Walmart Global E-commerce Summit in Shenzhen Highlights Omnichannel Growth for Peak Season

Walmart's latest earnings show global e-commerce sales grew 26%, marking the 16th consecutive quarter of double-digit growth. U.S. third-party seller sales rose nearly 50%. "The global retail industry is undergoing profound transformation," said Michelle Mi, Vice President of Walmart Marketplace. "Our omnichannel approach integrates inventory, logistics, data and consumer scenarios to achieve a customer-centric service essence." This means sellers' online products can connect with offline store resources for display, shelving and even supply.

Examples of this synergy are already visible. Chinese fashion seller PrettyGarden now operates in multiple Walmart physical stores while expanding online SKUs to 30,000. Roborock this month entered Walmart and Sam's Club stores across the U.S. "True value is combining the right product, reasonable price, reliable delivery and shopping experience," said Manish Joneja, Senior Vice President of Walmart Marketplace and WFS. "We don't just win an order; we win the customer's next choice through one experience."

For new sellers, Walmart U.S. offers a newcomer incentive of up to $75,000, with zero listing fee and zero monthly fee. The company has established local support teams in 11 Chinese cities and launched the "Qianli Ma" merchant recruitment program, providing tailored growth plans and 1-on-1 manager support. "Supporting seller growth has never been a slogan," said Elaine Chen, Group Director of Acquisition at Walmart Marketplace.

Sellers at the summit shared their strategies. Tony Yao, CEO of Astercook, said, "The core of high-quality cross-border e-commerce is returning to the product itself and pursuing a long-term brand approach." THUNDERBOT's Vice President Guo Wei noted they transformed from trial to success in Walmart Mexico and will prepare supply chains based on industry and category characteristics. STQ CEO Huang Qibo emphasized product quality, supply chain and brand awareness as three certainties for steady growth. Merach Director Song Kai called the peak season a "precision-coordinated campaign," with early alignment on pricing, promotions, inventory and advertising.

Walmart highlighted expanding opportunities in Canada, Mexico and Chile. In Canada, with over 400 stores, Chinese sellers achieved 70% GMV growth during last year's Black Friday. Mexico has more than 3,000 Walmart stores, and new seller incentives have been upgraded across these markets.

On logistics, Walmart Fulfillment Services (WFS) covers the full process from warehousing to delivery. Kyle Carlyle, Senior Vice President of Global Marketplace Fulfillment, said products with "Fulfilled by Walmart" or 2-day shipping labels see an average GMV increase of 50%. WFS users benefit from no inventory capacity limits, dedicated local support and lower costs. The Walmart Imports service spans three Asian countries and 10 core departure ports, averaging 23 days from port to door with 15% supply chain cost savings. Fast-ship priority ocean service can complete delivery within 15 days. New sellers can also get a 10% discount on eligible bookings.

Advertising tools also advanced. Sellers using Walmart advertising see average sales seven times higher than non-advertisers, with an average ROAS of 5. Maggie Preketes, Head of Emerging and Marketplace Sales at Walmart Connect, said sponsored video ads have a new minimum bid of $0.50, helping sellers gain more traffic during promotions. Last year, Walmart U.S. set a record for Black Friday single-day sales, with Canada and Mexico achieving double-digit growth. Now, local teams are fully prepared, and the peak season countdown has begun.