Amazon continues to dominate the eCommerce landscape, capturing a significant 56% of all U.S. online retail spending in the third quarter of 2025, just ahead of the crucial holiday shopping season. This impressive market share starkly contrasts with Walmart’s 9.6% share, highlighting Amazon’s longstanding prowess in the online marketplace realm. The company has consistently held a double-digit share of U.S. online spending thanks to its established business model.
On the other hand, Walmart, while smaller in overall eCommerce volume, is showing remarkable growth. The retail giant reported a substantial 27.2% year-over-year increase in eCommerce sales from July to September, compared to Amazon’s more modest 9.6% growth during the same period. This indicates that while Amazon remains far ahead, Walmart is gaining valuable ground in the rapidly changing digital landscape.
This shift is part of Walmart’s broader digital transformation strategy out of Bentonville, Arkansas, as it aims to capture a larger share of the modern shopper. In the previous year, Walmart recorded $569 billion in U.S. sales and operates more than 5,200 stores nationwide, including big-box stores and neighborhood markets. Notably, eCommerce sales now represent 19.9% of Walmart’s total sales, a significant increase from 11.4% at the beginning of 2022, showcasing a remarkable 115.6% increase in online sales since then, outpacing Amazon’s growth of 63.2%.
These insights come from the latest edition of “Share of Wallet: Amazon vs. Walmart,” a PYMNTS Intelligence report that analyzes how both retailers are capturing online consumer spending based on earnings reports and national data.
Walmart’s eCommerce strategy is increasingly focused on narrowing the gap with Amazon, particularly in the competitive food and beverage sector. While Amazon holds a commanding 55.7% of all U.S. eCommerce retail, particularly excelling in niches like sporting goods and consumer electronics, its grip on the grocery market is still weak with only a 14% share. In contrast, Walmart leads the food market robustly, generating $87.5 billion in gross sales in the third quarter—solidifying its position as a go-to for American households.
The differing approaches of these two retail giants highlight the dynamics within eCommerce. While Amazon thrives on seasonal spikes during events like Prime Day and the holiday season, Walmart adopts a steadier growth strategy, catering effectively to consumers throughout the year with their essential offerings. Despite Amazon’s current lead, Walmart’s consistent momentum provides a promising outlook for its future share in the online market, as it steadily evolves from a traditional retailer to a hybrid powerhouse.