Walmart to Place Marketplace Sellers' Products on Its Store Shelves
Walmart is testing the placement of third-party marketplace sellers' products in its stores with pickup and delivery. The announcement was made by SVP Kyle Carlyle at the Walmart Connect event in New York.
Walmart has begun testing the placement of third-party marketplace sellers' products directly in its stores — with pickup and delivery options. This was announced by Kyle Carlyle, senior vice president of Walmart for global marketplace fulfillment, at the Walmart Connect event for advertising partners in New York this week.
What does the experiment change for sellers?
Until now, third-party sellers stored products in their own warehouses or at Walmart facilities, but could only sell by shipping to customers. Such delivery takes several days. Now, customers will be able to pick up eligible third-party sellers' products in stores or receive them by courier delivery from the nearest retail location.
The test is timed to coincide with the upcoming holiday season — the peak sales period for American retail. For third-party sellers, this is potential access to Walmart's core infrastructure backbone — an extensive network of stores across the country.
Why is Walmart expanding the role of stores?
The store network remains Walmart's key competitive advantage in the fight for order fulfillment speed. If the experiment proves effective, third-party sellers will get the same level of logistics service as the retailer's own categories: instant pickup and local delivery instead of multi-day shipping.
For Walmart itself, expanding in-store assortment with marketplace products means increased traffic and, consequently, growth in revenue from the Walmart Connect advertising segment — the event for advertising partners was the platform for the announcement.
What is known about the test parameters?
- Initiator: Walmart, the largest US retailer.
- Speaker: Kyle Carlyle, SVP of global marketplace fulfillment.
- Announcement venue: Walmart Connect event in New York.
- Timing: the test is planned for the upcoming holiday season.
- Mechanics: eligible products from third-party sellers are available for pickup and delivery from stores.
The company has not yet disclosed details — the criteria for product selection, the number of participating stores and sellers, or the geography of the pilot.
Who is this relevant to?
Walmart's decision is a signal for the entire e-commerce segment: the boundary between marketplace and offline retail continues to blur. Third-party sellers on major platforms are increasingly gaining access to the retailer's physical infrastructure, not just warehouse logistics.
For Eurasian market participants, Walmart's model serves as a benchmark: combining marketplace assortment with a network of pickup points and courier delivery from stores can reduce order fulfillment time from several days to several hours.
Source: Adweek
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