Walmart Marketplace's Fastest Growth in Years

And the runway remains long.

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June 4, 2026 10:56am EDT

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Welcome. This week: Walmart’s rapid 3P growth, Amazon’s Prime Day confirmation, Thrasio’s 9-figure exit, and more.

IN DEPTH

Walmart Marketplace Growth Reaches Fastest Pace in Years

Walmart’s U.S. third-party marketplace grew nearly 50% in the first quarter of fiscal 2027 (the quarter ending April 30, 2026), its fastest pace in years.

On the company’s earnings call, CFO John David Rainey said third-party marketplace sales growth reached its highest level in two and a half years.

For sellers, the signal is that Walmart’s marketplace is growing faster now than at almost any point since it opened to international sellers, and it is doing so from a base small enough that the runway remains long.

That base is the context the headline number needs.

Walmart’s marketplace GMV is estimated at roughly $15 billion, around 10% of its $150 billion U.S. e-commerce business, compared to an estimated 69% of Amazon’s roughly $440 billion in U.S. GMV.

Walmart’s marketplace business is accelerating precisely because it is early.

NEWS

Prime Day 2026 set for June. Amazon's four-day event runs June 23–26 across 22 markets, spanning 35+ categories, with sellers facing a longer window and Alexa-driven deal discovery. About Amazon →
New executive order targets foreign importers. Trump's customs order bars foreign importers of record from informal entry, adds bonding and beneficial-ownership disclosures, pressuring low-value sellers from Temu, Shein, and Amazon Haul. The White House →
Thrasio brand returns capital. Church & Dwight bought Miss Mouth's, Amazon's top stain remover, for ~$325 million, a rare exit for the Amazon aggregator after its well-publicized challenges. Happi →
OpenAI opens ChatGPT ads to SMBs. OpenAI dropped its $200,000 minimum and added self-service buying, targeting local businesses against Google and Meta, with $2.4 billion in projected 2026 ad revenue. Shopifreaks →
Amazon licenses AI shopping agents. AWS's new Agentic Shopping Assistant lets retailers launch branded conversational tools in weeks; Tapestry's Kate Spade Gift Concierge was first to deploy. Retail Dive →
TikTok Shop expands across Europe. The platform launches in Austria, Belgium, the Netherlands, and Poland on June 15, reaching ten markets, with a "Sell Across Europe" feature enabling single-registration cross-border selling. Ecommerce News →

ICYMI

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Walmart Marketplace's Fastest Growth in Years

And the runway remains long.

IN DEPTH

Walmart Marketplace Growth Reaches Fastest Pace in Years

NEWS

ICYMI

E-Commerce's 10% Quarter Was Weaker Than It Looked

Amazon's Least Competitive Marketplace Is Now Everywhere

Rufus, ChatGPT, and the Agentic Ad Convergence

Amazon Is Regaining 1P Unit Share

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