On Tuesday, Walmart significantly expanded its online offerings of sports-licensed merchandise by creating a “Fan Shop by Fanatics” marketplace on Walmart.com. Avionos principal Dan Neiweem said Fanatics’ move highlights the “de-commoditization” trend. He elaborated, “Sports apparel has been historically hard to come by on marketplaces, but Fanatics is realizing that it needs to expand its reach beyond just sport sites like NFL.com and get its products in front of shoppers who are browsing for merchandise on more general retail sites.” -RetailWire