I almost couldn't believe this:
Well to be accurate, "they" don't. This is just a part of their online presence, somewhat similar to Amazon.com. There are probably hundreds of what are called "Marketplace Retailers", at Walmart's ".com", the only connection to Walmart being the web portal and payment point. In short, you aren't buying through Walmart, but through Walmart. They're only providing a portal, not the actual product.
When I go, just put me in the Athena Bronze Keepsake Urn for $31.99