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Walmart’s Canadian subsidiary is creating a new opportunity for sellers on its third-party marketplace to connect with online shoppers.

In an email to Chain Store Age, Walmart Canada said that retailers and brands selling products on its digital marketplace can now purchase sponsored product ads on its e-commerce site and mobile app through the newly enhanced Canadian Walmart Ads Platform, supported by Walmart Connect.

Launched in 2021 in the U.S. and Canada as a revamped version of the Walmart Media Group, Walmart Connect is designed to enable advertisers to drive more effectiveness with their overall media spend. 

The platform offers advertisers the ability to serve personalized, time- and context-specific ads across customer touchpoints including media placements on in-store TV walls and self-checkout screens, Walmart digital properties, mobile devices and corporate events.

In September 2023, Walmart began offering premium sponsored search placement via a new sponsored videos program to all Walmart Connect advertisers that are brand-registered in the Walmart Brand Portal. 

According to Walmart, Walmart Connect grew 30% for fiscal year 2024. With the new ad platform, the retailer says Canadian marketplace sellers will be able to boost product visibility by securing prominent ad placements.

The platform also enables marketplace sellers to directly manage campaigns with an auction-based marketplace and obtain access to in-depth analytics to track performance and make data-driven decisions.

Current and new Canadian Walmart Marketplace sellers can enroll in the program on the Walmart Canada site.

[READ MORE: Walmart Canada adds new channel to in-store advertising mix]

Headquartered in Mississauga, Ont., Walmart Canada operates a chain of more than 400 stores nationwide as well as an e-commerce site.