The fulfillment landscape is undergoing a major transformation, with Walmart leading the charge. With 75% of the U.S. now able to receive deliveries in under three hours and a remarkable 91% increase in sub-three-hour deliveries during Q1 2025, speed is becoming a key differentiator in the ecommerce world.
Walmart’s Store-as-Fulfillment-Center Model
Walmart’s success lies in its store-based fulfillment strategy. Instead of relying on centralized distribution centers, Walmart utilizes its 4,700+ stores as micro-fulfillment centers strategically located near customers. This allows the company to offer faster delivery and maintain profitability—a significant advantage in the competitive landscape. Brands can no longer compete just on product; fulfillment speed is now crucial for driving conversions and boosting customer lifetime value.
The WFS Advantage: 50% Higher GMV
Sellers using Walmart Fulfillment Services (WFS) see about 50% higher Gross Merchandise Value (GMV) than those who manage their own fulfillment. This performance boost is driven by Walmart’s algorithms that prioritize fast-delivery products in search and recommendations. Additionally, WFS offers a smoother customer experience that meets the fast delivery expectations shaped by Amazon Prime, helping brands secure better visibility and faster sales.
The expansion of WFS to larger items, such as home goods and fitness equipment, shows Walmart’s confidence in its model’s scalability. This is a rare opportunity for brands in these categories to gain a competitive edge with rapid fulfillment capabilities.
Strategic Implications for Brand Ecommerce
Walmart’s evolution in fulfillment is pushing speed to the forefront of ecommerce strategy. As 3-hour delivery becomes the new norm, brands must evaluate logistics partners not just on reach but on their ability to deliver quickly and reliably. For international brands, WFS offers an attractive entry point into the U.S. market without heavy infrastructure investment.
The Fulfillment Arms Race: What’s Next?
The 91% growth in sub-three-hour deliveries signals that the battle for speed is just beginning. Brands must prepare for even faster delivery expectations—eventually moving towards same-day and same-hour fulfillment for key product categories.
Brands treating fulfillment as a strategic advantage will outperform their competitors. Walmart’s investments in infrastructure have created an inflection point in the ecommerce landscape, and the speed at which brands adapt will determine their future success.
Ready to Dominate the New Fulfillment Era?
As the fulfillment revolution accelerates, your brand’s ability to deliver quickly will set you apart. Eva offers specialized Walmart management services, leveraging AI-powered analytics to help brands maximize the WFS advantage while optimizing every aspect of their Walmart strategy—from SEO to inventory management.
Get ahead in the fulfillment race. Our team has driven over $6 billion in sales across Amazon, Walmart, and omnichannel platforms, delivering an average 51% increase in profits for our partners.
Claim your free Walmart audit today. Let’s identify untapped opportunities and craft a strategy to grow your brand on Walmart and beyond.
