Walmart's advertising business outpaces Amazon with Q2 growth of 26%

The news: Walmart's advertising business continues to be a significant growth engine, boosting the company’s second quarter financial performance. The global ad segment saw a 26% increase in revenues as the US-focused Walmart Connect division outperformed with 30% growth.

• Walmart Connect's growth has been fueled by a surge in advertiser participation, including marketplace sellers.
• The company's strategy of leveraging its vast customer base and omnichannel capabilities allows advertisers to reach consumers more effectively.
• Globally, Walmart's advertising business reflects a similar trend, with segments like Flipkart and Walmex driving 23% growth in non-US advertising revenues. This global expansion is a testament to Walmart's ability to adapt its advertising model to different markets, further solidifying its position in the global retail landscape.

In context: Walmart’s ad growth of 26% surpasses that of its retail and commerce competitor Amazon, whose advertising unit grew 20% YoY, to $12.8 billion—and fell just short of expectations.

The flywheel effect: Walmart’s advertising arm is not only a source of revenues but also a critical component of the company’s broader digital strategy. With ecommerce sales up by 21% globally, the synergy between Walmart’s online shopping platforms and its ad business is evident. The ability to capture and use customer data across these platforms provides Walmart with a competitive edge in delivering targeted advertising, thus driving higher returns for ad clients.

• Case in point: Disney and Walmart Connect's partnership, announced in May, allows brands to target ads on Disney+ and Hulu using Walmart’s shopper data, marking Disney's first use of retail data for ad sales.
• The success of the ad business justifies the expense associated with other innovations, including the company’s new AI-powered Creative Builder tool, which allows advertisers to create and optimize ad content.

Our take: This expansion underscores Walmart's successful diversification efforts beyond its traditional retail operations, especially in digital and data-driven sectors.

• As CEO Doug McMillon said on the company’s earnings call, more nascent units such as advertising and marketplace “are also contributing, diversifying our profits and reinforcing the resilience of our business model.”
• The robust performance of Walmart's ad business signals its increasing importance to the company’s profitability.