Imitations of the ultra-luxe Hermès Birkin handbag have gone viral and been delisted from Walmart's online marketplace.

Once the country's top retailer, Walmart has watched as its rival Amazon has dominated online sales. Amazon now accounts for roughly 38% of all online retail sales in the U.S., according to eMarketer.

An imitation bag going viral on TikTok can bring publicity to an online marketplace while also posing legal and reputational risks for brand owners. "The Birkin dupes on Walmart's site have ...