Walmart is no stranger to investing in e-commerce enhancers, but lately, it’s been betting on digital-first brands to intensify its grip on the way consumers shop today. Most recently, it acquired plus-sized fashion e-tailer Eloquii.  But will it be enough to keep Amazon at bay?

Since 2017, Walmart has been stocking up on such tools to battle the rise of Amazon, resulting in e-commerce growth of over 50% every quarter this year. For example, the company interwove customers’ Google accounts with Walmart ones in a partnership promotion with Google Express, doubling monthly traffic on the platform as a result of the partnership according to Gartner L2’s Digital IQ Index: Big Box. Its latest acquisition comes after a series of other buys including Jet, Moosejaw, Bonobos, and Parcel. In addition to bulking up its site, the discount dealer partnered with Lord & Taylor for a digital luxury flagship store. To compete with the immensity of Amazon’s marketplace, it also tripled its assortment to 70 million SKUs in 2017.

The Eloquii acquisition does more than just add another digital label to Walmart’s list. It picks up on three major trends in shopping: women-focused apparel, plus-sized fashion, and e-commerce—and it isn’t sold on Amazon. These four points could help Walmart strengthen its position in apparel and gain an upper hand on Amazon, which racked up a reputation for only selling basic, not fashionable clothing.

 

Daily Insights in Your Inbox