Walmart opens Scintilla to marketplace data so suppliers see both sides of sales

Walmart said on 16 September 2026 that its supplier data platform Scintilla will show marketplace sales alongside wholesale sales. The company made the announcement at Inspire 2026, its supplier conference in Rogers, Arkansas. Walmart says more than 2,000 suppliers and merchants attended. The material comes from Walmart’s own press release.

First-party suppliers get one view of wholesale and marketplace sales

A brand that sells to Walmart and also runs its own marketplace shop has had two separate pictures of the same business. Walmart says the two will sit in one place. The change covers first-party suppliers who also sell on the marketplace. Sellers who only use the marketplace are not included. Walmart said last month it would extend Scintilla to Sam’s Club suppliers in the United States next year.

Marty, the platform’s AI agent, moves from explaining to advising

Marty for Scintilla today answers questions about metrics and about what the platform can do. Walmart says the next version will hold a conversation grounded in the retailer’s own shopper data and help build custom dashboards. The company’s example is a supplier asking why customers are drifting away, and getting supply chain or advertising suggestions back. Those are Walmart’s claims about its own product, not measured results.

Scintilla now links to Walmart Connect for media campaigns

Walmart is also connecting the data platform to its ad business. A feature called Scintilla Insights Activation passes audiences into Walmart Connect campaigns. Boards, a dashboard layer launched in July 2026, gets customisable versions and alerts driven by models. Mark Hardy, senior vice president at Walmart Data Ventures, said the aim is “one consistent approach of working and collaborating with our suppliers”.

Retail media keeps pulling supplier money toward the retailer’s own tools

Every large grocer is building the same bridge between shopper data and ad sales. Kroger Precision Marketing grew profit 24% while grocery sales stayed flat. Smaller chains are copying the model, and Ace Hardware added weather triggers to its own network. The data platform is what makes the ad sale easier to justify.

If your brand sells to Walmart and on its marketplace, open both reports side by side this week and compare one product’s numbers. Note where the two disagree on units, price and returns. That gap is what the merged view will expose, and it is better to find it before a Walmart merchant does.