Walmart says it's not using personal information to set prices as it expands digital shelf labels

September 28, 2026 - 02:58

Walmart is pushing back against customer concerns that its new digital shelf labels could be used to charge different shoppers different prices based on their personal information. The retail giant says the technology is strictly about efficiency and will not track individual buying habits to adjust costs.

The company has been installing electronic shelf labels in stores across the country. These small screens replace traditional paper tags and allow staff to update prices remotely. Walmart says the change cuts down on the time workers spend printing and swapping out labels, which frees them up to help customers on the floor.

Some shoppers and privacy advocates worried the system could enable surge pricing or personalized pricing, where the cost of an item changes depending on who is buying it. Walmart denies this. The company states it does not collect personal data through the labels and has no plans to use customer information to set prices.

The rollout comes as other major chains test similar technology. Walmart says the labels also help keep shelf prices accurate and make it easier to mark down items that are nearing expiration. The company maintains that any price a customer sees on the shelf is the price they will pay at the register.