Wal-Mart: Counterattack to Amazon’s Prime Day paid off

Shannon Pettypiece
Bloomberg News

Wal-Mart Stores Inc., which put thousands of items on sale this week in response to Amazon.com Inc.’s Prime Day promotion, says the effort brought a surge in online — along with traffic to stores.

Since announcing its online sale on Monday, Walmart.com has had some of its highest traffic ever for orders, spokesman Bao Nguyen said in an e-mail. Wednesday also was the retailer’s biggest day this year for same-day pickup, a feature that lets customers order products online and then collect them at a store. The orders increased by triple digits from the same day a year earlier.

Wal-Mart has been escalating its efforts to win customers from Amazon, the world’s largest online retailer. That includes developing its own competitor to Prime that will cost $50 a year, half the price of Amazon’s offering, and investing heavily in its website. Wal-Mart is counting on increasing e-commerce sales to help pull it out of a broader slump.

Amazon hasn’t released figures for its Prime Day event, which used special deals to promote its $99-a-year subscription service. ChannelAdvisor Corp., an e-commerce consulting firm, estimated that Amazon’s daily sales in the U.S. were up around 80 percent as of midday Wednesday.