Case study · Walmart
Walmart case study: ad sales up 221%, catalog errors to zero
A Walmart store we manage: Walmart Connect ads, the catalog, listing quality, fast shipping and account health. Every number comes from Walmart Seller Center or Walmart Connect. The store name is hidden to protect our client.
Walmart store
$13,513.71 ad sales in 9 months
- Ad sales, 9 matched months+221%
- July ROAS4.84x → 5.94x
- August ROAS3.23x → 5.01x
- August ad sales, on 25% less spend+16.7%
Same months, a year before Latest year
+221%
Walmart Connect ad sales, the same 9 months a year apart
11 → 0
catalog errors, with 838 items published
Approved
seller appeal: seller-fulfilled listings active again
The starting point
A store with errors, a restriction and small ads
- 11 items with errors in the Seller Center catalog
- Seller-fulfilled listings restricted after late handovers to the carrier
- Walmart Connect budgets of $18 to $55 a month in late 2024 and early 2025
- A two-week payout of $52.43 in summer 2024
Our role
Walmart store and ads management
- Walmart Connect ads: spend, ad sales and ROAS checked every month
- Catalog errors and publishing blockers fixed
- Listing quality, stock and Fast & Free Shipping checks
- The seller appeal, from review to approval
- Payment statements tracked, kept apart from sales
Walmart Connect ads
Ad sales more than tripled, at a higher ROAS
Each row is the same date window a year apart, from the Walmart Connect dashboard (all campaigns, 14-day attribution). Cells show ad sales · ROAS.
| Window | Oct 2024 – Aug 2025 | Oct 2025 – Aug 2026 | Ad sales change |
|---|---|---|---|
| Oct 28 – Nov 1* | $129.80 · 4.62x | $1,044.19 · 3.81x | +704.5% |
| November | $89.93 · 3.08x | $1,699.67 · 4.38x | +1,790.0% |
| December | $216.83 · 11.91x | $873.31 · 2.70x | +302.8% |
| January | $50.96 · 2.55x | $1,596.97 · 4.94x | +3,033.8% |
| February | $141.89 · 3.60x | $1,747.06 · 4.96x | +1,131.3% |
| April | $397.69 · 7.26x | $1,548.37 · 5.81x | +289.3% |
| June | $529.57 · 6.56x | $1,648.06 · 4.83x | +211.2% |
| July | $1,431.76 · 4.84x | $1,931.09 · 5.94x | +34.9% |
| August | $1,220.99 · 3.23x | $1,424.99 · 5.01x | +16.7% |
| All 9 windows | $4,209.42 · 4.46x | $13,513.71 · 4.70x | +221.0% |
Ad spend for the 9 windows: $944.15 the year before, $2,878.09 in the latest year. *The first window is only a few days long in both years. March and May are not included.
- July: ROAS up from 4.84x to 5.94x, with $1,931.09 in ad sales
- August: ROAS up from 3.23x to 5.01x, while ad spend fell 24.7%
- Not every month improved: December’s ROAS fell from 11.91x to 2.70x, even though ad sales grew
Catalog
Catalog errors: from 11 to zero
Item errors keep products from going live on Walmart. We worked through each error and the publishing blockers, then checked the catalog again.
- Before: 11 items with errors
- After: 0 errors, 0 unpublished items and 838 items published
Listing quality & shipping
Listing quality above 94%, with Fast & Free Shipping
From Walmart Connect Item Health, October 18–25, 2026 (active items).
- Sample items score 94.87% to 95.94% for listing quality
- Published, in stock and eligible for Fast & Free Shipping
These are sample items, not a store-wide average.
Account health
Appeal approved, listings back on
Walmart restricted the store’s seller-fulfilled listings over late handovers to the carrier, part of its on-time delivery standard. We reviewed the restriction, sent the appeal and followed it up.
- Walmart approved the appeal for “OTD: Late handover to Carrier”
- Seller-fulfilled listings were active again
Payouts
Payouts: then and now
Two Walmart payment statements, two years apart. A payout is what Walmart pays after its fees, so it is not the same as sales.
$52.43
paid for July 27 – August 10, 2024
$1,813.89
paid for September 5 – 19, 2026
About these numbers
- All numbers come from Walmart Seller Center and Walmart Connect screenshots.
- Ad sales are Walmart Connect’s attributed sales (14-day attribution). They are not total store sales or profit.
- The ad table compares the same date windows a year apart. We show the 9 windows we have screenshots for.
- The catalog ‘before’ screenshot had a filter on, so we compare errors only, not item counts.
- Item Health scores are for sample items, not the whole store.
- Many things worked together, so no single action caused all of the growth.
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Results on other marketplaces
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Store A launched in October 2025. October 1–29, 2026: $112.8K, 3.2x the same days a year earlier.
Amazon US
$6.5M
in sales in 22 months
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Store sales up 24% year over year, ACoS cut from 89.8% to 16%, and 1000/1000 account health.
TikTok Shop US
+117%
shop GMV in 11 months
A fragrance shop more than doubled its sales
GMV Max ads at a 4.07 reported ROI, and sales from creators up 609%.
eBay
+449%
sales in 12 months
A small eBay store grew 5.5 times in a year
Promoted Listings at a 3.63x return on ad spend, and an Above Standard seller level.
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