Case Study: Babytuto drives 0.5% of GMV from sponsored listings with Topsort

A Walmart Marketplace Shift to Self-Service Sponsored Listings Boosting Ad Revenue to 0.5% of GMV in Just 6 Months

Babytuto, a Walmart-owned baby e-commerce brand, wanted a scalable way to grow revenue from ads while keeping listings relevant and user-friendly. Before working with Topsort, Babytuto relied on ad hoc, manually negotiated promotional banners that were hard to scale. They needed a better way to monetize their marketplace, especially around high-traffic events like Cyber Monday, using sponsored listings and self-serve advertising.

Topsort implemented its ready-to-use Sponsored Products solution, powered by auction-based sponsored listings, self-service campaign tools, and Bidless™ auto-bidding. The results were strong: Babytuto saw 40% vendor adoption during onboarding, vendors achieved an average 30x ROAS and a 7.5% lift in sales, and Topsort-powered sponsored listings reached 0.5% of Babytuto’s GMV within 6 months. Later campaigns also drove up to 9x ROAS and 15–20% sales growth for active advertisers.

Babytuto

Daniela Lorca Nunez

Chief Executive Officer