Walmart reported its ad business grew 27% year over year in 2024, reaching $4.4 billion.
Walmart Inc.’s advertising business is helping grow the retailer’s operating income faster than its sales.
The mass merchant reported its total sales grew 4% in 2024, while its operating income increased more than 8%.
“The way we’ve designed and grown our evolving business model with more diversified and durable sources of profit like advertising and membership has enabled us to grow operating income faster than sales despite headwinds,” Walmart CEO Doug McMillon told investors in its most recent earnings call of its fiscal fourth quarter 2025 ended Jan. 31, 2025.
And its retail media platform, dubbed Walmart Connect, is still young. The number of U.S. marketplaces sellers that advertised via Walmart Connect grew 50% year over year, said Walmart’s chief financial officer John David Rainey.
Read the full article on Multichannel Marketer’s sister publication site AdExchanger.com.
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