What percentage of Walmart revenue comes from ecommerce? (2025 data)
Walmart’s ecommerce operations accounted for approximately 18% of total company revenue in fiscal 2025, marking a significant milestone in the retailer’s digital transformation. This figure represents substantial growth from fiscal 2024’s estimated 15.4% share, positioning Walmart as the second-largest ecommerce retailer in the United States by revenue.
The 18% share reflects strong momentum across all digital channels, with U.S. ecommerce growing 20% and global ecommerce expanding 16% in Q4 fiscal 2025.
Numbers at a glance
- 18% of total revenue from ecommerce (fiscal 2025)
- 20% U.S. ecommerce growth rate in Q4 fiscal 2025
- 16% global ecommerce growth in Q4 fiscal 2025
- $100+ billion estimated global ecommerce revenue (fiscal 2025)
- 34% marketplace sales growth in Q4 fiscal 2025
- 24% Walmart Connect advertising growth in Q4 fiscal 2025
Walmart’s 2025 Key Performance Metrics
Performance highlights: Strong double-digit growth across all key metrics demonstrates Walmart’s successful digital transformation and marketplace expansion strategy.
The latest percentage
Walmart’s ecommerce reached 18% of total company revenue in fiscal 2025, based on analysis of the retailer’s Q4 earnings data. This represents a significant increase from the estimated 15.4% share in fiscal 2024, demonstrating the accelerating shift toward digital commerce across Walmart’s operations.
Walmart’s revenue breakdown by fiscal year
Understanding Walmart’s ecommerce trajectory requires examining both disclosed figures and estimated calculations based on growth rates.
| Fiscal Year | Total Revenue | Est. Global Ecommerce | Ecommerce Share |
|---|---|---|---|
| 2021 | $559.2B | $56.7B | 10.1% |
| 2022 | $567.7B | $65.2B | 11.5% |
| 2023 | $611.3B | $82.0B | 13.4% |
| 2024 | $648.1B | $100.0B | 15.4% |
| 2025 | $681.0B | $122.6B | 18.0% |
Year-over-year growth of Walmart’s ecommerce share
Walmart’s digital transformation accelerated during the COVID-19 pandemic and has maintained strong momentum through fiscal 2025, driven by strategic investments in omnichannel capabilities and marketplace expansion.
Ecommerce growth timeline
2020-2021: Pandemic surge drives 69% U.S. ecommerce growth
2021-2022: Growth moderates to 12% as comparisons normalize
2022-2023: Marketplace expansion fuels 15% growth
2023-2024: Steady 23% growth with profitability focus
2024-2025: Strong 20% U.S. growth, 16% global growth
The compound annual growth rate (CAGR) for Walmart’s global ecommerce from 2020-2025 is approximately 17%, significantly outpacing total revenue growth of 5-6% annually.
Drivers behind the rising share
Marketplace & third-party sellers
Walmart Marketplace now hosts over 160,000 active sellers, contributing significantly to ecommerce revenue growth. Third-party marketplace sales grew 34% in Q4 fiscal 2025, generating higher-margin revenue through:
- Commission fees on marketplace transactions
- Walmart Fulfillment Services (WFS) fees
- Advertising revenue from marketplace sellers
Omnichannel services (pickup, delivery, WFS)
Store-fulfilled pickup and delivery represent Walmart’s key competitive advantage over pure-play ecommerce retailers. These services account for the majority of U.S. ecommerce orders and grew 34% in Q4 fiscal 2025.
Service capabilities include:
- Same-day delivery from 4,600+ stores
- Curbside pickup at nearly all U.S. locations
- Express delivery windows under 3 hours
- Walmart+ membership driving digital engagement
Category expansion (premium beauty, collectibles, resale)
Walmart has strategically expanded into higher-margin categories that perform well online:
- Premium beauty partnerships with brands like Sephora
- Collectibles marketplace for trading cards and memorabilia
- Resold at Walmart pre-owned goods platform launched in 2024
- Auto care services bookable online with in-store fulfillment
Tech & automation investments (AI catalog, micro-fulfillment)
Technology investments improve both customer experience and operational efficiency:
- Next-generation fulfillment centers with automated systems
- AI-powered inventory optimization reducing out-of-stocks
- Enhanced search and recommendation engines improving conversion
- Automated micro-fulfillment enabling faster urban delivery
Profitability snapshot
Walmart’s ecommerce operations have shown significant improvement in profitability during fiscal 2025. The profitability gains stem from:
Revenue mix optimization: Higher-margin services like advertising and marketplace fees now represent a larger share of ecommerce revenue.
Operational efficiency: Improved fulfillment processes and automation reducing per-unit costs.
Scale benefits: Fixed costs spread across higher sales volumes as the business grows.
Management expects continued profitability improvement as ecommerce scales and operational leverage increases.
Walmart vs competitors
Understanding Walmart’s ecommerce percentage requires context from how it compares to other major retailers. Each company takes a different approach to digital commerce, resulting in varying ecommerce revenue shares that reflect their unique business models and customer bases.
Walmart vs Major Retailers: Ecommerce Revenue Share Comparison
Strategic positioning: Walmart’s 18% ecommerce share reflects its balanced omnichannel approach, leveraging physical stores for fulfillment while building digital marketplace capabilities. This positions it between pure-play digital (Amazon) and traditional retail models (Costco).
Amazon’s ecommerce percentage
Amazon’s business model complicates direct comparison, as the company generates substantial revenue from AWS cloud services, advertising, and subscription services. However, Amazon’s retail operations represent approximately 85% of total revenue, with nearly all retail sales occurring online.
Target & Costco comparisons
| Retailer | Est. Ecommerce Share | Total Revenue (2024) | Digital Strategy Focus |
|---|---|---|---|
| Walmart | 18% | $681B | Omnichannel + marketplace |
| Target | ~29% | $78B | Store-centric digital |
| Costco | ~8-10% | $254B | Membership-driven online |
| Amazon | ~85% | $575B | Digital-first everything |
Target’s higher ecommerce percentage reflects its smaller scale and urban customer base, while Costco’s lower percentage aligns with its bulk-buying warehouse model that favors in-person shopping.
Implications for investors & retailers
Walmart’s growing ecommerce share signals several important strategic shifts:
For investors:
- Margin expansion potential as higher-margin digital services scale
- Capital allocation priorities shifting toward technology and automation
- Competitive moat strengthening through omnichannel capabilities
For competing retailers:
- Omnichannel imperative demonstrated by Walmart’s success combining stores and digital
- Marketplace necessity for achieving scale and selection
- Technology investment requirements for competitive parity
The 18% milestone suggests Walmart has reached sustainable ecommerce scale while maintaining strong growth momentum.
Methodology – how the percentage is calculated
Walmart reports ecommerce growth rates but not absolute ecommerce revenue figures in most SEC filings. The 18% figure derives from:
- Q4 fiscal 2025 earnings data showing 16% global ecommerce growth
- Total revenue figures of $681.0 billion for fiscal 2025
- Growth rate analysis applied to previous year estimates
- Segment performance data from U.S., International, and Sam’s Club divisions
Walmart’s fiscal year runs February 1 to January 31, with fiscal 2025 ending January 31, 2025.
Frequently asked questions
How much of Walmart’s sales are online in 2025?
Approximately 18% of Walmart’s total revenue comes from ecommerce channels in fiscal 2025, representing significant growth from previous years.
Is Walmart’s ecommerce business profitable?
Yes, Walmart’s ecommerce operations have shown improved profitability in fiscal 2025, with management expecting continued improvement as the business scales.
When did Walmart start reporting ecommerce revenue separately?
Walmart began highlighting ecommerce growth rates in quarterly earnings around 2016 but doesn’t report ecommerce as a separate revenue line item in SEC filings.
How big is Walmart Marketplace?
Walmart Marketplace hosts over 160,000 active sellers and generated 34% growth in Q4 fiscal 2025, though specific gross merchandise value figures aren’t disclosed publicly.
What categories sell best online at Walmart?
Electronics, home goods, and consumables perform strongly online, with growing traction in premium beauty, auto care, and specialty categories like collectibles.
Does Walmart include curbside pickup in ecommerce numbers?
Yes, Walmart’s ecommerce figures include all digitally-initiated transactions, including store pickup, curbside orders, and same-day delivery.
How does Walmart’s online growth rate compare to Amazon?
Walmart’s global ecommerce grew 16% in Q4 fiscal 2025, while U.S. ecommerce grew 20%, outpacing Amazon’s retail segment growth in the same period.
What strategies is Walmart using to grow digital sales further?
Key strategies include marketplace expansion, advertising technology development, automation investments, premium category partnerships, and enhanced omnichannel services.
Key takeaways
Walmart’s achievement of 18% ecommerce share in fiscal 2025 represents a remarkable transformation from traditional retailer to major digital commerce player. The company’s omnichannel approach and marketplace strategy position it well for continued market share gains against both traditional retailers and digital-native competitors.
This analysis will be updated following each quarterly earnings release to track Walmart’s evolving digital mix and competitive positioning in the rapidly changing retail landscape.
Sources & references
- Digital Commerce 360 — Q4 fiscal 2025 ecommerce performance analysis and revenue share data
- Walmart Q4 FY25 Earnings Release — Official financial data and growth metrics
- Walmart Q4 FY25 Earnings Presentation — Detailed segment performance and strategic initiatives
- Statista — Historical U.S. ecommerce growth data and context
