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Walmart has overtaken eBay to become the No. 2 U.S. retail eCommerce player by market share, trailing only Amazon. The growth reflects Walmart’s aggressive digital push — including marketplace expansion, Walmart Fulfillment Services (WFS), and omnichannel integration. While Walmart now holds the second spot, eBay remains a strong platform in categories like collectibles, refurbished goods, and niche verticals.

Impact Analysis for Sellers

  • Walmart’s Rise: Sellers gain access to one of the fastest-growing U.S. retail channels. Walmart’s broad customer base, competitive ad options, and strong logistics support (WFS) make it a growth hotspot.
  • eBay’s Strengths: Despite ceding second place, eBay continues to be a critical channel for sellers in vintage, refurbished, and unique item categories. It remains one of CedCommerce’s key marketplace partners.
  • Competitive Shift: Sellers should prepare for Walmart to attract more buyers and merchants, creating heightened competition but also stronger long-term opportunities.
  • Diversification Matters: Sellers who rely on only one marketplace risk losing share. A balanced presence on both Walmart and eBay maximizes exposure across mainstream and niche audiences.

What’s Next?

For those interested in riding the growth momentum:

  • Onboard Early: If you aren’t already selling on Walmart, consider applying for marketplace access now while growth momentum is high.
  • Adopt Walmart Fulfillment Services: Fast, reliable shipping drives Buy Box wins and improves customer trust.
  • Use Walmart Connect Ads: Boost visibility during seasonal events and category promotions.
  • Optimize Your Listings: Ensure competitive pricing, keyword-rich titles, and high-quality images.
  • Play to Strengths: Double down on either trending or niche categories on Walmart.
  • Boost Conversions: Use sponsored ads to promote listings, markdown sales, and category-specific optimizations.
  • Segment SKUs by Marketplace: Position volume-driven items on Walmart; keep specialty inventory on niche marketplaces.
  • Monitor Data: Track performance across all your sales channels to adjust holiday strategy.
  • Avoid Cannibalization: Differentiate offers (bundles, exclusives) per marketplace.
Source: Pattern

CedCommerce POV

Walmart’s leap over competitors is a sign to pivot strategy when the data can back your decisions. For sellers, it’s not about choosing one marketplace over the other. It’s about leveraging each marketplace’s strengths. Walmart offers scale and mainstream reach; other may offer niche, loyal buyer segments.

CedCommerce enables sellers like you to operate across all major marketplaces with integration tools for inventory sync, order management, ads, and fulfillment support.

Explore Integrations Tools for your business

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US eCommerce US eCommerce market division walmart marketplace