Walmart Has Launched a Dedicated Ecommerce Portal for Businesses

Anyone who follows the goings on in the B2B space will not have failed to observe that the line between business-to-business ecommerce and its B2C equivalent is becoming increasingly blurred. Moder business buyers are now expecting their professional interactions with suppliers to more closely resemble the ones they have in their private lives.

This means they want features such as data-driven personalization and the ability to order products through an online portal with as few barriers to completing a sale as possible. Gone are the days of the in-person visit from a representative or the unsolicited sales call. And most certainly gone are the days of the bulky commercial catalogue from which customers are expected to order products.

Because of this blurring of B2C and B2B buying we are seeing an increasing number of brands operating in both spaces simultaneously – something which is evident in retail giant Walmart’s latest move to open a dedicated online poral for businesses.

Walmart Business

Recent years have seen the world’s pervious largest retailer make increasingly deep roads into the ecommerce space and has been enjoying remarkable success – like others of its ilk – by leveraging its substantial store network as online order fulfilment centers and convenient click-and-collect pickup points.

However, in January 2023, Walmart announced its intention to also move into the B2B ecommerce space with the launch Walmart Business – a dedicated ecommerce site tailored to small and medium sized businesses and non-profits which aims to streamline and simplify business buying process with a curated selection of more than 100,000 products.

"We know millions of small and medium businesses (SMBs) and non-profits utilize Walmart’s stores and website to purchase supplies to support their day-to-day operations,” said the company in its press release. "These customers are under more pressure than ever due to inflation and supply chain issues, adapting to a hybrid workforce and post-pandemic behavioral shifts. For months, we’ve been working with SMBs and non-profits to build solutions just for them, with tools tailored to help teams run smoother, have the right items on hand and easily find products to meet their needs.”

Like its B2C ecommerce operation, Walmart Business will use its incredible network of physical stores to meet the needs of organizations seeking to make use of a more convenient and locally minded online seller for their daily purchasing requirements. Walmart famously has a store located within ten miles of 90% of the US population meaning it can easily reach the majority of businesses and non-profits in the country – especially when combined with its expensive catalogue of next-generation ecommerce, fulfilment, and delivery technologies.

Personalization

The main thrust of Walmart Business’ operation will be in its ability to provide commercial customers with the same kind of curated and personalized product recommendation service as its B2C shoppers enjoy.

"Walmart Business offers a curated assortment of more than 100,000 items, with categorization and navigation tailored to busy organizational shoppers,” continues the company. "As we’ve spoken with customers, they have identified key products for their operations. These areas include office supplies and furniture, food and beverage, restroom, electronics, classroom and facility needs. Walmart Business simplifies restocking by grouping various items together in a way that makes sense to organizations.”

Walmart Business backs this excellent personalization up with advanced features such as allowing multi-user accounts. Businesses can have up to five authorized users attached to a single commercial account which offers unprecedented flexibility regarding who is authorized to make purchases. There are few things more frustrating in commercial procurement than having to track down the one person who is authorized to sign off on an order – an obstacle which Walmart Business multi-user accounts elegantly sidesteps.

Businesses and non-profits also have the option to upgrade to a Walmart Business+ membership, at a price of $98/year, plus tax, which grants them access to additional benefits:

• Free shipping with no minimums
• Free pickup and delivery from store with a $35 minimum order
• Two percent rewards on orders of $250 or more
• Savings of 5% on eligible items set to subscription

"As we continue to evolve the shopping experience, we are committed to listening to SMB and nonprofit customers to help them address the challenges they face today, and the ever-changing challenges that come with running an organization,” concludes Walmart in its press release. "We are excited to help our customers save time, money and hassle.”

Final Thoughts

As time goes on we are going to see increasing numbers of retailers blurring the lines between their B2C and B2B offering. With Walmart Business, Walmart makes sure its commercial customers are receiving the same kind of personalized and tech driven services its B2C shoppers enjoy.

The blurring of B2B and B2C ecommerce is sure to be part of the conversation at eTail Boston 2023, being held in August at the Sheraton Boston Hotel.

Download the agenda today for more information and insights.