How does it work?

A Brand Shop or Shelf can serve as a landing page for your Walmart Sponsored Brands, Onsite Display campaigns and more. Brand Shops are discoverable on Walmart.com via item pages and through the Brand Shop directory found at the bottom of every Walmart.com page.

When you create a Brand Shop, you’ll receive a custom URL that you can share online or link to your Shelf. You may also include links to different Shelves in your Brand Shop. While a Brand may only have one Brand Shop live at a time, there’s no limit to the amount of Shelves that can be live. If you own multiple brands, you can feature items from your brands on the same Brand Shop or Shelf.

Additional guidelines

Once your brands are registered, start building your virtual shop with Shop Builder. Use the Marketplace Seller Onboarding guide for step-by-step instructions on registration and check out the Brand Shop Advertising Help guide for more information on curating your experience. Shop Builder provides reporting including sales, orders, visitors, views, units sold, average sales and units per order, average sales and views per visitor.

In Shop Builder, you’ll have three templates to choose from when creating a Brand Shop. Each template has its own requirements which can be found directly in the platform. However, aside from the required sections, each template allows you to add or remove additional sections as desired. 

Once a Brand Shop or Shelf has been approved for launch, the only changes that can be made without requiring re-approval are changes to your items featured on the pages. Any other changes require re-approval by Walmart’s moderation team.