03 / Commerce / Channel launch
Walmart Marketplace, zero to live
A third-party Walmart channel onboarded end to end on WFS, plus a Walmart Connect retail media program covering 656 stores.
- Walmart presence
- Nonechanged to3P seller live on WFS
- Catalog
- Nothing listedchanged toListed, with Brand Shop
- Retail media
- No accountchanged to656-store program
- Platform access
- Nonechanged toAd Center Super Admin
Challenge
Walmart was a blank space. No items, no fulfillment setup, no brand presence, no ad account. Marketplace concentration is a real risk for a brand that lives on Amazon, and the obvious hedge is the second-largest marketplace in the US. Nobody at the company had launched one.
What I did
- Onboarded the brand as a third-party seller and took the channel live end to end: item setup and content, category and attribute mapping, pricing, and the Brand Shop.
- Set the channel up on Walmart Fulfillment Services, which meant working through inventory routing, shipment prep and the fulfillment rules that decide whether an item stays buyable.
- Separately, took on Walmart Connect retail media as Ad Center Super Admin, running the retail media layer for a program covering 656 stores.
- Kept the operating model consistent with Amazon where it helped and different where the platform demands it, since the two marketplaces do not reward the same behaviour.
Result
- A live 3P Walmart channel on WFS: items, fulfillment and Brand Shop.
- A Walmart Connect retail media program across 656 stores, administered at Super Admin level.
- A second marketplace that reduces the brand's dependence on a single platform.