Walmart Targets UK and European Sellers for Expansion into the Americas

Walmart is ramping up its efforts to recruit merchants from the United Kingdom and continental Europe as part of a wider strategy to strengthen its international eCommerce footprint. The retail giant is encouraging sellers to join its marketplaces in the United States, Canada, Mexico, and Chile, offering streamlined access and support to ease cross-border expansion.

A Centralized Gateway for Sellers

Through Walmart’s centralized seller platform, partners can manage operations across its American marketplaces while tapping into value-added services such as Walmart Fulfillment Services (WFS), which offers two-day delivery in the U.S., as well as advertising and logistics support. The model aims to make cross-border commerce more accessible for European brands seeking to establish a foothold in the Americas. 

UK Walmart Seller Summit 2025

Much of Walmart’s European outreach is concentrated in the UK. London will host the Walmart Seller Summit 2025 on the 9th of September, a recruitment and networking event designed to give potential partners practical guidance on cross-border growth. The summit promises hands-on sessions, marketplace insights, and opportunities for sellers to connect with Walmart teams and other merchants.
Walmart has extended invitations to manufacturers and exporters across diverse sectors, signaling its ambition to attract a broad spectrum of sellers.

New Seller Office in London

Underscoring its commitment to the region, Walmart has opened a dedicated seller office in London. The office will provide local onboarding support to British and European merchants approved to sell on Walmart’s platforms. The move is intended to reduce friction in the onboarding process and build confidence among sellers navigating transatlantic eCommerce.

Competing in a Globalized Marketplace 

Walmart’s strategy mirrors a wider globalization trend among leading eCommerce marketplaces. Amazon and eBay have long courted European sellers, while Chinese powerhouses, including Alibaba, JD.com, PDD Holdings’ Temu, and ByteDance’s TikTok Shop, are actively pursuing similar recruitment drives. Even regional players such as Dutch market leader bol have opened their platforms to non-EU sellers. 

Profitability in Focus 

The recruitment push comes as Walmart’s eCommerce division turns profitable. Consecutive quarters of 20%+ online revenue growth have helped the company achieve profitability in its digital operations this year. While Walmart’s domestic online business has entered the black, its international eCommerce segment—anchored by India’s Flipkart—remains slightly loss-making. 

Strategic Outlook

By targeting European merchants, Walmart aims to expand product diversity on its American marketplaces and capture more cross-border trade. With the London summit, a new seller office, and expanded fulfillment services, the retailer is positioning itself as a competitive alternative to rivals in the global marketplace race.