Walmart Marketplace vs Amazon: Which is Better for Sellers?

For the last decade, selling online internationally meant one thing for brands in Pakistan: Amazon FBA.

However, over the last few years, Walmart has heavily invested in its third-party marketplace and fulfillment network (WFS - Walmart Fulfillment Services). As Amazon becomes increasingly saturated and advertising costs (ACoS) continue to rise, many sellers are asking if they should pivot to Walmart.

Here is the Markify Ecommerce breakdown of the two retail giants in 2026.

1. Traffic and Scale: Amazon Still Dominates

There is no sugarcoating this: Amazon still has significantly more traffic than Walmart.com.

If you want the highest possible revenue ceiling, Amazon is still the place to be. However, this massive traffic comes with fierce competition. For every product you launch on Amazon, there are likely dozens of highly optimized competitors fighting for the same keywords.

2. Competition and Margins: The Walmart Advantage

Walmart currently has a fraction of the third-party sellers that Amazon has.

This means that while the overall search volume is lower, the competition is significantly lower. We have seen clients at Markify launch products on Walmart that struggled on Amazon, only to see them dominate the first page of Walmart search results with a fraction of the PPC spend.

Because advertising costs are lower and the Buy Box is less competitive, the net profit margins on Walmart are often higher than on Amazon, even if the gross revenue is lower.

3. Barrier to Entry

Amazon makes it relatively easy for anyone to create a Seller Central account.

Walmart, on the other hand, is an invite-only or highly vetted platform. They require a track record of eCommerce success, a registered US business entity (in most cases), and strict adherence to shipping metrics. This high barrier to entry is exactly what keeps the competition low.

The Markify Verdict: Do Both

If you are a serious brand doing over $500k in annual revenue, you shouldn't be choosing between them. You should be omnichannel.

Use Amazon as your primary volume driver, but duplicate your catalog onto Walmart Marketplace to capture high-margin, low-competition sales.

Need help getting approved for Walmart or managing an omnichannel strategy? Contact the growth experts at Markify Ecommerce in Lahore.