The hidden risks behind Walmart’s online marketplace
- Replies 0
Online shopping has become second nature for many households, offering convenience and variety at the click of a button.
Walmart, one of the country’s most trusted names in retail, has rapidly expanded its digital marketplace to compete with rivals like Amazon.
Shoppers can now browse thousands of third-party sellers alongside Walmart’s own inventory, and the platform has grown into a $100 billion business.
But as the digital aisles get busier, questions about product safety and seller accountability are also growing louder.
For older adults especially, understanding how this marketplace works—and how scammers exploit it—has become increasingly important.
Walmart’s online marketplace functions like a giant flea market, where thousands of independent sellers can list their goods.
The approach has fueled a 37% revenue surge in 2025, with Walmart projected to handle nearly 10% of all US online sales next year.
But this open-door policy comes with trade-offs.
Unlike in-person shopping, where you see the store in front of you, digital sellers can be operating from anywhere in the world—and some may not be real businesses at all.
Mary May, 59, from Tennessee, purchased what she thought were Neuriva brain supplements through Walmart’s site.
Instead, she received bottles with misspelled labels and suspicious packaging.
“Walmart betrayed me,” she told CNBC.
“They let me purchase something that could have harmed me, my family.”
She’s not alone. A CNBC investigation found at least 43 vendors registered under stolen business names.
Reporters ordered 20 items from these sellers, and every single one turned out to be counterfeit.
Other customers, like Aurora Aguilar, discovered that even trusted skin-care products purchased online were fakes—potentially dangerous ones.
In its race to catch up with Amazon, Walmart reduced documentation requirements for new sellers and permitted items that other platforms restrict.
Some former employees said they felt pressured to approve questionable applications to keep growth numbers strong.
The result, according to industry experts, is a “Wild West” atmosphere.
“You can’t try to sell trust from aisle five and then let counterfeiters in online,” warned Bob Barchiesi of the International Anti-Counterfeiting Coalition.
Walmart has stated that it enforces a zero-tolerance policy for prohibited or noncompliant products.
Company representatives also point to investments in technology and monitoring tools designed to keep counterfeit items out.
Still, the scale of the platform means that bad actors can sometimes slip through unnoticed, putting buyers at risk.
Familiarity with the Walmart brand leads many older customers to assume that everything sold on the site meets the same standards as what’s in-store.
Scammers take advantage of that trust, knowing some shoppers may not be as familiar with the warning signs of online fraud.
The stakes are higher for older adults: counterfeit supplements can interact dangerously with medications, and stolen personal information can result in identity theft that is difficult to resolve.
Walmart’s Marketplace offers convenience and competitive prices, but it isn’t identical to shopping in the store.
Recognizing the potential pitfalls is key to shopping safely.
By staying informed and cautious, older adults can enjoy the benefits of online shopping without becoming targets for counterfeiters or fraud.
Read next:
Have you had an experience with counterfeit products or questionable sellers online? Share your tips and stories in the comments—your insight could help another reader avoid a costly mistake.
At The GrayVine, we believe awareness is the best defense. Stay alert, shop carefully, and let’s keep each other safe while navigating today’s digital marketplaces.
Walmart, one of the country’s most trusted names in retail, has rapidly expanded its digital marketplace to compete with rivals like Amazon.
Shoppers can now browse thousands of third-party sellers alongside Walmart’s own inventory, and the platform has grown into a $100 billion business.
But as the digital aisles get busier, questions about product safety and seller accountability are also growing louder.
For older adults especially, understanding how this marketplace works—and how scammers exploit it—has become increasingly important.
Walmart’s fast-growing online marketplace offers convenience but also raises new concerns for shoppers. Image Source: YouTube / ABC10.
The marketplace boom: opportunity and risk
Walmart’s online marketplace functions like a giant flea market, where thousands of independent sellers can list their goods.
The approach has fueled a 37% revenue surge in 2025, with Walmart projected to handle nearly 10% of all US online sales next year.
But this open-door policy comes with trade-offs.
Unlike in-person shopping, where you see the store in front of you, digital sellers can be operating from anywhere in the world—and some may not be real businesses at all.
Also read: Terrifying ordeal! Couple's nightmare encounter over a $240 purchase on Facebook Marketplace
Real stories, real consequences
Mary May, 59, from Tennessee, purchased what she thought were Neuriva brain supplements through Walmart’s site.
Instead, she received bottles with misspelled labels and suspicious packaging.
“Walmart betrayed me,” she told CNBC.
“They let me purchase something that could have harmed me, my family.”
She’s not alone. A CNBC investigation found at least 43 vendors registered under stolen business names.
Reporters ordered 20 items from these sellers, and every single one turned out to be counterfeit.
Other customers, like Aurora Aguilar, discovered that even trusted skin-care products purchased online were fakes—potentially dangerous ones.
Mary May of Tennessee says she received counterfeit supplements from a seller on Walmart’s Marketplace. Image Source: YouTube / CNBC.
Also read: Walmart implements surprise restrictions on beauty products, leaving sellers scrambling
How did we get here?
In its race to catch up with Amazon, Walmart reduced documentation requirements for new sellers and permitted items that other platforms restrict.
Some former employees said they felt pressured to approve questionable applications to keep growth numbers strong.
The result, according to industry experts, is a “Wild West” atmosphere.
“You can’t try to sell trust from aisle five and then let counterfeiters in online,” warned Bob Barchiesi of the International Anti-Counterfeiting Coalition.
Also read: Walmart implements surprise restrictions on beauty products, leaving sellers scrambling
What’s Walmart doing about it?
Walmart has stated that it enforces a zero-tolerance policy for prohibited or noncompliant products.
Company representatives also point to investments in technology and monitoring tools designed to keep counterfeit items out.
Still, the scale of the platform means that bad actors can sometimes slip through unnoticed, putting buyers at risk.
Why older shoppers are especially at risk
Familiarity with the Walmart brand leads many older customers to assume that everything sold on the site meets the same standards as what’s in-store.
Scammers take advantage of that trust, knowing some shoppers may not be as familiar with the warning signs of online fraud.
The stakes are higher for older adults: counterfeit supplements can interact dangerously with medications, and stolen personal information can result in identity theft that is difficult to resolve.
Also read: Big changes coming to Walmart: a sneak peek into the future of shopping
How to protect yourself: The GrayVine’s essential tips
- Check the seller: Look for “Sold and shipped by Walmart.” For third-party sellers, review their ratings and history.
- Scrutinize the price: If an item is deeply discounted compared to typical retail cost, approach with caution.
- Examine details: Check packaging for spelling errors, unusual labeling, or missing safety seals.
- Use secure payment methods: Credit cards generally offer better fraud protection than debit cards.
- Report suspicious sellers: Notify Walmart and the brand directly if you suspect a counterfeit product.
- Monitor your accounts: Regularly check financial statements for unauthorized charges, and consider identity theft protection.
- Educate family and friends: Share what you’ve learned, since scammers often target older adults.
What to do if you’ve been scammed
- Stop using the product if you suspect it’s counterfeit.
- Contact the manufacturer for guidance.
- Request a refund through Walmart customer service.
- File a complaint with the Federal Trade Commission at reportfraud.ftc.gov.
Walmart’s Marketplace offers convenience and competitive prices, but it isn’t identical to shopping in the store.
Recognizing the potential pitfalls is key to shopping safely.
By staying informed and cautious, older adults can enjoy the benefits of online shopping without becoming targets for counterfeiters or fraud.
Read next:
- Protect your money: The shocking scam that forced Walmart to issue refunds
- FCC warns homeowners about dangerous mortgage lending scam
- Is your credit card safe? How scammers are mimicking top brands to steal your money
Have you had an experience with counterfeit products or questionable sellers online? Share your tips and stories in the comments—your insight could help another reader avoid a costly mistake.
At The GrayVine, we believe awareness is the best defense. Stay alert, shop carefully, and let’s keep each other safe while navigating today’s digital marketplaces.
