Want to boost your ecommerce sales by double digits? Walmart did it. Here’s how.
At its fiscal year 2025 second-quarter earnings call, Walmart reported stunning results: 21% global commerce growth, higher membership income, soaring ad revenue and profits far exceeding expectations.
What’s their secret? Meeting customers where they are. Whether someone prefers shopping online, picking up curbside or making a trip into the store, Walmart makes the experience as smooth as possible.
And it’s all powered by strategic tech investments — particularly in generative AI (GenAI).
But here’s the thing: Walmart’s playbook isn’t just for mega-retailers. Distributors can learn a lot from their success. Let’s break it down into three actionable tactics.
Tactic 1: Use AI to work smarter, not harder
Walmart used GenAI to improve more than 850 million pieces of product data in its catalog. Without AI, Walmart estimates this project would’ve taken 100X its current headcount to complete in the same timeline.
What this means for you:
GenAI can tackle the heavy lifting in your product catalog, too. It’s perfect for refining product descriptions, improving data accuracy and cutting down manual labor.
With better data, your customers can easily find what they need, and your sales team can confidently suggest the right products.
Tactic 2: Supercharge cross-selling for more sales
Walmart’s GenAI gives online shoppers their “Oh, I need this, too” moment, boosting cross-category sales via AI-generated recommendations. Smarter search results and recommendations seamlessly connect customers with complementary products they didn’t know they needed.
What this means for you:
GenAI-powered recommendations aren’t just for retail giants. By integrating AI-driven suggestions into your ecommerce platform, you can replicate that seamless shopping experience for your customers.
But you don’t have to stop at online sales. Take it a step further by equipping your customer-facing teams with AI-powered tools that generate real-time, data-driven product recommendations. This is invaluable for onboarding new reps, helping them ramp up quickly and confidently.
The right AI ensures your team can make smart, highly relevant suggestions that build trust and close deals. Whether it’s an outside rep visiting a client or a customer service rep taking an order, AI can analyze purchase history or customer needs to recommend related items. For example, if a customer is asking about plumbing supplies, your rep can suggest related tools or accessories they might need but haven’t yet considered.
The result? More sales, happier customers and a team of reps that look sharp every time.
Tactic 3: Enhance the seller experience
Walmart is piloting an AI assistant for marketplace sellers. It provides quick, concise summaries and answers to their questions, making it easier to grow their business.
This technology investment saves sellers considerable time and allows them to focus on what they do best: selling.
What this means for you:
Your sales reps are juggling a lot. Manually digging through data to find spending trends or product recommendations shouldn’t be one of them.
With a distribution-specific AI assistant, reps can quickly access account insights, top-selling items and more. For example, they can ask about an account’s spending trends or get recommendations on what to pitch during their next visit.
By cutting research time, you free up your team to focus on what really matters: building relationships and driving revenue.
Innovation isn’t just for retail giants
Walmart’s GenAI strategies may be reshaping retail, but they’re just as impactful for distributors ready to innovate. Here’s how:
- For your customers: GenAI enhances the shopping experience for your customers by making it easy to find the right products, discover complementary items and get tailored recommendations. Whether shopping online or through a sales rep, your customers feel seen, understood and cared for.
- For your sales team: By simplifying account research and delivering tailored insights, GenAI enables your reps to suggest the best products, cross-sell effectively and close more deals.
- For your business: GenAI saves time and boosts efficiency by eliminating tedious manual work and freeing up resources for growth. Whether refining your product data, improving inventory management or increasing cross-category sales, GenAI helps you operate smarter — and grow your bottom line.
By focusing on smarter processes, better recommendations and empowering your sales team, you can deliver exceptional experiences that drive loyalty and revenue.
Innovation doesn’t have to be out of reach — start small, focus on what matters most to your customers and team and let AI do the heavy lifting.
Benj Cohen founded Proton.ai, an AI-powered CRM for distributors. His company’s mission is to help distributors harness cutting-edge artificial intelligence (AI) to drive increased sales. Benj learned about distribution firsthand at Benco Dental, a family business started by his great grandfather. He graduated Harvard University with a degree in Applied Math, and speaks regularly at industry events on the benefits of AI for distributors. Benj has been featured in trade publications including MDM, Industrial Distribution, and Industrial Supply Magazine. His company, Proton.ai, announced a $20 million Series A round of funding in 2022, led by Felicis Ventures. In 2023, Benj was recognized in Forbes 30 Under 30 – the first leader in distribution to receive such recognition.