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EMARKETER
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Walmart Inc. Direct Ecommerce Sales (1P)
Ad Revenue
Walmart Ad Revenues
Walmart Offsite Retail Media Ad Revenues
Walmart Onsite Retail Media Ad Revenues
by Format
Walmart Display Ad Revenues
Walmart Search Ad Revenues
Ecommerce Channel, by Format
Walmart Ecommerce Channel Search Ad Revenues
Retail Ecommerce
Walmart Inc. Retail Ecommerce Sales
Walmart.com Retail Ecommerce Sales
by Product Category
Walmart Inc. Retail Ecommerce Sales, by Product Category
Walmart Inc. Retail Ecommerce Sales Growth, by Product Category
Walmart Inc. Retail Ecommerce Sales Penetration, by Product Category: % of Total Walmart Inc. Retail Ecommerce Sales
Walmart Inc. Retail Ecommerce Sales Penetration, by Product Category: % of Total Retail Ecommerce Sales
Walmart Inc. Retail Ecommerce Sales Share, by Product Category: % of Total Retail Sales
1st/3rd Party Sales
Walmart Inc. Direct Ecommerce Sales (1P)
Walmart Inc. Marketplace Ecommerce Sales (3P)
Membership Fee Revenues
Walmart+ Membership Fee Revenues
Households
Walmart+ Households
Users
Walmart+ Users
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Source & Notes
Data Table
Source: EMARKETER Forecast- November 2025 
Note: represents the gross sales of products made through walmart.com and samsclub.com (browser or app), regardless of the method of payment or fulfillment, where Walmart Inc. is the merchant of record that assumes the legal ownership of inventory prior to changing hands with the customer; excludes marketplace sales
Additional Note: Walmart Inc. direct sales include products from first-party sellers that sell inventory directly to Walmart Inc., which then sells it to the end consumer.
Methodology: Estimates are based on the analysis of data from other research firms and government agencies, historical trends, reported and estimated revenues from company reports, consumer online buying trends, and macro-level economic conditions.
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