The retailer's site redesign takes cues from lifestyle branding and highlights products that are available for pickup at the user's local store

In a bid to keep a leg up on competitors like Amazon, Walmart has unveiled a newly redesigned website that aims to be an inviting, cozy extension of local brick-and-mortar outposts. With this initiative, the brand is also eschewing a one-size-fits-all approach in favor of a personalized experience that employs a combination of algorithm and human-driven product recommendations.

The new site utilizes lifestyle and aspirational imagery alongside pared-down product offerings that focus on items that are available for pickup at the user's local Walmart. The rollout of an in-store app, which helps customers locate items, is set to follow in the coming weeks. Walmart has made significant investments in e-commerce since 2016, introducing conveniences like free two-day shipping and one-button reordering in the wake of Amazon.

Walmart

In a bid to keep a leg up on competitors like Amazon, Walmart has unveiled a newly redesigned website that aims to be an inviting, cozy extension of local brick-and-mortar outposts. With this initiative, the brand is also eschewing a one-size-fits-all approach in favor of a personalized experience that employs a combination of algorithm and human-driven product recommendations.

The new site utilizes lifestyle and aspirational imagery alongside pared-down product offerings that focus on items that are available for pickup at the user's local Walmart. The rollout of an in-store app, which helps customers locate items, is set to follow in the coming weeks. Walmart has made significant investments in e-commerce since 2016, introducing conveniences like free two-day shipping and one-button reordering in the wake of Amazon.