Walmart will roll out a major upgrade to Scintilla, its first-party data platform for merchants and suppliers, next year.

The retailer announced the new features this week at the Inspire conference run by Walmart Data Ventures, its first-party data and analytics division. The announcement signals Walmart's continued push to make its proprietary commerce data a core selling tool for brands selling through its stores and digital channels.

The upgrade package includes several additions aimed at giving suppliers broader and faster visibility into their Walmart business:

• Marketplace data access. Scintilla users will gain visibility into Walmart's marketplace, extending the platform's insights beyond first-party retail sales for the first time.
• Customizable dashboards. Suppliers will be able to tailor their analytics views rather than rely on fixed reporting layouts.
• Custom alerts. New notification features will let merchants flag specific data events as they happen.
• A deeper version of Marty. Walmart is expanding its AI agent for Scintilla, building on the agentic capabilities it has been layering into the platform.
• Tighter system integration. Walmart plans closer links between Scintilla and the Scintilla In-Store supplier app, which the company introduced earlier this year as a tool for third-party retail execution, as well as with Walmart's replenishment systems.

The integration with replenishment systems matters for suppliers: it connects the insights side of the platform directly to operational decisions about stock and supply, rather than leaving analytics and execution in separate workflows.

The move also reflects Walmart Data Ventures' broader strategy of evolving its data and analytics offering around an AI-driven focus, a direction the division has articulated in previous updates.

For brands and agencies, the additions point to a retail media and retail data ecosystem in which AI agents increasingly mediate access to first-party insights — and in which marketplace performance data becomes part of the same analytical picture as brick-and-mortar and dot-com sales.

Walmart has not yet published specific launch dates or pricing details for the individual features, saying only that they will arrive next year.

Source: Digiday (https://digiday.com/media/walmart-adds-marketplace-data-deeper-ai-features-to-scintilla-insights-platform/?utm_campaign=digidaydis&utm_medium=rss&utm_source=general-rss) / Source: modernretail.co (https://www.modernretail.co/technology/walmart-adds-marketplace-data-deeper-ai-features-to-scintilla-insights-platform/)