Comparing Selling on Walmart vs Amazon: Which Platform Is Right for You?

Virginia Miller

September 11, 2024

In this article

In today's digital age, e-commerce has become an essential aspect of the business landscape. With more and more consumers turning to online shopping, it's crucial for businesses to establish a strong online presence. Two popular e-commerce platforms that entrepreneurs often consider are Walmart and Amazon. In this article, we will explore the similarities and differences between selling on Walmart vs Amazon, helping you determine which platform is right for you.

Understanding E-Commerce Marketplaces

E-commerce marketplaces like Amazon and Walmart serve as online platforms where sellers can list their products and connect with buyers. These digital storefronts provide tools and services to help sellers manage listings, inventory, orders, shipping, and more. Here we'll explore the key features of these leading marketplaces.

What is Walmart Marketplace?

Walmart Marketplace allows sellers to tap into Walmart's reputation and reach. By listing products on Walmart's platform, sellers can make their inventory available to Walmart's millions of customers across the country. The marketplace also provides various services like reporting tools, marketing opportunities, and more to help sellers optimize their presence.

What is Amazon Marketplace?

As a marketplace leader, Amazon offers sellers access to millions of potential buyers worldwide. Sellers can leverage Fulfillment by Amazon (FBA) to store products in Amazon's warehouses while Amazon handles packing, shipping, and customer service. The platform also provides advertising tools to help businesses promote their listings.

Getting Started: Account Set-Up

Registering on Walmart

To join Walmart Marketplace, sellers create an account, provide business details, and agree to Walmart's terms. Once registered, sellers can access tools to manage listings, inventory, orders, and more.

Registering on Amazon

Registering for Amazon Marketplace also involves setting up an account and providing information like banking and tax details. Sellers then gain access to Amazon Seller Central for listing products, tracking sales, and handling orders.

Listing Products

Walmart Listings

Walmart sellers can create individual product listings or use data feeds for bulk uploads. Listings should include high-quality images, descriptions, and accurate pricing in line with Walmart's guidelines.

Amazon Listings

Amazon offers individual and bulk listing uploads. Product listings can include details like titles, bullet points, descriptions, and images to optimize search ranking. Listings with more positive reviews tend to rank higher in results.

Pricing & Fees

Walmart Fee Structure

Walmart charges referral fees based on sales price plus variable category fees. Optional fulfillment services carry additional fulfillment fees sellers should account for.

Amazon Fee Structure

Like Walmart, Amazon uses referral and category fees. For sellers using Fulfillment by Amazon (FBA), there are also fees for warehouse storage, picking/packing, shipping, and more.

Audience & Market Share

Walmart's Customer Base

Walmart attracts millions of US customers seeking value purchases. While its e-commerce presence continues to grow, its market share still trails leaders like Amazon.

Amazon's Market Dominance

With hundreds of millions of customers worldwide, Amazon enjoys unmatched reach. Its 40% share of the US e-commerce market makes it a highly visible platform for sellers.

Choosing the Right Marketplace

When weighing selling on Walmart vs Amazon, consider factors like target audience, product types, and business goals. Research each marketplace’s features and fees to determine the better fit. Leveraging the right platform can drive business growth.

FAQs

What are the main differences between Walmart Marketplace and Amazon Marketplace?

The main differences between the two marketplaces include the fee structure, fulfillment options, target customer demographics, brand exposure potential, and the overall suite of seller tools and services offered. Amazon currently enjoys greater market share.

What fees do Walmart Marketplace sellers pay?

Walmart Marketplace fees include referral fees based on product sales price plus variable category-specific fees. Additional fulfillment fees apply if sellers opt to use Walmart's fulfillment services.

What fees do Amazon Marketplace sellers pay?

Amazon Marketplace fees include referral fees, variable category-specific fees, and additional fulfillment fees for those using Fulfillment by Amazon (FBA) for warehousing, picking, packing, shipping, and customer service.

Which platform has a larger customer audience?

Amazon Marketplace enjoys an significantly larger customer base with over 300 million active customer accounts worldwide. Walmart also serves millions of customers but has a smaller share of the global and domestic e-commerce market.

Which marketplace is better for third-party sellers?

For most third-party sellers, Amazon Marketplace provides better overall infrastructure, tools, and visibility to reach customers. However, Walmart can also serve as a valuable sales channel, especially for sellers targeting budget-conscious consumers.

What do sellers need to do to get started on each marketplace?

To join both marketplaces, sellers go through a registration process by setting up an account and providing essential business and banking details. Amazon and Walmart then provide access to seller portals for managing listings, inventory, sales reports, and more.

How difficult is it to be successful on each platform?

Competition can be fierce on both marketplaces, but meeting quality standards and effectively marketing products can drive sales. Optimizing listings for discoverability and leveraging advertising and promotion tools are key for seller success.