Tevra Brands wanted to grow Walmart, but listing friction and fulfillment constraints prevented its best-selling products from going live. By using Zentail to connect its existing fulfillment network, manage listings, and synchronize inventory and orders, Tevra grew from 2 published Walmart listings to 17 buyable listings and surpassed $100,000 in Walmart sales over a 30-day period.
Tevra Brands is a US-based manufacturer of pet health products, producing flea and tick treatments under its TevraPet brand alongside health and wellness products under its Vitality brand. Justin Halloran is part of the company's ecommerce team, where he focuses on growing the business across online marketplaces.
“When I came on, they were like, 'We don't know anything about Walmart. Figure it out if you can,’” Justin said. “That's kind of been my journey over the last couple of years, figuring out how we can work on Walmart as a brand.”
From the beginning, the team believed Walmart could become a meaningful sales channel. But after several years selling on Walmart, growth had stalled.
“We've always been bullish on Walmart and certain that it could do a pretty good portion of business,” Justin said. “Our benchmark that we set was to make 10% of Amazon sales on Walmart.com.”
Tevra's health and wellness products could be fulfilled through Walmart Fulfillment Services (WFS), but flea and tick products – the bulk of the company's business – couldn't. Because they're EPA-regulated, WFS wasn't an option. The team also explored selling through Walmart 1P, but the economics didn't work. As a smaller manufacturer, Tevra didn't have its own warehouse operation to fulfill Walmart orders.
“Getting the products live was a big issue for us. How do we sell our best-selling items in a way that the pricing makes sense for us, and in a way that we can fulfill it where customers aren't going to be disappointed?” Justin said.
The Zentail team introduced Justin to Amazon Multi-Channel Fulfillment (MCF), which allowed Tevra to use its existing Amazon FBA inventory to fulfill Walmart orders. “MCF was the only option that really made sense for us. We needed a partner that could make that happen,” Justin said.
With Amazon MCF and Zentail’s platform, the team could finally connect inventory, manage listings, and shift its focus from solving operational roadblocks to growing Walmart sales.
“Walmart hadn't done much until we started working with Zentail and using MCF and were able to get our flea and tick listings live,” Justin said.
Tevra began working with Zentail in November with one goal: get products live before the holiday shopping season.
Over the next several weeks, the Zentail team worked alongside Tevra to get products ready for launch – connecting inventory, optimizing listings, testing orders, and troubleshooting issues along the way.
The partnership didn't end once onboarding was complete. As Tevra expanded its catalog and advertising efforts, the Zentail team continued helping troubleshoot issues, validate orders, and refine listings. That momentum carried well beyond the holiday season. Today, the company has grown from just two published Walmart listings to 17 buyable listings while maintaining roughly a 90% publish rate.
Justin relies on Zentail to monitor the metrics that help keep Tevra on track toward its goal of becoming a Walmart Pro Seller. “I'm following a lot of these metrics daily,” Justin said. “We want to be a Pro Seller and we want to have a good standing with Walmart.”
With fulfillment solved and more of its catalog buyable, Tevra had the operational foundation to invest more confidently in Walmart advertising and growth. “We started slowly with some campaigns. It looked good, so we kept it moving,” Justin said.
The improvements quickly caught Walmart's attention. “Walmart Connect noticed us and reached out,” Justin said. “They were like, ‘Hey, what you’re doing looks great.’”
As the sales continued to climb, the Zentail platform and team continued supporting Tevra’s Walmart business while Walmart Connect helped refine its advertising strategy. “I would say in the last three months is when the advertising portion and the listing portion with Flea & Tick really kind of gelled,” Justin said. “And not just stuck, but grew.”
The growth quickly surpassed Justin's expectations. “My goal for the year was to be able to hit $50K a month. We hit that goal in May. Then June happened, and I thought, ‘Well, $50K is terrible. Let's double it.’”
Tevra generated nearly $100k in Walmart revenue during June and has since generated more than $100k over the last 30 days, putting the business well ahead of where Justin expected to be.
“At this point, we're almost to a number that I thought would be our end-of-year result,” he said. “I'm very happy with what the last two months, specifically June and July, have done. I thought May was great and then June hit it out of the water.”
Justin believes Walmart deserves its own strategy rather than simply mirroring what's already working on Amazon. “The way that people search on it is different. It's not a cut and paste. You really have to have your own dedicated strategy for Walmart.”
His advice for brands expanding beyond Amazon is straightforward: “Don't copy and paste and hope it works. Really, really spend time on it because it's going to be worth it.”
That approach, combined with Zentail's platform and partnership, has helped Tevra turn Walmart into a meaningful second sales channel. “When something happens on Amazon to a listing, the Walmart sales go up,” Justin said. “Instead of just losing out on sales, we are still making those sales. We're just making them on another channel.”
Justin believes that's one of the biggest advantages of a successful multichannel strategy. “If you are overly dependent on one channel for your revenue, I just think it's a losing strategy,” he said. "From an ecommerce perspective, it's really important to be growing another channel. It helps people find your products in different ways, and it builds your brand and name recognition. Expanding to Walmart and being multichannel has been extremely important for our business.”
Getting products live was only the beginning. As Tevra's Walmart business expanded, Justin came to rely on both the Zentail platform and the team behind it to keep the business running smoothly.
As he spent more time using Zentail, Justin has also come to rely on a handful of features that make day-to-day work faster. One of his favorites turned out to be a feature he didn't even realize existed when he first started onboarded.
“The Quick Edit tool is awesome, and being able to save custom edits,” Justin said. “I use it for inventory updates or if we're setting up a new item or sending in new inventory. That was something I didn't realize existed at the start and it’s such a huge time saver.”
Features like saved templates and automatic field mapping have also reduced much of the repetitive work that comes with managing a growing catalog. “It's the small things that take up the most time,” Justin said. “When you cut that out, you have a lot more time to think about the business as a whole and what your goals are and how to achieve them.”
Justin says the platform is only part of what has made the partnership successful. As the business has grown, he has continued relying on the Zentail team whenever questions or issues come up. “The Zentail customer service has been outstanding,” he said. “If I'm seeing an order held up or something going on with the listing, I can reach out to someone if I'm not figuring it out myself, and by the end of the day it's usually resolved.”
What began as a way to get products live on Walmart has grown into a much broader partnership. “It started with us signing up for Zentail to update our listings, and now it's turned into a whole different thing. Zentail has been with us every step of the way and worked on this consistently with us. They’ve definitely helped us grow our business.”
Looking ahead, Justin's focus is on improving shipping communication between Amazon FBA and Walmart so Tevra can continue investing in advertising and move closer to its long-term goal of Walmart reaching 10% of Amazon revenue.
“Finding a company that's willing to grow with you as your priorities and needs shift is super rare and important,” Justin said. “Zentail has been able to do that for us.”
Upwards and Forwards into the Future