Most brands treat Walmart Marketplace as an afterthought. That is exactly why it remains one of the best opportunities in US e-commerce.
The numbers that matter
Walmart Marketplace has far fewer third-party sellers than Amazon while serving a comparable customer base. Fewer sellers competing for the same buyers means less competition for placement and materially cheaper advertising clicks through Walmart Connect.
Why brands still ignore it
The reputation lag is real — sellers remember when Walmart's marketplace was thin and difficult. It has matured substantially, but perception moves slower than reality, and that gap is your advantage.
The real constraint
For most established brands, the limiting factor on Walmart is not demand — it is inventory. If you can keep a second channel stocked, the demand is there to capture. That is a good problem to have, and a solvable one.
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