What Walmart Data Ventures does

Walmart Data Ventures is a wholly-owned subsidiary of Walmart Inc., formed in February 2021 and headquartered in Bentonville, Arkansas, that commercializes Walmart's first-party customer and operational data through the Scintilla platform. The company serves Walmart's supplier ecosystem, primarily consumer packaged goods brands ranging from global multinationals (Mondelez, Kraft Heinz, Coca-Cola, PepsiCo, Hershey) to specialty small and mid-sized suppliers (Black Rifle Coffee, Sno Balls To Go, Jel Sert), as well as agencies and technology partners. As of mid-2026 the company had 101-250 employees and had grown Inspire event attendance to 1,500+ suppliers.

The Scintilla platform, rebranded from Walmart Luminate in February 2025, is built on six integrated modules: Shopper Behavior (transactional basket data and 17+ reports), Channel Performance (omnichannel sales and inventory visibility), Customer Perception (agile research with verified Walmart shoppers including surveys, IHUT, and concept testing), Digital Landscapes (pre-purchase behavior on Walmart.com and the Walmart app), Insights Activation (integration with Walmart Connect for retail media), and Scintilla In-Store (rebranded from acquired Volt Systems, providing store-level execution tools for supplier field representatives). The platform is powered by Walmart's exclusive first-party data across hundreds of millions of transactions and 4,600+ U.S. stores, and is supported by the Walmart Customer Spark Community, an invite-only, double opt-in verified shopper panel that captured 3.4M+ responses in 2024. API products include Scintilla Media Data Feed (launched April 2026 with approximately 500 data elements), Market Fulfillment Center API, and Cloud Feeds. AI capabilities include generative AI-powered site search, AI Insights for survey summarization, predictive analytics for assortment and demand modeling, and image analysis; integrations include Pacvue, Flywheel, and mPhasize for media data distribution and Walmart Connect for media activation. The company has expanded internationally to Mexico and Canada and operates a certification and Verified Service Provider ecosystem.

Walmart Data Ventures operates a B2B subscription revenue model, selling Scintilla module access to CPG brands and suppliers on an annual, enterprise quote-based pricing model (specific pricing is not publicly disclosed). Go-to-market combines direct enterprise field sales, a Request-a-Demo website motion, a mid-market channel through Verified Service Providers, an API-first motion for agencies and technology partners, and the annual Inspire conference as a flagship demand-generation and retention event. Reported customer outcomes include 225 hours/year saved (Welch Foods), 5-6 day line review prep compressed to 1.5 days (Fruit of the Earth), a 2.97% sales lift and 72% win-back rate in a geo-targeted campaign reaching 2.1M households, and a $6.6M opportunity created (Next Phase Enterprises).

Name

Walmart Data Ventures

Legal name

Walmart Data Ventures

Website

https://walmartdataventures.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

251–500 employees

Short description

Walmart Data Ventures is a Walmart Inc. subsidiary that sells the Scintilla platform, providing first-party Walmart retail and consumer data and AI-powered insights to CPG suppliers, agencies, and technology partners across the U.S., Mexico, and Canada.

Ownership category

akta.pro rank

Product category

Retail Data Analytics

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)

akta.pro primary industry

Shopper & Retail Insights (In-Store/Path-to-Purchase, Category Insights) (MPAAALAJ)

akta.pro secondary industries

Retail Merchandising Execution & Field Marketing Services (CRAOAOAB), Product Information Management (PIM), Digital Shelf & Content Syndication Services (CRAOAOAH)

Keywords

• Retail data analytics
• Consumer insights platform
• First-party data platform
• Omnichannel intelligence software
• Supplier analytics solutions

Headquarters

HQ city

Bentonville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Scintilla Subscription: Walmart suppliers and CPG brands subscribe to Scintilla modules (Shopper Behavior, Channel Performance, Customer Perception, Digital Landscapes, Insights Activation, In-Store) on a subscription basis. Subscription tiers unlock access to different reports and capabilities. The platform is marketed as a subscription delivering an integrated insights ecosystem.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Walmart Data Ventures operates Scintilla, a subscription-based first-party data and insights platform that gives Walmart suppliers, CPG brands, agencies, and technology partners direct access to Walmart's transactional, behavioral, customer-research, and in-store execution data. The platform bundles modular subscriptions (Shopper Behavior, Channel Performance, Customer Perception, Digital Landscapes, Insights Activation, and In-Store) with API products (Media Data Feed, Market Fulfillment Center API, Cloud Feeds), research services, and Walmart Customer Spark Community access to support category management, assortment optimization, retail media activation, and in-store execution.

Product overview

Walmart Data Ventures operates Scintilla, a unified data and insights platform offering six integrated modules (Shopper Behavior, Channel Performance, Customer Perception, Digital Landscapes, Insights Activation, and In-Store) alongside API products, research services, and certification programs. Scintilla, rebranded from Walmart Luminate in February 2025, delivers first-party Walmart customer and operational data to suppliers, agencies, and technology partners through dashboards, reports, APIs (Media Data Feed, Market Fulfillment Center API, Cloud Feeds), and verified service provider partnerships. International expansion to Canada and Mexico followed the 2024 launch of Digital Landscapes. The ecosystem integrates with Walmart Connect for retail media activation and third-party partners including Pacvue, Flywheel, and mPhasize for the Scintilla Media Data Feed.

Differentiator

Problem solved

Functional benefit

Brands

• Scintilla Shopper Behavior: Transactional data and basket insights module providing visibility into shopping behaviors
• Scintilla Channel Performance
• Scintilla Customer Perception
• Scintilla Digital Landscapes
• Scintilla Insights Activation
• Scintilla In-Store
• Scintilla Media Data Feed
• Walmart Customer Spark Community

Products and services

• Scintilla Shopper Behavior
• Scintilla Channel Performance
• Scintilla Customer Perception
• Scintilla Digital Landscapes
• Scintilla Insights Activation
• Scintilla In-Store
• Scintilla Media Data Feed
• Market Fulfillment Center Assortment API
• Customer Perception Research Services

Quantifiable outcome

• 2.97% sales lift and 72% win-back rate in geo-targeted CPG campaign
• +5 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability11 records

Feature10 records

Partnerships

Five partnerships are on record, tiered core.

• PacvuecoreTechnology or Integration · 28 April 2026Pacvue is an early integration partner for Scintilla Media Data Feed, enabling its clients to access Walmart retail signals (digital transactability, item attributes, omni-channel sales figures) within the Pacvue platform for campaign planning and optimization.
• FlywheelcoreTechnology or Integration · 28 April 2026Flywheel is an early integration partner for Scintilla Media Data Feed, enabling its clients to access Walmart retail signals within the Flywheel platform for media planning and optimization.
• mPhasizecoreTechnology or Integration · 28 April 2026mPhasize is an early integration partner for Scintilla Media Data Feed, enabling its clients to access Walmart retail signals within the mPhasize platform for campaign planning and optimization.
• Volt Systems (Acquisition)coreStrategic or Co-development Partner · 1 January 2022Walmart acquired Volt Systems in 2022. The technology was rebranded as Scintilla In-Store (formerly Walmart Volt), providing store-level data and in-store execution tools for supplier field representatives. The platform consolidates real-time store data, performance metrics, and supplier-assigned tasks.
• WalmartcoreStrategic or Co-development PartnerWalmart Data Ventures is a wholly-owned subsidiary of Walmart Inc., formed in February 2021 to capture and deliver new value from Walmart's rich first-party customer and operational data. Walmart merchants and suppliers share the same Scintilla data environment.

Scale indicators14 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• NielsenIQ: The largest consumer-measurement company serving CPG brands with cross-retailer shopper insights, panel data and category analytics — the closest direct competitor to Scintilla's insights modules.
• Circana: Formed by the IRI/NPD merger, Circana is a leading CPG and retail-measurement provider offering transactional insights, category management and loyalty analytics — directly comparable to Scintilla's Shopper Behavior and Channel Performance modules.
• Numerator: Operates a large first-party consumer panel linked to actual purchase behavior across retailers, including Walmart — directly comparable to Scintilla Customer Spark and Shopper Behavior offerings.

Emerging players

• Spins: Specialty CPG-focused data platform with deep natural/organic product coverage and retail measurement, overlapping Scintilla's category-management use cases for health and wellness suppliers.
• Stackline: E-commerce shelf analytics and retail-media activation platform with overlapping shopper behavior and digital-shelf data — comparable to Scintilla Digital Landscapes and Insights Activation modules.

Broad incumbents

• Amazon Marketing Cloud (AMC): Amazon's enterprise analytics environment offering first-party retail and media data to brand suppliers — the closest competing retailer-owned insights offering to Scintilla at scale.
• Target Roundel: Target's retail-media network offering audience, media and insights capabilities to CPG suppliers selling into Target — analogous retailer-owned competitor to Walmart Data Ventures.
• Kroger Precision Marketing: Kroger's retail-media and data business provides first-party shopper insights to CPGs selling in Kroger banners — comparable retailer-owned competitor.

Others

• Catalina: Shopper-marketing and CPG measurement platform providing retailer-level promotional and loyalty data for CPGs — thematically adjacent as a supplier-funded data source.
• LiveRamp: Data connectivity and identity-resolution platform that powers retail-media and CPG measurement ecosystems — enabling infrastructure for Scintilla-like offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/walmartluminate

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Walmart Data Ventures