News | August 22, 2018

Checkmate: Walmart Is Omnichannel King, But Amazon Is In Position For The Crown, Reports Packaged Facts

Rockville, MD /PRNewswire/ - Among major retailers, Walmart is far and away the retail leader by number of shoppers. In 2018, 64% of U.S. adults (about 162 million) have shopped at Walmart in the past three months, according to market research firm Packaged Facts in the new report Walmart as Omnichannel Competitor, which focuses on omnichannel (online, in-store, and aggregated) consumer purchasing trends.

Equally impressive, Walmart maintains its wide usage lead even when accounting for online purchases. Packaged Facts estimates that more than half of U.S. adult purchased in-store or online from Walmart in the past three months. Walmart's usage far outpaced supercenter competitor Target and bested the growing omnichannel omnipresence of Amazon.

Indeed, Walmart is better positioned than ever to grow along with e-commerce instead of fighting against it. Amazon maintains a wide online purchasing lead over the competition, but Walmart—for the moment—is shoulders above the e-tail giant when all aspects of retailing are considered. But will it last?

"The lingering question has now become, 'how much longer can Walmart continue to stay ahead of Amazon?' A change is coming sooner than most might anticipate," says David Sprinkle, research director for Packaged Facts.

During 2014-2018, Walmart's aggressive foray into e-commerce and omnichannel retail began to bear fruit. But while Walmart remains the largest retailer in the U.S., its reign may end in 2022, at which time Packaged Facts forecasts that Amazon will surpass it, based on the assumption that Amazon sales will continue to grow at a much faster rate.

About the Report
Walmart as Omnichannel Competitor provides industry participants needed insight into the nation's largest retailer's omnichannel strengths and weaknesses, framing them within the context of key competitors. The report is part of a four-part series on Walmart Inc., inclusive of Walmart U.S. and Sam's Club.

This report assesses Walmart usage, products and services initiatives and competitive trends within the context of the broader retail market. It focuses on omnichannel (online, in-store, and aggregated) consumer purchasing trends over time, and includes analysis of click-and-collect, the click-and-collect connection to in-store purchasing, dynamic pricing, subscription, private label uptake, and store format trends. In each case, emphasis is placed on Walmart U.S. and Sam's Club, with comparative metrics provided for other major retailers.

View additional information about Walmart as Omnichannel Competitor, including purchase options, the abstract, table of contents, and related reports at Packaged Facts' website:

About Packaged Facts
Packaged Facts, a division of, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, and pet products and services. Packaged Facts also offers a full range of custom research services. Reports can be purchased at our company website and are also available through

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Source: Packaged Facts

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