Wal-Mart has been increasing its market share of online sales in recent years and is seen as a good example of a store retailer that is succeeding in strengthening its online sales and digitalization efforts. An analysis of Walmart's strategy reveals that in addition to reallocating resources from stores to the digital sector as a counterbalance to Amazon, the company needs to rethink the role of its stores and to think and work in a comprehensive way, viewing the business areas related to the company as an ecosystem.