Walmart’s Data Ventures division has launched a new insights solution to help suppliers better understand the major retailer’s wide range of shoppers.

Currently in beta, the Digital Landscapes tech launched earlier this week as part of the retailer’s existing Walmart Luminate analytics hub, and it will expand with a wider rollout later this summer. Until now, merchants have primarily only had access to post-sale analytics, but Digital Landscapes also focuses on analyzing online shopping behavior prior to purchase to provide a fuller view of the customer’s journey.

Using the program, suppliers can see where customers start their purchasing journey on the Walmart app and e-commerce site, when they find products they’re looking for, how their products compare to others in similar categories, and what a customer’s path to purchase looks like. Walmart has earmarked these as high-value insights that suppliers can use to help improve the reach and effectiveness of their existing marketing campaigns, and also inform new retail strategies for upcoming products.

Walmart set up its Data Ventures division in 2021 to unlock new business applications using first-party data acquired from its consumer base. Each week, more than 254 million customers in 19 countries visit the retailer’s 10,500 brick-and-mortar stores and e-commerce platforms.