Walmart Global E-commerce Summit Supports Chinese Brands in Full-Channel Overseas Expansion

Summary: Supporting Chinese brands to expand globally through all channels.

On March 4th, Walmart’s Global E-commerce Annual Seller Summit was held. With the theme “Leading through Omnichannel, Building Trust with High Quality,” the summit focused on platform development strategies, seller support policies, industry trends in cross-border e-commerce, and practical experiences. It attracted over a thousand cross-border e-commerce practitioners from across the country.

Walmart’s latest financial report released on February 19th shows that in Q4 of fiscal year 2026, its global e-commerce business grew by 24% year-over-year, with U.S. e-commerce up 27%, marking 15 consecutive quarters of double-digit growth. During the 2025 “Black Friday Cyber Monday” shopping event, Walmart’s global e-commerce transaction volume hit a new high. Michelle Mi, Vice President of Walmart International’s Asia-Pacific Emerging Markets and Business Development, stated that Walmart has been deeply involved in retail for over 60 years. Leveraging its omnichannel retail development advantages, Walmart hopes to share growth experiences with sellers and use its omnichannel strategy to help sellers expand into international markets.

Currently, the global retail industry is undergoing profound transformation. At the summit, Walmart emphasized that its “omnichannel” approach is not simply about adding online and offline channels, but about integrating inventory, logistics, data, and consumer scenarios to return to a customer-centric service essence. The summit clarified that Walmart’s global e-commerce will focus on “omnichannel cross-border” as its core, making it the preferred platform for Chinese sellers to differentiate their international expansion. Based on this strategy, sellers can simultaneously list products on Walmart’s online platform and showcase them in physical stores, completing full-channel market expansion. Currently, Chinese brands such as Carrot, Juxing Technology (002444), Jinduo Duo, Anker, Shouyin, Deli, and Stone Technology have achieved online and offline growth through this model.

To further empower Chinese sellers going abroad, the summit invited leaders from Walmart’s teams in the U.S., Canada, Mexico, and Chile, as well as omnichannel experts, to engage in face-to-face discussions with sellers on key topics such as category trends, supply chain collaboration, and omnichannel sales integration.

Sellers have gained tangible development results through cooperation with Walmart. Mr. Li, a home goods seller, said he plans to promote cooperation with Walmart within the omnichannel framework over the next three years. JS, a well-established home textile company and supplier to Walmart’s physical stores in the U.S., saw its online business grow 20-fold after joining Walmart’s e-commerce platform in 2021. The company’s leadership is full of confidence in the potential of Walmart’s global e-commerce development.

This summit coincided with Walmart’s global management restructuring and its market value surpassing one trillion dollars for the first time during trading hours. The core data and strategic plans disclosed at the summit demonstrate Walmart’s strong commitment to deepening its presence in China’s local cross-border market and send a positive signal for long-term cooperation with Chinese sellers.

In terms of localized deployment, Walmart’s global e-commerce has established offices in 11 Chinese cities, extending its service network into core industrial zones to provide personalized, full-process support for sellers—from account registration, operations, logistics, advertising, to omnichannel expansion. The platform continues to increase local investments and expand cross-border talent teams familiar with regional industries to better meet the needs of local sellers expanding abroad.

Regarding logistics, Walmart’s first-leg services now cover 10 Asian departure ports, with operations in six key ports in China, forming an efficient transportation network radiating across South China, East China, and North China, strengthening logistics foundations for Chinese sellers’ international expansion. Additionally, Walmart’s global e-commerce announced an upgrade to its 2026 U.S. new seller incentive program, including commission waivers, official logistics discounts, advertising and marketing credits, among other measures. New sellers successfully joining after February 1, 2026, can receive up to $75,000 in support.

Header image: Walmart Global E-commerce Annual Seller Summit. Photo provided by interviewees.