Walmart Marketplace vs Amazon: Which is Better for Pakistani Sellers in 2026?

For the last decade, establishing an international ecommerce business from Pakistan essentially meant one thing: selling on Amazon. However, as Amazon becomes increasingly saturated and advertising costs hit all-time highs, many Lahore-based sellers are looking for greener pastures.

Enter Walmart Marketplace.

In 2026, Walmart is no longer just a physical retail giant; it is the second-largest ecommerce marketplace in the US. Let's compare Amazon and Walmart to determine where Pakistani businesses should invest their inventory and time this year.

1. Barrier to Entry & Account Approval

Amazon: Amazon's onboarding process is relatively straightforward. Anyone in Pakistan with a valid ID, bank statement, and a Payoneer or Wise account can set up an Amazon seller account within days. The low barrier to entry is fantastic for beginners, but it also means you are competing against millions of other sellers worldwide.

Walmart: Walmart is famously strict. They operate an invite-only (or highly scrutinized application) model. You need a registered US Company (an LLC or Corp), an EIN, and a proven track record of ecommerce success.

The Advantage: Because it's hard to get in, competition on Walmart is a fraction of what it is on Amazon.
Solution: Markify Ecommerce offers complete US LLC Formation services specifically designed to help Pakistani sellers bypass these hurdles and get approved on Walmart.

2. Competition and Margins

Amazon: Due to heavy competition, especially from direct manufacturers in China, profit margins on Amazon can be razor-thin. To succeed, you must aggressively spend on PPC (Pay-Per-Click) campaigns, which continually eats into your ROI.

Walmart: Walmart has around 150,000 active sellers compared to Amazon's 2.5 million. If you manage to source a great product and list it on Walmart, you will naturally receive organic visibility that is almost impossible to achieve on Amazon today. Because you spend less on PPC, your net margins are often significantly higher.

3. Fulfillment: WFS vs FBA

Amazon FBA (Fulfillment by Amazon): FBA is the gold standard. You ship your inventory to an Amazon warehouse, and they handle Prime delivery, customer service, and returns. It is highly efficient but comes with ever-increasing storage and fulfillment fees.

Walmart WFS (Walmart Fulfillment Services): WFS has rapidly caught up to FBA. They offer 2-day shipping across the US. Interestingly, WFS often boasts a simpler fee structure and slightly lower fulfillment costs for certain product categories compared to Amazon.

4. Advertising Capabilities

Amazon: Amazon's advertising console is incredibly advanced. You can target competitors, specific keywords, and even retarget users off-platform. However, CPC (Cost Per Click) rates are high.

Walmart Connect: Walmart's ad platform is simpler, though it is evolving quickly. The biggest advantage here is the "first-mover advantage." CPC bids on Walmart are generally much cheaper than Amazon, allowing you to acquire customers at a lower Cost Per Acquisition (CPA).

The Verdict: Which Should You Choose?

If you are a complete beginner with limited capital, Amazon is still the best place to learn the ropes. The ecosystem is massive, and educational resources are everywhere.

However, if you are an established seller, or you have the capital to invest in a US LLC and proper branding, Walmart Marketplace represents the biggest blue-ocean opportunity in 2026. The high barrier to entry keeps the low-quality sellers out, leaving massive market share for those who get in.

Why not both? The most successful agencies in Lahore are taking an omnichannel approach. At Markify Ecommerce, we help brands launch on Amazon first, build a sales history, and then use that data to seamlessly expand into Walmart.

Ready to expand your brand to Walmart or optimize your Amazon store? Contact Markify Ecommerce today for a free marketplace audit.