expand their online sales and unlock new growth through Walmart.com and their online marketplace. 

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