The Walmart effect refers to the loss in revenue and foot traffic that can hit smaller businesses once a Walmart opens in their area. A retailer the size of Walmart has the ability to dictate the price it pays to wholesalers at a magnitude which smaller companies cannot. As a result, Walmart is able to sell merchandise at a much lower price than its competitors in the area. When a Walmart opens the lower prices, and wider selection of merchandise draws customers away from smaller, local businesses.