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Walmart's Marketplace Taps Premium Categories to Enhance Online Mix
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Key Takeaways
Walmart launches a Premium Musical Instrument Shop on its Marketplace.
The storefront features brands like Fender, Roland, Boss and Zildjian.
WMT's Marketplace drives 28% U.S. e-commerce growth and supports ad revenues.
Walmart Inc. (WMT - Free Report) continues to sharpen the strategic edge of its third-party Marketplace by expanding into higher-value, specialized categories, with the launch of a Premium Musical Instrument Shop. While musical instruments represent a relatively small category, the move reflects Walmart Marketplace’s broader push to move beyond everyday essentials and into curated, brand-led verticals that can support faster online growth.
Premium Instruments Join Walmart’s Curated Digital Offerings
The new digital storefront features professional-grade instruments and accessories from globally recognized brands such as Fender, Roland, Boss and Zildjian. The offering spans guitars, amplifiers, pedals, drum accessories and related gear, adding a curated assortment that sits alongside WMT’s broader general merchandise selection. It shows Walmart Marketplace’s effort to add well-known brands in categories where customers care about quality and delivery.
Marketplace strength was evident in the third quarter of fiscal 2026, when Walmart’s U.S. e-commerce sales increased 28% year over year, driven by Marketplace, advertising and store-fulfilled pickup and delivery. Marketplace-led categories, including electronics, apparel, toys and hardlines, grew more than 40% during the quarter, underscoring the platform’s role in driving general merchandise growth amid a shifting consumer mix.
Marketplace activity is also closely linked to Walmart’s expanding digital revenue streams. In the third quarter, Walmart’s global advertising business grew more than 50%, with U.S. advertising up more than 30%, supported in part by increased seller participation on the Marketplace. Advertising and membership income together represented approximately one-third of consolidated adjusted operating income during the quarter, reflecting the rising contribution of seller-driven services.
The addition of premium musical instruments broadens Marketplace’s category mix while leveraging Walmart’s existing fulfillment and traffic scale. Although the category itself may be relatively small, it aligns with WMT’s focus on strengthening assortment quality and supporting sustained e-commerce growth.
Image Source: Zacks Investment Research
Walmart, currently carrying a Zacks Rank #3 (Hold), has seen its shares rally 23.8% in the past six months compared with the industry’s growth of 22.5%.
The Zacks Consensus Estimate for ULTA’s current fiscal-year sales and earnings implies growth of 8.8% and 0.7%, respectively, from the year-ago figures. ULTA delivered a trailing four-quarter earnings surprise of 15.7%, on average.
Boot Barn Holdings, Inc. (BOOT - Free Report) operates as a lifestyle retail chain devoted to western and work-related footwear, apparel and accessories. It currently sports a Zacks Rank of 1.
The Zacks Consensus Estimate for Boot Barn’s current fiscal-year sales and earnings implies growth of 16.9% and 25.1%, respectively, from the year-ago actuals. Boot Barn delivered a trailing four-quarter average earnings surprise of 5.4%.
Five Below, Inc. (FIVE - Free Report) operates as a specialty value retailer in the United States. At present, Five Below sports a Zacks Rank of 1.
The Zacks Consensus Estimate for FIVE’s current fiscal-year sales and earnings calls for growth of 22.3% and 24.4%, respectively, from the year-ago figures. FIVE delivered a trailing four-quarter earnings surprise of 62.1%, on average.
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Walmart's Marketplace Taps Premium Categories to Enhance Online Mix
Key Takeaways
Walmart Inc. (WMT - Free Report) continues to sharpen the strategic edge of its third-party Marketplace by expanding into higher-value, specialized categories, with the launch of a Premium Musical Instrument Shop. While musical instruments represent a relatively small category, the move reflects Walmart Marketplace’s broader push to move beyond everyday essentials and into curated, brand-led verticals that can support faster online growth.
Premium Instruments Join Walmart’s Curated Digital Offerings
The new digital storefront features professional-grade instruments and accessories from globally recognized brands such as Fender, Roland, Boss and Zildjian. The offering spans guitars, amplifiers, pedals, drum accessories and related gear, adding a curated assortment that sits alongside WMT’s broader general merchandise selection. It shows Walmart Marketplace’s effort to add well-known brands in categories where customers care about quality and delivery.
Marketplace strength was evident in the third quarter of fiscal 2026, when Walmart’s U.S. e-commerce sales increased 28% year over year, driven by Marketplace, advertising and store-fulfilled pickup and delivery. Marketplace-led categories, including electronics, apparel, toys and hardlines, grew more than 40% during the quarter, underscoring the platform’s role in driving general merchandise growth amid a shifting consumer mix.
Marketplace activity is also closely linked to Walmart’s expanding digital revenue streams. In the third quarter, Walmart’s global advertising business grew more than 50%, with U.S. advertising up more than 30%, supported in part by increased seller participation on the Marketplace. Advertising and membership income together represented approximately one-third of consolidated adjusted operating income during the quarter, reflecting the rising contribution of seller-driven services.
The addition of premium musical instruments broadens Marketplace’s category mix while leveraging Walmart’s existing fulfillment and traffic scale. Although the category itself may be relatively small, it aligns with WMT’s focus on strengthening assortment quality and supporting sustained e-commerce growth.
Image Source: Zacks Investment Research
Walmart, currently carrying a Zacks Rank #3 (Hold), has seen its shares rally 23.8% in the past six months compared with the industry’s growth of 22.5%.
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Ulta Beauty, Inc. (ULTA - Free Report) operates as a specialty beauty retailer in the United States, Mexico and Kuwait. At present, Ulta Beauty sports a Zacks Rank of 1 (Strong Buy). You can see the complete list of today’s Zacks #1 Rank stocks here.
The Zacks Consensus Estimate for ULTA’s current fiscal-year sales and earnings implies growth of 8.8% and 0.7%, respectively, from the year-ago figures. ULTA delivered a trailing four-quarter earnings surprise of 15.7%, on average.
Boot Barn Holdings, Inc. (BOOT - Free Report) operates as a lifestyle retail chain devoted to western and work-related footwear, apparel and accessories. It currently sports a Zacks Rank of 1.
The Zacks Consensus Estimate for Boot Barn’s current fiscal-year sales and earnings implies growth of 16.9% and 25.1%, respectively, from the year-ago actuals. Boot Barn delivered a trailing four-quarter average earnings surprise of 5.4%.
Five Below, Inc. (FIVE - Free Report) operates as a specialty value retailer in the United States. At present, Five Below sports a Zacks Rank of 1.
The Zacks Consensus Estimate for FIVE’s current fiscal-year sales and earnings calls for growth of 22.3% and 24.4%, respectively, from the year-ago figures. FIVE delivered a trailing four-quarter earnings surprise of 62.1%, on average.