10 Walmart E-Commerce Updates You Need to Know

March 28, 2025 · By Sophie Brown, Omni Strategy Specialist, VENDO

INTRODUCTION

Walmart’s new logo isn’t the only thing they’ve been investing in.

In recent months, we’ve seen Walmart make investments across all areas of the business – from opening the new campus in Bentonville and rebranding Luminate to Scintilla, to acquiring Vizio and doubling down on AI-powered solutions. When it comes to e-commerce, Walmart’s commitment to improving not only the customer experience but also the vendor/seller experience is more evident now than ever.

Whether you’re a brand, supplier, or seller, staying on top of these changes is key to staying competitive. Here are the top 10 digital investments and updates you need to know.

1. Goodbye “Ship from Store” Fulfillment

Walmart is shifting away from the “Ship from Store” fulfillment channel for profitability reasons. It will be important to monitor how demand shifts to the other channels and ensure that there is inventory in all of the dotcom FCs for items that are not available for Pickup and Delivery across the country.

2. Suppliers Gain More Control Over Item Variants

Suppliers can manage Item Variants in Supplier One. Previously controlled by Merchants, suppliers can now add and remove items, delete a variant group, and edit variant group attributes.

3. Brand Portal Cases Now Managed in Supplier One

Suppliers can file and manage Brand Portal cases directly in Supplier One. Previously, suppliers had to take an extra step of logging into the Brand Portal every time.

4. Review Accelerator Program for 1P

Now available for 1P suppliers in Supplier One, the Review Accelerator Program incentivizes customers to leave reviews on enrolled items.

5. Cash-Back Incentives for Sellers

The Sales Rewards & Attribution in Seller Center allows sellers to earn up to 10% cash back on sales made using the links that they create. These attribution links can be used in external marketing campaigns to drive more conversions.

6. Sponsored Video Expands Beyond Search

Many of Walmart Connect’s new rollouts are focused on increasing new-to-brand customers. Sponsored Video is gaining additional placements beyond just search-in-grid, which will expose customers to products they might not be searching for.

7. Walmart Creator Storefronts Launched

The Walmart Creator program launched Storefronts, allowing creators to build personalized storefronts with affiliate links that showcase their favorite product collections for their followers.

8. Amplify Template Enhances Brand Shops

Walmart recently introduced the Amplify template within Brand Shops. This enhanced version of the basic template allows brands to easily share their story across desktop, mobile, and app. It also includes new skinny banners.

9. AI-Powered “Compare” Feature for Shoppers

New features are constantly being added to the site, but one in particular that is aimed at increasing education is the new “Compare” feature available in search-in-grid. This feature allows shoppers to select up to 4 items and then uses AI to provide a quick comparison of each item’s unique attributes.

10. Digital Landscapes & Insights Activation

Walmart Data Ventures continues to make strides to enhance the ecommerce-related modules within Scintilla Charter. Digital Landscapes provides suppliers with data on the way customers shop their products and categories online. Insights Activation, which is integrated with Walmart Connect, uses shopper insights to identify advertising opportunities

Quarter after quarter, Walmart reports double-digit growth in e-commerce sales. These innovations highlight Walmart’s commitment to leading in retail and e-commerce. Getting a head start on leveraging these new features can give you a competitive edge, allowing you to maximize opportunities and tap into the double-digit growth driving Walmart’s e-commerce success.