The State of the
Walmart Seller

Based on an annual study of thousands of ecommerce sellers and brands, this report explores the strategies of a subgroup of entrepreneurs, small-to-midsize businesses, and large enterprises using Walmart Marketplace to expand their footprint.

See key findings here and download the free full report for more insights.

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Key Insights

Walmart Marketplace sellers are profitable. 73% have profit margins above 20%, and more than half of small-to-midsize sellers earn more than $100,000 in annual revenue.

Sellers using Walmart Marketplace have embraced an omnichannel ecommerce strategy. 97% use at least one other platform and 37% also sell in brick-and-mortar stores.

Walmart Marketplace sellers diversify their advertising spend. Two out of three small-to-midsize sellers market products on the Walmart platform itself, and more than half advertise on social media.

Walmart Sellers Are Profitable

Across their portfolios of ecommerce and physical retail channels, sellers using Walmart Marketplace report high earnings and healthy profit margins.

How profitable are Walmart Marketplace sellers?*

Annual ecommerce revenue

Overall ecommerce profit margin

*Revenue and profit margin data shown represents small-to-midsize businesses

Walmart Sellers Embrace an Omnichannel Strategy

The vast majority of sellers using Walmart Marketplace also list products on other ecommerce platforms, through social media, and in brick-and-mortar stores.

Most commonly used alternative ecommerce platforms for Walmart Marketplace sellers

1. Amazon

2. eBay

3. Shopify

4. Facebook Marketplace

5. Etsy

Walmart Sellers Diversify Their Advertising Investments

Reflective of their omnichannel ecommerce strategies, small-to-midsize sellers using Walmart Marketplace advertise on a variety of platforms including Amazon, Walmart, social media sites, and Google. However, according to our study, the majority of their advertising budgets go toward Amazon ads.

Top channels where Walmart Marketplace sellers market their products

of those:

65% Amazon Sponsored Products

50% Amazon Sponsored Brands

33% Amazon Sponsored Display

19% Walmart Sponsored Products

of those:

71% Facebook

48% Instagram

37% TikTok

33% Pinterest

21% YouTube

of those:

100% Google Ads

11% Bing Ads

While the number of ecommerce sellers using Walmart Marketplace
continues to grow, Amazon remains the most popular advertising platform.

Download the full report

In this report, you’ll find:

  • Walmart seller strategies and omnichannel opportunities
  • Seller pain points and supply chain challenges
  • Sales and profit data, marketing investments, and more
Download the report

About the report


This report includes information from a Jungle Scout survey conducted between Dec. 1, 2021 and Jan. 3, 2022 among 3,500 ecommerce sellers, including prospective and former sellers, representing 117 countries, ages 18 to 80+, and all genders and levels of education; it also references Jungle Scout’s Q1 2022 Consumer Trends Report, conducted among nearly 1,000 U.S. consumers between Feb. 4-8, 2022; and several other external sources are cited throughout the content.

This report focuses primarily on a subgroup of the ecommerce seller survey respondents: small-to-midsize business (SMB) owners, entrepreneurs, and brand owners earning $2 million or less in annual ecommerce revenue who are actively selling on Walmart Marketplace. Also included in the analysis for this report were ecommerce sellers, brands, and companies (enterprise) earning over $2 million in annual revenue and activity selling on Walmart Marketplace, representing a subgroup of 72 respondents. The majority (49) of the SMB subgroup of 76 respondents live in the U.S.; the remaining portion represents 20 other countries.

Respondents represent sellers’ stated perspectives and are not meant to indicate or predict actual future seller behavior. The surveys were conducted in English only. All currency references are in USD.

Using the data

We encourage you to explore Jungle Scout’s State of the Walmart Seller Report, and to share, reference, and publish the findings with attribution to “Jungle Scout” and a link to this page.

For more information, specific data requests, or media assets, or to reach the report’s authors, please contact us at
[email protected].

About Jungle Scout

Jungle Scout is the leading all-in-one platform for ecommerce sellers, supporting more than $50 billion in annual Amazon revenue. Founded in 2015 as the first Amazon product research tool, Jungle Scout today features a full suite of best-in-class business management solutions and powerful market intelligence resources to help entrepreneurs and brands manage their ecommerce businesses. Jungle Scout is headquartered in Austin, Texas and supports 10 global Amazon marketplaces.

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