Customer Share of Wallet: Walmart ∣ Ruby

Overview

A retail giant

Walmart.com remains one of the largest online marketplaces. Competing directly with platforms like Amazon and Target, Walmart’s digital platform attracts a wide range of shoppers, from value-driven consumers to bulk buyers. Understanding how customers allocate their total monthly spend across retailers has become essential for identifying category vulnerabilities and new growth opportunities.

Problem

Limited visibility into competitor sales

While Walmart.com maintains a strong digital presence, the company needs to better understand how much of their customers’ total online spending they controlled — and where they are losing share to direct and indirect competitors. Despite healthy traffic and conversion rates, internal teams lack visibility into how customer spend was distributed across competing stores like Target, Amazon, and Home Depot.

Solution

Share of Wallet shows live how much of a customer’s wallet Walmart captures

Using Ruby’s Share of Wallet Analysis, Walmart.com’s customer spend patterns were mapped across competing retailers. By tracking average monthly customer spending across the top online retail destinations, the analysis identified both the percentage of a customer’s digital wallet allocated to Walmart and how it compared against others.

Key findings from the dataset:

  • Walmart.com captured an average of 24.0% share of wallet, with an average monthly spend of $80.19 per customer.
  • Direct competitors like Target (6.4%) and Amazon (12.5%) captured smaller but significant wallet shares within overlapping categories like apparel, home goods, and groceries.
  • In several individual cases, customers split large amounts of their monthly budgets between Walmart and Target — indicating Walmart’s risk of losing share in price-sensitive or niche categories.

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Result

Millions of dollars in research costs eliminated

Through Ruby, Walmart now has access to live, second-by-second Share of Wallet data, showing exactly how much of each customer’s monthly spend they capture — and where the rest of that money goes.

This eliminates the need for traditional market research reports that are expensive, static, and often outdated by the time they’re published. With Ruby’s real-time data feed, Walmart’s teams can immediately identify shifts in customer behavior, track spend migration to competitors like Target or Amazon, and respond with precision-targeted promotions or campaigns.

The result? Millions in saved research costs and instant decision-making capability that keeps Walmart ahead in a highly competitive retail environment

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Try it for free

Try Ruby for free for 30 days and afterwards only pay per usage, risk-free.

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