In this episode of Upside, Ali & Zamir run a spicy thought experiment: what if a US retail behemoth—say, Walmart—launched a UK marketplace? From physical stores and fulfillment networks to seller experience and ad budgets, they map out how a serious Amazon competitor could reshape the landscape—and why brands should prep now, not later.

What’s Covered in This Episode

For years, Amazon has been the only real game in town for UK marketplace sellers—powerful, essential, and (too often) indifferent to seller pain. The guys explore how a Walmart entry could change that equation overnight: more options for brands, real competition for seller attention, and a land-grab for early movers.

They unpack how Walmart’s strength in omnichannel (stores + online) could be the decisive edge, why physical returns and click-and-collect matter, and the many routes Walmart could take—from standing up branded stores to acquiring existing UK retail infrastructure. They also consider practical realities: fulfilment capacity, marketplace tooling, and the likely ad ecosystem that would spring up—and how Amazon might respond (hint: improved seller support wouldn’t shock us).

Key Takeaways

• Real competition = real options: A credible second marketplace would let brands diversify traffic, reduce platform risk, and negotiate from strength.
• First-mover advantage: If/when a new marketplace launches, early adopters will capture organic momentum; be ready to list fast.
• Budget for a second ad funnel: New marketplace = new paid placements. Ring-fence test budget so you can scale quickly.
• Omnichannel matters: A player with physical stores can win on trust, returns, and convenience—key to mainstream adoption.
• Think infrastructure: Expect heavy investment in FCs/3PLs and possible acquisitions to accelerate UK rollout.
• Plan international the smart way: If you learn the new platform in the UK, expansion into its other regions could be a smoother next step.
• Seller treatment could improve across the board: Competition pressures everyone; Amazon’s seller support may need to level up.