- Walmart has added Fanatics, an online sports apparel shop, to its list of stores in its online virtual mall.
- It’s the latest move in the retailer’s plan to increase the number of items it sells on Walmart.com.
- Walmart needs to boost its selection to compete with legacy e-commerce players like Amazon and Ebay, which host a much wider selection.
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If it can’t become “the everything store,” Walmart wants to become known as a store that sells everything.
The retailer is in a hurry to add more selection to its website. The latest update, revealed on Tuesday, saw Walmart add a whole selection of authentic sports apparel. Walmart.com now has a full page for Fanatics apparel.
Fanatics, which operates NFLShop.com, NBAStore.com, and MLBShop.com, now has a new specialty shop offering licensed fan gear on Walmart.com.
Make no mistake, however: these items are still being shipped and sold by Fanatics. The deal does, however, add to Walmart’s assortment. Walmart made a similar move with Lord & Taylor in 2017, offering items on its website that were still being shipped and sold by the department store. Walmart treats these partnerships much like it does other large sellers on its website, where they sell and ship completely separately from Walmart, like a marketplace.
So why would Walmart want to do this? It’s all about broadening the assortment of items it sells. Each of these stores offers something Walmart itself cannot.
Lord & Taylor sells specialty fashions that Walmart does not and could not sell, while Fanatics has authentic sports team and league licenses for branded apparel that would be very difficult for Walmart to get its hands on and be able to sell directly.
“Walmart is recognizing that to be successful…