Amazon Growth Is Slowing — Why Walmart Is Becoming the Next Major Opportunity for Sellers
Amazon’s growth is slowing, while Walmart is emerging as a strategic alternative for sellers. Many are observing that while Amazon sales continue, the growth momentum is not what it once was. This shift indicates market maturity rather than a decline.
What the data shows:
- Amazon maintains its position as the leader in U.S. e-commerce with approximately 37% market share, but recent online sales growth has decelerated to single-digit year-over-year rates.
- In contrast, Walmart’s e-commerce business is experiencing significant growth, ranging from 20% to 30% year-over-year, fueled by marketplace expansion, Walmart Fulfillment Services (WFS) adoption, and advertising investments.
- According to Reuters, Walmart is aggressively enhancing its online presence through AI-driven discovery, targeted ads, and omnichannel fulfillment strategies.
What this means for sellers:
Amazon:
- High competition
- Rising ad costs
- Margin pressure
Walmart:
- Lower competitive density
- Stronger organic visibility
- More efficient ad economics
- Faster platform-level growth
The takeaway is clear: while Amazon remains a core channel, incremental growth and risk diversification are increasingly sourced from Walmart. For sellers facing pressure on Amazon, Walmart is no longer just an option for experimentation; it has become a data-backed growth hedge.
In the e-commerce landscape, successful sellers focus on where growth is accelerating rather than chasing platforms.
