Walmart 3PL Brokerage: What It Means for the Trucking Industry

Walmart, the world’s largest retailer, is making a bold move into the third-party logistics (3PL) market. By officially launching its freight brokerage service, the retail giant is looking to compete directly with established players like Amazon, Uber Freight, and traditional 3PL firms. This move could shake up the entire trucking and logistics industry—especially for small and mid-sized carriers.

Let’s break down what this means, why it matters, and what the implications are for carriers, brokers, and shippers.

Walmart’s Logistics Muscle Gets a New Lane

Walmart has long been a powerhouse in supply chain management. With over 200 distribution centers and one of the largest private truck fleets in North America, it’s no stranger to logistics. What’s new is that it’s now inviting outside shippers to tap into that massive infrastructure.

According to FreightWaves, Walmart has started onboarding select carriers into its new 3PL brokerage program. The company is using a tech-driven platform to connect shippers with pre-vetted carriers, effectively acting as a digital freight broker.

This isn’t just a side hustle. It’s a calculated expansion—and one that could change the game.

How Does the Walmart 3PL Brokerage Work?

Walmart’s brokerage model is similar to other digital freight matching platforms, but it comes with some unique advantages:

• Scale: Walmart has vast freight volume to offer and a dense logistics network across the U.S.
• Infrastructure: Physical stores double as mini-fulfillment centers, enabling faster last-mile delivery.
• Carrier Criteria: Walmart is targeting small to mid-sized carriers (10–1,000 trucks) with at least five years of operating history and strong safety and insurance credentials.

This model gives carriers access to consistent freight opportunities, especially on high-volume lanes. For shippers, it’s a chance to tap into Walmart’s optimized routes and reliable carrier base.

Learn more about how this move aligns with Walmart’s overall logistics vision in this Loadstar article.

What It Means for the Trucking Industry

Walmart’s entry into the 3PL space brings both opportunity and disruption. Here are some key implications:

1. More Freight Options for Carriers

For qualified carriers, Walmart’s brokerage offers a consistent source of freight and the potential for long-term partnerships. This is especially appealing in volatile freight markets, where securing steady loads can be a challenge.

2. Price Pressure on Traditional Brokers

Walmart can afford to undercut competitors on brokerage fees thanks to its scale and internal infrastructure. Traditional brokers—especially smaller, independent ones—may find it harder to compete on price and service.

3. Greater Tech Expectations

Walmart’s brokerage platform is highly data-driven and automated. Carriers and shippers will need to adapt to digital workflows, real-time tracking, and automated compliance – further accelerating the digitization of the freight industry.

4. More Retailers Might Follow

If Walmart finds success, other major retailers may jump in to launch their own freight brokerage arms. This could lead to an increase in retail-driven logistics platforms, further fragmenting the market but offering new opportunities for carriers.

Walmart vs Amazon: A Logistics Arms Race

Walmart’s move comes as Amazon continues to build out its own logistics empire. Amazon has invested billions in building a delivery network that rivals FedEx and UPS, including its own freight brokerage service (Amazon Freight).

Now, Walmart is punching back—not just in e-commerce but in freight. While Amazon has the edge in tech, Walmart’s hybrid model of brick-and-mortar and e-commerce gives it unique flexibility and reach. In the 3PL space, this could give Walmart the advantage in speed, cost, and geographic coverage.

This growing competition could ultimately benefit shippers and carriers, who stand to gain from better pricing, faster service, and more transparent digital freight platforms like 123Loadboard.

Walmart entering the 3PL brokerage space is more than just a logistics play—it’s a strategic power move that could reshape the trucking industry. With its size, technology, and reputation, Walmart is uniquely positioned to become a top-tier 3PL provider almost overnight.

While it presents new challenges for existing freight brokers, it also opens doors for forward-thinking carriers and shippers looking for better efficiency and reliability.

As this initiative evolves, it’ll be important for all stakeholders in the freight ecosystem to keep a close eye on how Walmart’s strategy unfolds. If nothing else, one thing is clear: the future of freight just got a lot more competitive.

How 123Loadboard Supports Carriers and Brokers

The trucking industry is experiencing a seismic shift. With retail giants like Walmart aggressively entering the 3PL brokerage space, carriers and brokers of all sizes are navigating new competitive waters. But amid this changing landscape, 123Loadboard continues to be the trusted partner that transportation professionals rely on. 

Our digital platform serves as the great equalizer, particularly for small and mid-sized operations feeling the pressure from these industry titans. When Walmart and Amazon are flexing their logistics muscle, having access to our vast network of opportunities becomes not just helpful, but essential. 

Need to find quality loads that match your equipment and preferred lanes? Struggling to keep your trucks filled and moving profitably? Our real-time freight matching solutions connect you with opportunities that might otherwise be impossible to discover. While the major players are building walled gardens, we’re creating bridges between all parts of the freight ecosystem. 

What truly distinguishes 123Loadboard is our deep understanding of how brokers and carriers actually operate day-to-day. As the 3PL market evolves with new corporate entrants, our technology evolves too helping you adapt quickly, identify promising opportunities, and streamline operations without massive overhead costs. 

For carriers concerned about consistent freight in this new environment, and for brokers looking to secure reliable capacity, 123Loadboard delivers connections that build sustainable business growth. We’re not just watching the industry transform; we’re empowering you to thrive through it. Sign up for 123Loadboard today and get on the road to success in this evolving freight landscape.