Walmart

Walmart is the world's largest company by revenue, the largest retailer in the United States, and one of the most significant retail forces on the planet. Founded in 1962 by Sam Walton in Rogers, Arkansas, Walmart pioneered the concept of everyday low prices (EDLP) in mass-market retailing — a philosophy so powerful that it restructured the economics of consumer goods manufacturing and retail across the United States and eventually the world. Today, Walmart operates over 10,500 stores under various banners in 24 countries, employs approximately 2.1 million people in the US alone, and generates annual revenues of over $600 billion.

Walmart's US business spans its flagship Supercenter format (combining full-line grocery with general merchandise), Walmart Neighborhood Market (grocery-focused), and Sam's Club (membership warehouse clubs). The Supercenter is the most commonly encountered format — vast stores open 24 hours that serve as the primary shopping destination for a huge proportion of American families, particularly in the South and Midwest where Walmart's market penetration is deepest.

Walmart Marketplace

Walmart Marketplace is Walmart's third-party seller programme, launched in 2009 but significantly expanded and improved from around 2020 onwards as Walmart invested heavily in competing with Amazon's marketplace model. Sellers gain access to Walmart.com — consistently one of the top three most visited retail websites in the United States. Walmart Fulfilment Services (WFS) has improved significantly — brands that use Walmart's fulfilment infrastructure get two-day delivery eligibility and improved search placement on Walmart.com.

Walmart+ and subscription

Walmart+ is Walmart's subscription membership programme, offering free unlimited delivery from stores, discounts on fuel, and other benefits for a flat annual fee. Launched in 2020, Walmart+ has grown to tens of millions of subscribers and is an important driver of e-commerce loyalty and purchase frequency. For brands selling on Walmart Marketplace, Walmart+ subscribers represent a higher-frequency, higher-spending customer segment worth specifically targeting.

Walmart Connect: retail media

Walmart Connect is Walmart's retail media advertising platform, offering brands the ability to purchase advertising placements on Walmart.com and in Walmart stores, using Walmart's first-party purchase data for targeting. As retail media has grown into a major advertising category, Walmart Connect has become an increasingly important tool for brands wanting to reach Walmart shoppers at the moment of purchase decision.