BENTONVILLE, Ark. — Walmart plans to transform Vizio into a private-label brand by year’s end, selling the smart TVs exclusively at Walmart and Sam’s Club as it continues to expand its retail media footprint.
The move follows Walmart’s $2.3 billion acquisition of Vizio last December, a deal aimed at accelerating Walmart Connect by pairing Vizio’s advertising technology with Walmart’s massive customer reach. Vizio’s SmartCast Operating System will also be integrated with Walmart’s onn private-label TV brand as the retailer develops “shoppable TV” experiences that allow consumers to purchase products while watching shows.
MMR
Private-label brands have experienced strong growth as shoppers seek value, with Walmart’s private brand portfolio now comprising 90 store brands, 20 of which generate at least $1 billion in annual sales. Bringing Vizio into that stable allows Walmart to leverage higher margins, deepen customer loyalty, and enhance its advertising offerings, which, while representing less than 1% of Walmart’s $680 billion annual revenue, remain a fast-growing profit center for the company.
Thorvardur de Shong
The move comes as retail competitors ramp up advertising efforts. Amazon recently announced a partnership with Roku to expand its ad reach, while Target aims to double the size of its Roundel advertising business within five years.
Walmart’s integration of Vizio underscores its intent to differentiate its retail media offering by making ad experiences shoppable and seamless within the customer journey, further sharpening its edge in an increasingly competitive advertising industry.
