Like Amazon, there will be pros and cons to listing your products on the Walmart Marketplace, which is currently by invitation only (although the merchant has to express interest by applying to sell there). Before applying, let's look at key ways to prepare to sell on Walmart.com.
When launching any campaign on a new channel (whether it's an emerging social channel or selling on a new marketplace), it's imperative to understand whether the new channel's audience aligns with a company's target demographic. Not taking into account online versus offline, the average Walmart shopper is a Caucasian, 51-year-old female with an annual household income of $56,482 (source). That said, it's likely that the "younger, richer" demographic that Amazon attracts will be drawn to Walmart.com for the same reasons they shop at Amazon - a wide selection of products that can be delivered quickly and for free.
Retailers shouldn't count out upper-income Americans from ordering on Walmart.com (despite the reasons they may not currently shop in-store), however, if the experience saves them money, is personalized, quick, easy and as expected.
Consider this research: Accenture's 10th Annual Holiday Shopping Survey found that 67 percent of shoppers will purchase items from different stores or websites (than their usual go-to store) to get the lowest price.
Amazon reports that Walmart stores are located within 10 miles of approximately 90 percent of the U.S. population - this will be an incredible advantage for Walmart but not for Marketplace sellers. Walmart does not currently offer pick-up at store for Walmart Marketplace items.
From importing orders to managing listings, adding another marketplace to a retailer's list of channels can seem daunting. Thanks to a number of integration partners (Shopify and BigCommerce, for instance), however, the process can be made more efficient. Outside of ecommerce platforms, partners like the previously mentioned ChannelAdvisor can centralize inventory and order management while automating tasks like product categorization and pricing. Retailers will want to check with their ecommerce technology solutions to understand current capabilities and what will be needed to sync inventory, listings and other critical elements.
Nearly 70 percent of online shopping carts are abandoned. Thanks to marketing automation providers, advertising platforms and their own savvy, many retailers have become proficient at deploying marketing campaigns that get those shoppers to return to the site and complete their purchase. With Walmart Marketplace, Walmart owns the buyer and they can not be remarketed to. Other limitations retailers will want to be aware of include:
Despite some limitations (like those listed above), there are some real advantages to the Walmart Marketplace for everyday sellers (aside from greater brand reach) including:
Within the Seller Center, merchants will have access to the following metrics.
Merchants with more questions about selling through the Walmart Marketplace should visit the dedicated website to learn more. Otherwise, the application can be accessed here and takes roughly 10 minutes to complete.
