Walmart Marketplace has introduced its Premium Musical Instrument Shop, a curated destination featuring brands including Fender, Roland, Boss, Zildjian, Ernie Ball, Hercules, Squier and Barton Bags. The online shop will showcase professional-grade musical instruments and accessories, providing amateur and professional musicians with access to both new and resold gear.
The shop will debut as part of Walmart Marketplace’s presence at the 2026 NAMM music industry event this week, emphasizing the company’s commitment to long-term growth in the category. The shop already features guitars, amplifiers, pedals, drum accessories, strings, gig bags and other music essentials.
“We’re thrilled to bring some of the world’s most legendary music brands to Walmart Marketplace, giving customers access to the equipment they love from the names they respect,” said Manish Joneja, SVP, Walmart Marketplace and Walmart Fulfillment Services in a statement. “This launch represents a major milestone in expanding our marketplace into premium categories delivering both high quality and value, backed by Walmart’s scale, reliability and convenience.”
The debut of this music-focused section on Walmart Marketplace follows the addition of other targeted offerings to more niche, passionate audiences, including integrations with sneaker marketplace Stadium Goods, comics site Shortboxed, luxury resale platform Rebag and sneaker site StockX.
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Passion-driven verticals like these can prove especially fruitful for retail platforms given that collectors tend to be regular high spenders, and Walmart isn’t the only retailer with its eye on this segment of consumers:
- Ebay has been reshaping itself for several years as the go-to for what it calls “enthusiasts”;
- Target recently reported a 70% year-to-date increase in sales of collectible trading cards on its website, saying that it expects to bring in over $1 billion in annual revenue from the category; and
- Fanatics has been going after the trading card business hard ever since it acquired Topps in 2022, most recently announcing a new partnership with auction house Sotheby’s to launch its own collectibles marketplace.
