Key Highlights

• Walmart is in advanced talks to acquire R&A Data, an Israeli tech startup specializing in fraud, counterfeit, and compliance detection for online marketplaces.
• The deal comes as incoming CEO John Furner prepares to lead Walmart into a more aggressively digital era.
• R&A Data has been screening Walmart Marketplace listings since 2024 using AI-driven monitoring.
• The acquisition follows a CNBC investigation that uncovered weaknesses in Walmart’s seller-vetting process.
• Walmart seeks stronger oversight as its third-party marketplace becomes a major revenue engine.

Introduction

Walmart is preparing for another major expansion of its fraud-prevention infrastructure as it negotiates the acquisition of R&A Data, a startup founded by former Israeli intelligence unit members. The potential deal underscores Walmart’s urgent need to strengthen the integrity of its third-party marketplace, which now hosts hundreds of millions of listings and is central to the retailer’s long-term digital strategy.

The acquisition would also land at a pivotal moment John Furner is poised to take over as Walmart’s new CEO, inheriting a marketplace that has grown rapidly but has faced scrutiny over gaps in seller verification and product authenticity.

Why Walmart Wants R&A Data

R&A Data has been a behind-the-scenes vendor for Walmart since at least 2024. The company’s AI-driven tools scan massive volumes of listings to detect counterfeits, illegal items, mislabeled products, and compliance risks at scale.

The startup was founded by Noam Rabinovich and Raz Abramov, both with backgrounds in Israel’s elite military intelligence units. Their expertise has allowed R&A Data to build infrastructure capable of identifying fraudulent patterns that traditional content moderation systems often miss.

As Walmart’s marketplace ballooned, so did the complexity of monitoring it. The retailer added hundreds of millions of listings in recent years, increasing the need for automation-driven surveillance. R&A Data filled that gap.

Walmart’s decision to pursue a full acquisition signals its intent to embed these tools deeply into its marketplace enforcement systems.

After Marketplace Scrutiny, Walmart Adjusts Course

The acquisition plans appeared shortly after CNBC’s investigation revealed serious vulnerabilities in Walmart’s vetting process. Among the findings:

• Sellers using falsified business identities.
• Counterfeit supplements and beauty products verified through lab testing.
• Weak seller onboarding controls compared to Amazon’s.

Following the investigation, Walmart stated that “trust and safety are non-negotiable,” highlighting its zero-tolerance policy for prohibited or counterfeit products.

Bringing R&A Data in-house could help Walmart demonstrate to regulators, investors, and consumers that it is prioritizing marketplace safety.

The Incoming CEO and Marketplace Expansion

As John Furner prepares to step in as Walmart’s CEO, he faces growing pressure to accelerate digital transformation while protecting consumer trust. Marketplace sales have quickly become a margin-rich engine for Walmart, contributing to a 25% jump in U.S. e-commerce revenue in the most recent quarter.

But scaling a marketplace introduces risks — especially when onboarding millions of third-party products. R&A Data’s monitoring tools offer a strategic solution at a time when regulators and customers are demanding higher compliance standards.

How R&A Data Works

Though the company maintains a low public profile, archived versions of its website highlight key capabilities:

• AI-driven scanning of millions of listings.
• High-accuracy compliance detection.
• Identification of counterfeit patterns, risky sellers, and illicit goods.
• Tools for ongoing monitoring rather than only initial seller vetting.

The company’s founders previously launched EverC, a compliance-focused startup used across fintech, retail, and online marketplaces to detect hidden risks.

Walmart now seeks to bring that level of intelligence directly into its ecosystem.

What Comes Next

Details of the acquisition — including valuation, integration plans, and leadership structure — remain undisclosed. Walmart declined to comment publicly, and R&A Data did not respond to requests for comment.

Industry analysts suggest that integrating R&A’s technology will help Walmart automate a large portion of its marketplace policing, allowing for real-time response to fraudulent listings and greater protection for both consumers and brands.

Conclusion

Walmart’s move to acquire R&A Data marks a strategic shift toward deeper control over marketplace security. In the wake of rising counterfeit risks and public scrutiny, the retailer aims to strengthen oversight just as its digital marketplace becomes central to its global growth strategy.

If completed, the acquisition would embed advanced Israeli-developed intelligence technology directly into Walmart’s infrastructure, positioning the company to better detect, deter, and remove fraudulent sellers at scale.

It also signals a broader industry trend: marketplaces can no longer prioritize rapid expansion without simultaneously investing in aggressive, AI-powered fraud prevention.