How brands can win with Walmart Online Grocery ads in 2020

How brands can win with Walmart Online Grocery ads in 2020

February 19, 2020

By Krupa Patel, Sr. Product Marketing Manager-Walmart Media Group


Note: As of June 2020, Walmart Online Grocery has been rolled into one Walmart app and renamed Pickup & delivery.

What if there were a way to get your grocery products in front of millions of loyal shoppers — while they’re shopping? With Walmart Online Grocery, you can.

By 2022, 70% of U.S. consumers will regularly buy consumer packaged goods online, reaching $100B in spending every year, according to Nielsen/Food Marketing Institute. Walmart is the largest grocer in the United States, and the industry leader in online grocery. Walmart Online Grocery customers love the convenience of shopping on the Walmart site or app, picking up their order the same day at their nearest Walmart store, or having it delivered to their home. Now our strategic partners and brands can engage with Walmart utilizing Sponsored Products in order to get their items in front of these high-repeat power customers.

The typical Walmart Online Grocery Customer Journey

Before they place each order, Walmart Online Grocery customers typically return to our site multiple times to build out their shopping lists. They search for grocery products, add additional products on the go, "favorite" products they buy frequently and update their carts with last-minute products. The right ad at the right moment can help a customer remember something they might have forgotten, discover a product they never knew existed or get inspired to cook a new dish.


There’s a Sponsored Products ad opportunity at every step of the Walmart Online Grocery journey.

1. When they arrive on our homepage: Our Featured Items Carousel connects 1. When they arrive on our homepage: Our Featured Items Carousel connects your product with a broad audience by showcasing it in one of the first three carousel positions at the top of the page.

Customers see ads based on the popularity of the product at their nearest Walmart store; its ranking in overall Walmart Online Grocery customer views, search-and-browse activity and the bidding price.

Use this opportunity to fire up the discovery of new or seasonal products or maintain share for existing products.


2. While they shop: Reach customers actively searching for products like yours with a Search In-grid ad. Your Sponsored Product appears in a top position on the first three pages of Search and Browse results, with a maximum of two promoted products per page.

Use this opportunity to promote contextually relevant products that match the customer’s intent or to maintain market share for top-selling products.



3. At checkout: This just in! Brands can now surprise and delight customers with ads for nice-to-have products — just before customers place their order. Pre-checkout ads are personalized for each customer based on past purchase behavior, their current order, and the latest seasonal products. No more than two pre-checkout ads are displayed per page.

Use this opportunity to launch new or seasonal products; increase purchase frequency of staples or inspire last-minute buys such as candy and snacks.


For information on to set up a Sponsored Products campaign on or Walmart Online Grocery, take a look at this blog.

The #WalmartMomentum is already happening at Walmart Online Grocery. Join us!

Evolve your business.

The evolution is happening, and you can be at the forefront of it all. Join Walmart Connect and put our partners, expertise, and data to work for you.

How brands can win with Walmart Online Grocery ads in 2020