Walmart vs Amazon: Which Is Better for Pakistani Sellers in 2026?
By Shaheer Khan, founder of Markify Ecommerce
Summary
Amazon has long been the default for international sellers, but Walmart Marketplace is rapidly closing the gap. Which platform offers higher ROI for businesses operating out of Pakistan?
For the last decade, establishing an international ecommerce business from Pakistan essentially meant one thing: selling on Amazon. However, as competition and advertising costs on Amazon rise, 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 reviews every application. Sellers based in Pakistan usually apply through a US company (an LLC or corporation) with an EIN, and Walmart looks for a proven ecommerce track record and US fulfilment. See our Walmart approval guide.
- The Advantage: Because it's hard to get in, competition on Walmart is a fraction of what it is on Amazon.
- Solution: Our US LLC formation service sets up the company, EIN and bank account Walmart asks for. Approval is always Walmart's decision.
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 far fewer third-party sellers than Amazon. In many categories that means less competition for a well-listed product, and sometimes lower advertising costs. Walmart also has less traffic than Amazon, so the total sales opportunity per product is usually smaller.
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 stores and ships your stock, and eligible items get fast-delivery tags such as two-day shipping. Compare WFS and FBA fees for each product; neither is cheaper for everything.
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. In many categories, cost per click is lower than on Amazon because fewer advertisers compete, but this varies by category and is changing as more sellers join.
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.
If you are an established seller with a US LLC, US fulfilment and a sales history, Walmart Marketplace is a strong second channel. The stricter approval keeps competition lower, which gives well-run sellers room to grow.
Why not both? Many brands launch on Amazon first, build a sales history, and then use it to apply to Walmart. We manage both through our Amazon and Walmart services.
Ready to expand your brand to Walmart or optimize your Amazon store? Contact Markify Ecommerce today for a free marketplace audit.
Work with Markify Ecommerce
Markify Ecommerce (listed on Google Maps as Markify Ecommerce - Unicored Technologies) is an ecommerce marketplace management agency in Bahria Orchard, Lahore. We manage Amazon, eBay, Walmart, Shopify, Etsy and TikTok Shop accounts, and we set up US LLCs and UK Ltd companies for Pakistani sellers.
- Office: Central Block, Bahria Orchard, Raiwind Road, Lahore 55150, Punjab, Pakistan
- Phone & WhatsApp: +92 321 3131641
- Free account audit: Send us your store or account details and we will reply with the first fixes we would make.