“How to Win on Walmart Connect: Strategies for Marketplace Agencies from Walmart’s Retail Media Experts”

Introduction: Why Walmart Connect Deserves Your Attention

If you’re an Amazon-focused agency, you’ve likely mastered the nuances of Sponsored Products, retail readiness, and conversion optimization. But what if you could bring those same skills to a platform that reaches 150 million customers every week—both online and in-store?

Enter: Walmart Connect.

In a recent Marketplace Masters Live session, Harry Clayman, Senior Partner for Measurement Partnerships at Walmart Connect, joined host Paul Sonneveld to break down how agencies can pivot their expertise to one of retail media’s fastest-growing ecosystems.

“Our goal is to connect brands with customers wherever, whenever, and however they shop—online or in-store.”
— Harry Clayman, Walmart Connect

Let’s explore why now is the perfect time to expand your retail media practice—and how to do it right.

Walmart Connect 101: Why It’s a Game-Changer for Agencies

Walmart Connect isn’t just another ad platform—it’s the retail media arm of the largest omnichannel retailer in the U.S.

What Makes Walmart Connect Unique?

• Unmatched scale: 4,600+ U.S. stores and 150M customer visits weekly

• Robust first-party data: Powerfully targeted ad opportunities

• Closed-loop measurement: Directly tie ad exposure to online and in-store sales

• Omnichannel options: Sponsored Search, Onsite Display, DSP, and in-store formats

“Advertisers can now connect their campaigns to real-world outcomes—that’s incredibly powerful in today’s performance-driven market.” — Harry Clayman

Walmart Connect Ad Formats: Your Full-Funnel Toolkit

Sponsored Search

• Sponsored Products: Appear in high-converting positions in search results.

• Sponsored Brands: Boost awareness with prominent branded placements.

• Sponsored Videos: Dynamic content that increases product consideration.

Fact: 46% of Sponsored Brands orders came from new-to-brand customers in FY25. (Source: Walmart first-party data)

Onsite Display

• Captures shoppers who aren’t actively searching.

• Complements Sponsored Search to drive higher total sales.

Insight: When used together, Onsite Display + Sponsored Search led to 3x higher conversion likelihood and 40% more brand spend per customer. (Source: Walmart internal studies, 2023–2024)

Walmart DSP (Offsite Programmatic)

• Extend reach to audiences off Walmart.com through CTV, social, and web.

• Built in partnership with The Trade Desk.

In-Store Media

• Formats include TV Wall, self-checkout screens, in-store demos, and audio.

• Allows true online-to-offline targeting and attribution.

Measurement & Metrics: How to Prove ROI with Confidence

Walmart Connect’s closed-loop measurement is a powerful differentiator.

Partner Categories

• Visualization (e.g. MerchantSpring) – Unified dashboards and custom metrics.

• Data connectors – Feed performance data into clients’ BI tools.

• Brand Lift, Reach & Frequency, Attribution – Evaluate awareness, engagement, and conversion across channels.

“Our measurement ecosystem helps advertisers confidently track and optimize ROI—across both ecommerce and physical retail.” — Harry Clayman

Strategy Tips: How Agencies Can Transition Effectively

Step 1: Be “Retail Ready”

Just like on Amazon, success on Walmart starts with the fundamentals:

• Complete, compelling product pages

• Fast fulfillment and inventory accuracy

• Strong reviews and ratings

Step 2: Use a Full-Funnel Approach

• Start with Sponsored Products to drive conversions.

• Add Display and DSP to expand awareness and retarget shoppers.

• Use new-to-brand and incrementality metrics to evaluate and optimize.

Insight: Marketplace sellers who advertise on Walmart average a 5:1 ROAS. (Source: Walmart first-party data, FY25)

Step 3: Leverage Technology Partners

Agencies can’t scale strategy manually. That’s where MerchantSpring comes in—with unified analytics, campaign insights, and performance tracking tailored for agencies.

Learning & Enablement: Walmart Connect Ad Certification

If you or your team are new to Walmart Connect, the Walmart Connect Academy is your best starting point.

• 7 certifications: Sponsored Products, Display, Video, DSP, Creative, Measurement, Brand Shop

• Free and self-paced

• Earn a badge for your LinkedIn profile

“The Walmart Connect Ad Certification is the fastest way to build in-platform expertise and gain client trust.”

New Product Innovations You Should Know

Target ROAS Bidding

• AI-driven bidding strategy to meet your ROAS goal

• Available via Walmart Ad Center or API

• Integrated by partners like Pacvue and Optiwise

Search Incrementality

• Understand the true lift from Sponsored Search campaigns

• Identify winning strategies and reallocate budget accordingly

Display API

• Manage and optimize Onsite Display campaigns through partner platforms

Store Attribution

• Track the effect of online ads on in-store purchases

• Optimize omnichannel strategies with new visibility

Common Mistakes to Avoid

• Copy-pasting Amazon strategies: Walmart's platform, data, and user behavior are different.

• Ignoring Onsite Display or DSP: These complement Sponsored Products and drive higher engagement.

• Underestimating measurement complexity: Without the right tools, performance tracking can fall short.

That’s where strategic platforms like MerchantSpring help agencies go from guesswork to guided action.

Helpful Resources for Walmart Connect Success

Watch the Webinar Replay – Get the full discussion on-demand
Watch Here

Get Walmart Ad Certified – Build your Walmart expertise
Enroll in Certification

Take Advantage of New Seller Savings – Perfect for agencies onboarding new brands
Explore the Offer

Final Thoughts & Call to Action

Walmart Connect is no longer a “maybe.” It’s a must-have in your agency’s channel strategy.

From full-funnel reach to closed-loop measurement and growing partner capabilities, it’s the most logical next step for agencies already excelling on Amazon.

Whether you’re transitioning clients or building Walmart-native campaigns from scratch, MerchantSpring is your strategic co-pilot. Our analytics platform integrates seamlessly with Walmart Connect to provide:

• Smart reporting dashboards

• New-to-brand and incrementality tracking

• Multi-account and multi-client visibility

• And expert guidance at every step

“Don’t just add Walmart Connect to your media mix—master it with the right partner.”

Book a demo and explore how MerchantSpring helps retail media pros unlock success on Walmart: Book Now