Will Walmart Dominate Virtual Retail?

It’s not enough that Walmart has decided to open 150 new stores in the U.S. Beyond the real world, Walmart has launched a virtual shopping platform, Walmart Realm, that represents a significant evolution in the world of e-commerce. This innovative marketplace introduces a unique blend of influencer-led virtual stores, creating an immersive shopping experience for consumers.

Walmart Realm is designed to gamify the shopping journey, leveraging advanced technology from Emperia to transport customers into fantastical worlds. These virtual environments not only allow users to interact with products but also offer nostalgic online games, making the shopping process both engaging and entertaining.

On LinkedIn, William White, Walmart’s chief marketing officer, shared how Walmart Realm “pushes boundaries as a first-of-its-kind digital shopping experience with influencer-led virtual shops in immersive worlds. It’s fantastical, it’s inspirational and simply put: it’s a lot of fun. At Walmart, we’re embracing innovation with e-commerce experiences designed with the virtual world at the heart. This latest innovation is reshaping the retail landscape and we’re thrilled to bring it to our customers.”

At the core of Walmart Realm are several distinctive virtual shops, each curated by influencers and inspired by popular social trends. These shops include:

• So Jelly: An underwater playground filled with vibrant colors and whimsical surprises, providing a playful shopping experience.
• Y’allternative: A Western-themed destination with a twist of dark, gothic aesthetics, offering a unique and edgy ambiance.
• Go Chromatic: A futuristic environment featuring shimmering metallics and chic designs, perfect for those seeking a modern shopping vibe.

In addition to these themed shops, Walmart Realm incorporates social content from the retailer’s creators, enhancing product discoverability and engagement. The platform also includes three mini-games, each inspired by the featured products.

Justin Breton, Walmart’s director of brand experiences & strategic partnerships, highlighted the platform’s innovative approach. He emphasized that Walmart Realm is not merely a digital replica of a physical store but a creative, shoppable environment that pushes the boundaries of traditional retail. “We’re continuing to shorten the distance between inspiration & commerce, highlighting the best fashion, beauty, & home products as selected by our creator partners, in each virtual shop,” Breton explained.

With Walmart Realm, the company is betting on immersive commerce as the future of online shopping. This initiative marks just the beginning of Walmart’s efforts to define and lead in this innovative space and its commitment to blending technology, creativity, and social influence.

Earlier this year, Walmart and Unity partnered to integrate Walmart’s commerce APIs into Unity’s game and app development platform. This allows developers to sell physical items within real-time 3D (RT3D) experiences across 20+ platforms, enhancing user engagement by enabling seamless in-game purchases.

The collaboration leverages Unity’s vast developer community and aims to connect virtual activities with physical shopping. Walmart has already tested this model in virtual experiences like “House Flip,” “Avakin Life,” and “ZEPETO,” where users can buy real-life items corresponding to virtual goods.

Walmart’s Unity Software-Development Kit (SDK) will let developers embed these commerce APIs, allowing players to purchase physical products without leaving the game. This integration helps maintain immersive experiences and offers developers new revenue streams through affiliate commissions.

Additionally, last year, Walmart launched “Walmart Discovered,” a virtual experience on Roblox aimed at fostering community engagement and creativity. Users ages 13 and older can explore various reimagined departments such as Sports, Pets, Racing, and Beauty, where they discover and vote for their favorite games, virtual items, and experiences. This initiative highlights over 300 community creators and allows developers to monetize their creations through Roblox’s currency, Robux.

“Walmart Discovered” includes personalized features like My Department, where users can save and revisit virtual items and experiences, and My Cart, a customizable in-experience sidekick inspired by Walmart’s iconic shopping carts. This immersive destination is accessible on multiple devices, including PC, Mac, iOS, Android, Amazon devices, Xbox, Oculus Rift, and HTC Vive. The platform aims to inspire customers and build stronger online communities through interactive and engaging virtual experiences.

Walmart also amplified its advertising platform, Walmart Connect, last month by upgrading the platform for advertisers to reach more consumers.