Why Does Your Amazon Strategy Need a Walmart Connect Counterpart?

Table of Contents 

• Why does your Amazon strategy need a Walmart Connect counterpart?
• What is the omnichannel advantage of Walmart Connect?
• Why do brands need a connected multi-network strategy?
• Frequently Asked Questions about Multi-Network Strategy
• Expert Author Bio

Key Takeaways 

• 55% of shoppers are more likely to discover new brands through retailer websites than in-store, making your presence on retail media networks a brand-building investment.
• Relying on a single platform leaves brands exposed to algorithm changes, rising CPCs, and the growing share of shoppers who don’t start their search on Amazon.
• A multi-network strategy lowers overall acquisition costs, defends market share, and connects digital advertising to in-store sales.

Your Amazon strategy needs a Walmart Connect counterpart because relying on a single platform leaves your brand vulnerable to rising CPCs and ignores the massive omnichannel reach that Walmart provides. Amazon remains the dominant retail search engine in North America, and no serious brand can afford to underinvest there. But a strategy built around a single platform is, by definition, a strategy with a single point of failure.

New research from Profitero+ found that 55% of shoppers are more likely to discover new brands through retailer websites than in-store. This means your brand’s visibility isn’t determined by a single algorithm; it’s determined by how consistently you show up across the full range of surfaces your shoppers use.

What is the omnichannel advantage of Walmart Connect?

Walmart Connect’s omnichannel advantage is its ability to directly connect digital advertising exposure to physical in-store purchase behavior using Walmart’s massive physical footprint data. This provides a closed-loop measurement system that bridges the digital-physical divide in a way that pure-play digital networks cannot replicate.

Why do brands need a connected multi-network strategy? 

Brands need a connected multi-network strategy because different retail networks serve different shopper missions, and optimizing across them lowers overall acquisition costs. Diversification protects your brand from algorithm updates or fee increases on any single platform.

More importantly, Amazon is often used for specific, intent-driven searches, while Walmart shoppers are frequently building weekly grocery baskets. Each mission requires a different creative approach, a different bidding strategy, and a different definition of success. The brands that win know what each network is for and fund it accordingly.

Frequently Asked Questions about Multi-Network Strategy

• Is Walmart Connect only for brands sold in physical Walmart stores? While its closed-loop in-store measurement is a major advantage, Walmart Connect also drives significant e-commerce volume for digital-only marketplace sellers.
• How do you manage budgets across multiple retail networks? Budgets should be allocated based on total business impact and shopper mission (e.g., acquisition vs. volume), rather than treating the networks as siloed entities with isolated ROAS targets.

Don’t rely on a single platform. Check out our Retail Media Advertising services to build a resilient, multi-network strategy. 

Expert Author Bio Isaac Wanzama — Founder + Chief Strategist, geekspeak Commerce With over 20 years of experience in e-commerce strategy, Isaac helps enterprise brands navigate the intersection of product data, retail media, and digital discoverability.