Walmart.com Customers Do a Lot of Shopping…at Amazon

As we think about the unusual ways in which Amazon competes, we naturally turn to the other biggest retailer, Walmart. As they vie for customer attention, it is interesting to look at the overlap between the two companies, and how many customers they have in common.

In addition to our quarterly surveys of recent Amazon shoppers, we field a separate quarterly survey of Walmart.com shoppers. Not surprisingly, Amazon and Walmart share a significant percentage of US adult consumers. While many Amazon customers are also Walmart shoppers, a very large percentage of Walmart.com customers also shop at Amazon.

Among recent Walmart.com customers, 77% have also shopped at Amazon in the past three months (Chart 1). Almost 90% have shopped at Amazon in the past year, while only 6% have never ordered from Amazon.com.