I meant Jet is a much cooler brand than Walmart. Sure - many millenials haven't heard of it yet, but that's beside the point. Everyone has heard of Walmart but

I meant Jet is a much cooler brand than Walmart. Sure - many millenials haven't heard of it yet, but that's beside the point. Everyone has heard of Walmart but they struggle online. In your anecdote, 30% have brand recall which isn't as bad as you make it seem. The problem with Jet as it currently stands is that it isn't very compelling for word of mouth. I've used it and had a decent experience but never told anyone about it. Anyway, Walmart can put more muscle behind it, likely deliver a better service and push a cooler brand than their own. At the same time - they can utilize their store inventory and distribution/shipping and potentially drive consumers to pick up in store same day (and drive more in-store revenue). You make an assumption about them folding it in. I don't think they will, but if they do it will be a waste. Also - your note about people you know using Amazon for all shopping needs doesn't mean that it will always be that way. Do you expect everyone to roll over because Amazon is the leader? Should nobody bother competing? - Amazon has a LOT of fake reviews. - They're pissing off merchants by competing directly with them. - They often ship other merchant's products instead of your own if it's closer to the user. I'm not that bullish on Jet either, but I wouldn't underestimate Walmart.