Case Study

How Tzumi Electronics Achieved 253% Marketplace Growth with SellCord’s Full-Funnel Ad Strategy

Client:

Tzumi Electronics

Website:

https://tzumi.com

By combining Sponsored Products and Sponsored Video campaigns with data-driven keyword targeting and dynamic bidding, Tzumi achieved record-breaking results and scaled its Walmart Marketplace performance to new heights.

Executive Summary

Tzumi Electronics, a leading Walmart supplier with over 50 in-store items across 10+ categories, partnered with SellCord to accelerate its digital expansion.

The goal: strengthen its online presence, drive profitable GMV growth, and outperform prior-year holiday sales.

Through a full-funnel Walmart Connect strategy leveraging Sponsored Products and Sponsored Videos, Tzumi achieved 253% year-over-year sales growth and generated nearly half of total sales through advertising. Optimized placements, precise keyword targeting, and real-time adjustments all played a key role in exceeding performance goals.

Background Information

Tzumi Electronics is a well-established consumer electronics brand with a strong retail footprint. Partnering with SellCord enabled Tzumi to translate that in-store success into digital dominance on Walmart Marketplace through advanced ad strategies and Walmart Connect tools.

Challenge

Tzumi aimed to scale online revenue without compromising efficiency. The primary challenges included:

Increasing sales velocity while maintaining strong ROAS

Expanding category reach and product visibility

Surpassing previous year’s holiday sales record

Managing larger ad budgets effectively across multiple SKUs

Objectives

Drive total GMV growth on Walmart Marketplace

Strengthen visibility in high-traffic categories

Improve ad efficiency through smarter bidding

Achieve record-breaking holiday performance

Solution / Approach

SellCord executed a comprehensive, data-driven advertising strategy integrating Walmart Connect capabilities with Dashna’s omnichannel insights.

Key elements included:

Sponsored Products Optimization: Combination of Auto and Manual campaigns targeting both long-tail and short-tail keywords, with dynamic bidding to secure top placements.
Sponsored Video Campaigns: Engaging product videos highlighting key features and driving strong brand recall, built on insights from high-performing search keywords.
Dynamic Bidding and Real-Time Optimizations: By leveraging Walmart’s Dynamic Bidding alongside Dashna’s Day Parting feature, we ensured that ad spend was optimized during peak conversion times.
Category-Specific Campaigns: Implemented granular segmentation for better control over placement, budget, and targeting.
Collaboration with Walmart Connect: Partnered closely with Walmart representatives for Share of Voice insights, allowing smarter keyword and placement decisions.

Implementation

Transitioned from low-CPC, long-tail keywords to high-volume, high-impact short-tail keywords identified through Walmart’s Keyword Planner and Search Insights.
Increased advertising investment by over 700% year-over-year to maximize reach and conversions.
Applied real-time optimization and budget reallocation using Dashna’s Budget Manager for efficiency.
Maintained ongoing coordination with Walmart Connect during peak sales events to enhance results.

Results/Outcomes

+253%

year-over-year, Total Sales Growth

45%

of total marketplace sales, driven by Ad-Attributed Sales

+700%

year-over-year, Ad Investment Growth

500%

higher than the previous year, Holiday Season Performance

Top Performance Period: Black Friday–Cyber Monday achieved one of the highest ROAS levels of the year

Enhanced Visibility: Greater category penetration and long-term Marketplace growth momentum

Lessons Learned

Shifting from long-tail to high-volume keywords maximized reach and efficiency.
Dynamic bidding and real-time optimization ensure cost-effective performance during high-traffic events.
Category-specific strategies improve campaign control and scalability.
Integrating Walmart Connect data with Dashna analytics provides a full-funnel view that enhances decision-making.

Conclusion

SellCord’s partnership with Tzumi Electronics set a new benchmark for performance on Walmart Marketplace. Through advanced ad strategies, platform expertise, and real-time collaboration, Tzumi achieved exceptional growth, stronger visibility, and sustainable Marketplace success.