Walmart’s advertising business surged 46% in 2025, reaching nearly $6.4 billion in global revenue, as the retail giant posted steady overall growth and strong ecommerce performance during the year.
The company reported total revenue of $713.2 billion in 2025, marking a 5.1% increase after adjusting for inflation. In the fourth quarter alone, revenue stood at $190.7 billion, up 4.9% year-on-year on an inflation-adjusted basis.
Walmart’s global ad business, which includes its recently acquired smart TV maker Vizio, contributed $6.4 billion during the year. In the United States, Walmart Connect recorded 41% growth in the fourth quarter. Advertising growth, however, moderated to 37% in Q4, compared with 53% in the previous quarter, reflecting the impact of scaling a larger base.
Ecommerce continued to be a major growth driver. Global ecommerce net sales rose 24% in the fourth quarter and accounted for 23% of total net sales. Operating income increased 10.5% during the same period, adjusted for inflation.
The retailer also reported 60% year-on-year growth in fast delivery services, defined as deliveries completed in under three hours, highlighting increased consumer demand for convenience.
Executives indicated that advertising expansion in Walmart’s third-party marketplace is currently outpacing growth from first-party brands. The integration of Vizio has added another advertising channel, with the company reporting triple-digit growth in ad sales tied to the platform in the fourth quarter.
Walmart is also betting on artificial intelligence to drive higher customer spending. Early indicators show that its AI-powered chatbot, Sparky, is contributing to larger shopping baskets. About half of Walmart’s app users have tried the chatbot, and those who use it are spending approximately 35% more per order than non-users. The company has begun testing advertisements within the chatbot as part of its broader retail media strategy.
