Ultra-massive multiple-input and multiple-output (MIMO) systems have been seen as the key radio technology for the advancement of wireless communication systems, due to its capability to better utilize the spatial dimension of the propagation channels. Channel sounding is essential for developing accurate and realistic channel models for the massive MIMO systems. However, channel sounding with large-scale antenna systems has faced significant challenges in practice. The real antenna array based (RAA) sounder suffers from high complexity and cost, while virtual antenna array (VAA) solutions are known for its long measurement time. Notably, these issues will become more pronounced as the antenna array configuration gets larger for future radio systems. In this paper, we propose the concept of multiplicative array (MA) for channel sounding applications to achieve large antenna aperture size with reduced number of required antenna elements. The unique characteristics of the MA are exploited for wideband spatial channel sounding purposes, supported by both one-path and multi-path numerical simulations. To address the fake paths and distortion in the angle delay profile issues inherent for MA in multipath channel sounding, a novel channel parameter estimation algorithm for MA based on successive interference cancellation (SIC) principle is proposed. Both numerical simulations and experimental validation results are provided to demonstrate the effectiveness and robustness of the proposed SIC algorithm for the MA. This research contributes significantly to the channel sounding and characterization of massive MIMO systems for future applications.