Stores Still Win the Moment: What Walmart Suppliers Should Do About It

What the Latest Data Says

A new analysis from Chatmeter, based on more than 500,000 specialty retail reviews and a survey of more than 1,000 U.S. shoppers, finds that 9 in 10 consumers believe the in-store experience does not compare to shopping online. The top reasons people visit stores are ample inventory, in-store only deals, and the ability to try on or test products. Long checkout lines and other basic friction points drive negative reviews.

Government data confirms how important stores remain. The U.S. Census Bureau’s latest e-commerce report puts online sales at 16.3 percent of total retail in the second quarter of 2025. More than 80 percent of sales still occur in stores.

Industry analysts echo this theme. EY reports that offline retail still represents the majority of consumer spend and will continue to do so. Jon Copestake, EY’s global consumer senior analyst, describes stores as “valuable assets” for discovery and conversion.

Why Shoppers Go to the Store

• Touch, fit, and assurance. More than half of consumers say they choose stores so they can try on apparel or test products before buying.
• Knowledgeable help. Shoppers value informed associates in categories like beauty, electronics, and apparel. When no one is available to answer questions or when items are out of stock, satisfaction falls.
• Discovery and new launches. Stores are powerful for showcasing new items and encouraging unplanned purchases that are difficult to replicate online.

What Walmart Suppliers and Sellers Should Do Now

The research translates into clear actions for suppliers working with Walmart.

1. Protect on-shelf availability for priority SKUs

“Plenty of inventory” was the top reason shoppers chose stores. Audit supply and replenishment on trial-heavy items and coordinate with Walmart merchants on store clusters with high sensitivity to out-of-stocks.

2. Design packaging for trial and quick decisions

Since hands-on experience drives trips, use packaging that communicates benefits quickly and withstands frequent handling. Windows, swatches, and QR codes that link to short demos can help shoppers decide in the aisle.

3. Provide concise associate reference guides

Equip Walmart associates with one-page quick sheets or shelf-talkers that highlight who the item is for, its primary benefit, the top comparison point, and how it works. Focus on categories where questions are frequent.

4. Use in-store value to spark conversion

Survey results show in-store only deals motivate trips. Suppliers can support Walmart with limited-time bundles or value-adds that align with features or demos.

5. Plan discovery moments, not just facings

Endcaps and displays that invite handling encourage shoppers to linger. For wearable or tactile items, fixtures that allow comparison without breaking seals increase conversion. Tie launches to these discovery moments.

6. Audit the basics that drive reviews

Nearly nine in ten reviews mention fundamentals like wait times and availability. Ensure that price labels scan correctly, accessories are located near the primary item, and return information is easy to find.

7. Let omnichannel support the store

Most U.S. sales still occur offline, but shoppers often research online first. Ensure Walmart product detail pages are complete with images and FAQs so customers feel prepared to purchase in-store.

Closing Thought

The evidence is clear across sources. Shoppers continue to rely on stores for trying, comparing, and getting help. More than four out of five retail dollars are still spent offline. For Walmart suppliers, the opportunity is to strengthen availability, simplify decisions at the shelf, support associates, and link in-store value with digital preparation. Aligning to the actual reasons customers choose to visit will help suppliers capture sales at the moment it matters most.

Winning With Walmart

Winning With Walmart is an independent platform for suppliers, sellers, solution providers, and industry experts.

Articles are developed by staff editors, contributing experts, and trusted partners.

Some are researched and drafted with the assistance of AI tools and are reviewed, fact-checked, and edited by Winning With Walmart editors before publication.

Editorial judgment, sourcing decisions, and final approval rest with the publication's human editors in every case.

We are committed to accuracy and fairness. If you believe this article contains an error, we welcome your feedback.