Walmart is turning its supplier-facing data tool into something closer to a full commerce intelligence system than a reporting dashboard. Walmart Data Ventures announced on September 16 that Scintilla, the first-party data platform used by merchants and suppliers, will add marketplace data next year, giving brands that sell through both Walmart’s first-party model and its third-party Marketplace a single, complete view of their business instead of two disconnected ones. The update builds on Scintilla Boards, customizable dashboards Walmart launched in July, and expands Marty, Scintilla’s AI assistant, into a conversational layer that can explore complex business questions and build custom dashboards on request rather than requiring suppliers to know which report to pull.
For CDP and analytics leaders, the detail worth tracking is not the marketplace-data merge itself, useful as that is, but where Walmart is putting the interface. Marty is becoming the default way suppliers interact with their own performance data, replacing static reports with a query-and-respond agent grounded in Walmart’s first-party data. That mirrors a pattern showing up across retail data platforms this year: the dashboard is no longer the product, the agent sitting on top of it is. Brands that have spent years building internal reporting workflows around Walmart’s existing exports should expect those workflows to migrate toward asking Marty directly, which changes who on a supplier’s team actually touches the data first.
The original insight retailers should sit with: once an AI agent becomes the primary lens onto commerce data, the underlying dashboard design stops being the differentiator and the quality of the agent’s grounding does. This publication has tracked the same shift on the shopper-facing side of AI agents, and Walmart’s move suggests the supplier-facing side is following the same path on a similar timeline, which retail media teams evaluating their own measurement stacks should factor into next year’s platform roadmap conversations.
Source: Walmart Corporate Newsroom
