Selling on Walmart vs Amazon: Which Platform is a Better Choice?

The success of your online selling business depends on a variety of factors. What you sell, how you advertise, and, most importantly, which platform you choose to host your online business will have a huge impact on how successful you are in you online selling venture. While online selling is not limited to ecommerce marketplaces, they still remain the backbone of the ecommerce industry, making them a popular choice for ecommerce sellers. In this guide, we'll examine two of the biggest ecommerce marketplaces on the internet today: Walmart and Amazon. These two platforms make up a significant chunk of B2C online commerce today, and to ecommerce sellers just starting out, they may look rather similar. While they do operate in a very similar manner, Amazon and Walmart have some significant differences that will affect every aspect of your online selling experience. Keep reading for a full breakdown of what you can expect when selling on Walmart vs Amazon, with deep dive comparisons of each platform's onboarding experience, product listing processes, selling fees, fulfillment options, and listing promotion tools.

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Introduction to Selling on Walmart vs Amazon

Walmart and Amazon are the internet's leading online retail marketplaces. Shoppers on these platforms can order anything from gadgets to groceries, with each marketplace offering a selection of items that it sells directly to customers itself, as well as items sold by third-party sellers, resulting in a unique selling experience in comparison to more traditional marketplace selling structures like those on eBay or Etsy. In this section, we'll take a look at a few key stats for Walmart vs Amazon, understand what kind of shopper each marketplace tends to attract, and examine revenue trends. Keep reading for a quick overview of the essentials to help you form a better general understanding of each marketplace.

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Walmart Marketplace: Market Share, Audience, and Revenue

Walmart launched its marketplace in 2009, relatively late in the ecommerce game, but despite arriving late to the party, Walmart has more than caught up. In fact, in 2023, Walmart's market share amounted to an impressive 6.4%, making it the second largest online retail platform by market share in the United States. Judging by Walmart's steadily growing revenue, this already impressive slice of the ecommerce market is likely to get much bigger in the future.

Prior to opening Walmart Marketplace, Walmart had firmly established itself as America's undisputed retail giant. In many respects, it was the offline version of what Amazon would become, offering everything from food to pharmaceuticals, lawn furniture to kitchen appliances. During these years, Walmart's target audience was primarily working class families that prioritized value over convenience. Today, with Walmart Marketplace, Walmart has set their sights on a different target audience. Walmart Marketplace seeks to offer a convenient, quick, and simple shopping experience, and recognizes that its target audience is willing to pay more for the cost of convenience. In other words, Walmart no longer aims to exclusively attract families looking to get the most out of every dollar; with its marketplace, Walmart is actively pursuing those shoppers who are willing to spend more for the convenience of a smooth and swift online transaction.

In terms of revenue, Walmart is steadily and consistently trending upwards. In 2023, Walmart reported a 17% and 18% growth on a 2-year stack for its online U.S. sales, a figure in line with a whopping 66% increase in third-party sellers on the marketplace from the previous year.

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Amazon Marketplace: Market Share, Audience, and Revenue

As one of the forerunners of the ecommerce boom, Amazon launched its marketplace in 1994, and as of 2023, holds its own as the undisputed giant of ecommerce with a whopping 37.6% market share. There's no competition for Amazon when it comes to the sheer size of its ecommerce market slice, and with good reason; Amazon has spent decades growing its distribution network to provide an unparalleled online shopping experience, one against which every other shopping experience is now measured against.

Amazon's target audience is vast, with the marketplace expanding into new niches regularly. From prescription medications via Amazon Pharmacy to one-of-a-kind handcrafted goods via Amazon Handmade, Amazon has its proverbial finger in practically every consumer pie. In comparison to Walmart, Amazon takes a more global approach to its audience, with localized Amazon sites for significant worldwide markets, including Amazon.de for shoppers in Germany, Amazon.co.uk for those in the United Kingdom, Amazon.fr for those in France, and more.

This varied approach and relentless focus on expanding its market share are showcased by Amazon's impressive revenue reports, which show an increase of 12.54% in revenue at the end of March 2024 over the preceding 12-month period. In numbers, that's a revenue of $590.74B in 12 months, an unparalleled number in the world of ecommerce (source).

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Onboarding Process: How to Start Selling on Walmart and Amazon

Getting started with selling on Walmart and Amazon is an entirely different process than starting out on smaller marketplaces like eBay or Etsy. Both marketplaces require sellers to receive approval for selling privileges, which serves as a barrier to entry intended to uphold each respective marketplace's reputation. In this section, we'll look at the onboarding process for selling on Walmart vs Amazon to help you better understand what you can expect if you want to start selling on each marketplace. If you'd like guidance with onboarding on either Walmart or Amazon, ExportYourStore offers a personalized, one-on-one setup service to assist you in setting up your store. For a complete store setup from start to finish, ExportYourStore also offers complete onboarding with store creation, full import of your products, product feed creation, and white-glove service from a dedicated Walmart or Amazon specialist for any questions or concerns you may have.

Walmart's Seller Application Process

Becoming a seller on Walmart is a two-part process: registering your business and getting approved by Walmart to sell on the platform. To begin, you'll need to sign up and agree to Walmart's Marketplace Retailer Agreement. Once you've agreed, you'll receive an email from Walmart to schedule your onboarding time. Before choosing your onboarding time, it's important to ensure that you have all the essentials for becoming a Walmart seller:

• Your business tax ID or business license number.
• Additional documents to verify your business name and address (i.e. bank and billing documents).
• A way to show previous success on additional marketplaces or other ecommerce platforms.
• All products in your catalog must have GTIN/UPC GS1 Company Prefix Numbers
• None of your products are in violation of Walmart's Prohibited Products Policy.
• Your orders will be fulfilled either by WFS, or by a US-based B2C warehouse that handles returns.

Provided that you meet all the aforementioned requirements, schedule your onboarding time as soon as you can.

At your chosen onboarding time, you'll receive an email from Walmart with a unique URL. Click on this URL to begin your store setup. Here, you'll be presented with what Walmart calls the "Launch Checklist," which shows you exactly what you'll need to get your Walmart store up and running. The checklist includes things like business verification, shipping and returns information, payment setup, and more. Once you've completed the checklist, your Walmart store is ready to sell, and you can begin uploading your products.

Amazon's Seller Registration Process

While Walmart requires you to be a registered business in order to sell on the marketplace, Amazon has no such requirement. That said, registering as a seller on Amazon nevertheless requires thorough vetting and verification. The registration process can be divided into five steps:

• Step 1: Provide Business or Identifying Information. If you have a registered business for your ecommerce selling operations, you'll need to provide Amazon with the relevant documentation and information to register your business. Otherwise, if you're a private individual, you'll need to select "I am an individual" under business type, and provide personal identification and contact information.
• Step 2: Provide Seller Information. If you provided business information in the first step, you'll need to provide your own personal information as a seller on the platform. This information includes your full name, country of birth, country of citizenship, and more.  
• Step 3: Provide Billing Information. Here, you'll need to input credit card and banking information. This is so Amazon knows where to transfer your earnings, and gives it a way to charge you for selling fees.
• Step 4: Provide Store and Product Information. Add your store name as you'd like it to appear on Amazon, and provide Amazon with information about your product catalog. Because listings on Amazon work through product feeds, you'll need the appropriate GS1 product identifier for each product, and will be required to provide certain product data in order to list.
• Step 5: Verify Your Identity. Finally, you'll need to submit documents to verify your identity. Amazon will ask you to upload some form of government-issued ID, as well as proof of your residential address. At this point, you'll also need to schedule a call with an Amazon associate in order to verify your identity with a representative.  

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Product Listing: Differences and Similarities Between Walmart and Amazon

While there are many similarities in the listing practices and requirements on Walmart and Amazon, there are also several key differences. These differences will affect what you sell and how you list, and are important to know before you begin selling on either platform. Below, we'll examine the product listing requirements on Walmart vs Amazon, and get a better idea of how your product listing workflows could look on each platform.

Walmart's Product Listing Requirements

Both Walmart and Amazon work on a catalog system, in which sellers connect to a listing if the product already exists on the marketplace, or create a new product in the marketplace's catalog if it does not. While there are certain requirements for every listing (i.e. title, relevant product identifier, category, etc.), some attributes are optional but recommended. In fact, Walmart assigns a listing quality score to every product and to entire seller catalogs, and tells sellers exactly what needs to be improved in each listing. It's free to list on Walmart, with sellers only paying commission and fulfillment fees (if they use WFS).

In comparison to Amazon, Walmart has more restrictions on what can be listed on Walmart Marketplace, with an extensive prohibited items policy. Furthermore, Walmart does not allow for the sale of handmade or vintage items, while Amazon has a specialized marketplace for handmade items, Amazon Handmade. Listings on Walmart Marketplace must be in English, while Amazon has localized sites in multiple languages for several major international markets. Both marketplaces allow for the listing of refurbished items, however, although on Walmart it's currently an invite-only program.

Amazon's Product Listing Requirements

Like on Walmart, listing on Amazon is done through a catalog system, where sellers connect to a product in Amazon's catalog, or create a new catalog item if the product they're selling does not yet exist. Unlike on Walmart, however, sellers are required to purchase a selling plan in order to list on Amazon: a commission-based plan, the Individual Plan, for $0.99 per sale, or the Professional Plan, at a monthly flat rate of $39.99 no matter how much you sell. Amazon also charges a referral fee for each sale, as well as additional selling, refund, and administration fees.

While Amazon allows listing of a wider range of products, many products are restricted, while others, like handmade items or wellness products, require prior approval. Amazon also has a print-on-demand program, known as Amazon Merch, that enables creators and artists to sell their designs on Amazon without purchasing or holding stock, and without having to manage sales or customer service.

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Selling Fees: A Comparison Between Walmart and Amazon

A major point of comparison between any two selling platforms, selling fees are more often than not a make or break for sellers when deciding on a marketplace. Deciding on selling on Walmart vs Amazon is no different, but comparing the fees between each marketplace can be challenging due to the different ways in which each platform calculates and charges fees. In this section, we'll understand what Walmart's commission fees are, what Amazon's referral and fulfillment fees are, and review other possible selling fees when selling on each respective marketplace.

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Walmart's Commission Fees

While there is no fee for listing items on Walmart, there is a fee for every sale made through the platform. This is known as a commission fee, and ranges from 6-15% depending on the product category in which the sold item was listed. Walmart terms this fee a "referral fee," and charges it only on a completed sale. This is the only mandatory fee you'll pay to Walmart for completing a sale on its platform, with fulfillment fees for Walmart Fulfillment Services and promotional fees optional (but, in our experience, highly recommended). Find the rates for the product categories that are relevant to you on Walmart's referral fee chart to gauge how much your selling fees will be if you choose to sell on Walmart.

Amazon's Referral Fees and Fulfillment Fees

Amazon's seller fee structure is more complex than Walmart's, which can sometimes be intimidating for new sellers. In terms of referral and fulfillment fees, however, Amazon and Walmart have relatively similar fee structures.

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Amazon Referral Fees

Like Walmart, Amazon charges a referral fee for every sale based on the product category in which the sold item was listed. This fee is only paid once an item has been sold, not when it is listed. This fee ranges from 8% to 45%, with a minimum fee of $0.30 per item sold. Check the rates of Amazon referral fees by category to get a better idea of what referral fee rate you can expect to pay for the items you plan to sell.

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FBA Fulfillment Fees

Amazon does not require sellers to use its fulfillment services, Fulfillment by Amazon (FBA), but it strongly encourages them to do so with a variety of benefits ranging from increased chances of attaining the Buy Box to protection from certain types of negative feedback. In our experience, Fulfillment by Amazon is particularly beneficial for sellers who have a wide variety of items in their inventory, and those who sell a large volume of items. We recommend FBA if you have varied stock and/or high sales volume, plus, when you use ExportYourStore, you can completely automate FBA fulfillment for your other selling channels too! Amazon FBA has its own complex pricing structure, with fees for everything from aged inventory to disposal on top of the standard rates for order fulfillment. Review the fee structure for Amazon FBA to see what kind of fulfillment fees you can expect if you choose to use FBA to fulfill orders.

Additional Fees for Both Marketplaces

We've reviewed the major selling fees for both Walmart and Amazon, but there are more fees you might expect to pay as a seller on each platform. Below, we'll outline some additional marketplace selling fees for Walmart vs Amazon, and briefly explain what each fee means and when it may be charged.

Amazon: Selling Plans and Refund Administration Fees

Listing on Amazon requires selecting a selling plan from one of the two available plans: Individual and Professional. With the Individual Plan, you list as many items as you want for free and pay a fee for each sale you make, and with the Professional Plan you'll pay a flat fee of $39.99 a month for listing and selling as many items as you want. The Professional Plan also offers several additional perks that professional sellers can benefit from, including eligibility for participation in certain selling programs to adding multiple users to your account.

Additionally, and regardless of the type of selling plan you choose, Amazon will charge a fee every time you issue a refund to a buyer. This fee is known as a refund administration fee, and is calculated as either 20% of the referral fee paid for the order, or $5, whichever is lower.

This is not an exhaustive list of potential selling fees on Amazon. Depending on what you sell and how much you list, Amazon may also charge closing, high-volume listings, and rental book service fees.

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Walmart: WFS Fulfillment Fees

Unlike Amazon, Walmart doesn't have any additional selling fees. But as a marketplace that awards a lot of trust to its sellers once they've been verified, it does have stringent requirements when it comes to logistics and fulfillment, however. While Walmart does not require its sellers to use its fulfillment services, WFS, it does require them to use a qualified fulfillment warehouse, requiring that the warehouse must be based in the United States and have returns processing capabilities. Sourcing this type of warehouse outside of Walmart can be difficult for many sellers, especially smaller ones who are just starting out, which is why WFS makes sense for most sellers on Walmart Marketplace.

WFS is priced according to how much storage your inventory requires in Walmart's fulfillment centers, the size and weight of your shipments, and the time of year (storage prices go up during peak season). Get a better idea of what WFS fees may look like for you by browsing Walmart's WFS pricing guide.

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Fulfillment Methods: Walmart Fulfillment Services vs Amazon FBA

As we touched on above, both Walmart and Amazon have their own fulfillment services, known as Walmart Fulfillment Services (WFS) and Fulfilled by Amazon (FBA), respectively. These are optional, paid services that offer inventory storage, picking, packing, shipping, and returns processing for online sellers. While they may seem similar at first glance, there are some key differences between Walmart' and Amazon's fulfillment services. Below, we'll examine the fulfillment service option offered by each marketplace to help you understand which one better suits your warehousing and order fulfillment needs.

Walmart Fulfillment Services: Eligibility and Process

Walmart Fulfillment Services is available to all sellers that have been deemed eligible to sell on Walmart Marketplace. There is no minimum item or SKU limit, and sellers can use WFS for any item that does not require special storage conditions. Storage at WFS warehouses is charged by the cubic foot with rates varying based on the time of year. In terms of fulfillment, costs are calculated based on the item's weight and size, the item's sale price, and what category of item it is.

Walmart WFS Pros:

• Fast Shipping. WFS has very fast shipping by default. Orders over $35 are automatically upgraded to 2-day shipping, making it an economical way to offer your customers faster fulfillment without breaking the bank.
• Dedicated Inventory. Walmart takes care to keep your inventory separate from other seller's inventory in storage.
• Convenient Customer Returns. Customers can return items fulfilled by WFS at Walmart stores. When you consider the fact that 90% of Americans live within 10 minutes of a Walmart, this is not only a huge perk for your customers, but a better way of handling returns for you.

Walmart WFS Cons:

• Fulfillment Only for Walmart.com. WFS is a great fulfillment service, but it only fulfills orders that come in on Walmart marketplace. You cannot use WFS for multichannel fulfillment, like you can with Amazon FBA.
• Offers Only Domestic Shipping. WFS doesn't ship internationally, though you cannot offer international shipping on items you sell on Walmart Marketplace, even if you don't use WFS.
• Cannot Choose Shipping Speed. Walmart automatically chooses the shipping method and speed for you.

Amazon FBA: Benefits and Costs

Amazon's FBA offers more extensive fulfillment options than Walmart's WFS. Storage costs are calculated by cubic foot according to the time of year, with higher rates during the peak selling months of October through December. Fulfillment rates vary by item type (apparel or non-apparel), and depend on the size and weight of the item shipped.

Amazon FBA Pros:

• Can Be Used to Fulfill Orders on Other Channels. Unlike Walmart's WFS, Amazon's FBA is not reserved just for Amazon. Amazon calls this multichannel fulfillment (MCF), and you can now completely automate MCF fulfillment from start to finish with ExportYourStore!
• Choose Your Shipping Speed and Carrier. When you use Amazon FBA to fulfill orders on other channels, you'll be able to select your shipping speed, packaging, and whether or not you want to use Amazon Logistics as a carrier.
• Enhanced Seller Protections. In the event of negative feedback or resolution cases pertaining to late shipment or items arriving broken, Amazon will not count items fulfilled by FBA against you. Negative feedback will be struck out, and Amazon will leave a message next to the feedback saying that the order was fulfilled by Amazon.
• International Fulfillment Available. Unlike Walmart WFS, Amazon FBA can be used to fulfill orders internationally.

Amazon FBA Cons:

• Your Inventory Can Sometimes Be Mixed with Other Sellers'. Although Amazon assigns an FNSKU (fulfillment network stock keeping unit) to differentiate between your FBA stock and other sellers' FBA stock, picking errors are not uncommon.
• Some Channels Prohibit the Use of FBA. If you sell on multiple channels and want to fulfill those orders with Amazon FBA, you may have to circumvent marketplace limitations in order to do so. Do this by blocking Amazon packaging and Amazon Logistics as a carrier, settings which can be done automatically with ExportYourStore's multichannel FBA automation.

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Marketing and Advertising: How to Promote Your Products on Walmart and Amazon

Product promotion is an important part of online selling, and is a make-or-break for many online businesses. Successful online selling requires a robust assortment of product promotion options for sellers to choose from, one where campaigns can be created and run with all kinds of advertising budgets. Both Amazon and Walmart offer extensive advertising platforms, making a variety of ad formats available to sellers. While we won't be able to cover the intricacies of each marketplace's advertising program, we'll give a very brief overview of each one, and discuss the most relevant ad formats for sellers on each respective platform.

Walmart's Sponsored Products

Walmart has a vast ad network and offers a variety of advertising options for sellers through Walmart's advertising platform, Walmart Connect. It's distinct from Amazon's platform, Amazon Ads, in that it offers an advertising option that Amazon does not – in-store advertising. For most sellers, however, Sponsored Products will be the advertising option of choice. Sponsored Products can provide preferential ranking in search results and placement in product pages. Other options include Sponsored Brands, which offers a brand-centric approach to promotion and is intended for sellers who are registered as brand owners through the Walmart Brand Portal. Finally, Sponsored Videos give sellers a way to promote a specific product with an engaging, keyword-targeted video that's displayed in relevant search results. Buyers can click on this video to go to the listing and purchase the promoted item.

Amazon's Sponsored Products and Amazon Advertising Platform

Amazon's advertising platform is known as Amazon Ads. It is an extensive advertising network, with a virtually endless array of advertising formats and products, including sponsored brands, display ads, and more, and is intended for products sold both on and off Amazon. Amazon Sponsored Products (ASP) is a subset of the larger Amazon Ads, and is a great choice for Amazon sellers who want to promote products directly to potential buyers. Sellers must first register for the Amazon Sponsored Ads program, then create their Amazon Sponsored Products campaigns. ASP ads are CPC (cost per click) ads, which means that sellers define the keywords they wish to target, set an ad spend maximum budget, and pay only when a buyer clicks on their sponsored product, regardless of whether they've made a purchase or not.

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Pros and Cons: Selling on Walmart vs Amazon

Every ecommerce marketplace has its unique pros and cons, and Walmart and Amazon are no exception. We've gone over several major comparison points already, but we've not yet compiled an overview of the pros and cons of selling on Walmart vs Amazon. Below, we'll do just that so you can better understand the pros and cons of selling on Walmart vs Amazon. These pros and cons are based on our many years of experience in the world of ecommerce, and are intended to provide a general overview of the good and bad of selling on each platform.

Pros and Cons of Selling on Walmart

Walmart is the second-largest online retail marketplace, after Amazon. While Walmart Marketplace was launched relatively late in the online marketplace game, it quickly proved itself to be a lucrative destination for online sellers. In this section, we'll take a look at some of the pros – and cons – of selling on this major online marketplace.

The Pros of Selling on Walmart:

• In-store advertising options. Sellers with registered brands via the Walmart Brand Portal can advertise in physical Walmart locations, not just online.
• Returns at Walmart locations. Another benefit of a marketplace with physical locations, shoppers on Walmart can return items bought on Walmart Marketplace in-store.
• Complete access to selling features. Once you're approved as a seller on Walmart Marketplace, you're free to sell almost anything on the platform, run advertising campaigns, and more, without having to go through further approval.
• Simple and competitive selling fees. Walmart's selling fees are straightforward and easy to calculate in advance.
• Less competition. Walmart is a smaller marketplace than Amazon, with a community of strictly vetted sellers. Your competition will be smaller on Walmart than on Amazon, and you'll be less likely to encounter unscrupulous sellers with unethical business practices.

The Cons of Selling on Walmart:

• Error-prone interface. Walmart's interface is notoriously error-prone. This can make it difficult to upload products, especially for sellers who want to list large numbers of products in bulk.
• Limited to the US. Walmart has set its sights on the American shopper, and its entire business model is geared towards that subset of buyers. As such, Walmart marketplace allows only US sales, and only US-based sellers.
• Strict warehousing requirements. A store on Walmart Marketplace is not something you can start out of your garage; Walmart has strict rules regarding which warehouses sellers can use, requiring them to be US-based and capable of accepting and processing returns.
• Sellers must have a registered business. Individuals cannot sell on Walmart Marketplace; selling is allowed exclusively for businesses.
• Strict pricing rules. Walmart's price parity policy stipulates that you cannot sell an item that you list on Walmart Marketplace for a lower price elsewhere.

Pros and Cons of Selling on Amazon

Amazon is the unchallenged giant of ecommerce in 2024, with nearly 40% of the entire sector's market share. As the biggest online marketplace offering virtually anything that can be bought online, selling on Amazon has plenty of benefits, but also plenty of drawbacks. Below, we'll go over some of the main pros and cons of selling on Amazon.

The Pros of Selling on Amazon:

• Unparalleled reach. As the largest ecommerce marketplace in the world, Amazon is the place to be for sellers who want to make a name for themselves.
• Potential for global expansion. Amazon offers international marketplaces (i.e. Amazon.jp, Amazon.ca, etc.), and allows its sellers to ship internationally.
• FBA can be used for MCF. FBA offers an extensive warehousing solution for online sales, and not only on Amazon. Plus, Amazon's MCF (multichannel fulfillment) can be automated with ExportYourStore!
• Sell a wider range of products. Amazon allows sellers to list and sell a wide range of items, including handmade items.
• Don't need a business to sell. Sellers do not need to have a registered business in order to sell on Amazon. Private individuals can register to become Amazon sellers without limitations.

The Cons of selling on Amazon:

• Highly competitive. Amazon is a much larger marketplace than Walmart, with a huge pool of sellers from all over the world to compete against.
• Complex selling fee structure with high fees. Amazon knows it's the big kid on the block, and the fees for selling on the platforms are priced accordingly. Plus, for anything more than basic selling, the fee structure gets very complex, very quickly.
• Easy to lose listing privileges. Amazon's policy is often ban first, ask questions later. Furthermore, Amazon is notorious for spotting budding trends and banning third-party sellers from listing certain items or brands so they can be the only seller offering those items.
• Approval required to list many products. Amazon makes sellers go through many approval processes to do anything from listing certain products to running ad campaigns.
• Almost impossible to get the Buy Box if you don't use FBA. Amazon not only encourages its sellers to purchase the complete selling package; it makes it far more difficult to succeed on the platform for sellers who prefer to source their own warehousing and shipping.

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Why Limit Yourself? Consider Selling on Both Walmart and Amazon

Online selling is a fickle business, especially when you sell on large online retail marketplaces like Walmart or Amazon. It's all too easy to lose selling privileges for your most profitable item if Amazon decides to restrict you from selling it, or be unable to list new stock for several days because of an internal Walmart error. Like every business, online selling benefits from diversification, and the best way to diversify is by selling on multiple channels.

Multichannel selling can be easily managed with a multichannel selling and cross-listing tool like ExportYourStore. When you use ExportYourStore to manage your Walmart and Amazon stores, you can be sure that your inventory is perfectly synced on both channels, 100% of the time. ExportYourStore also enables you to manage your orders, create custom rules to automatically optimize product listings for Walmart and Amazon separately, and even completely automate fulfillment with FBA for additional sales channels.

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Final Thoughts and Key Takeaways: Choosing the Right Marketplace for You

When weighing your options and deciding between selling on Walmart vs Amazon, it's important to consider all the factors that can affect your online business, today and in the future. What you want to sell, who you want to sell to, and what kind of selling experience you're looking for are just some of the considerations you should take into account. Selling on Walmart will limit you to US shoppers only, while selling on Amazon will be far more competitive with both international buyers and sellers; listing handmade items is not allowed on Walmart, while Amazon has a dedicated crafter's marketplace. These are just some of the considerations you'll have when deciding which marketplace is right for your selling needs.

While it's important to carefully consider a variety of factors when comparing Walmart vs Amazon, it's also important to remember that you don't have to limit yourself to just one or the other. With ExportYourStore's multichannel selling tools, it's possible to sell both an Amazon and Walmart simultaneously, as well as on many more selling channels, marketplaces, and social media channels.