E-commerce

Amazon beating Walmart online on several fronts

October 27, 2022

Amazon is maintaining dominance in e-commerce versus Walmart with 75% of consumers buying from Amazon compared to 43% shopping on Walmart's online store site.

That's a prime finding of a Jungle Scout 2022 Amazon versus Walmart report that polled more than 1,000 U.S. consumers on preferences, third-party selling and e-commerce strategies.

The report revealed 63% of consumers start an online product search on Amazon, compared to Walmart.com (43%) and 57% of consumers have an Amazon Prime membership compared to a Walmart Plus account (31%).

When it comes to groceries, however, Walmart beat out Amazon with 56% using Walmart for food shopping compared to 15% who use Amazon and 43% stated product prices are the main reason they shop at Walmart versus Amazon, according to a press release on the findings.

Nearly three-quarters polled, 71%, are more likely to make smaller purchases ($0-$99) from Walmart.com, compared to 66% on Amazon and consumers prefer to shop on Walmart.com over Amazon for groceries, medicine and cleaning supplies.

"The retail environment is constantly changing due to economic currents and consumer whims. Amazon and Walmart are both leveraging online and offline technologies as a way for brands to create more dynamic solutions that satisfy their customers," Michael Scheschuk, president of small and medium business and CMO at Jungle Scout, said in the release. "Investments like Amazon's Dash Cart in Amazon Fresh stores and Walmart's Virtual Try-On in their iOS app will raise the bar for all retailers and improve consumer experiences."

The survey found that both Amazon and Walmart marketplaces are largely dominated by third-party sellers: Amazon's marketplace is 82% third-party sellers, compared to Walmart's, which is comprised of nearly 79% third-party sellers.