One chart that shows why Wal-Mart may want to buy a year-old start-up for $3 billion

Wal-Mart is reportedly in talks to buy a one-year old e-commerce startup for $3 billion.

Why would a giant like Wal-Mart spend $3 billion on a fledgling company like This chart gives you some clue.

Wal-Mart's e-commerce business growth has been decelerating while Amazon's has been accelerating.'s founder Marc Lore has deep experience in e-commerce having founded's parent company, which he sold to Amazon. He's also been up front about his plans to take on Amazon.

Maybe he can fix this chart for Wal-Mart.

"Acquiring would allow Walmart to become more competitive with [online retail] giants such as Amazon and eBay," said Michelle Malison, retail analyst at Euromonitor International, in a statement.

Based on the data released by Jet in July, the etailer has shown impressive topline growth, crossing a $1 billion run rate in gross merchandise value with more than 4 million shoppers on its platform, Euromonitor said. The company, which is still investing in its growth, is not yet profitable.

According to Recode, Jet is burning more than $20 million a month on advertising alone.

Jet's innovative pricing model, which adjusts the cost to shoppers as they add items to their cart, would "greatly assist" Wal-Mart with its own online site, Malison said. Jet has also made big strides in narrowing its delivery window to one day, which could give Wal-Mart an advantage, she said.

There's also the new customers Wal-Mart could gain. The start-up's focus is more on large urban metropolitan areas, while Wal-Mart's stronghold is more rural.

Despite its slower growth, Wal-Mart is the second-largest online retailer in the United States. Amazon is the largest.

(Notes on the chart: Wal-Mart reports digital growth on a global basis each quarter; Amazon's sales were calculated by Cowen & Co. analyst John Blackledge, who combined domestic and international revenue in its media and electronics & other general merchandise categories).

—CNBC's Courtney Reagan contributed to the reporting for this article