Walmart to Sell Vizio TVs Exclusively as Private Label by Year-End

Walmart plans to sell Vizio TVs exclusively as a private brand by the end of the year. The Bentonville, Arkansas-based company acquired Vizio for $2.3 billion last year to boost its advertising footprint. Vizio's operating system will be integrated into Walmart's private-label TV brand, onn, and the retailer is working on making TV a "shoppable" experience. Private-label brands bring higher margins and boost loyalty among shoppers, and Vizio will be among Walmart's 90 store brands. Advertising is a growing area for Walmart, with less than 1% of its annual revenue of $680 billion.

Walmart Inc. has announced plans to make Vizio a private-label brand by the end of this year, with the company's smart TVs being exclusively sold at Walmart and Sam’s Club [1]. The Bentonville, Arkansas-based retailer acquired Vizio for $2.3 billion last year, aiming to bolster its advertising footprint. The move marks Walmart’s latest effort to integrate Vizio's operating system into its private-label TV brand, onn, and create a "shoppable" TV experience [1].

Vizio's operating system will be integrated into Walmart's onn brand, enhancing the retailer's private-label offerings. The "shoppable" TV experience allows consumers to purchase items while watching shows, a feature that could significantly boost Walmart's e-commerce sales. This strategy aligns with the growing trend of private-label brands, which offer higher margins and increased customer loyalty [1].

Walmart's expansion into private-label brands is part of its broader strategy to increase advertising revenue, which currently represents less than 1% of its annual revenue of $680 billion. The company is looking to sharpen its edge in the competitive advertising industry by leveraging its extensive retail network and customer data [1].

Competitors are also investing in advertising. Amazon recently partnered with Roku Inc., allowing advertisers to reach more households, while Target's advertising business, Roundel, aims to double in size over the next five years [1].

Vizio will join Walmart's stable of 90 store brands, with over 20 of them generating at least $1 billion in sales. The integration of Vizio's operating system into onn is expected to provide a competitive advantage, offering consumers a seamless shopping experience while watching TV.

References:

[1] https://www.bloomberg.com/news/articles/2025-07-17/walmart-plans-to-sell-vizio-tvs-exclusively-as-a-private-brand