Walmart makes a surprising in-store move with its online marketplace

Since launching its third-party marketplace in 2009 to expand its online product assortment and compete with e-commerce giants like Amazon (AMZN) , Walmart has been exploring new ways to bridge its digital and physical shopping experience.

Now, it appears the retailer has found a clever way to do just that.

Walmart began placing digital QR codes throughout its newest Supercenter in Cypress, Texas, which marked the retailer's first ground-up Supercenter in four years and the debut U.S. location of its “Store of the Future” concept.

However, there's more to these QR codes than meets the eye. The QR codes are strategically positioned next to products; when scanned, customers can access similar online items from different brands and in various colors and styles, often from Walmart's marketplace sellers.

This marketplace allows independent sellers to list their products on Walmart's website, giving them access to its vast customer base and trusted brand reputation.

Walmart brings its online marketplace into physical stores.

Inage source: Getty Images

Why Walmart is bringing its marketplace in-store

In recent years, Walmart's marketplace has become a key driver of the retailer's digital growth, helping it diversify revenue, expand product selection, and reach new customers.

However, managing a third-party marketplace comes with its risks. Third-party sellers can create inconsistencies in product quality, fulfillment, and compliance, which can reflect poorly on a company and damage its reputation if mismanaged. Walmart has faced its fair share of controversies regarding this issue, including the fake Birkin bag incident.

More Retail News:

Still, Walmart's marketplace remains a lucrative business. In the first quarter of fiscal 2026, its global e-commerce sales were up 22%, driven by store-fulfilled pickup and delivery and marketplace growth. In 2024, the marketplace contributed to 45% of Walmart U.S.'s revenue.

Walmart plans to add its marketplace inside more stores with a major expansion strategy

In January 2024, Walmart (WMT) unveiled its “Investing in America” plan. This multi-million-dollar strategy aims to create more jobs and enhance customers' shopping experience by expanding and modernizing its facilities nationwide.

As part of the initiative, Walmart wants to build or convert more than 150 stores and remodel existing ones over the next five years. Within a year, Walmart remodeled 650 stores in 47 states and Puerto Rico, creating thousands of new jobs.

Unlike other Walmart locations, these new Supercenters feature reimagined layouts, advanced technology, expanded services, and a wider assortment of products in key categories to make shopping more convenient and efficient.

“This store was built with the customer in mind. It’s part of a larger transformation happening across our stores as we reimagine what shopping looks like for the future. It shows what’s possible when innovation meets intention,” said Walmart U.S. President and CEO John Furner.