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Might just speak to the competitive advantage of vertical integration. I.E “we make so much off the selling the product we don’t care if the sale originates on or off platform?” It is surprising though that they wouldn’t force users onto their service. They certainly have the power to

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> They certainly have the power to

They tried that with WalmartPay. After about a decade, they gave up[1].

Consumers have a lot of agency. A lot of people get paid access to one of the other platforms by virtue of tie-ins with their mobile carrier, or bank, or whatever. There's low incentive to pay again to use Walmart's delivery service, which will not also bring delicious Thai food for lunch.

1 - https://techcrunch.com/2026/08/21/walmart-to-finally-start-a...

Walmart asks me to sign up for their Prime equivalent every time I go on their website. I'm never going to do that.

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