What's different about Walmart

Sell ​​on Walmart Vs. Amazon in 2021 | Costs, advantages and disadvantages

Ecommerce sellers often wonder what the difference between Walmart and Amazon is. Retailers and marketplaces have been trying to compete with Amazon for years. However, there are big differences between both giants.

A well-known example is Walmart.

While there have been people pointing to Walmart's success in the e-commerce scene, there are those who expect the leading retailer position to transition from Walmart to Amazon by 2022.

Given the impact of the coronavirus, which is drawing more attention to the risks associated with being overly dependent on Amazon, sellers are taking note of the Walmart Marketplace. However, there are big differences between the two marketplaces.

Here's what you can expect from both marketplaces in order for you to be successful on the platform of your choice.

Sale on Walmart Vs. Amazon | costs

Both platforms offer sellers attractive customer numbers, tools and opportunities to promote their brand. The cost of listing on Amazon or Walmart can be broken down into:

Account fees

This is a fee that sellers pay each month to sell on Walmart or Amazon.

Amazon has two types of accounts: Individual and Professional. On a single account, sellers have no monthly fee and a limit of 40 offers per month in over 20 categories.

A professional Amazon account costs $ 39.99 per month. There is no limit to the number of entries in over 20 categories and you can request another 10.

Walmart has no monthly fees, The number of entries is unlimited, and you have access to all categories.

Sales charges

Sellers are charged sales fees for every single item sold through the marketplace. These can include a per-item fee, a referral fee, a purchase fee, and a high volume fee.

This graph shows that with its lower referral fees and no additional cost, Walmart has ousted Amazon in terms of selling fees.

Selling on Walmart vs. Amazon | Compliance costs

Amazon Prime members benefit from free shipping for both two-day and next-day deliveries.

For this reason, 73% of all sellers on Amazon use FBA (Fulfillment by Amazon) to get access to the Prime badge. This allows sellers to compete better on Amazon. ç

Over the past few months, as thousands of sellers have been forced to close overnight due to Amazon's temporary ban on FBA non-essential data in March 2020, solely trusting FBA has proven dangerous.

Many sellers are now opting for a mixed approach where part of their offering is held with a 3PL or their own warehouse.

ShipBob, for example, is a popular 3PL with technology feature that offers two-day shipping and a better view of the location and status of your inventory.

Amazon's SFP beta program allows Fulfilled by Merchant (FBM) sellers to join Prime after meeting stringent requirements. No new applicants are currently being recruited, however there is a waiting list one can join if or when it accepts interested sellers again.

The technology giant always boldly invests in its logistics. The company recently announced that it will add 12 more wide-body cargo jets to form a fleet of 81 aircraft. This fleet takes an estimated $ 100 billion from popular shippers like UPS.

The company also ordered 100,000 electric delivery vans. These investments increase Amazon's reputation for strategic actions. This puts them at the forefront in terms of delivery and customer expectations in this area.

Walmart's loyalty programs

Walmart's new loyalty program is their answer to Amazon Prime.

They offer free, unlimited same-day shipping on all grocery products and other offers like a scan-and-go service for customers shopping in-store.

Walmart grants free two-day shipping to customers with orders over $ 35 with no membership required. Sellers are also encouraged to join Walmart's TwoDay Delivery program, which allows their offers to be granted two-day shipping labels that increase their rankings on search queries and increase the box-office win rate.

3 qualification methods for two-day shipping labels:

1. Self-actualization

You must have been a marketplace seller for at least 90 days and meet strict performance standards before you can apply.

2. Deliverr, Walmart's official fulfillment partner

If you outsource delivery to fulfillment, you are pre-approved for Walmart's Fast Shipping Labels.

3. Walmart Fulfillment Services (WFS)

This service is only available to established market sellers, but new sellers fill out a form to express their interest, suggesting that Walmart plans to roll it out more widely.

When sellers choose to do self-actualization, they can't have their brand on the box or include their own marketing materials. As a result, sellers are not allowed to use Walmart Amazon Multi-Channel Fulfillment (MCF).

Amazon Logistics codes are not recognized as valid tracking codes and will be banned if caught using them.

Walmart also offers the choice between NextDay Delivery and Two-Hour Delivery, also known as Express Expressy. The latter was launched in April 2020.

As the company continues to expand its market reach, it will likely find profitable avenues to help sellers offer and promote the fastest shipping possible.

Both Amazon and Walmart offer a variety of fulfillment options with corresponding prices:

Fulfillment calculator

Fulfillment calculators are tools that companies can use to identify the most cost-effective solutions.

Determine if an all-inclusive fulfillment provider with no additional costs, long-term contracts, or hidden fees is cheaper than your own warehouse, staff, packaging, shipping, and security costs (as well as your ability to deliver a satisfactory service) ).

When you use Deliverr for fulfillment, you get pre-approved access to Walmart's 2-day delivery. You can also use Deliverr to fulfill your FBM orders and create a safety net in case your FBA listings sell out.

If you're a salesperson considering outsourcing your fulfillment, these 16 Essential Before Committing Questions are a helpful guide.

Selling on Walmart vs. Amazon | Storage fees

Amazon charges $ 0.69 / cubic foot / month, excluding the months of October, November, and December, which are charged $ 2.40.

When sellers choose Walmart to use Deliverr to fulfill orders, they charge $ 0.75 / cubic foot / month.

Pricing and Buy Box competition

Competition in the market has made this cost something that sellers should seriously consider. Amazon's bigger sellers mean you're spending more money on CPC campaigns, third-party marketing, competing for the buy box, and lowering your prices to be seen by potential customers. On the other hand, getting to the top on Walmart costs a lot less.

Amazon operates a marketplace that welcomes sellers of all types, 459,000 active sellers in the U.S. alone, and more than 86,000 new sellers only joined in 2020.

There are also a notable number of sellers outside of the United States. In the top 10,000 sellers, more are based in China (49%) than the US (47%) according to statistics on Marketplace Pulse.

This can lead to intense and rapidly fluctuating price competition. To compete, sellers may need to consider a repricer that can automatically adjust to rapid price changes.

Arguably the best options are algorithmic - you can make sure you win the buy box at the highest possible price so you don't lose a sale or kill your margins.

However, winning the buy box is much more than just the lowest price.


In the past, sellers who used FBA and SFP (Seller-Fulfilled Prime) have prevailed over other sellers, although some have had slightly higher prices. This is because, compared to the average FBM seller, Amazon is more reliable in ensuring that deliveries are on time and that the products are not faulty.

According to boxing experts, buying in the organic space, sales history takes precedence over pricing. The faster you make sales, the more likely the search pages will be ranked by Amazon.

Other things to consider when it comes to rankings are text matches, product availability, ratings, and choices. Some analysts note that the A9 algorithm is still looking for offers that offer Amazon better margins, whether through FBA or through participation in advertising.

When it comes to pricing, Walmart is strict. Walmart's main reason for delisting is pricing, which cannot compete in its market.

A price study for 50 different Walmart products showed that Walmart was generally 10.4% cheaper than Amazon and had lower prices for food, technology, and housewares, as well as comparatively higher prices for kitchen and home appliances.

When you're a seller on Amazon, competition is a big part of driving prices down. If you're a Walmart seller, there are two main rules that define pricing:

1. Price parity

If a buyer can purchase the exact same item from you, the seller, on a competing website at a lower price (including shipping) than what is sold in your store at Walmart, it is considered unfair practice and Walmart will sell that product Have the list crossed off.

2. Pricing

If a seller on Walmart.com or a competitor's website offers the same item at a price (including shipping) that is radically less than what is offered in your store on Walmart, the product will be removed from the list.

Since Walmart objectively has a small 46,000 domestically based sellers, there is generally less competition on the platform.

According to Walmart, sellers get 13 times the number of visitors per month compared to Amazon sellers, which makes the less crowded market attractive for new sellers.

Buy box competition is also less intense.

Keep in mind that repricing at Walmart is limited to about once a day, which means that using a repricer is not the same as using Amazon. Price updates need to be extremely aware of and respond to various market variables at the same time.

Selling on Walmart vs. Amazon | Advertising costs

Advertising is another cost that needs to be considered.

The comparable CPC format of both Walmart Performance Ads Amazon-sponsored products and brands allow sellers to control campaign budget and spend. Walmart ads tended to cost less than Amazon, according to a seller who uses Deliverr.

78% of searches on Amazon are unbranded, meaning consumers are looking for a product type rather than a specific brand. This underscores the importance of promoting sales for sellers so customers can become aware of their brand and convert the sale. This has become part of the cause of the rapid growth in advertising on Amazon.

The company posted 40% sales growth of more than $ 4 billion in 2019, which was more than ever.

Consequently, paid placements that dominate lead above the fold. have started to overcrowd both search results pages and product detail pages.

Selling on Walmart vs. Amazon | Some additional tips

Sellers registered with Amazon Brand Register can enjoy branding opportunities and services.

Probably the most important of these services is security against IP violations or unauthorized resellers posting inaccurate content in listings. An added benefit is access to Improved Branded Content, which gives sellers the ability to create more distinctive listings.

While registered brands can access Brand Analytics data for a deeper insight into their customers, Amazon still owns all customer data.

The Wall Street Journal recently reported that Amazon may use data from market sales to develop its own competing products. Sellers may want to consider creative ways to attract returning customers to their personal online store.

Through YouTube instructional videos, for example, and develop awareness across all channels.

Known as a conventional retailer, Walmart is better known for its brands. While it is likely that most searches will be broad, there is a higher likelihood that products will be filtered by customer buyers based on brand.

Given the comparatively small number of sellers, it's not surprising that Walmart is much less saturated than Amazon when it comes to advertising. According to Teikametrics, only 1.6% of sellers currently advertise on Walmart. This indicates lower CPCs across the board.

Advertising on Walmart vs. Amazon

Ads on Walmart could be more complicated to manage.

You are working on a first price auction - you pay the amount you bid when you win the auction, even if it is ten times higher than the next highest bidder.

Amazon, on the other hand, uses a second bid model in which the auction winner only pays one cent above the second highest bid.

While Walmart does not provide any explicit trademark services, the filing process helps alleviate the breach concerns that played a role in Amazon's trademark registry creation.

With Walmart Marketplace being categorized as a trusted partner that caters to the business needs of sellers and their brands, they may soon be offering services that rival Amazon.

Selling on Walmart vs. Amazon | Advantages and disadvantages



85 percent of US transactions are still in physical stores. With over 11,000 retail stores around the world, this is a win for Walmart. (Amazon now has only 481 Whole Foods Market stores and 41 other US locations.)

In terms of sales, Walmart sales surpassed $ 500 billion in the same year, Amazon had sales of $ 500 billion in 2018 in North America.

Grocery sales are showing a larger gap in sales as Amazon made up to $ 20 billion last year and Walmart pushed that number out of the park with approximately $ 270 billion in sales.

While Whole Foods-owned Amazon has the ability to ship groceries through Prime Now, AmazonFresh, and Prime Pantry. However, Walmart is still the largest grocer in the world.

Walmart offers same-day grocery collection at thousands of stores, grocery delivery in multiple cities, and free 2-day shipping for online groceries and household purchases over $ 35 (you must subscribe to grocery services from Pay Amazon).

Walmart's online grocery sales grew 53% in 2018, while Amazon's digital sales increased 8%.

The delivery / shipping options offered by Walmart are more accessible and cheaper than on Amazon.

While Amazon has Prime, a comparatively more expensive subscription that no longer guarantees two-day shipping, Walmart offers a number of different options for free shipping without paying for a subscription.

Depending on where you are, Walmart offers free next day shipping for eligible orders over $ 35, free 2-day shipping for orders over $ 35, and free 3 to 5 day shipping for products that not marked as "free" are 2 days shipping ".

(Note that this applies to items outside of the marketplace.)


Amazon's focus on technology, innovation, and the digital scene is its biggest asset.The share of Amazon's digital ad spend is expected to increase 3% in 2018 to 8% in 2023.

Amazon Web Services (AWS) is a division of this company and is both the fastest growing and the most profitable of Amazon. AWS has expanded its cloud offering to reach more customers.

Walmart recently introduced a self-service mode similar to Amazon's that is used for on-site ad placements.

However, there is still a long way to go before it can keep up with Amazon's promotional offers for its sellers.

With a report of 50% of sales from Amazon's third-party selection, Amazon has a more established third-party marketplace compared to Walmart.

With the try-before-you-buy feature that customers can access through Prime Wardrobe, as well as its acquisition of Zappos in 2009, Amazon is a dominant force in the apparel scene, not to mention more than half of the 75+ of Amazon private labels are clothing lines.

Amazon's Prime member service is one of the most popular features with more than 100 million people subscribed in the US.

For $ 13 a month or $ 119 a year, customers can enjoy perks including, but not limited to, free shipping, video content, streaming music, and e-books, and free shipping within two days, one day, or the same Day item. With Amazon's FBA shipping, third party sellers can use Prime Shipping, which is a fan favorite. especially among millennials.



As a new player on the block, the lack of experience and expertise in e-commerce is probably Walmart's biggest weakness. Before acquiring Jet.com in 2016, the company hadn't focused its attention on e-commerce beyond the essentials. In contrast, Amazon was founded as an e-commerce first retailer.

Having a product placement strategy that isn't very seller-friendly is definitely a point of Walmart. Sellers are hired by the company to list their products at the lowest price available online (not even exclusive to Walmart.com) for an exclusive Buy Box placement. Plus, salespeople have fewer resources to work with Walmart.


With more than 11,000 stores, Walmart dominates the brick and mortar scene. In fact, 90% of Americans live within 10 miles of a Walmart store.

Although Amazon has opened physical stores like Amazon Go and Amazon brick-and-mortar bookstores, this is one way of stopping to catch up with Walmart's physical presence.

Amazon also has a track record of replicating the most successful third-party products, placing their own private label, and then listing them for less, at cost, or even at a loss.

Conversely, Walmart is less likely to develop its own private label product line to compete with its third-party suppliers.

Amazon's willingness to prioritize high customer satisfaction at the expense of its third party sellers or its own profit margin is a risk sellers must take if they choose Amazon as their online marketplace.


Now that you know the key differences between selling on Walmart and Amazon, here are some things to consider:

When you think of the giants of e-commerce, Amazon will always come to mind. This corresponds to 14.3% of all retail sales in 2018 E-SHOPPING, with Amazon attributing 40% of US online retailing.

Walmart is not far behind Amazon, but continues to strive to improve its e-commerce services and third-party marketplace.

With online sales growing 40% in 2018, Walmart rose to third place among e-commerce retailers in the United States. It saw a 207% growth in its ecommerce buyer base between early 2017 and early 2019.

That battle is far from over, however, as Amazon's huge digital advantage on the internet is pretty much offset by Walmart's retail presence.

Sellers recognize that both platforms have their advantages.

Walmart has shown and proven that they want to stay in the game for the long term, and there are many who are excited to gain even more momentum.

Both Walmart and Amazon offer sellers their own paths to success on their platforms.

The results or the user experience may be different on the Walmart Marketplace than on Amazon. However, sellers can rest assured of the progress that will be made in the years to come.

Walmart offers a great growth opportunity, and those who invested their business in Walmart at an early stage can find that their business is growing and maturing alongside Walmart on the e-commerce journey.

Related content: What You Need To Know About The New Walmart Self-Serve Ad Platform