Navigating Walmart.com’s Digital Shelf in 2025

From Brand Storytelling to the Walmart Flywheel

As Walmart continues to expand its reach in the eCommerce arena, its approach offers brands a different but equally exciting way to shine online. Walmart.com has transformed from a convenience option to a serious player, embracing a unique demographic and shopping experience that aligns closely with in-store expectations. For brands looking to thrive on Walmart.com, there’s both a challenge and an opportunity: leveraging Walmart’s distinct platform while standing out in an arena shared with Amazon. Each of these behemoths brings its own value to the digital shelf, yet strong crossover trends reveal the increasingly blurred line between them.

Let’s explore the essentials for creating a brand presence on Walmart.com that resonates with consumers, amplifies visibility, and drives conversions—all while adhering to Walmart’s flywheel and eCommerce playbook.

1. Creating a “Shoppable” First Impression with a Strong PDP

In the world of Walmart’s digital shelf, the Product Detail Page (PDP) is where the magic happens. Here, Walmart’s approach is uniquely “shoppable,” encouraging customers to engage deeply with product content. With up to 10 images and video slots, Walmart allows brands to showcase their products as they would in-store: invitingly, accessibly, and with a focus on quality.

Above-the-fold visuals should instantly communicate the product’s value, so invest in clear, well-lit imagery and short, dynamic videos that address practical questions—“What does it do?” “How does it fit?” and “Why do I need it?” Walmart shoppers often value practicality and functionality, so aim to provide a no-nonsense yet appealing first impression. And don’t overlook the enhanced media options Walmart offers; think of it as a mini-catalog where consumers can explore your product visually without scrolling too far.

2. Telling Your Brand Story with a Walmart Twist

Walmart has been strategically expanding its eCommerce storytelling options to meet rising consumer expectations. The Brand Story section on Walmart.com, unlike other platforms, is more streamlined and value-focused, catering to Walmart’s distinct audience. Consumers on Walmart.com are looking for straightforward, relatable narratives, so your brand story should emphasize accessibility, quality, and value rather than complex brand heritage or luxury positioning.

Consider highlighting social impact, affordability, and durability in your story—qualities that resonate deeply with Walmart’s loyal customer base. If your brand promotes eco-friendly practices or offers family-oriented products, this is the place to mention it. Emphasizing relatable values like these will create an emotional connection with Walmart’s community, differentiating your brand in a way that aligns naturally with the platform’s purpose.

3. Enhanced Content: The Walmart Playbook for Conversions

Enhanced A+ Content is where Walmart and Amazon see strong crossover in terms of importance but diverge in execution. Walmart’s approach to enhanced content favors straightforward, functional layouts, allowing customers to quickly scan for essential information without excessive frills. For brands, this means focusing on modular, easy-to-navigate layouts that combine comparison charts, feature callouts, and lifestyle imagery that reflects real-world usage.

Walmart’s playbook encourages brands to prioritize clarity, accessibility, and practicality in A+ content—qualities that Walmart’s demographics value highly. Where Amazon might prioritize highly stylized images, Walmart content is typically more grounded, showcasing the product’s actual look, feel, and function. For example, lifestyle images are effective but should portray realistic settings that Walmart customers can relate to, driving home an authentic feel that resonates with shoppers.

4. Building Your Walmart Storefront: A True Brand Hub

One of Walmart’s growing strengths is its storefront capabilities, where brands can showcase entire product lines and create a cohesive brand experience. Walmart storefronts are built to provide easy navigation and maintain the simplicity Walmart shoppers expect, but they also offer room for creativity. Use your storefront to cross-promote products, guide users through specific categories, and create seasonal highlights, aligning each section with Walmart’s brand principles.

This is also where seasonal promotions play a crucial role. Walmart’s customers are deal-driven, so align your storefront content with promotional events and create themed sections (back-to-school, holiday deals, etc.) that appeal directly to Walmart’s audience. And, unlike on Amazon, where rapid updates are essential, Walmart storefronts benefit from more stability, with periodic refreshes rather than constant updates. This difference reflects Walmart’s emphasis on reliability and consistency.

5. Running Walmart Ads: A Strategic Take on Retail Media

Retail media is rapidly growing, and Walmart has invested heavily in its own ad platform to give brands more options for visibility. Walmart Connect’s advertising suite includes Sponsored Products, Search Brand Amplifiers, and Display Ads, similar to Amazon’s offerings but tailored to Walmart’s customer base. Walmart ads are designed to be highly relevant and targeted, leveraging Walmart’s flywheel—the strategy that connects in-store data with online insights.

Walmart’s ad strategies tend to reflect seasonal buying patterns, which means you can plan campaigns that align with key events and trends. Sponsored products, for example, can help your products appear in high-traffic areas across Walmart’s digital shelf, with unique placements that increase exposure. And by incorporating Walmart’s powerful in-store data, ads can be finely tuned to align with shopper behavior, giving your brand an extra advantage.

6. The Walmart-Amazon Faceoff: Trends and Crossover Strategies for 2025

As we move into 2025, Walmart and Amazon are increasingly competing in areas like retail media, fulfillment options, and enhanced content. Walmart’s rising digital presence puts it in direct competition with Amazon, and brands that can navigate both platforms successfully will be at a unique advantage. However, while Amazon’s algorithm is more conversion-focused, Walmart’s is designed around relevance and accessibility, meaning brands need to fine-tune their approach for each platform.

One crossover trend for the coming year is the heightened focus on multichannel fulfillment and inventory management. Walmart’s advances in these areas are leveling the playing field, making it easier for brands to deliver consistently, no matter where their customers shop. By embracing Walmart’s unique platform tools, brands can stay ahead, offering quality products, seamless shopping experiences, and reliability across Walmart’s digital and physical shelves.

Looking Ahead: A Blueprint for Walmart Success in 2025

As we move into 2025, Walmart.com offers a powerful opportunity for brands looking to reach a diverse and dedicated audience. With a mix of shoppable PDPs, value-centered brand storytelling, enhanced content, strategic storefronts, and targeted ads, Walmart gives brands the tools to create a lasting impact on the digital shelf. In many ways, Walmart’s approach aligns closely with Amazon’s, but with distinct differences that appeal to a unique consumer base focused on value, reliability, and practicality.

To excel on Walmart.com, brands need to adopt Walmart’s strategic flywheel approach—a model that emphasizes a seamless connection between eCommerce and in-store experiences. By leveraging Walmart’s digital shelf tools with thoughtful design and a grounded brand message, you can tap into Walmart’s vast customer base with a strategy that’s both forward-looking and aligned with the platform’s ethos.

Walmart’s commitment to simplicity and accessibility in its digital experience shows that while it may share similarities with Amazon, it remains a distinct powerhouse with an audience and approach all its own. For brands willing to lean into this approach, 2025 promises exciting possibilities for growth, engagement, and brand loyalty.