Channel Partner Profile:

Learn all about, the online marketplace extension of the famous retailer, in this Shopping Feed Channel Partner Profile.

About sees up to 100 million unique visitors a month, according to comScore, and is growing every year. With innovations like Online Grocery Pickup, NextDay shipping and a whole host of apps, the company says it’s providing customers with more ways to save time and money while “reimagining how digital and physical shopping work together.”

In 2016, Walmart acquired and began expanding its portfolio of e-commerce sites. As part of the Jet acquisition, (home furnishings) also joined our family. In 2017, Walmart added (footwear), Moosejaw (outdoor apparel and gear) ModCloth (women’s apparel) and Bonobos (men’s apparel) to the portfolio. ELOQUII, Bare Necessities, and rounded out Walmart’s family of brands in 2018. That same year it also bought Flipkart, the largest e-commerce site in India. (See more on that below.)

How Walmart is working to outshine Amazon

Retail analytics firm First Insight conducted three consumer surveys of about 1,000 people each in December 2017, September 2018 and last September to compile the results. They included shoppers with and without a Prime membership.

The findings were enough to make the famous Amazon “smile” logo start drooping at the corners. A majority this year, 55%, said they prefer to shop at Walmart versus Amazon, up from about 47% a year earlier. The percentage of people who favor Amazon dropped in 2019 to 45%, from about 53% in 2018.

Competitive shipping policies

Walmart Free 2Day Shipping offers free expedited shipping with no minimum order requirement for marketplace listings. Like with Amazon Prime, they promise a quick, hassle-free shipping experience, but unlike Amazon Prime, Walmart doesn’t charge any membership fees to consumers.

Friendlier merchant terms

There are no setup, monthly or subscription fees, which is one of the benefits that Walmart touts in trying to lure sellers from rival platform Amazon. Their seller page also states that sellers are paid instantly.

Global expansion through acquisitions in foreign markets

Walmart, which entered India’s wholesale business back in 2007, had no online presence in the country until 2018, when it bought India-based Flipkart in the world’s largest e-commerce acquisition. The acquisition also added to its kitty online fashion retailer Myntra, which Flipkart had bought back in 2014.

Walmart’s $16 billion investment in Indian e-commerce may finally be bearing fruit. Flipkart and Myntra together clocked 1.7 billion app sessions, compared to under a billion for Amazon, data show.

That’s a lot of opportunity for third party sellers, although over time they may see profit margins slip as the competition between these two marketplaces continues apace.

Becoming a seller on

Who can sell on

Criteria for acceptance to the marketplace are designed to weed out inexperienced and casual sellers. Serious e-merchants only need apply. Here’s how Walmart describes who gets accepted:

about seller criteria (1)
about seller criteria (2)
about seller criteria (3)

If you think you meet all those criteria, the next step is to complete an application form. Have all of this information handy:

Fees and Commissions

Like most marketplaces, charges a “referral fee” (aka commission) on each product sold. This can be as low as 6 -8% for PCs and consumer electronics, to a maximum of 20% on jewelry. Most items fall in the 10 – 15% category. You can see the full fee schedule here. will definitely remain one of the top players, together with Alibaba and Amazon, on the global e-commerce stage.

Shopping Feed syndicates search-optimized product listings on all of the world’s most powerful marketplaces, syncs and refines inventory data, perfects product listings, and automates fulfillment workflow.

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