How many products does Walmart sell online in 2025?

As of 2025, Walmart.com hosts roughly 420 million live listings in total, according to Marketplace Pulse (June 2025). The vast majority of these products—approximately 95%—come from third-party marketplace sellers, while Walmart’s own first-party inventory represents a smaller but significant portion focused on core categories like groceries and household essentials.

Numbers at a glance

• 420+ million total products on Walmart.com (2025)
• 95% of products supplied by marketplace sellers
• 200,000+ active marketplace sellers (mid-2025)
• 44,000 new sellers added in first 5 months of 2025
• 34% of sellers are China-based (2025)
• 60% of new sellers in 2025 are international
• 30% seller growth rate in first half of 2025

2023-2025 timeline of SKU growth

Walmart’s online catalog has experienced unprecedented expansion over the past three years, driven primarily by aggressive marketplace seller recruitment and strategic platform investments.

2023 – Foundation building: ~300 million items

Walmart Marketplace reached approximately 160,000 active sellers by late 2023, contributing roughly 80 million unique marketplace SKUs according to industry trackers. Combined with Walmart’s first-party inventory, the total approached 300 million products—a significant milestone but still well behind Amazon’s scale of 600+ million listings.

This period marked Walmart’s serious commitment to marketplace expansion, with significant investments in seller onboarding tools, advertising platforms, and fulfillment infrastructure. The company also began actively recruiting international sellers, laying the groundwork for the explosive growth that would follow.

2024 – Explosive expansion: 420+ million products

The platform crossed 200,000 active sellers in 2024, driving total product availability beyond 420 million items. This 40% year-over-year growth was fueled by aggressive international seller recruitment, particularly from China, and streamlined onboarding processes that reduced barriers to entry.

Key developments in 2024 included the launch of enhanced seller tools, expanded Walmart Fulfillment Services capacity, and the “Who Knew?” advertising campaign that repositioned Walmart.com as a comprehensive e-commerce destination. The company also invested heavily in search and discovery algorithms to help customers navigate the expanded catalog.

2025 – Sustained momentum: 500+ million projected

With 44,000 new sellers joining in just the first five months of 2025 (a 30% increase), Walmart is on track to exceed 500 million total products by year-end. The growth trajectory shows no signs of slowing as Walmart continues expanding globally and investing in seller support infrastructure.

Current trends suggest Walmart could reach Amazon-like scale within 2-3 years if growth continues at this pace. However, the company faces increasing challenges in maintaining quality and preventing duplicate listings as the catalog expands.

How Walmart builds its online catalog

Walmart’s transformation from traditional retailer to marketplace platform represents one of the most dramatic shifts in modern e-commerce history, requiring fundamental changes to operations, technology, and corporate strategy.

Role of third-party marketplace sellers

Walmart’s marketplace now hosts over 200,000 active sellers, with international merchants—especially from China—representing 34% of the total seller base and nearly 60% of new seller additions in 2025. This international expansion has been crucial to Walmart’s SKU growth, bringing millions of products across categories like electronics, home goods, and apparel that would be impossible for Walmart to source directly.

The platform’s seller-friendly policies, including competitive commission rates (typically 6-15% depending on category) and simplified onboarding processes, have attracted merchants looking for alternatives to Amazon’s increasingly crowded and competitive marketplace environment. Walmart’s commission structure is generally lower than Amazon’s, and the company offers more personalized seller support during the onboarding process.

International sellers have been particularly drawn to Walmart’s growth potential and less saturated marketplace. Chinese sellers, in particular, have found success leveraging their manufacturing capabilities and cost advantages to offer competitive pricing on consumer goods categories.

Walmart Fulfillment Services and SKU enablement

Walmart Fulfillment Services (WFS) allows marketplace sellers to store inventory in Walmart’s distribution centers, enabling faster shipping and Prime-like delivery promises through Walmart+. Products fulfilled through WFS often receive better search visibility and customer trust signals, incentivizing sellers to expand their SKU offerings on the platform.

The service has become particularly attractive to sellers seeking to leverage Walmart’s extensive logistics network of 4,600+ stores and numerous fulfillment centers without the complexity of managing their own warehousing operations. WFS also enables sellers to offer services like two-day shipping and in-store pickup, which are increasingly important for competing with Amazon Prime.

Walmart has been aggressively expanding WFS capacity, adding new fulfillment centers and upgrading existing facilities to handle the growing volume of marketplace inventory. This infrastructure investment directly enables more sellers to join the platform and expand their product offerings.

In-store pickup eligibility and omnichannel integration

One unique aspect of Walmart’s catalog is the integration with its 4,600+ physical stores. Products eligible for in-store pickup or same-day delivery represent a curated subset of the total catalog—estimated at 15-20 million “omnichannel-ready” SKUs that bridge online and offline shopping experiences. This capability gives Walmart a significant competitive advantage over pure-play online retailers.

The omnichannel integration allows Walmart to offer services like “Buy Online, Pick Up In Store” (BOPIS) and same-day grocery delivery, which have become increasingly important differentiators in the competitive e-commerce landscape. Products that qualify for these services often see higher conversion rates and customer satisfaction scores.

Walmart continues to expand omnichannel capabilities, with plans to enable more marketplace products for in-store pickup and to leverage store inventory for online fulfillment. This strategy helps maximize the utility of Walmart’s massive physical footprint while competing more effectively with Amazon’s logistics advantages.

Comparison with Amazon and Target

Walmart’s rapid marketplace growth has reshaped the competitive landscape of U.S. e-commerce, though significant gaps remain compared to established players in terms of both scale and marketplace maturity.

Amazon’s 620 million+ listings and marketplace dominance

Amazon remains the undisputed leader with approximately 620 million global product listings as of 2025, supported by over 9.7 million active sellers worldwide. However, Walmart’s 420 million SKUs represent about 68% of Amazon’s scale—a remarkable achievement considering Walmart’s marketplace launched years after Amazon’s and only opened to international sellers in 2021.

Amazon’s marketplace benefits from over two decades of development, sophisticated algorithms, and a mature ecosystem of seller tools and services. The platform’s massive seller base creates intense competition but also ensures comprehensive product coverage across virtually every category imaginable.

Despite Walmart’s rapid growth, Amazon maintains significant advantages in areas like product discovery, customer reviews, and seller tools. Amazon’s recommendation engine and search algorithms are more sophisticated, helping customers navigate the vast product catalog more effectively.

Target.com’s curated approach and brand positioning

Target takes a fundamentally different approach, maintaining an estimated 400,000-1 million core SKUs online with minimal third-party marketplace presence. While significantly smaller than both Walmart and Amazon, Target focuses on curated, brand-name products that align with its upscale positioning and design-forward brand identity.

Target’s strategy emphasizes quality over quantity, with careful curation of products that fit the brand’s aesthetic and customer expectations. This approach results in higher average selling prices and stronger brand loyalty, but limits the platform’s ability to compete on selection breadth.

The contrast between Target’s curated approach and Walmart’s marketplace expansion highlights different strategic philosophies in e-commerce: comprehensive selection versus brand-aligned curation.

What SKU breadth means for consumers and market dynamics

Walmart’s expanded catalog offers consumers unprecedented choice and competitive pricing through seller competition. The platform’s “Who Knew?” advertising campaign specifically highlights having “over half a billion items available online and in-app,” positioning Walmart as a comprehensive shopping destination that can rival Amazon’s selection.

However, the marketplace model also introduces challenges around product quality consistency and fulfillment reliability that pure first-party retailers don’t face. Customers must navigate varying seller ratings, shipping times, and return policies, which can complicate the shopping experience.

The increased competition from Walmart’s marketplace expansion has also pressured Amazon to improve its own seller services and reduce fees in some categories, benefiting the broader e-commerce ecosystem.

Category breakdown and product distribution

While Walmart doesn’t publish detailed category-specific data, industry analysis and seller surveys provide insights into how the 420+ million products are distributed across major categories.

Leading categories by SKU count

Home & Garden products represent one of the largest categories on Walmart.com, driven by the vast array of home improvement, furniture, and outdoor products offered by marketplace sellers. This category benefits from having numerous variations in size, color, style, and price point, naturally leading to high SKU counts.

Electronics and consumer technology products also contribute significantly to the total count, with sellers offering everything from smartphone accessories to major appliances. The rapid pace of innovation in electronics means constant addition of new products and variations.

Apparel and accessories represent another major category, with clothing items naturally generating high SKU counts due to size and color variations. International sellers have been particularly active in fashion categories, bringing diverse styles and price points to the platform.

Emerging and niche categories

Walmart’s marketplace has also enabled expansion into niche categories that would be difficult to support through traditional retail channels. Specialty hobby products, professional tools, and unique consumer goods now have a platform to reach customers without requiring Walmart to make large inventory investments.

The long-tail nature of marketplace selling means that even categories with relatively few total sales can support multiple sellers and hundreds or thousands of SKUs, contributing to the overall product count growth.

Why reported numbers differ

Understanding Walmart’s true product count requires navigating conflicting data sources and methodological differences that create significant variance in reported figures across industry publications and research firms.

First-party assortment vs. marketplace listings

The wide variance in Walmart’s reported product counts stems from fundamental differences in how sources define and measure “products.” First-party items are products Walmart purchases wholesale and sells directly, appearing with “Sold & Shipped by Walmart.com” labeling. These represent Walmart’s traditional retail inventory focused on core categories like groceries, household essentials, and popular electronics.

Marketplace listings, by contrast, are products uploaded by independent sellers who handle their own inventory and fulfillment (though many use Walmart Fulfillment Services). This segment has exploded to dominate Walmart’s online catalog, representing 95% of all available products as of 2025. The distinction matters because first-party products typically offer more consistent pricing, availability, and customer service, while marketplace items provide broader selection and competitive pricing.

Live vs. inactive SKUs and seasonal churn

Product counts fluctuate daily as sellers add new listings, remove discontinued items, or temporarily go out of stock. Walmart’s systems automatically hide inactive listings from search results, but these may still exist in backend databases. Different tracking services capture these variations at different times, leading to count discrepancies of 10-20 million SKUs depending on when the data was collected.

Seasonal variations also impact counts significantly. During peak shopping periods like Black Friday or back-to-school season, sellers often add temporary product variations or limited-time offers that inflate SKU counts. Conversely, post-holiday periods see natural pruning as sellers remove underperforming or seasonal items.

Data-source cut-off dates and methodology variations

Industry trackers like Marketplace Pulse, Teikametrics, and third-party analytics firms use different crawling methodologies and update frequencies. Some sources still cite 2017-2020 figures when Walmart’s marketplace was much smaller, while others reflect the rapid 2023-2025 expansion period. This temporal mismatch explains why some reports show 35-75 million products while current data shows 420+ million.

Additionally, different firms define “active” products differently—some count only items with recent sales activity, while others include any listing with available inventory. These methodological differences can create substantial variance in reported totals.

Frequently asked questions

How often does Walmart update its online catalog?

Walmart’s catalog updates continuously as sellers add and remove products throughout the day. The platform processes thousands of listing changes daily, with new products typically appearing in search results within hours of upload. Walmart’s systems also automatically adjust inventory levels and hide out-of-stock items in real-time.

The platform’s search index updates multiple times per day to ensure customers see the most current product availability and pricing. During peak shopping periods, updates may occur even more frequently to handle the increased volume of listing changes.

Are all online items available for store pickup?

No. Only about 15-20 million SKUs are eligible for in-store pickup, primarily first-party items and select marketplace products stored in Walmart’s fulfillment network. Products must meet specific criteria including size, weight, and safety requirements to qualify for store pickup services.

Items eligible for pickup are typically those that can be safely stored in-store, don’t require special handling, and have sufficient demand to justify the operational complexity. Walmart continues to expand pickup eligibility as it enhances its omnichannel capabilities.

How many third-party sellers list on Walmart.com?

Over 200,000 active marketplace sellers as of mid-2025, with 44,000 new sellers added in the first five months of the year alone. This represents a 30% growth rate in seller count during the first half of 2025, putting Walmart on pace for its highest marketplace growth year yet.

The seller base includes a mix of established brands, small businesses, and international merchants. Walmart has been particularly successful in attracting sellers who want an alternative to Amazon’s competitive environment.

What categories have the most SKUs?

While Walmart doesn’t publish category-specific SKU counts, industry analysis suggests Home & Garden, Electronics, and Apparel typically lead in product count, mirroring patterns seen across major e-commerce platforms. These categories benefit from having numerous variations in size, color, and style.

Consumer electronics and accessories also contribute significantly due to the rapid pace of product innovation and the large number of compatible accessories for popular devices.

Does Walmart remove counterfeit or duplicate listings?

Yes. Walmart actively monitors for policy violations, counterfeit products, and duplicate listings through both automated systems and manual review processes. The company regularly removes non-compliant SKUs from the platform and has invested significantly in brand protection tools to maintain marketplace quality.

Walmart’s brand protection efforts include partnerships with major brands to identify and remove unauthorized listings, as well as seller verification processes to reduce the likelihood of counterfeit products entering the marketplace.

How big is Walmart’s grocery assortment online?

Walmart’s grocery selection includes tens of thousands of SKUs across fresh, frozen, and pantry categories, though exact counts aren’t publicly disclosed. The grocery category remains primarily first-party focused, leveraging Walmart’s traditional strength in food retail and supply chain management.

Online grocery has been a key growth driver for Walmart, with services like grocery pickup and delivery helping differentiate the platform from competitors who lack physical store infrastructure.

How does Walmart’s SKU count impact pricing?

More SKUs generally mean more competition among sellers, potentially driving down prices for consumers. However, the marketplace model can also introduce price volatility as different sellers adjust their strategies based on inventory levels, competition, and demand patterns.

The increased competition has been particularly beneficial in categories like electronics and home goods, where multiple sellers often compete on identical or similar products.

Where can I verify current numbers?

Marketplace Pulse and similar industry trackers provide the most current estimates, though exact counts fluctuate daily and no single source captures the complete picture. Walmart itself doesn’t publish comprehensive SKU counts in its financial reports, focusing instead on growth metrics and seller acquisition numbers.

For the most accurate data, it’s best to consult multiple sources and look for recent publication dates, as the rapid growth means older statistics quickly become outdated.

Key takeaways

For marketplace sellers: Walmart represents a rapidly growing opportunity with significantly less competition than Amazon. The platform’s 200,000 sellers pale in comparison to Amazon’s 9.7 million, potentially offering better visibility and lower advertising costs for new entrants. The 30% seller growth rate in early 2025 indicates strong momentum and platform investment.

Sellers should consider Walmart as part of a multi-channel strategy, particularly those already successful on Amazon who want to diversify their revenue streams. The platform’s focus on seller support and lower commission rates make it an attractive alternative or complement to other marketplaces.

For shoppers: Walmart’s 420+ million products provide extensive choice and competitive pricing, but buyers should pay attention to seller ratings and fulfillment methods. First-party items and WFS-fulfilled products generally offer more reliable delivery and return experiences, while marketplace items may vary in quality and shipping speed.

The expanded selection means customers can often find products on Walmart.com that aren’t available in physical stores, making it a valuable resource for both everyday needs and specialty items.

For the industry: Walmart’s transformation from a traditional retailer with limited online selection to a 420-million-product marketplace demonstrates how established retailers can compete in the digital age through platform strategies. The rapid international seller adoption (34% of sellers are now China-based) shows how quickly marketplace dynamics can shift in today’s global e-commerce environment.

This growth also highlights the importance of marketplace strategies for traditional retailers looking to compete with Amazon’s dominance in online retail.

Sources & references

• Marketplace Pulse — Walmart marketplace growth statistics and seller counts (June 2025)
• Teikametrics — Walmart e-commerce growth analysis and seller demographics (June 2025)
• Red Stag Fulfillment — Amazon product count comparison methodology (2025)
• Marketplace Pulse — Historical Walmart marketplace data and growth trends (2024)