Walmart Expands Scintilla: What New Customer Insights Mean for Suppliers

A Bigger Lens on Shopper Behavior

Walmart introduced its insights platform in 2021 under the name Luminate, then rebranded it as Scintilla earlier this year. The latest upgrade adds a suite of 15 new metrics within the Digital Landscapes module, built from aggregated and anonymized data across Walmart.com and the Walmart app.

The new measures include:

• Traffic sources showing whether shoppers begin on external sites, Walmart.com, or the Walmart app.
• Conversion tracking that reveals how many visitors purchase, and where marketing or product content is falling short.
• Digital basket activity that shows what customers add and what they abandon before checkout.
• Search insights highlighting keywords that drive discovery and how trends shift over time.

Scintilla is available to suppliers in the U.S., Mexico, and Canada. Walmart Connect advertisers can integrate Digital Landscapes data directly into campaign targeting.

Why It Matters for Suppliers

For many brands, the biggest blind spot has been understanding why shoppers drop off before purchase. Scintilla’s new capabilities help close that gap:

1. Diagnose underperformance: If a product gets traffic but doesn’t convert, suppliers can examine PDP quality, imagery, or missing attributes.
2. Refine keyword strategy: Search data exposes how customers look for products and where competitors might be winning share.
3. Sharpen Walmart Connect campaigns: Integrated insights let brands align bids, messaging, and creative to the audiences most likely to convert.
4. Benchmark performance: By comparing traffic, conversion, and search share within categories, suppliers can spot areas where rivals are outpacing them.

Practical Steps to Take Now

• Audit your PDPs: Use conversion metrics to identify SKUs that attract visits but fail to close. Test new imagery, stronger titles, or clarified product details.
• Mine search data: Identify high-volume keywords and gaps in your own coverage. Update copy and content to align with actual shopper language.
• Align media with insights: If traffic from the app converts better than from external search, adjust Walmart Connect spend accordingly.
• Track cart abandonment: See what customers drop before checkout and explore whether pricing, pack size, or shipping terms could be barriers.
• Run rapid A/B tests: Use Scintilla’s real-time signals to shorten the feedback loop between content changes and results.

Considerations for Suppliers

While the expansion opens valuable opportunities, success depends on how insights are applied. Smaller suppliers may need added analytic support, either internally or through partners. Larger suppliers should build workflows that ensure teams act quickly on findings, rather than letting data accumulate without change.

Why It Matters

Walmart’s move strengthens its position as both a retailer and a data partner. For suppliers, the message is clear: insights into the pre-purchase journey are no longer optional. To compete effectively on Walmart’s digital shelf, suppliers must not only track what sells, but understand why customers choose—or walk away.

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