Walmart is quickly becoming the next big thing in eCommerce. While Amazon has long ruled the online marketplace world, Walmart is now giving sellers a powerful new way to grow their businesses. If you’re wondering about Walmart vs Amazon, the real question in 2025 might be: why aren’t you on both?
For many sellers, Walmart offers a clear path to reaching new customers, standing out in a less crowded market, and growing faster with fewer fees and better margins.
Walmart’s Marketplace Is Growing Fast
Over 150 million people visit Walmart.com every month, and the number is growing. But unlike Amazon, Walmart still has space for new sellers to shine. That means you don’t need a big ad budget or an army of reviews to get noticed.
Here’s what makes Walmart stand out right now:
- Fewer sellers, so more visibility for your products
- Trusted by millions of families in the U.S.
- No monthly fees to list products
- Access to Walmart’s omnichannel ecosystem (online + in-store reach)
- A growing fulfillment network with fast delivery times
- Walmart promotes product quality and trust, not just price and speed.
Walmart’s growth is opening doors for small and medium brands, not just big-name sellers.
Walmart vs Amazon: What Sellers Need to Know
When deciding between Walmart vs Amazon, it’s important to think beyond traffic numbers. Both platforms bring in millions of shoppers, but they operate differently, and those differences can affect your bottom line.
Amazon is crowded. With over 9 million sellers, getting your product seen often requires heavy investment in ads. Walmart, in comparison, has far fewer sellers. That means new brands can get visibility faster, and sometimes with less spending.
Another major point is trust. Walmart has built its reputation over the decades. Shoppers already trust the brand in stores, and that trust carries over online. For sellers, this helps drive conversions without needing to “prove” your brand every time.
Fulfillment and Shipping
Fast shipping is no longer a nice-to-have; it’s expected. Amazon’s FBA (Fulfilled by Amazon) is well known, but it comes with rising fees and tough restrictions. Walmart now offers a strong alternative called Walmart Fulfillment Services (WFS), which allows sellers to store their products in Walmart’s warehouses and offer 2-day shipping to customers.
WFS is more flexible for many sellers. The fee structure is easier to understand, and you don’t face the same storage limits or seasonal surcharges that come with FBA. That means fewer surprises and more control over your margins.
Most importantly, WFS helps sellers win the Walmart “2-day shipping” badge, which boosts trust and increases the chances of getting featured in search results.
Understanding Your Customer: Who Shops Where?
Walmart and Amazon attract different shoppers, and knowing your audience can help you decide where to focus.
Walmart shoppers tend to be:
- Budget-conscious families
- Loyal to the in-store and online Walmart brand
- Often located in suburbs and rural areas.
- Focused on value, essentials, and deals
Amazon shoppers are more likely to be:
- Prime members
- Focused on fast, convenient shipping
- Willing to pay more for premium goods
- Urban and tech-savvy
If your product is practical, affordable, and made for everyday life, Walmart’s marketplace may be your perfect match.
Advertising Is Easier and Less Expensive on Walmart
One of the biggest frustrations sellers face on Amazon is advertising. Costs are high, and competition is fierce. If you don’t spend heavily on ads, it’s hard to get visibility.
Walmart’s ad platform is newer but growing fast. Right now, it offers lower costs per click and better returns for many sellers. You don’t need massive budgets to get started. With fewer sellers running ads, you can get real visibility at a fraction of the cost.
That said, Walmart’s ad tools are becoming more advanced. Sellers who start learning the system now will have an advantage as the platform matures.
Cost and Fees (Walmart Keeps It Simple)
Amazon charges sellers a monthly fee just to stay on the platform, plus referral fees, fulfillment fees, and rising ad costs. For newer or smaller brands, these costs can add up fast.
Walmart, on the other hand, does not charge a monthly subscription. You only pay a referral fee on sales, which is often similar to Amazon’s but without the added layers of cost.
This lower barrier makes Walmart a smart option for sellers who want to grow without overspending from day one.
Why Walmart Is the Smarter Play for 2025
Selling on Walmart gives you access to a growing market, lower costs, and a loyal and expanding online customer base. Amazon is still powerful, but it’s also crowded and expensive.
Walmart’s advantages for sellers include:
- Less competition and more visibility
- No monthly seller fees
- A loyal, value-driven customer base
- Lower advertising costs and better returns
- Fast, affordable fulfillment through WFS
- Trust built over decades of retail experience.
If you’re only selling on Amazon, you’re missing out on a massive opportunity. Diversifying to Walmart now gives you a chance to build momentum before the space becomes as competitive as Amazon.
Work with Aventus: Launch and Grow on Walmart the Right Way
At Aventus, we help brands go further, faster on Walmart Marketplace. Whether you’re just getting started or looking to scale, our team provides full support to make your Walmart strategy a success.
We help you:
- Get approved quickly on Walmart Marketplace
- Launch your listings with expert optimization.
- Connect to WFS and streamline shipping.
- Run effective Walmart Ads with clear ROI
- Grow sales without growing stress.
Our mission is to help sellers succeed on the platforms that matter, and right now, Walmart is the one to watch.
Contact Aventus today, and let’s build your brand on the marketplace that’s just getting started.
