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Wal-Mart buys online retailer newcomer Jet.com in $3.3 billion deal

Jet.com CEO Marc Lore will oversee both that site and walmart.com.
Jet.com CEO Marc Lore will oversee both that site and walmart.com.
Published Aug. 8, 2016

NEW YORK — Wal-Mart Stores Inc. is buying fast-growing online retailer Jet.com for $3 billion in cash plus $300 million in stock, scooping up a newcomer that launched a year ago with the intention of challenging online leader Amazon.

The hefty price underscores how Wal-Mart is trying to compete more aggressively for younger and more affluent customers as it has seen its online business growth slow, even with big investments in distribution centers and expanding services.

As part of the deal, Jet.com co-founder and CEO Marc Lore will oversee both that site and walmart.com, and will report to Wal-Mart CEO Doug McMillon. Lore brings to the role a rich e-commerce resume as founder of Quidsi, the parent of Diapers.com, which was bought by Amazon for $500 million in 2010.

Analysts say the acquisition still won't enable Wal-Mart to catch up to Amazon in sales, but it will help narrow that gap and should widen the distance between Wal-Mart and other online retailers. The deal also reflects the difficulties for startups like Jet.com of making it on their own in a sphere Amazon dominates with its network of distribution hubs and the powerful asset of its Prime membership program.

"This acquisition in tandem with its joint venture in China with JD.com, demonstrates that Wal-Mart is attacking online retail with significant zeal," said Moody's lead retail analyst Charlie O'Shea. "As we believe 'catching' Amazon online is an unrealistic goal for any brick-and-mortar retailer, Wal-Mart now has a definite leg up on its competitors in the very important race to be No. 2 online."

As part of the deal, which Wal-Mart expects to close this year upon regulatory approval, Wal-Mart and Jet.com will maintain separate brands — for now. Walmart.com will stay focused on the company's low-price strategy and Jet.com will still provide a curated assortment of products. The acquisition will help Wal-Mart grab higher-income customers who typically are younger than its own shoppers. Jet.com, launched in July 2015, sells 12 million products, from jeans to diapers, and has been growing fast. It has more than 400,000 new shoppers added monthly and an average of 25,000 daily processed orders.

Wal-Mart says it will incorporate some of Jet.com's "smart" technology that lowers prices in real time by looking for ways to cut costs. It is built on a pricing algorithm that determines which sellers are the most efficient in value and shipping, and adjusts prices based on what items are in the checkout cart, as well as how far the desired products are from the shopper's home. So shoppers are encouraged to add more to build a more efficient cart and buy items labeled "smart cart" for more savings. For Jet.com, which has been pouring money into splashy TV ads and other marketing, the deal should help accelerate its path to profitability.

McMillon said Wal-Mart customers likely will see lower prices and new brands aimed at millennials that have been carried by Jet.com. Wal-Mart customers may also have more control over creating their own basket to save money.

"We have some cool ideas on how the two brands can work together," he said. As for perhaps merging the two sites eventually, McMillon said Wal-Mart wants to be thoughtful about how it approaches that. "This is about winning over time," he said.