Overview
Walmart is the world's largest retailer and, through Walmart Marketplace, the second-largest online marketplace in the United States after Amazon. At walmart.com, approved third-party sellers sell next to Walmart's own range, reaching the millions of Americans who already shop at Walmart's stores and online. For a brand that sells on Amazon in the US, Walmart Marketplace is usually the next channel to add.
Who is behind Walmart
Walmart was founded in 1962 by Sam Walton in Arkansas and is listed on the New York Stock Exchange. In its fiscal year 2026, which ended on 31.01.2026, total revenue was USD 713.2 billion, up 4.7%. E-commerce sales passed USD 150 billion for the first time, after 15 quarters in a row of double-digit growth, and in the fourth quarter e-commerce grew 24% and made up 23% of sales.
A fast-growing marketplace
Walmart's marketplace is a key part of its e-commerce growth. In the second quarter of fiscal 2026, global marketplace sales grew 17% and US marketplace sales nearly 20%. Around 44% of marketplace volume now goes through Walmart Fulfillment Services (WFS), Walmart's own fulfilment for sellers. Walmart has said that marketplace sellers are a fast-growing source of advertising demand.
How selling on Walmart Marketplace works
- Application. Sellers apply and Walmart reviews each application before approval.
- Fees. There is no monthly fee. Walmart charges a referral fee on each sale, which depends on the category.
- Walmart Fulfillment Services. Sellers can send stock to Walmart's fulfilment centres for fast delivery and the "2-day" or faster shipping badges, or ship themselves.
- Walmart Connect. Sponsored Products and other ads help sellers gain visibility. Walmart Connect grew 41% in the US in the fourth quarter of fiscal 2026.
- Listings and the buy box. Products are matched by GTIN, and price, shipping speed and seller performance decide which offer wins.
- Performance standards. Walmart measures sellers on on-time shipping, cancellations, valid tracking and customer service.
- Integration. Sellers connect through Seller Center, the Walmart Marketplace API or a multichannel tool.
Already selling on Amazon? How Walmart fits in
Walmart's audience overlaps with Amazon's but is not the same, and there are fewer sellers competing for each search. Brands with strong US fulfilment, competitive prices and good product content can often grow sales on Walmart without starting from scratch.
How eBrands looks at Walmart
eBrands sells on Walmart Marketplace and works with brands on marketplaces across Europe and North America. If you want to see how Walmart could sit alongside the channels you already use in the US, we are happy to talk it through.
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