As retail media continues to evolve, Walmart Connect has emerged as a key player, offering unique opportunities for brands to reach customers in meaningful, data-driven ways. In a recent episode of Human in the Loop, our very own Cameron Yoder sat down with Shefali, Director of Product Marketing at Walmart Connect, to discuss how the platform is leveraging its massive omnichannel presence, first-party data, and innovative tools like dynamic bidding to help advertisers thrive.

If you’re looking to maximize your reach and sales on Walmart in 2024, this episode—and the insights shared—are a must-hear. Below, we’ll unpack some of the major themes from our conversation.

What is Walmart Connect?

Walmart Connect serves as Walmart’s advertising arm, bridging the gap between the precision of digital advertising and the wide-reaching power of traditional advertising. With over 150 million weekly U.S. customers shopping online and in-store, Walmart Connect taps into first-party data from both avenues to deliver highly relevant advertising campaigns.

Shefali emphasized that Walmart’s omnichannel capabilities are unmatched, providing advertisers access to valuable insights across both online and physical retail environments. This level of integrated data allows for more effective ad targeting, ensuring that campaigns reach consumers when they are most ready to buy.

Walmart’s Competitive Edge: Scale, Reach, and Data

As the fastest-growing ecommerce platform in the U.S., Walmart’s massive traffic provides advertisers with unparalleled access to potential customers. Walmart.com alone receives an average of 127 million monthly visitors, and more than three-quarters of shoppers are likely to purchase something in-store after seeing it advertised online.

This isn’t just about reaching a large audience; it’s about understanding that audience on a deeper level. With first-party data that covers the full customer journey—from online browsing to in-store purchases—advertisers can tap into insights that help create personalized, highly relevant ad experiences. As Shefali put it, “We’re not just guessing what customers might want. We’re using our insights to show them what they’re interested in, right when they’re ready to buy.”

Key Tips for Sellers: Retail Readiness and Sponsored Products

For sellers just getting started with Walmart Connect, Shefali offered two critical pieces of advice:

1. Focus on Retail Readiness: Before launching any advertising campaigns, ensure that your product listings are optimized. This includes having quality product information, strong ratings, and efficient fulfillment processes. The better your listings are, the higher your chances of success in driving sales.

2. Leverage Sponsored Products: Sponsored products allow you to secure top positions in Walmart’s search results, which is crucial. According to Shefali, the add-to-cart rate for products in the top four positions is four times higher than lower-ranked products. Sponsored ads are not only a way to boost visibility but also a proven strategy to introduce your brand to new customers—43% of sponsored product orders come from buyers who are new to the brand.

Dynamic Bidding: Walmart Connect’s AI-Powered Game Changer

One of the most exciting innovations coming out of Walmart Connect is dynamic bidding, a feature designed to make advertising more efficient and effective. Using machine learning, the platform automatically adjusts bids in real-time based on how likely a customer is to purchase the product.

For example, during the high-traffic holiday season, Henry Deals—a top camera brand—participated in the dynamic bidding beta program and saw a 199% increase in sales and a 35% boost in conversion rates. This kind of intelligent bidding means that your advertising dollars go further by focusing spending on the most likely conversions, which ultimately improves your return on ad spend (ROAS).

But Walmart Connect isn’t stopping there. Shefali shared that the platform will continue to evolve its AI-powered solutions, with plans to allow advertisers to set specific performance goals, and the system will automatically adjust bids to meet those targets.

Future Outlook: What’s Next for Walmart Connect?

Walmart Connect is poised to be a leader in retail media for years to come, thanks to its commitment to innovation and continuous improvement. As the company rolls out more AI-driven enhancements, advertisers can expect to see even more automation, smarter bidding strategies, and new ways to achieve their financial goals.

The future of Walmart Connect lies in its ability to not only meet the current needs of advertisers but also anticipate and adapt to evolving consumer behaviors. With AI and machine learning at the forefront, Walmart Connect will continue to offer tools that help sellers drive profitable growth with minimal manual effort.

Final Thoughts

Advertising in 2024 will be defined by the ability to blend data-driven insights with scalable reach, and Walmart Connect is already leading the charge. With its robust omnichannel platform, first-party data, and innovations like dynamic bidding, it’s an exciting time for sellers and advertisers looking to leverage Walmart’s vast ecosystem.

To learn more about how you can harness the power of Walmart Connect, visit WalmartConnect.com or their Advertising Help Center. Whether you’re new to Walmart or looking to refine your strategy, now is the time to get started.

Tune in to the full podcast episode for more insights, and stay ahead of the game in retail media advertising.

Key Takeaways:

1. Walmart Connect combines digital and in-store data for precise, effective advertising.

2. Retail readiness is essential for success—optimize product listings before advertising.

3. Sponsored products help secure top search positions, driving higher conversion rates.

4. Dynamic bidding maximizes ad spend efficiency by automatically adjusting bids in real time.

5. Future updates will further integrate AI, allowing for more automated, goal-driven campaigns.

By leveraging Walmart Connect’s tools and insights, sellers can unlock significant growth opportunities, positioning themselves at the forefront of the ever-expanding retail media landscape.

Want to hear more?

Catch the full conversation on the latest episode of Human in the Loop.

Subscribe and Follow:

Support the Podcast: If you enjoyed this episode, please leave us a rating and review on your favorite podcast platform. Your support helps us bring more valuable content to you!
Contact Us: For questions, feedback, or to suggest topics for future episodes, contact our host, Cameron Yoder, on ⁠⁠LinkedIn⁠⁠.