How to win: Walmart's modified second price auction

Gregory Grudzinski

Looks at how Walmart’s bidding process has changed for its online cost-per-click sponsored ads, and how brands should adapt to make the most of their media spend with the retailer.

Walmart famously describes its stores as “where 90% of America shops”. Its physical retail network is extensive, but its fast-growing digital presence also makes it a juggernaut in the e-commerce space, with sales expected to top $76 billion this year, soaring to $112 billion by 2027 according to EDGE Retail Insight forecasts.

E-commerce had been steadily growing for Walmart; restrictions on movement and shifts in working and living patterns resulting from the COVID-19 pandemic gave that growth a sudden and significant lift, by as much as 74% in one quarter alone, and many of those shoppers have stayed online.

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