Walmart organization is considered to be an underdog in the online sales field. Amazon, which is believed to be Walmart’s major competitor, is the undisputed leader in the e-commerce market. The sales volume is $118 billion, over ten times greater than Walmart’s $11.8 billion in online profit. In addition, Walmart’s website has underperformed compared to Amazon’s in terms of usability, search accuracy, variety, and design for years. Overall, Walmart is an underdog in e-commerce since the company is inferior to rivals in brand image. Amazon was able to transform its concept from selling books to a revolutionary online retailer before the idea became obvious to Walmart representatives.
Redesigning Walmart considered the e-commerce presence a strategic challenge. The company formulated its main objective as the necessity to persuade many consumers that purchasing on Walmart.com is a better option than shopping on Amazon. The goal consisted of two factors, which included improving the resource base for online trading and interaction with customers. Walmart’s system of over 4,700 shops in America has served as online order distribution hubs, enabling the organization to provide the consumer with free two-day delivery and order pickup that took Amazon years to accomplish. Walmart dropped the term “stores” from its formal company name in 2018. This statistic highlighted the company’s desire to become an omnichannel retailer.
Comparison of websites is an important aspect since through this resource, contact with the customer, who will have to make a choice based on user experience, is established. Walmart’s website has underperformed in comparison with Amazon’s in terms of usability, search accuracy, variety, and design. Walmart anticipates that its website redesign initiatives would help it differentiate itself from Amazon’s e-commerce presence, and it has made steps to do so. One of the modifications, for instance, was a new automated identification of whether online pickup is accessible in the user’s geographic location. The issue of the website lagging by many criteria provoked active work in this direction.