Amazon and Walmart can both claim victories in their increasingly intense competition in e-commerce.
Amazon is expected to end 2021 with more than $ 468 billion in global e-commerce revenue, according to a new study from the online shopping platform Jungle Scout. That’s about six times Walmart’s projected global online revenue in 2021, which stands at $ 75 billion.
However, Jungle Scout analysis also reveals that Walmart’s e-commerce sales could increase by up to 89% year-over-year in 2021, more than five times the growth in online sales of 16%. that she predicts for Amazon. Amazon has a 40% share of the U.S. e-commerce market, compared to Walmart’s 7%.
Amazon also has significantly more third-party online sellers globally (6.3 million) than Walmart (about 115,000). While only 7% of Amazon third-party sellers are also current Walmart.com sellers, Jungle Scout finds that 39% of Amazon third-party sellers plan to sell on Walmart Marketplace in 2021, with 95% of them operating in the US Amazon marketplace. . .
Additionally, a third of Amazon’s third-party sellers believe Walmart’s online presence will compete strongly with Amazon’s online presence in 2021 and beyond, and more than one in five (22%) sellers are concerned. from the competition of Walmart.
[Read more: Survey: Walmart beats Amazon in two key e-commerce areas]
Looking at consumer behavior, Jungle Scout found that in 2021, 65% of consumers have bought from Amazon and 37% from Walmart.com. When broken down into consumers who prefer one over the other, 35% of consumers buy from Amazon but not from Walmart.com, compared to 9% of consumers who buy from Walmart.com but not from Amazon. Interestingly, 57% of Amazon-exclusive online shoppers also shop in-store at Walmart.
Online shoppers exclusive to Amazon and Walmart.com posted similar purchase rates for many products, such as clothing (35% Amazon vs. 33% Walmart.com), beauty / personal care (25% vs. 22 %) and home & kitchen (17% vs 16%). Buyers exclusive to Amazon only showed a significantly higher probability of buying electronics (19% vs. 11%). In contrast, Walmart.com customers reported much higher purchase rates in product categories including groceries (41% vs. 20%), cleaning products (30% vs. 17%) and over-the-counter drugs (29% vs. 10%). %).
Jungle Scout also uncovered a number of other interesting comparative statistics on exclusive buyers from Amazon and Walmart.com:
- 54% of Amazon Exclusive Buyers make purchases from Amazon every week or more.
- 57% of Walmart.com Exclusive Shoppers shop at Walmart.com every week or more.
- 73% of Walmart exclusive shoppers earn less than $ 50,000 / year in family income, compared to 54% of Amazon exclusive shoppers.
- 41% of Walmart Exclusive Buyers are 18-34, vs. 32% of Amazon Exclusive Buyers
- 76% of Amazon Exclusive Buyers and 67% of Walmart.com Exclusive Buyers are looking for the lowest priced products when shopping online.
- 76% of Amazon Exclusive Buyers and 56% of Walmart.com Exclusive Buyers look for products with the fastest delivery when shopping online.
The information in this report comes from the 2021 Jungle Scout Consumer Trends Report, an anonymous quarterly survey of more than 1,000 adult US consumers about their shopping preferences and behaviors. The majority of the analyzes in this report compare Amazon shoppers to Walmart or Walmart.com shoppers. This report also draws on Jungle Scout’s 2021 State of Amazon Sellers Report, an annual survey of nearly 5,000 entrepreneurs, business owners, and leading Amazon brands.