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  • Writer's pictureMartin Piskoric

How Can Businesses Adjust to E-commerce Amid Walmart's Boom?

Updated: Sep 19, 2023

Guest #218: Michael Lebhar

Profile photo of Michael Lebhar, Co-Founder at 2x4, SellCord, & Spawn Fitness, smiling confidently with the ocean as a backdrop.


In the vast realm of e-commerce, while Amazon might take the lion’s share of attention, another giant quietly moves, claiming its space, and changing the dynamics of online selling - Walmart. In a recent podcast discussion, we sat down with Michael Lebhar, Co-Founder at 2x4, SellCord, & Spawn Fitness, a seasoned Amazon seller turned strategic marketer. Having started selling on Amazon at 16 and built his business to seven figures, Michael possesses a deep understanding of the e-commerce landscape. This piece unravels his insights on the transition from Amazon to Walmart and the future of online selling.

The Walmart Story: More Than Just A Retailer

With its roots firmly placed in traditional retail, Walmart has emerged as a force to be reckoned with in the online selling space. Unlike its competitors, Walmart offers sellers an ecosystem that's vast and varied. As Michael pointed out,

“Walmart ranks really high in Google traffic. So when people search for your products on, like, a lot of times the Walmart listing will come up, and there's a lot of traffic that you could get from there.”

Why Every Amazon Seller Should Eye Walmart:

There's an inherent potential in Walmart for sellers who’ve tasted success on Amazon. Expanding to Walmart doesn't just mean adding another sales channel but diversifying your brand reach. As highlighted during our discussion, “Walmart is a marketplace, so if you don't sell your products on there, another seller might just list your products on there.”

But the game doesn't stop at just listing. As Michael emphasized,

"It's not about just listing your products; there's so much strategy that could be done. And when you do that, you put yourself so much above the competitors."

The Omnichannel Experience:

The future of retail isn't restricted to brick-and-mortar stores or online platforms alone. It's an omnichannel experience. This is where Walmart’s strategy is distinct. "It's not that stores are going to fully go away... For a lot of the big retailers, it's an omnichannel experience," Michael highlighted. This perspective offers brands a chance to be visible both in physical spaces and online, maximizing their reach.

Global Expansion:

Though Walmart may not dominate in every country, its expansion strategy is notable. As revealed in the podcast, "they have already marketplaces in Mexico, and they also allow sellers from other countries [to] sell on the US. Marketplace." This opens doors for global sellers looking for a piece of the US market pie.

Key Advice for Older Entrepreneurs:

The digital world may seem intimidating for older entrepreneurs. However, understanding the changing landscape of e-commerce is crucial. As Michael insightfully shared,

“understanding the way e-commerce is headed and the amount of value you could get from being part of the e-commerce... is essential for any brand.”


Walmart’s e-commerce platform offers a lucrative opportunity for brands and sellers looking to diversify their reach. It’s not just another platform, but a holistic ecosystem that integrates online and offline experiences. Brands that harness this potential early will undoubtedly be ahead in the e-commerce race.


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