Walmart expands global marketplace and reaches out to European mechants

Almost twenty years ago, Walmart’s ambitious entry into Germany ended in one of the largest retail failures of modern times. The company underestimated the importance of local culture and consumer behaviour, leading to an expensive retreat. Now Walmart is making a return to Europe, but this time with a very different approach. Instead of opening physical stores, Walmart is focusing on the heart of European ecommerce: small and medium-sized businesses. The retail giant is actively inviting European brands to join its U.S. online marketplace. Walmart’s strategy is simple. Where Amazon sellers often face fees that can consume up to 50% of their revenue, Walmart is offering a leaner fee structure and access to a less crowded sales environment. Will this mean that European companies will start to sell used and refurbished devices direct via Walmart’s marketplace to US consumers?

Seller summit in London

The company’s effort will be highlighted during the Walmart U.K. Seller Summit 2025 in London on 9 September 2025. Attendees will receive practical insights, cross-border growth support, and networking opportunities. Walmart has also opened a dedicated seller office in London, offering onboarding and guidance for approved partners.

A gateway to the U.S. market

By inviting European sellers, Walmart is positioning itself not as a competitor to Amazon in Europe, but as an entry point into its own home turf. For brands across the continent, this means potential access to millions of American consumers. Walmart Fulfillment Services offers two-day delivery across much of the U.S., helping sellers manage logistics, shipping, and advertising from a single platform.

Global e-commerce competition intensifies

Walmart’s expansion aligns with the wider globalization trend. Marketplaces such as Amazon, eBay, Alibaba, JD.com, PDD Holdings, and TikTok Shop are all competing to attract European sellers. At the same time, Dutch leader bol has recently opened its marketplace to non-EU partners, underlining the growing international competition.

Profitability and future challenges

Walmart reports that its ecommerce operations are now profitable, driven by consistent online revenue growth of more than 20% per quarter. However, the challenge for European sellers lies in execution. A small FMCG brand from Italy or Spain may find U.S. logistics demanding, despite Walmart’s support. Still, for many businesses squeezed by rising costs, this may presents, according to Walmart, a serious alternative to scaling into the U.S. market.

Conclusion

European merchants are unlikely to sell their used and refurbished products in the US because the profit margins are too small. Most of these products are originally sourced from outside of Europe. This adds significant freight and processing costs before the items are even ready to be shipped to the US.