Amazon and Walmart are duking it out to see which will be the market leader. These two platforms are not the same by any stretch of the imagination, so it’s important to see if tools offered by SaaS can help sellers win in both marketplaces.

Online marketplaces are introducing new tools, better terms and wider opportunities for sellers as they look to broaden the number of merchants who sell goods on their platforms.

The moves come as retailers say they plan to expand their use of marketplaces. Some 24% of 100 retailers surveyed by Digital Commerce 360 between July and September of this year say they will increase the number of marketplaces on which they sell goods.

Given such potential for new sellers, all major marketplaces, including the one run by Amazon Inc., which is ranked No. 1 in the 2021 Digital Commerce 360 Top 1000 and No. 3 in the 2021 Digital Commerce 360 Top Online Marketplaces, have debuted merchant-focused initiatives in recent months.

But according to one industry expert, the marketplace that stands to be the biggest winner as retailers look for new places to sell is the one run by Walmart Inc. (No. 2 in the 2021 Digital Commerce 360 Top 1000 and No. 9 in the 2021 Digital Commerce 360 Top Online Marketplaces).

“Walmart today is what Amazon was back in 2014,” says Norman Farrar, a seller on multiple marketplaces and the host of “Lunch with Norm,” a podcast for marketplace merchants. “I have brands on Amazon right now. I’ve got brands on Walmart right now. A lot of people don’t realize that the opportunities on Amazon are absolutely not the opportunities on Walmart.”

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