Walmart Connect is picking up speed. In 2023, Walmart surpassed $100 billion in global ecommerce sales, highlighted by six straight quarters of double-digit growth in the US. The number of sellers listing items Walmart.com grew 20% over the fiscal year.  

It's impossible to ignore any longer. Walmart Connect is a fast-maturing ad ecosystem that’s starting to rival the scale and sophistication of Amazon.

But, while most ecommerce sellers understand the value of Amazon, along with how to utilize their advertising products, many brands are still new to the world of Walmart Connect.  

It’s not as easy as simply copying and pasting your listing information from Amazon (in fact, you could set yourself up for frustration in doing so).  

Walmart Connect offers distinct advantages from other marketplaces — and success hinges on understanding those differences.  

Let’s dispel some misconceptions on the difference between Walmart Connect vs. Amazon.

Audience and Shopper Intent  

Misconception #1: “Walmart Connect shoppers are only deal hunters.”  

Fact: False! Walmart Connect’s customer base is far more diverse than many assume. It’s not about low prices — it’s about accessibility, value, and trust.  

Amazon has a mature ad ecosystem and unmatched online traffic. Its audience is vast, digitally native, and high-intent — perfect for brands looking to scale visibility quickly. They arrive ready to purchase specific items, are motivated by Prime shipping, and are typically driven by convenience and speed.  

Walmart Connect’s audience, alternatively, is a unique blend of Walmart’s traditional in-store customer base and digitally native consumers looking for value and convenience online.

Many ecommerce brands mistakenly assume Walmart Connect shoppers are primarily price driven, assuming they’re bargain hunters. Due to Walmart’s rapid ecommerce growth, their audience, while still price sensitive, is diverse and primarily value driven – a key distinction in which they’re looking for the brand quality and value associated with Walmart’s brand vs. what's “cheapest.”  

That distinction creates an excellent opportunity for challenger brands, wherein they can leverage Walmart’s brand cache to position themselves as a better value alternative vs. category mainstays.  

Many of their shoppers also use Walmart’s Online Pickup & Delivery (OPD) to buy online and pick up in-store, blending digital convenience with physical access – and blending digital convenience with physical access – often making them loyal repeat buyers.  

So while Amazon wins in pure digital traffic volume and sales, Walmart offers differentiated reach that is strengthened by their longstanding brand perception — including the ability to influence in-store purchases through retail media.

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Walmart Fulfillment Services vs. Fulfilled by Amazon

Misconception #2: “Walmart Connect’s logistical support doesn’t come close to Amazon.”

Fact: False! Walmart Fulfillment Services is just as effective as Fulfilled by Amazon.  

For brands selling through online marketplaces, outsourcing fulfillment to the platform’s in-house service can streamline operations, speed up delivery times, and improve product visibility.

So how does Walmart Fulfillment Services (WFS) stack up against Fulfilled by Amazon (FBA), a system many brands are accustomed to? Extremely well – and it’s a key contributor for Walmart Connect success.  

In fact, sellers using WFS see 50% GMV growth, on average, for items with "Fulfilled by Walmart" and "2-day shipping" tags.

Amazon: Fulfilled by Amazon (FBA)

How it works:
Most ecommerce sellers are pretty accustomed to how this works. Amazon’s FBA program allows sellers to store inventory in Amazon warehouses. Amazon handles picking, packing, shipping, customer service, and returns.

Why it matters:

• Products gain the Prime badge, unlocking higher conversion rates and Buy Box wins.

• FBA inventory is prioritized in Amazon’s fulfillment network for fast, often free shipping.

• Sellers pay storage and fulfillment fees, but the boost in organic ranking and ad performance often offsets these costs.

Walmart: Walmart Fulfillment Services (WFS)

How it works:
You’re likely unaware of how comparatively effective Walmart Fulfillment is to FBA if you’re new to Walmart Connect. In a similar process to FBA, sellers send inventory to Walmart fulfillment centers, and Walmart handles the logistics, customer service, and returns.

Why it matters:

• Products fulfilled by WFS qualify for Two Day delivery, a critical trust signal for Walmart shoppers.

• WFS items are often prioritized in organic rankings and eligible for premium ad placements within Walmart Connect, improving impression share and ROAS.

• Compared to Amazon FBA, WFS currently has fewer restrictions and more competitive fee structures, making it attractive for brands looking to expand without duplicating costs.

Overall, Walmart Fulfillment Services (WFS) plays a similar role -- with potentially fewer logistical constraints and growing favor within Walmart’s algorithm for ads and organic ranking.

Technology & Targeting  

Misconception #3: “Walmart Connect’s technology is still in beta or early stage”  

Fact: False! Walmart Connect has matured fast. With self-serve tools, in-store attribution, programmatic buying (via Walmart DSP), and integrations with retail media optimization platforms like Quartile, advertisers can now run full-funnel, high-performance campaigns with far more precision than in years past.

Walmart Connect includes a full suite of advertising products to cover the full funnel, including:  

• Sponsored Search for shoppers actively searching for products and brands (appear on Walmart.com search results, category, and product detail pages)  
  

• Onsite Display for strategic, prominent placements across Walmart.com and mobile app (based on Walmart purchase history)  
  

• Offsite Media for ads that extend into Walmart’s network of media partnerships (e.g., major retail websites, social media networks)  
  

• In-store Ads for on-the-spot purchase decisions via checkout screens, TV walls, and mobile app triggers
  

• Brand Shops and Shelf for eligible Walmart suppliers and brands to create virtual storefronts and landing pages

On the front of targeting, while Amazon’s ad platform has long excelled at targeting, Walmart Connect’s targeting is no slump. In fact, for brands already accustomed to Amazon’s granular targeting, the learning curve is short.  

Brands can use:

• Automated targeting powered by Walmart’s first-party data
  

• Manual keyword targeting for precision control, with API connections to platforms like Quartile that enable you to use cross-channel data  
  

• Omnichannel insights including in-store behavior and purchases
  

• Custom audience segments through the Walmart DSP

Why Advertise on Walmart Connect if You’re Already on Amazon?

While Amazon is a core component of your ecommerce ad mix, it remains a highly competitive battlefield. Increasing CPCs, saturated categories, and intense bidding wars can eat into margins, especially during tentpole events.

For many brands, Walmart might offer breathing room, including:

• Lower CPCs

• Less saturation

• More prominent placements (relative to competition)

• Room to grow

It’s not that Walmart is inexpensive — rather, it’s still early enough to offer undervalued impressions. Brands that enter now can carve out their market share before the inevitable crowd follows.

Just like Amazon sellers who started in 2015 still reap outsized rewards, early Walmart advertisers today are positioning themselves for long-term efficiency and first-mover gains.

Putting all your eggs in one basket — even Amazon’s — is risky. Walmart offers expansion, diversification, and growth potential without cannibalizing your existing strategy.

Walmart isn’t just a backup plan or a fallback option. It’s a complementary channel with real revenue potential — but only if approached with the same strategy, persistence, and investment as Amazon.

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