Walmart has announced recently that they are partnering with Shopify, a fast-growing Amazon competitor, to further expand its online business.

Shopify is known for providing e-commerce tools to businesses of all sizes, including many DTC brands (ex. Bombas, Allbirds). This deal will allow Walmart to provide additional goods available on their commerce website, as well as scale their online operations. It will also allow Walmart to become more competitive with Amazon, by providing a place for third-party sellers to reach customers worldwide.

The focus of Walmart of growing their online marketplace is an example of an offensive strategy as more and more consumers are turning to online means of purchasing products, and Amazon has demonstrated that.