"It used to be wondered aloud if Amazon.com would someday become the Wal-Mart of the internet. While it has become very successful, it's hard to argue that Amazon has achieved the same level of dominance in e-tailing as Wal-Mart has in the world of brick and mortar stores. To further complicate matters, it now appears that walmart.com wants very much to be the Wal-Mart of the internet and has launched a new service that encroaches on territory that Amazon has occupied until now.
Walmart Marketplace offers items from other sellers for purchase through walmart.com. The items sold through the site, a la Amazon, are shipped by partner merchants who also handle returns. It allows walmart.com to expand its offerings and generate revenue without significantly adding to its cost structure.
While Amazon and eBay are notable for expanding product offerings through partner merchants, they are not alone. Sears.com, for example, sells auto parts from the Whitney Auto Group through its site. Overstock and Buy.com also offer third-party services."
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