Yet Amazon remains overall e-commerce leader, Jungle Scout report says
Of more than 1,000 U.S. adults surveyed, 57% said they’re more likely to shop Walmart for groceries, compared with 15% for Amazon.com, Jungle Scout said in its “2022 Amazon vs. Walmart Report.” The Walmart figure includes 32% of customers who prefer to shop for groceries at its stores and 24% at Walmart.com.
Walmart also gets the nod from consumers as their main destination for purchases in a range of other categories found at the supermarket, said the study from Austin, Texas-based Jungle Scout, which provides an e-commerce platform for selling on Amazon.
For example, 34% of respondents indicated they like to shop at Walmart for alcohol (15% at Walmart.com) versus 12% at Amazon, and 51% opt for Walmart (19% for Walmart.com) in cleaning supplies, compared with 18% for Amazon.
Walmart also held the edge in the following grocery store-related categories: 32% favor shopping at Walmart (16% at Walmart.com) for baby care vs. 15% at Amazon, 46% at Walmart (20% at Walmart.com) for beauty/personal care vs. 21% at Amazon, 49% at Walmart (20% at Walmart.com) for over-the-counter medicine vs. 15% at Amazon, 43% at Walmart (19% at Walmart.com) for pet supplies vs. 19% at Amazon, and 44% at Walmart (18% at Walmart.com) for vitamins and supplements vs. 19% at Amazon.
In total, Amazon was the preferred purchase destination in nine of 19 categories in Jungle Scout’s study, including arts, crafts and sewing; automotive care; books; clothing; electronics; exercise/fitness gear; home and kitchen; office supplies; and toys and games.
Overall, 75% of U.S. consumers polled by Jungle Scout said they recently made a purchase from Amazon in the third quarter of 2022, compared with 43% from Walmart.com and 65% from a Walmart store. Forty-eight shop on Amazon at least once a week (14% at least once per day) versus 43% at least weekly on Walmart.com (15% at least once per day).
When asked why they shop online at Walmart.com over Amazon, survey respondents cited price (43% to 36%) as the top reason, followed by product familiarity (41% Walmart vs. 23% Amazon), repeat customer (32% Walmart vs. 23% Amazon), app choice (26% Walmart vs. 24% Amazon), return policy (24% Walmart vs. 23% Amazon), ability to return to a store (32% for Walmart) and curbside pickup (21% for Walmart).
Amazon was chosen by online shoppers over Walmart.com in getting products quickly (37% for Amazon vs. 35% for Walmart), shipping prices (40% Amazon vs. 29% Walmart), membership program (36% for Amazon Prime vs. 19% for Walmart+), brand selection (28% Amazon vs. 25% Walmart), products not usually found in stores (27% for Amazon) and easy reorders/recurring orders (10%).
When it comes to consumer spending, Walmart.com leads by far, with 71% of those polled saying they spend up to $99 quarterly versus 45% at Walmart stores and 57% online with Amazon. The percentages largely even off at the next spending level. Thirty-five percent of respondents spend $100 to $499 at Walmart stores versus 20% at Walmart.com and 33% at Amazon. At $1,000 or more, Walmart stores are in front at 6%, compared with 4% at Walmart.com and 3% at Amazon.
Other key findings from Jungle Scout’s analysis:
• 63% of consumers surveyed start their search for a product online on Amazon, compared with 43% at Walmart.com.
• 57% of consumers have an Amazon Prime membership versus 31% who have a Walmart+ account.
• Amazon has 6.3 million third-party sellers versus 150,000 for Walmart.
In its report, Jungle Scout pegged Amazon’s total U.S. e-commerce sales at $50.9 billion (-4.61 year over year) and Walmart’s at $19.2 billion (+11.98% year over year). Amazon’s average monthly site visitors are estimated at 2.5 billion versus 429 million for Walmart. Also, Jungle Scout said Amazon garners subscriptions sales of $8.7 billion, compared with $1.5 billion for Walmart. Walmart has 3,335 physical locations (U.S.), compared with 570 for Amazon (including Whole Foods Markets), the report said.
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