The Walmart Connect Partner Network is Walmart's directory of outside agencies and technology providers that run, measure or support Walmart advertising for other businesses. Walmart describes it as "a global community of trusted Agencies and Technology Providers who help advertisers achieve their goals." If you sell on Walmart Marketplace and are deciding whether to run ads yourself or hand them to someone, this is the list Walmart itself points you to.
This guide explains what the Partner Network is, which kinds of help it lists, how Walmart says you reach a partner, what the Ad Certification Program is (and is not), and what to ask before you hire anyone. It does not repeat how the ads themselves work; for that, read our Walmart advertising guide.
What the Partner Network is
On its Partner Network page, Walmart Connect lists two kinds of partner: Agencies and Technology Providers. The page also refers to "agency, tech and media partners" in its Partner Awards promotion and to offsite supply partners in its media section. It frames partners as a "flexible, cost-effective alternative to in-house marketing," especially "when time, resources, or specialized expertise are limited."
Two things the page does not give: it states no tiers or entry requirements for partners (there is a "Become a partner" link, but no criteria are shown), and it does not explain how Walmart vets quality beyond calling partners "trusted." Treat the directory as a place to find candidates, and do not expect it to vouch for results.
The five kinds of help Walmart lists
The directory filters partners by capability. Walmart's descriptions, in its words:
| Category | What Walmart says it covers | Who it suits |
|---|---|---|
| Campaign management | "end-to-end support, from strategic planning and campaign setup to ongoing optimization" | Sellers who want someone else to run Sponsored Search day to day |
| Insights and reporting | "advanced analytics, attribution and actionable insights" | Sellers who run campaigns but cannot see what is working |
| Creative | "high-impact campaign assets" and insight into how creative performs | Brands that need Sponsored Brands or display creative |
| Retail | "item setup, inventory management and integrations with advertising tools," aimed at Marketplace sellers | Sellers whose listings or stock limit what ads can do |
| Media | Reach beyond Walmart's own properties, on channels such as Meta, Pinterest and TikTok | Larger advertisers buying offsite |
The Retail category is the one most Marketplace sellers overlook. Ads send shoppers to an item page, so if the item is out of stock, mispriced or poorly listed, better bidding does not fix it. Our listing quality score guide covers that side.
How Walmart says you reach a partner
Walmart's page gives different first steps depending on who you are:
- Already advertising: use the Partner Directory filters to find matching partners, then use the Contact button.
- Marketplace seller not yet advertising: sign in to the Ad Center with your Seller Center credentials, create an ad account, then search the directory.
- Walmart supplier (1P) not yet advertising: contact Walmart Connect to open an ad account first, then use the directory.
So the ad account comes first in every case. That matters for the ownership question below. If you are unsure whether you are a seller or a supplier, see Walmart vendor vs seller.
What Ad Certification is and is not
Walmart Connect Academy runs an Ad Certification Program that Walmart says is "designed for advertisers and partners" and gives credentials that show "your ability to help drive meaningful results for the brands you represent." Walmart lists nine tracks:
- Retail media basics, Measurement and reporting, Creative essentials
- Sponsored Products (covering "goal setting, ad placements, bids, budgets and reporting")
- Sponsored Brands, Sponsored Videos, Onsite Display
- Walmart DSP, built "in collaboration with The Trade Desk"
- Brand Shop and Shelf, managed in the Shop Builder tool inside the Ad Center
The page states no prerequisites and no cost. It shows a Walmart Connect Academy survey (February 2025) in which 96% of badge earners said it was worth it; that is a satisfaction figure from Walmart's own survey, not a measure of campaign performance. A certificate shows someone completed training on Walmart's tools. It does not show they will make your account profitable, so ask for account evidence you can verify as well.
Do you need a partner at all?
Walmart's Small Business page leads with a "Start advertising" button into the Ad Center and says ads are "made for any business." It lists no minimum spend for Sponsored Search and says "Only pay when customers click on your ad." It does not use the words self-serve or managed service, so the page does not tell you which route suits you. A reasonable test:
- Run it yourself if someone on your team can review search terms and spend every week and you have a small catalogue.
- Look at a partner if that weekly review is not happening, if the catalogue is large, or if you need creative or offsite media you cannot produce.
Walmart's own numbers on advertising results (for example, that Marketplace advertisers generate on average 7X the sales of non-advertisers) are averages from its first-party data for a stated period and do not predict your account.
United States and Canada
The Partner Network page we reviewed is on the US site (walmartconnect.com) and has no Canada-specific notes. Walmart Connect Canada (walmartconnect.ca) says it serves "advertisers of all sizes," from a Marketplace seller to a global brand, and lists Sponsored Search, On-Site Display, In Store, Offsite Media and Measurement. It does not mention agencies, and no Canadian partner directory appeared on the page. If you sell in Canada, ask Walmart Connect Canada through its contact link whether a partner you are considering is set up for Canadian accounts, and confirm in your Ad Center which ad types your account can buy.
Questions to ask any advertising partner
- Who owns the ad account? The account is created under your seller login. Ask that it stays yours, with the partner added as a user, and that you can see it at any time.
- How is the partner paid? Flat fee, percentage of ad spend or something else, and what happens to the fee if spend changes. Percentage-of-spend models reward spending more; ask how the partner handles that.
- What do reports show? Spend, orders and sales by campaign, with the attribution definition named. Sales attribution depends on definitions such as the look-back window, so a number only means something when the definition is stated.
- Who does the work, and how often? Names, review cadence and who answers questions.
- What happens at the end? Contract length, notice period and what you take with you. Ours is month-to-month.
- What proof can they show? Ask for references you can call. Treat unnamed case-study percentages with care, including the partner case studies on Walmart's own page, which are results for those brands only.
- Do they look at the listing too? Ad spend on a weak listing wastes clicks.
Where Bluestack fits
Bluestack is a Walmart Marketplace agency for US and Canadian sellers. Bluestack is not a Walmart Connect Partner Network member and does not claim to be; ask any provider directly about its status and check the Partner Directory yourself. If you want a second opinion on your ads or an agency's report, a Free Review is the place to start, and our Walmart PPC management page explains how we run campaigns.
Frequently asked questions
What is the Walmart Connect Partner Network?
Walmart describes it as a global community of trusted agencies and technology providers that help advertisers reach their goals. It is searchable through a Partner Directory with filters for campaign management, reporting, creative, retail and media.
How does a Marketplace seller find a Walmart Connect partner?
Walmart says sellers not yet advertising sign in to the Ad Center with Seller Center credentials, create an ad account, then search the Partner Directory and use the Contact button.
Is a Walmart Ad Certification proof an agency will perform?
No. Walmart says the certification validates expertise in its tools and lists nine training tracks. It states no results measure, so ask for verifiable account evidence as well.
Do I need an agency to advertise on Walmart?
No. Walmart's Small Business page links straight to the Ad Center and mentions no minimum spend for Sponsored Search. A partner helps mainly when no one has time to review spend and search terms every week.
Is there a Walmart Connect partner directory for Canada?
The partner page we reviewed is on the US site and has no Canada notes. Walmart Connect Canada does not mention agencies on its main page, so ask Walmart Connect Canada whether a partner is set up for Canadian accounts.
Is Bluestack a Walmart Connect Partner Network member?
No. Bluestack does not claim to be a member. Check the Partner Directory for any provider's status.
Sources
- Walmart Connect: Partner Network (checked November 2, 2026)
- Walmart Connect: Ad Certification (Walmart Connect Academy) (checked November 2, 2026)
- Walmart Connect: Small Business solutions (checked November 2, 2026)
- Walmart Connect Canada (checked November 2, 2026)