Why Walmart Suppliers Should Pay Attention to Snapchat (Even If They Don’t Use It Themselves)

Snapchat’s Unexpected Role in Retail Engagement

It’s easy to dismiss Snapchat as just another social app for teenagers. But for retailers and suppliers, especially those playing in Walmart’s ecosystem, overlooking the platform could mean missing out on a rising wave of influence—and real consumer spending.

Originally launched in 2011 as a peer-to-peer messaging tool for ephemeral photos and videos, Snapchat has quietly evolved into a brand engagement powerhouse, particularly for Gen Z and the emerging Gen Alpha audience. And while it might not be as headline-grabbing as TikTok or as ad-saturated as Instagram, Snapchat’s combination of intimacy, utility, and fun makes it uniquely positioned to shape how young consumers discover and shop brands.

The Audience Brands Are Fighting For

At the heart of Snapchat’s relevance is its user base. According to SheerID, 77% of Gen Z consumers say they’ve discovered a new brand through Snapchat, TikTok, or Instagram. That stat alone should catch the attention of anyone trying to build future relevance for a brand.

But what’s even more notable is how quickly Gen Alpha (consumers under 15) is becoming a force of its own. Research from Numerator places their direct purchasing power at $28 billion—and that doesn’t account for their significant influence on household spending.

Snapchat ranks high with these younger audiences not only for entertainment, but as a touchpoint for retail discovery. A reported 84% of Gen Alpha users check Snapchat daily. While the platform may not yet be a direct sales engine, it’s already functioning as a brand exposure and product interest generator—one that could be critical for building lifetime value with future shoppers.

From Entertainment to Experience

What makes Snapchat particularly interesting isn’t just its audience, but its format. It thrives on direct communication and experiential storytelling. Brands that succeed on Snapchat don’t just push ads—they create moments.

Take American Eagle, a brand with deep appeal among younger consumers. Its Fall 2025 campaign featuring actress Sydney Sweeney leaned heavily into Snapchat—not just with traditional ads, but through interactive AR Lenses and 3D billboard integrations where Sweeney appears to talk directly to the user. This kind of campaign doesn’t just show up on a feed—it feels like a personal interaction.

Another example: Chipotle used Snapchat’s AR technology to let users scan real avocados in-store as part of a National Avocado Day promotion. The prize? A year’s worth of free guac. It’s quirky, fun, and leverages behavior already common on the app—scanning and sharing—with tangible retail incentives.

Why It Matters for Walmart Suppliers

If you’re selling through Walmart, here’s where things get interesting. Walmart has been quietly expanding its own social commerce and digital experimentation, from livestream shopping pilots to influencer-led content on Walmart Creator. While Snapchat hasn’t yet emerged as a formal retail media partner, the consumer behaviors being cultivated on the platform—like using AR to try on jeans or tapping a map to find store content—align closely with where Walmart is headed.

For suppliers, this opens up several strategic opportunities:

• Digital Readiness: If your packaging, products, or experiences can be enhanced via AR, now is the time to start developing those assets. Platforms like Snapchat are teaching young shoppers to expect them.
• Localized Activation: American Eagle’s use of Promoted Places on Snapchat’s Snap Map could foreshadow what’s possible within Walmart’s vast footprint. Imagine leveraging a future version of Snap Map to highlight in-store exclusives or rollbacks.
• Youth-Focused Brand Building: Walmart serves a broad demographic, but success with Gen Z and Gen Alpha will increasingly require platforms like Snapchat to build brand affinity before they ever walk through the door.

What to Do Next

You don’t have to launch a flashy AR lens tomorrow. But you do need to pay attention. Snapchat isn’t a side channel—it’s a shaping force in how younger consumers engage with retail. Even if it doesn’t lead to direct conversion today, it’s seeding brand awareness that will influence where and how they shop tomorrow—including at Walmart.

Look to leaders like American Eagle and Chipotle not for their budget, but their mindset. They’re willing to experiment, play, and meet shoppers in the moment—not just push messages down a funnel.

Final Thoughts

As the retail media landscape evolves, brands that adapt to new behaviors—especially those driven by younger consumers—will gain a lasting edge. Snapchat may seem like a platform for selfies and streaks, but it’s quietly teaching the next generation how to shop, what to expect from brands, and where to look for authenticity.

For Walmart suppliers focused on relevance and long-term growth, the lesson is clear: pay attention to where your future customer is spending time—and start showing up there with purpose.

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