---
title: "“How to Win on Walmart Connect: Strategies for Marketplace Agencies from Walmart’s Retail Media Experts”"
description: "Walmart Connect strategies for Amazon-focused agencies: Learn ad formats, new metrics, and how to scale with MerchantSpring."
---

[Resources ](https://merchantspring.io/resources)

# [“How to Win on Walmart Connect: Strategies for Marketplace Agencies from Walmart’s Retail Media Experts”](https://merchantspring.io/resources/how-to-win-on-walmart-connect-strategies-for-marketplace-agencies-from-walmarts-retail-media-experts)

 Written by [Alice Surdy](https://merchantspring.io/resources/author/alice-surdy) | Apr 6, 2026 12:30:57 PM

## 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](https://www.walmartconnect.com/).**

In a recent *Marketplace Masters Live* session, [Harry Clayman](https://www.linkedin.com/in/harryclayman/), 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](https://merchantspring.io/book-a-demo-page)) – 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](https://merchantspring.io/book-a-demo-page) 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](https://www.walmartconnect.com/connect-ad-certification) 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](https://merchantspring.io/book-a-demo-page) 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](https://bit.ly/4jVV382)

**Get Walmart Ad Certified** – Build your Walmart expertise  
[Enroll in Certification](https://www.walmartconnect.com/connect-ad-certification)

**Take Advantage of New Seller Savings** – Perfect for agencies onboarding new brands  
[Explore the Offer](https://marketplace.walmart.com/nss/)

## 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](https://merchantspring.io/book-a-demo-page) 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](https://merchantspring.io/book-a-demo-page)

 

[View full post](https://merchantspring.io/resources/how-to-win-on-walmart-connect-strategies-for-marketplace-agencies-from-walmarts-retail-media-experts)

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