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Walmart Marketplace’s record growth prompts search for UK sellers

Walmart’s third-party e-commerce platform, Marketplace, has witnessed extraordinary growth – but a need for more product diversity has prompted the retailer to recruit UK sellers.

As part of this drive, the retailer organised a UK Walmart Seller Summit in London earlier this month, designed to give guidance to UK and European sellers about cross-border growth opportunities in the US, Mexico, and Chile.

According to the retailer, a recent growth spurt means that an estimated 270 million Walmart customers and members visit nearly 10,750 stores and a huge number of its e-commerce sites every week, many of which stock goods that include food and beverage items from European and UK sellers.

London summit hoped to support UK sellers

The UK Walmart Seller Summit, which took place in London in September, provided insights and hands-on support through presentations and breakout sessions that gave information on what first steps sellers need to make to gain access to Walmart Marketplace.

The retailer has also established a dedicated office in London to support UK sellers, which will also serve as the reference for European sellers.

“UK and European businesses have a well-earned reputation for quality, innovation, and exceptional design,” said Andrea Albright, executive vice-president and chief growth officer at Walmart International.

“By partnering with Walmart, sellers can bring those strengths to millions of customers in the US, Canada, Mexico, and Chile – all with the speed, scale, and support that only Walmart can provide. We’re excited to work side-by-side with these sellers to unlock new opportunities and help them grow faster than ever before.”

2025: Already a bumper year for Walmart Marketplace

As many as 44,000 sellers were added to Walmart Marketplace in the first five months of 2025, compared with 59,000 for the whole of 2024, according to market intelligence company Marketplace Pulse – figures that show how fast the platform is growing, while also underlining the reason to find new sellers.

“This growth coincides with Walmart’s continued marketing push to reposition itself as a modern e-commerce destination,” said Ben Donovan, an analyst at Marketplace Pulse.

“The retailer’s new ‘Who Knew?’ campaign specifically highlights ‘an expanded marketplace with more than half a billion items available online and in-app’ – directly acknowledging that marketplace sellers, not Walmart’s own inventory, drive the vast majority of its product selection.”

Donovan went on to point out that greater product selection will help to strengthen Walmart’s position against its biggest rival, Amazon.

He said: “Unlike Amazon, which built its marketplace over an extended period, Walmart is experiencing explosive growth that tests its infrastructure and vetting processes.”

While Walmart has intentionally chosen to highlight US-sourced products in its physical stores, with two-thirds of its products made or grown in the nation, Walmart.com has continued to be a platform where international sellers dominate – growth that is being supported by Walmart Marketplace.

Walmart support extends to fulfilment

In addition to the UK support office, Walmart offers help to its sellers through its Fulfilment Services – with the end goal of ensuring that sellers can fulfil its pledge to deliver Walmart.com orders within 48 hours.

This service enables sellers to tap into its US supply chain infrastructure and expertise, which combines with the tools available on the Walmart Marketplace platform to help speed up processes and identify new opportunities.

Walmart’s push into the UK opens a direct route for European food and drink brands to reach millions of consumers across the US, Canada, Mexico, and Chile. With the support tools in place, the move represents a chance for these sellers to extend their reach into fast-growing international markets.