In the latest U.S. stock market pullback, $Wal-Mart(WMT)$ stock stood out.

Its defensive profile, stable cash flow, and accelerating e-commerce and advertising growth kept shares hitting new highs. Yet on social media, it’s almost invisible — people love sharing Costco finds, but rarely talk about Walmart. Capital markets reward it, while consumer sentiment stays lukewarm.

$Costco(COST)$ naturally attracts buzz: paid membership builds identity, treasure-hunt shopping adds excitement, and Kirkland gives shoppers a sense of smart spending. Renewal rates stay above 90%, and the brand has become a middle-class lifestyle symbol.

Walmart, by contrast, is about everyday essentials — broad selection, standardized stores, and low prices. It emphasizes efficiency and convenience over experience: practical, reliable, but not especially exciting.

In markets, both have outperformed retail peers over the past decade. Costco slightly leads (~23% annualized returns vs. Walmart’s ~21% from 2016–2026, with lower volatility). But since 2024, Walmart has built new growth engines in e-commerce, ads, and omnichannel logistics. FY2025 revenue reached about $680B (~3× Costco), with e-commerce surpassing $100B and fast delivery growing rapidly. Meanwhile, Walmart Connect ads have become a high-margin driver, now contributing nearly one-third of adjusted operating profit — making Walmart increasingly resemble an e-commerce platform rather than a traditional retailer.