Walmart’s Ad Business Expands: Can High-Margin Growth Lift Profits?
- COST
- WMT
- TGT
Walmart Inc. WMT is increasingly building advertising into the economics of its digital business, adding a faster-growing revenue stream alongside e-commerce operations. The business is gaining scale across U.S. and international platforms while contributing to a more favorable mix of higher-margin commerce solutions.
In second-quarter fiscal 2027, Walmart’s global advertising business grew 38% year over year. Walmart U.S. advertising, including VIZIO, also increased 38%, led by a 43% rise in Walmart Connect. International advertising advanced 20%, driven by Flipkart Ads. The gains came as global e-commerce sales increased 23%, including 24% growth at Walmart U.S. and 19% internationally.
The profit contribution is becoming more relevant as digital businesses scale. Walmart’s gross profit rate expanded 96 basis points to 25.4%, with the improvement also reflecting a favorable business mix led by global advertising. Adjusted operating income increased 17.4% in constant currency, supported in part by improved incremental margins in digital and strength in high-margin commerce solutions, although tariff refunds were a significant benefit.
Walmart is widening its advertising opportunity through the acquisition of Vibe. The deal expands access to small and medium-sized advertisers through self-service tools and adds measurement capabilities tied to shopping behavior. However, acquisition and integration costs related to Vibe are expected to create an approximately 20-basis-point headwind to fiscal 2027 operating income growth.
Advertising’s growth is helping improve Walmart’s business mix. Its expansion adds a higher-margin commerce solution to the profit mix, although Vibe-related costs will weigh on fiscal 2027 operating income growth.
What Do the Latest Metrics Say About Walmart?
Walmart, which competes with Costco Wholesale CorporationCOST and Target Corporation TGT, has seen its shares gain 4.8% over the past year compared with the industry’s 3.5% growth. Shares of Costco have dipped 5.8%, while Target has surged 79.7% in the aforementioned period.
From a valuation standpoint, Walmart’s forward 12-month price-to-earnings ratio stands at 34.75, higher than the industry’s 31.79. The company is trading at a premium to Target (with a forward 12-month P/E ratio of 16.8) while trading at a discount to Costco (44.77).
The Zacks Consensus Estimate for Walmart’s current fiscal-year sales and earnings per share implies year-over-year growth of 5.3% and 8.7%, respectively.
Walmart currently carries a Zacks Rank #3 (Hold). You can see the complete list of today’s Zacks #1 Rank (Strong Buy) stocks here.
