Jungle Scout reveals findings from Amazon vs. Walmart report

Walmart wins out when it comes to affordability and everyday items such as groceries, but Amazon is tops for electronics, books and clothing.

Fifty-six percent of U.S. consumers turn to Walmart for groceries, compared to 15% who prefer to buy them from Amazon, according to a report by Jungle Scout. And 43% of consumers say product prices are the main reason they shop at Walmart over Amazon, followed by familiarity with products. (The Walmart references are for both in-store and online.)

In other findings, 71% of consumers are more likely to make smaller purchases ($0-99) from walmart.com, compared to 66% on Amazon, preferring to shop the Walmart site for groceries, medicine, and cleaning supplies. 

Amazon
The report, “Amazon vs. Walmart: The Growth and Future of Ecommerce,” found that Amazon is maintaining its e-commerce dominance — for now. Three-quarters (75%) of U.S. consumers purchased from Amazon recently, compared to 43% who have shopped on walmart.com.

Also, consumers are more likely to have an Amazon Prime membership (57%) than a Walmart + account (31%). And more consumers (63%) started their search for a product online on Amazon over Walmart’s site (43%).

Additionally, the report finds that both Amazon and Walmart’s marketplaces are largely dominated by third-party sellers, which another area where both retailers are investing for growth. Amazon’s marketplace is 82% third-party sellers, compared to Walmart’s, which is comprised of nearly 79% third-party sellers. 

“Amazon and Walmart are both leveraging online and offline technologies as a way for brands to create more dynamic solutions that satisfy their customers," said Michael Scheschuk, president of small & medium business and chief marketing officer, Jungle Scout, an all-in-one platform for selling on Amazon. "Investments like Amazon's dash cart in Amazon Fresh stores and Walmart's virtual try-on in their iOS app will raise the bar for all retailers and improve consumer experiences.”

Read the full report with the methodology here.