Walmart to Expand Scintilla Data Platform With Marketplace Data and New AI Tools

The enhancements were announced at the Inspire conference hosted by Walmart Data Ventures, the retailer's first-party data and analytics division. Walmart suppliers that also sell on the Walmart marketplace will be able to view their marketplace data through Scintilla starting next year.

Mark Hardy, who heads Walmart Data Ventures, said the addition of marketplace data is meant to give users a complete picture of their business on Walmart.com. "We're having one consistent approach of working and collaborating with our suppliers, and eventually marketplace sellers, as well, giving them the full visibility so that we can actually push the right business or push the right experience to our customers wherever they are," he said.

The rollout also includes customizable dashboards, custom alerts and a more advanced iteration of the platform's Marty agent. Walmart is further tightening the connection between the Scintilla data platform and two other systems: the Scintilla In-Store supplier app and the retailer's replenishment systems.

Amit Dodeja, CMO of e-commerce accelerator Spreetail, said his team had been pushing Walmart to widen access to marketplace data, noting that more proprietary data helps brands gauge what is and is not working across areas such as advertising and pricing.