Walmart Marketplace Sees Seller Count Double
Walmart Marketplace maintained strong growth in 2026, surpassing 150,000 sellers and achieving a 34% year-on-year revenue increase. The platform actively attracts Amazon brands through a more favorable fee structure and a new seller incentive program offering up to $75,000.
What are the key facts?
- 1Number of sellers: over 150,000
- 2Marketplace revenue: up 34% year-on-year
- 3New seller incentive: up to $75,000
What happened?
Walmart Marketplace has become an important secondary channel for Amazon brands. Thanks to the maturity of Walmart Fulfillment Services (WFS) and fee advantages, brands can efficiently reuse Amazon's listing content and operational experience to achieve multichannel layouts.
What does this mean for cross-border sellers?
For Amazon sellers seeking channel diversification, Walmart is currently in a lucrative period; it is advised to take advantage of the new seller incentive policy for low-cost trials.