Walmart e-commerce hits $150B as marketplace surges

Walmart's fiscal 2026 e-commerce GMV crossed $150 billion, with online sales growing more than 20% in Q4. That makes it the second-largest U.S. e-commerce platform behind Amazon, with the marketplace and ad business growing fastest.

Marketplace Pulse data shows Walmart Marketplace has crossed 200,000 active sellers, with the fastest seller-acquisition rate in the platform's history. That growth is fed by Walmart Fulfillment Services, ad incentives, and direct Shopify integrations.

For replenishable, mid-priced ($20-60) consumer products, the case is materially stronger in 2026 than it was in 2024. Logistics parity is closing through Walmart Fulfillment Services and the 2-day shipping badge, fee structures favor select categories, and onboarding incentives reduce the cost of testing the channel.

Cross-marketplace reporting. Listing on Walmart is now straightforward. Reporting per-SKU contribution margin, ad efficiency, and inventory health across both channels in one view is where most multi-marketplace operators stall, because each platform has different fee structures, ad surfaces, and reporting cadences.