New study: Walmart.com shoppers care most about price

According to new data analysis from JungleScout , Walmart.com shoppers are more price-conscious than U.S. shoppers overall, with 54% of Walmart online customers experiencing a financial blow in the past year, compared to 48% of U.S. shoppers overall .

Walmart.com shoppers are reportedly using some of the more cost-effective money-saving strategies . For example , 83% of Walmart.com shoppers and 75% of U.S. consumers look for ways to save money when shopping , including coupons, promotions, special offers , etc.

Similar differences were seen in the rates of engaging in strategies such as being more mindful about spending money ( 82% of Walmart shoppers vs. 73% of all U.S. shoppers), researching products before buying (78% vs. 69%), planning or making lists for shopping trips (77% vs. 69%), and saving money each month (50% vs. 46%).

Analysis of JungleScout data found that 73% of U.S. shoppers shopped on Amazon in the first quarter of 2021, while only 40% shopped on Walmart.com. However, Walmart's online customer base has grown by 13% since 2020 and is now the second-largest online retailer after Amazon U.S. , surpassing Target.com, which ranks third.

Additionally, Walmart achieved high year-over-year growth during the 2020 holiday season, with its Black Friday and Cyber ​​Monday events driving fourth-quarter sales up 124% from 2019. JungleScout's analysis shows that toys and electronics were Walmart's strongest product categories, with sales totaling $85 million between November 26 and 30, 2020.

Overall, JungleScout data shows that Walmart shoppers are also Amazon shoppers. More than three-quarters (77%) of U.S. consumers who shop online at Walmart hold an Amazon Prime membership, and 60% shop at Amazon at least weekly.

By comparison, exactly half of Walmart’s online shoppers are members of Walmart +, with an additional 23% considering joining in the future.

When asked why they haven't shopped on Amazon recently, 31% of Walmart shoppers said they don't need anything, 27% said they've been trying to spend less, and 15% said Amazon's prices are too high. Another 9% admitted they just don't like Amazon. However, the majority of Walmart.com shoppers (74%) turn to Amazon for specific brands and when they need fast shipping (71%).

JungleScout data also shows that 7% of Amazon's existing third-party sellers also list products on Walmart Marketplace, and another 39% of sellers are considering joining the platform in 2021. 33% of Amazon sellers believe that Walmart Marketplace will compete fiercely with Amazon in 2021.

Walmart

Amazon

E-commerce