Walmart’s Interest in R&A Data Points to a Stronger, Safer Marketplace
A Strategic Move During a Period of Marketplace Expansion
Walmart has been expanding its third-party marketplace at a rapid pace. The company has added hundreds of millions of product listings in recent years and reported a 25 percent increase in U.S. e-commerce sales in its most recent quarter. This growth has strengthened Walmart’s position in online retail, but it has also increased the complexity of monitoring listings for safety and authenticity.
According to reporting from CNBC and records reviewed independently by the network, Walmart is in discussions to acquire R&A Data. The startup specializes in identifying scams, counterfeits and compliance risks inside online marketplaces. The timing aligns with Walmart’s continuing effort to build a larger assortment online while protecting shoppers and reputable sellers from bad actors.
What R&A Data Does and Why It Matters
R&A Data was founded in 2022 by Israeli scientists Noam Rabinovich and Raz Abramov. Both previously served in Israel’s Defense Forces intelligence unit and later co-founded EverC, a company that builds technology to detect fraudulent merchants and illicit online activity. Publicly available archives of R&A Data’s website describe it as an artificial intelligence platform that scans large volumes of marketplace listings with high speed and accuracy. Its goal is to help retailers identify noncompliant, unsafe or counterfeit products before they reach shoppers.
The company began working with Walmart as a vendor in at least 2024. Through that engagement, it supported Walmart’s internal teams by screening listings for potential issues. People familiar with the matter told CNBC that this working relationship influenced Walmart’s decision to explore an acquisition rather than continuing only as a customer.
Why Walmart Is Paying Close Attention to Counterfeit Risks
The broader context for the possible acquisition includes the challenges faced by many large marketplaces. As third-party seller platforms grow, they also become targets for fraudulent activity. Two months ago, a detailed CNBC investigation found that some sellers on Walmart’s marketplace had used the identities of other businesses to open accounts. In a sample of 20 authenticated beauty and supplement products offered by these sellers, brands and independent labs determined all were counterfeit.
After the findings were shared with the company, Walmart stated publicly that trust and safety are essential to its marketplace strategy. The company reiterated that it has a zero-tolerance policy for counterfeit or noncompliant products and that it continues to invest in tools and technologies to protect customers.
Industry analysts note that preventing counterfeits typically requires strong onboarding controls for new sellers along with ongoing monitoring of existing listings. If Walmart completes an acquisition of R&A Data, it would give the retailer a built-in capability to monitor a very large volume of products at scale.
Potential Impact on Walmart’s Marketplace and Its Sellers
Walmart’s marketplace has become a significant part of its long-term growth strategy, especially as the company continues to compete with Amazon for assortment, convenience and trust. Third-party sales allow Walmart to broaden its catalog without adding inventory risk. The tradeoff is that the company must maintain strong screening and enforcement processes to protect both shoppers and legitimate sellers.
An acquisition of R&A Data would signal that Walmart plans to strengthen those processes. For sellers who prioritize accurate listings, authentic products and strong compliance practices, a safer marketplace environment can be beneficial. For sellers who do not meet Walmart’s standards or attempt to bypass them, the environment is likely to become more challenging.
A Marketplace Undergoing Important Change
Walmart’s talks with R&A Data show that the company is preparing its marketplace for the next phase of growth. As John Furner prepares to take over as CEO early next year, marketplace credibility will remain central to Walmart’s broader e-commerce strategy. Stronger screening, better technology and more consistent enforcement will become increasingly important as Walmart continues building a platform designed to serve both customers and responsible third-party sellers.
The outcome of the discussions has not been finalized, and both Walmart and R&A Data have declined to comment publicly. Even so, the interest alone signals that Walmart is committed to expanding its marketplace while investing in the safeguards needed to support long-term trust and performance.
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