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Walmart Connect sees 30% revenue surge; marketplace ad sales up 50% as retail media network expands.
Walmart’s advertising division, Walmart Connect, reported a 30% revenue increase year-over-year for fiscal Q2 2025, marking a continued streak of impressive growth. This significant rise highlights Walmart's ongoing expansion of its retail media network, which includes both in-store and offsite advertising initiatives.
In addition to its strong domestic performance, Walmart’s global ad business, incorporating India’s Flipkart, saw a 26% revenue boost compared to the previous year. Notably, ad sales from marketplace sellers—smaller and emerging brands selling through Walmart—jumped nearly 50%, demonstrating the growing impact of these sellers on Walmart’s ad revenue.
Walmart Connect has been broadening its ad reach by incorporating more in-store touchpoints, such as self-checkout screens, TV aisles, and sampling stations, as well as leveraging offsite channels. Recent partnerships with publishers like Disney have enhanced ad targeting on connected TVs. Walmart’s acquisition of Vizio for $2.3 billion earlier this year further strengthens its position in video advertising.
E-commerce sales also contributed to the strong results, with global sales rising 21% year-over-year. Walmart’s e-commerce growth bolstered onsite ad revenue, solidifying its leadership in retail media networks. Overall, Walmart’s fiscal Q2 performance exceeded Wall Street expectations, with consolidated revenues up 4.8% to $169.3 billion and U.S. comparable sales rising 4.2%.
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