Walmart's full-year results give a new glimpse into the growth of its Amazon-like flywheel

Walmart's recent financial performance reveals significant growth in its e-commerce sector, particularly in its marketplace and advertising. The fourth-quarter earnings call highlighted a 50% increase in the number of marketplace sellers using Walmart's retail media network. Overall U.S. advertising sales rose 24%, contributing to a 37% growth in marketplace revenue. With U.S. e-commerce sales up by 20%, Walmart's digital strategies are driving notable success, with its advertising business also experiencing robust growth of 27%, increasing to $4.4 billion for the year.

"We're making good progress on expanding the number of U.S. marketplace sellers that also utilize Walmart Connect advertising," Walmart CFO John David Rainey said during the company's fourth-quarter earnings call.

"We're seeing an increased interest [in Walmart], for sure, across all categories," said Will Haire, co-founder and CEO of BellaVix, a marketing agency for sellers on Amazon and Walmart's marketplaces.

Read at Modern Retail