There’s a quiet revolution happening behind Walmart’s checkout counters, and it has nothing to do with groceries or garden hoses. If you’ve been watching the headlines, you might’ve seen something about a 50% jump in Walmart’s global ad business. That’s not a small bump, it’s a massive leap. And at the heart of it all is retail media, also called commerce media.
But this story didn’t start with a spreadsheet or some marketing jargon. It started with a decision, a calculated, forward-thinking one, to stop being just a store and start acting like a media giant.
Why Walmart isn’t playing by the old rules anymore
For years, Walmart was known as the big-box titan offering the lowest prices. But now, they’re doing something way smarter than just slashing price tags. They’re monetizing attention. With tens of millions of people browsing their shelves, both physical and digital, they realized that what they actually have is influence.
Walmart made a bold move last year by buying Vizio for $2.3 billion. Vizio, of course, isn’t just a TV brand. It’s a connected TV (CTV) platform. And CTV is where a lot of the magic of commerce media is happening right now. Every show you stream, every app you open on your smart TV, it’s all a chance to put brands in front of you. Walmart saw this and jumped.
Suddenly, Walmart’s ads weren’t just on your phone or computer—they were on your living room screen. And with Vizio’s viewer data, Walmart could target ads more precisely, reaching you not just because you shop for diapers, but because they know what you binge-watch.
Turning TVs into sales machines
Walmart’s retail media arm in the U.S., called Walmart Connect, didn’t even count Vizio in its numbers yet, and it still grew 31% year over year. That’s the kind of growth most startups dream of. And it’s not just some side hustle. Their advertising and membership businesses combined now make up 25% of Walmart’s profits.
That’s a huge chunk, especially when you consider all the supply chain headaches and economic curveballs big retailers are juggling. While others are scrambling to protect margins, Walmart has created an entirely new revenue stream, without needing to sell more physical stuff.
So, how did commerce media become such a powerful tool in Walmart’s playbook? It’s all about using what they already have: shopper data, high traffic, and brand trust. Instead of relying on traditional ad networks, Walmart can sell ad space directly to brands, right where the buying decisions happen. It’s relevant, timely, and incredibly efficient.
What entrepreneurs and brands can learn from this
If you’re an entrepreneur or marketer reading this, you might be wondering, “What does this mean for us?” After all, not everyone has a few billion dollars lying around to buy a smart TV company.
But the takeaway isn’t about scale, it’s about strategy. Walmart didn’t stumble into this success. They thought bigger than being “just a retailer.” They asked, “How else can we serve our audience while growing profits?”
If you’re running an eCommerce brand or even a brick-and-mortar store, think about where your customers are spending time. Think about how you can turn that attention into an opportunity. Do you have data that brands might value? Can you create ad placements in your checkout emails, your blog, or even in your packaging?
You don’t need to own a TV brand to get into commerce media. You just need to understand your audience, create content they care about, and find strategic ways to partner with brands that align with your customers’ needs.
Connecting the dots: Why this matters more now than ever
Walmart’s timing couldn’t have been better. With consumer confidence wavering and economic uncertainty looming, traditional profit models are getting squeezed. Advertising, on the other hand, especially when it’s powered by first-party data like Walmart’s, continues to thrive.
It’s not just about pushing more products, it’s about building an ecosystem. One where customer interactions turn into insights, and those insights turn into ad opportunities. And that’s where commerce media shines. It doesn’t feel like a billboard or a banner ad. It’s integrated. It’s personal. It’s profitable.
As more companies compete for attention in crowded markets, the brands that win will be the ones that offer both value and relevance. Walmart is proving that those two things can live in the same space, if you’re willing to think beyond the sale.
The bigger picture: Not just ads, but evolution
Let’s be clear, this isn’t just Walmart dipping its toes into digital marketing. This is a full-scale transformation. They’re reengineering how they make money, how they connect with shoppers, and how they compete with giants like Amazon.
Vizio gives Walmart something extremely powerful: the ability to merge entertainment with commerce. That’s where the future of retail media is headed. Ads that don’t just talk to you, but speak to what you care about. Campaigns that are backed by behavior, not guesswork.
And for everyone else watching from the sidelines, whether you’re a DTC brand, a marketer, or a small business, you should be taking notes. This is the playbook for turning engagement into income.
In the end, Walmart’s rise in the retail media space isn’t just impressive, it’s instructional. They’ve taken what they already had, scale, data, and visibility, and turned it into a new engine for growth. That’s something any business, no matter the size, can aspire to.
If you’re ready to level up your marketing strategy, don’t just look at what Walmart’s selling. Look at how they’re telling the story. Because that’s where the real opportunity lives.
FAQ’s
1. How do small brands use retail media without owning tons of data?
Start with what you do have—your customers’ habits, clicks, and stories. That’s already gold.
2. Do you need a big budget to run successful ad campaigns?
Not at all. Start small, be specific, and let your content and targeting do the heavy lifting.
3. What’s the secret to standing out in digital marketing today?
Blend what your people care about with where they already hang out—and meet them there with value.