For Walmart suppliers focused on growing online sales, brand visibility often feels limited. Item pages are optimized for conversion, not storytelling. Advertising drives traffic, but once shoppers arrive, brands have little control over how their full assortment is presented.
That’s where Walmart Brand Shops come in.
Brand Shops are one of the most underutilized– and misunderstood– tools available to Walmart suppliers today. They offer a free, flexible way to showcase your brand, connect your full assortment, and give shoppers a more intentional experience on Walmart.com.
Yet many suppliers either don’t know Brand Shops exist or don’t realize how much control they offer.
In this article, we’ll break down:
- What Walmart Brand Shops are
- Who can use them
- Why they matter for brand and ecommerce growth
- Common mistakes suppliers make
- How Brand Shops fit into a broader Walmart ecommerce strategy
What Is a Walmart Brand Shop?
A Walmart Brand Shop is a dedicated, brand-owned storefront on Walmart.com that allows suppliers to present their products in a curated, intentional way — similar to Amazon Brand Stores.
Instead of shoppers landing on a single item page or a generic brand-filtered shelf, a Brand Shop gives them a destination that:
- Represents your brand visually
- Organizes products by category or use case
- Helps shoppers discover products they didn’t know you offered
Brand Shops are built inside the Walmart Connect advertising portal and are available to:
- First-party (1P) suppliers
- Third-party (3P) Marketplace sellers
- Hybrid suppliers (selling both 1P and 3P)
Importantly, Brand Shops are free. There is no cost to create or maintain one.
How Shoppers Find Brand Shops on Walmart.com
Brand Shops are typically accessed through:
- The “Visit the [Brand] Store” link on item pages
- Direct links used in advertising
- Shared URLs used in promotions or external marketing
If a supplier does not have a Brand Shop built, that “Visit the brand” link usually leads to a basic brand-filtered product shelf — not a curated brand experience.
With a Brand Shop in place, suppliers control where that link leads.
Why Walmart Brand Shops Matter for Suppliers
1. Brand Shops Are the Most Controllable Space You Have on Walmart.com
Outside of advertising, Brand Shops are the only place where suppliers have meaningful control over:
- Brand presentation
- Product organization
- Category storytelling
- Navigation between related products
When brands rely solely on distributors or item-level browsing, they’re subject to how others represent their products. Brand Shops give suppliers ownership.
Want to explore how Brand Shops fit into your Walmart strategy?
Our PathFinders team helps suppliers evaluate ecommerce opportunities, optimize Walmart Connect investments, and build stronger brand experiences across Walmart.com.
Fill out the form below to start a conversation with our team.
2. Brand Shops Support Cross-Sell and Assortment Discovery
One of the biggest missed opportunities in ecommerce is shoppers only seeing a fraction of a brand’s offering.
Brand Shops help solve that.
For example:
- A shopper who buys a single SKU may discover related flavors, formats, or complementary products
- Brands with multiple categories can show the full portfolio in one place
- Seasonal or innovation items can be surfaced intentionally
This is especially valuable for brands whose online assortment is broader than what shoppers typically see in stores.
3. They Strengthen Advertising Performance
Brand Shops integrate directly with Walmart Connect.
Suppliers can:
- Link display and sponsored ads directly to their Brand Shop
- Drive traffic to a controlled landing page instead of a single item
- Create a more cohesive brand journey from ad → browse → purchase
In practice, this means advertising dollars work harder because shoppers aren’t dropped into disconnected experiences.
4. Brand Shops Build Credibility and Brand Trust
While Brand Shops aren’t just about aesthetics, appearance still matters.
A well-built Brand Shop signals:
- Operational maturity
- Attention to detail
- Investment in the Walmart channel
- Alignment with how modern shoppers expect brands to show up online
For shoppers accustomed to Amazon Brand Stores, this experience feels familiar — and increasingly expected.
What Brand Shops Are (and Are Not)
Brand Shops are:
- Free to build
- Available to all suppliers
- Flexible and modular
- Trackable (visits, views, sales attributed to Brand Shop traffic)
Brand Shops are not:
- A replacement for item-level optimization
- A shortcut around pricing or fulfillment fundamentals
- Automatically high-traffic without advertising
They work best when integrated into a broader ecommerce and advertising strategy.
Common Mistakes Suppliers Make with Brand Shops
Based on real-world experience, the most common issues include:
- Not knowing they exist: Many suppliers never explore the Walmart Connect portal beyond ads.
- Poor linking and navigation: Brand Shops built without proper category shelves or URLs can send shoppers in the wrong direction.
- Treating them as “set it and forget it”: Brand Shops should evolve with assortment changes, seasonal shifts, and marketing priorities.
- Underutilizing them in advertising: Linking ads to item pages instead of Brand Shops often limits discovery and cross-sell.
- Not having your brand registered with Walmart first. Before creating a brand shop, suppliers must register their brand in Supplier One.
Who Should Prioritize a Brand Shop?
Brand Shops are especially valuable for suppliers who:
- Offer multiple SKUs, flavors, or formats
- Operate across categories
- Invest in Walmart Connect advertising
- Want greater brand control without added cost
- Are focused on long-term ecommerce growth, not just item-level sales
They’re not limited to top-tier suppliers — but the most effective use typically comes from brands with strong execution fundamentals already in place.
How 8th & Walton Helps Suppliers Use Brand Shops Effectively
At 8th & Walton, we’ve supported suppliers across PathFinders service tiers with Brand Shops — from initial discovery to hands-on builds and optimization.
Our work often includes:
- Educating teams on what Brand Shops are and where to access them
- Auditing existing Brand Shops built by agencies or internal teams
- Rebuilding navigation and category shelves for clarity
- Advising on how Brand Shops connect to Walmart Connect advertising
- Helping suppliers decide when to build internally vs. when to lean on expert support
In many cases, suppliers already have the tools — they just need guidance on how to use them strategically.
Want to explore how Brand Shops fit into your Walmart strategy?
Our PathFinders team helps suppliers evaluate ecommerce opportunities, optimize Walmart Connect investments, and build stronger brand experiences across Walmart.com.
Start a conversation with our team → HERE
Final Takeaway: Brand Shops Are a Missed Opportunity for Many Suppliers
Walmart Brand Shops won’t fix pricing issues, fulfillment gaps, or poor content. But for suppliers who are executing well, they represent one of the simplest, lowest-risk ways to improve brand presence and shopper experience on Walmart.com.
They’re free. They’re flexible. And they give suppliers something rare in retail: control.
