In Consumer Insights

In 2019 Walmart posted a whopping $510.33 billion in revenue, which put the company at the top of the National Retail Federation industry rankings—relegating to a distant second, with a revenue of $232.88 billion.

How has Walmart managed to do so well, and by such a comfortable margin? Part of the answer lies in the company’s omnichannel shoppers: that is, the mix of online versus conventional, brick-and-mortar shoppers. But how can we know how many shoppers visit Walmart stores versus use Walmart apps on their mobile devices, or visit

At Verto Analytics, we collect data (including the activity of consumers across all the devices they own: Smartphones, PCs, and tablets) to uncover valuable patterns and insights about how consumers behave online.

Recently, we acquired real-world location data enrichment capabilities as a result of our 2019 partnership with Unacast, an award-winning and industry-leading location data and strategic insights company. These capabilities allow us to combine real-world location data with digital behavioral information to create a fuller picture of the consumer using both online and offline activity.

Do More Walmart Customers Shop Online or at Stores?

At Verto, we used our proprietary, passively-metered, cross-device panel to establish a “single-source” of behavioral data which allowed us to explore Walmart shopping both online and in-store. Specifically, we looked at Walmart shoppers ages 18-and-older in the U.S. who own and use Smartphones. Then, for September 2019, we looked how many people Walmart is reaching in two categories:

  1. Online (Includes and all Walmart apps including Grocery).
  2. In-Store (Walmart brick-and-mortar).

As you can see in the chart above, 34% of adult US Smartphone owners visited a Walmart store in September 2019. Meanwhile, 76% of this population shopped on either or on the Walmart app.

More than double the amount of US Smartphone owners are shopping on Walmart Online versus In-Store, illustrating the strength of Walmart’s web presence.

What Is the Crossover among Omnichannel Shoppers?

Digging a little deeper, we wanted to understand how Walmart shoppers were using Walmart’s in-store, web, and app-based offerings.


In the chart above, each of the groups are mutually exclusive and all groups together total 100%.

The largest group of Walmart shoppers is those who exclusively visit (34%). Interestingly, only 13% of shoppers exclusively visit Walmart stores, once again showing Walmart’s strength online. Keep in mind that we are only dealing with the active Smartphone users in this study. This population tends to be online more than the general population and the percentage of in-store Walmart shoppers may be higher for the Non-Smartphone audience.

When looking at the crossover between different types of interactions with Walmart, 47% interact with Walmart across at least two different channels (web, app, or in-store) and 15% of Smartphone users can be found shopping in-store, using the app, and visiting the web site.

Overall, Walmart has a very large web presence, with many more people exclusively visiting its site than shopping in-store (at least among Smartphone users).

This omnichannel shopper study is just a part of what Verto Analytics has the ability to do with offline location data for all types of businesses like car dealerships, fashion retailers, and electronics stores, as well as looking at online (mobile usage) behavior while consumers shop in a real world location. These kinds of insights can help marketing teams understand where their customer engagement is highest so they know where to make strategic investments in advertising, business development, customer service, and operations.

Would you like deeper insights about your omnichannel shoppers? Contact to learn how our cross-device, single-source panel can help.

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