Walmart’s ambitions to be a major advertising player are continuing to grow.
The retailer reported global ad business growth of 26% year-over-year during the second quarter of its financial year 2025 earnings. Within the U.S., Walmart’s ad business, called Walmart Connect, saw 30% year-over-year growth during the quarter.
Walmart specifically credited third-party marketplace sellers, which allows brands to list and sell their own items, for the advertising boost. Ad revenue from third-party marketplace sellers increased by nearly 50% year-over-year during the quarter.
The retailer did not disclose the total size of its ad business.
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