Walmart's Scintilla Is Merging 1P and Marketplace Data in 2027: What Hybrid Brands Get and What's Still Missing

Scintilla is Walmart's analytics platform for its suppliers: the brands that sell inventory to Walmart wholesale for Walmart to resell. It shows those suppliers how their products perform on Walmart.com, from sales to customer behavior to advertising results. At Inspire 2026, the September supplier conference run by Walmart Data Ventures, Walmart said Scintilla will gain a new capability in 2027: it will show a brand's wholesale results and its Walmart Marketplace results side by side, in one place, for the first time.

Those are the two ways to sell on Walmart.com. Selling first-party (1P) means selling your inventory to Walmart, which then owns it and resells it to shoppers. Selling on Marketplace (3P) means listing and shipping your own products while Walmart takes a referral fee. Plenty of brands do both, and today each side reports in its own separate system. Bringing them together is a real gain for those brands, and the year before it arrives is when the work that makes the combined view useful on day one.

Quick Answer

• What Walmart announced: starting in 2027, Scintilla will combine a supplier's wholesale (1P) results and its Marketplace (3P) results into one dashboard, Walmart said at its September 16, 2026 Inspire conference.
• What that actually means: a brand that sells to Walmart both ways can finally see total Walmart.com revenue in one place and compare the two sides, which products do better wholesale versus on Marketplace, and where ad spend pays off, without exporting from two systems and reconciling by hand.
• What else is coming: Marty for Scintilla (Walmart's built-in AI assistant) is moving from explaining metrics to recommending actions, customizable Boards and custom alerts are on the roadmap, and Scintilla Insights Activation already pushes insights into Walmart Connect ad campaigns.
• Who it is for: suppliers with a first-party Walmart relationship who also sell on Marketplace. Marketplace-only sellers stay excluded, with no announced plan to change that.
• The opportunity: one view of total Walmart.com revenue, wholesale and Marketplace together, plus a shorter path from a Walmart insight to a Walmart Connect (Walmart's advertising business) campaign, for hybrid brands that reconcile their catalog and metric definitions before the rollout.
• The limit: the view covers your own transactions only, and it stops at Walmart's border. Amazon, Shopify, and TikTok Shop reporting stay separate, and that cross-channel review still has to be assembled somewhere.

Three moves Walmart announced at Inspire 2026

Three separate but related moves came out of Inspire 2026. First, Scintilla Boards, which launched in July 2026, lets suppliers arrange their customer and performance data into customizable dashboards. Second, starting in 2027, those dashboards extend to cover Marketplace (3P) data alongside wholesale (1P) data, so a supplier that sells to Walmart both ways sees its full Walmart.com sales picture in one interface instead of pulling from two separate systems. Third, Marty for Scintilla, Walmart's AI assistant built into the platform, is moving from summarizing and explaining metrics to what Walmart Data Ventures head Mark Hardy described as making recommendations: reading a supplier's data and suggesting specific actions across supply chain and advertising to address problems like customers who stop buying.

Hardy's framing was about giving suppliers full visibility so Walmart can put the right business or the right experience in front of the right customer. That's Walmart's stated motivation, not the supplier's guaranteed outcome, and the distance between those two things is where the real questions live for a brand deciding how much to plan around this. It's the same pattern Walmart has run with other platform expansions this year, including bringing Walmart Connect's ad tooling to TikTok's Social Ad Center: a useful capability, scoped tightly to Walmart's own ecosystem.

Hybrid brands get one Walmart P&L, and a year to make it pay

The unification is real and it's specific: it's for suppliers who are already selling to Walmart first-party and also running a Marketplace presence, sometimes called hybrid brands. Today, those two sides of the business report separately. A supplier can see its wholesale sell-through through its normal Walmart vendor tools, and its Marketplace performance through Seller Center (Walmart's dashboard for Marketplace sellers), but nothing ties the two together. Scintilla 2027 closes that specific gap: one dashboard, one view of both revenue streams inside Walmart. The payoff is the decisions that view makes possible: which SKUs earn more through 1P than Marketplace, where a Walmart Connect dollar returns more, and which side of the relationship deserves the next inventory commitment. Brands that have been guessing at those answers get to stop.

That is a real fix for a real operational pain, and it is worth naming what it isn't. Walmart confirmed to Digiday that marketplace-only sellers, meaning brands with no first-party supplier relationship, stay excluded from Scintilla, with no stated plan to change that. And even for the hybrid brands who do get access, the view is bounded to their own transactions. A supplier does not get visibility into broader Walmart customer purchasing patterns or category-level demand outside what they already sold. Full visibility, as Walmart uses the phrase, means full visibility into your own Walmart business, not a category intelligence product. Marketplace-only sellers watching this announcement should keep their attention on the tools built for them, like cleaning up wasted Walmart Connect spend with negative keywords or evaluating Walmart ad management platforms that work from Seller Center data.

Where the Unification Stops at Walmart's Border

Here's the part that matters most for anyone running more than one marketplace: Scintilla's entire scope is Walmart. The 2027 upgrade unifies 1P and 3P data because both of those data sets already live inside Walmart's systems. It does nothing to unify Walmart data with Amazon data, or Shopify data, or TikTok Shop data, because Walmart has no reason to build that and no access to those systems even if it wanted to.

That's not a knock on Scintilla. It's the natural boundary of a retailer-owned reporting tool: every retailer's platform reports on that retailer, full stop. A brand running Amazon, Walmart, and Shopify simultaneously, which is most brands past a certain scale, still ends up with three separate reporting surfaces after 2027 instead of four. Walmart went from two Walmart-side views to one. The cross-channel view across Amazon, Walmart, and Shopify is a completely separate problem that no single retailer's platform is positioned to solve, because no retailer is incentivized to build a dashboard that includes its own competitors. The same border shows up in price parity across Amazon, Walmart, and TikTok: each retailer can enforce parity inside its own walls, but nobody inside any single platform is checking the brand's price against a different retailer's price for the same SKU.

Four moves that make the 2027 view useful on day one

The unified view is a year out, but most of its value depends on work a brand can do now, and one of Walmart's tools is already live. Brands that skip this work get a dashboard that shows two data sets side by side and still cannot say which one is winning.

1. Use Scintilla Insights Activation now. It already pushes Scintilla insights into Walmart Connect campaigns, so the insight-to-media path the 2027 roadmap extends is available today for the 1P side of the business.
2. Map your 1P and Marketplace catalog to one SKU list. The 2027 dashboard unifies two data sets Walmart holds. It will not fix a catalog where the same product carries different identifiers, names, or cost bases on each side. Reconcile that first and the first unified report is usable on day one.
3. Write down one definition per metric. Sell-through, margin, and ad-attributed sales mean different things in vendor reports and in Seller Center. Decide which definition you run the business on, because Walmart's unified view will pick its own.
4. Decide how Walmart's view fits the rest. If you also sell on Amazon, Shopify, or TikTok Shop, a better Walmart-only view is one input into a cross-channel review that still has to be assembled somewhere. That review is the step the roadmap does not touch.

Where Qore Fits

Step four is the one that gets rebuilt by hand every month at most multi-marketplace brands: someone exports Amazon, Walmart, and Shopify reporting and reconciles it in a spreadsheet, applying whichever metric definitions they remember. Qore, our product for turning a review you do by hand into a workflow that runs on a schedule, takes the reporting each channel already exposes, applies the definitions from step three across all of them, and runs the same review on the same cadence, so the cross-channel comparison does not get rebuilt every time one retailer's dashboard changes shape. When Scintilla's 2027 view arrives it becomes a better Walmart input to that review, not a replacement for having one. Our guide to one view across Amazon, Walmart, and Shopify covers what reconciles and what never will.

The honest limit runs the other way: Qore's cross-channel view is only as good as what each channel exposes. If Walmart does not surface something in Scintilla or Seller Center, Qore has no side door into it. It standardizes what is already visible per channel. It does not create visibility Walmart has not decided to expose, and it does not compete with Scintilla for Walmart's first-party data.

Conclusion: plan around the Walmart view, and keep building the one across retailers

For suppliers who sell to Walmart both first-party and through Marketplace, Scintilla's 2027 view is worth planning around now: reconcile the catalog, fix the metric definitions, and the first unified report becomes an allocation tool rather than a curiosity. For every brand whose channel mix includes anything outside Walmart, which is most of them, the harder problem is unchanged. One view across Amazon, Walmart, and Shopify still has to be assembled somewhere, and the brands that keep rebuilding it by hand each month will keep making cross-channel budget calls a month late. If that review is the one your team dreads, book a walkthrough of Qore and bring the spreadsheet you use today.