We hit Walmart’s benchmark in three months. Then optimised for profit

Morning Made's Walmart buyer set the bar at 20% digital penetration. We cleared it in three months, then tuned the channel for profit.

Marketplace Analysis & Strategy

Marketplace Performance Management

Walmart

DIGITAL PENETRATION

9% → 22%

Buyer benchmark: 20%

TIME TO HIT 20%

3 months

From July 2025 launch

BLENDED ACOS

47% → 18%

Nov 2025 → Feb 2026

PROFITABILITY

Loss → profit

Achieved Jan 2026

PART OF THE RETAIL CONVERSATION. NOT JUST THE ADS

Morning Made had been in Walmart stores nationally for over a year: strong in-store growth, growing brand awareness. But when their buyer flagged that 20% of total omnichannel gross merchandise value (GMV) should be coming from Walmart.com, they were sitting at 9%. That number matters. It feeds directly into ranging decisions and buyer confidence in the brand’s digital health.

We activated the full digital suite on the Walmart 1P (first-party) listings: Sponsored Products, Sponsored Brands, and Display. We worked directly with the Walmart Connect team to access share-of-voice and customer lifetime value data not visible in the standard dashboard. Alongside the ads work, we fed strategy into the retail conversation, advocating for expanded product listings to grow the omnichannel base. Once digital penetration was stabilised above 20%, the focus shifted to unit economics: moving away from single-pack spend toward virtual bundles to lift average order value (AOV) and improve the margin profile across the whole range.

PENETRATION THEN PROFIT

Jul 2025

Launch (12 days live)

Ad sales building from day one. ACOS 64.6%, ROAS 1.55. Rankings improved immediately on top search terms.

Aug 2025

$35.9k total digital sales, 80% MoM jump

Full ad suite live across Sponsored Products, Sponsored Brands, and Display. ACOS 57.6% versus 71% target, ahead of benchmark from month one.

Oct–Nov

20%+ digital penetration achieved

November confirmed at 20.9%. Walmart Connect rep independently confirmed above category average. Buyer benchmark cleared.

Dec–Jan

Pivot to profitability

Pulled back single-pack spend, shifted budget to virtual bundle listing to lift AOV. Blended ACOS improved significantly. 3P catalogue activation initiated to expand the Morning Made range online.

Feb 2026

Channel turns profitable

Blended ACOS at 18%, down from 47% at peak. Digital penetration holding above 20%. Unit economics now justify the channel.

THE BOTTOM LINE

The brief was clear: get digital penetration to 20% to support the retail ranging conversation. We did that in three months. The more interesting work came after. Hitting the penetration number while the channel was still loss-making wasn’t a win. The pivot to virtual bundles, and the build-out of the 3P catalogue to expand the Morning Made range beyond the entry-price sachet, was about making the channel sustainable, not just visible.

Within seven months, the economics made sense. Digital penetration holding above 20%, blended ACOS at 18%, channel profitable. A metric the buyer asked for became a meaningful and growing revenue stream.

‍

“Noria’s strategic partnership was instrumental in achieving our Walmart objectives. They brought both expertise and genuine commitment, providing the kind of guidance that builds confidence and delivers real impact.”

‍Briar Ulberg, Head of Marketing, Morning Made.

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