If you’re an ecommerce seller, then you’ve probably thought about selling on the Walmart Marketplace – and you should. Walmart boasts 438 million unique monthly visitors to its online store and offers sellers relatively low fees. There’s a lot of opportunity for online retailers on the marketplace, but to be successful, it’s important to minimize mistakes as much as possible.
Here are some common mistakes sellers make on Walmart.com, and how you can avoid them yourself:
#1 – Breaking Walmart’s Rules
There are various reasons why your listings aren’t approved by Walmart.com, including incomplete or incorrect information, failure to follow product image guidelines, listing prohibited items, and more. That’s why it’s crucial to become familiar with all the rules and policies Walmart requires. Read the Walmart Marketplace Retailer Agreement thoroughly before you start listing products. It’s also important to understand the Prohibited Products Policy and the Seller Performance Standards, so you maintain a good seller reputation. Additionally, there are guides provided by Walmart to help you understand the rules and procedures for just about everything you’ll need to ensure that your listings appear, and your account stays in good standing.
#2 – Forgetting About SEO
Walmart, like other ecommerce marketplaces, uses an algorithm to determine which products should show in a search. Your goal is to be at the top of the search result page, where searchers will see your product before your competitors’. However, aside from sales history, there are some things you can optimize so your products show up higher in the rankings:
- Write a unique product title – If you sell the product on other sales channels, don’t use the same title. You’ll get more traffic when you write one that is unique to the Walmart Marketplace.
- Use keywords in product descriptions – A successful keyword strategy boils down to research. Keywords are the words or phrases that someone will use to search for an item or information online. Make the effort to research as many relevant keywords as possible that customers might use in the search box, but use them judiciously. Keyword stuffing (putting as many keywords as possible in a title or description) only makes your listing look confusing and unappealing to viewers.
- Use professional-looking photos – Your images don’t have to be taken by a professional, but they need to look like they were. While shoppers are likely to forgive a typo in your title, they aren’t likely to click on an image that is subpar.
- Use Walmart’s Free 2-Day Shipping – Online shoppers love free shipping. Adding this to your products will make them more likely to sell, and that will give you a more favorable sales history, which the algorithm likes.
- Get good reviews – The better your reviews, the better your search engine traffic. Increase your chances of getting positive customer reviews by providing outstanding customer service – on every order.
#3 – Missing SKUs or Product Type in Product Listing
The most common mistake made by Walmart sellers is failing to list a product SKU number. The Stock Keeping Unit, or SKU, is a unique identifier for your product. If it isn’t defined correctly, or missing entirely, your product will not go live on the Walmart marketplace.
Another common error is a lack of Product Type. If it’s missing or incorrect, your product won’t show up in the proper category causing issues down the line. It either won’t go live at all, or customers won’t be able to see it because it’s listed in the wrong category.
To avoid these mistakes, always double check that you’ve correctly entered the required information.
#4 – Failing to Join Walmart’s Free 2-Day Shipping Program
To stay competitive with other online retailers, especially Amazon, you should apply for Walmart’s Free 2-Day Shipping program. The program offers shoppers free shipping without purchasing a membership (like Amazon Prime). Any products included in this program will have a “fast shipping” tag and shoppers can filter for items based on it.
Any Walmart seller can apply for this program, but you have to maintain certain requirements to participate. You must have:
- sold on Walmart for at least 90 days
- fulfilled at least 100 orders on the marketplace
- at least 95% on-time shipping and on-time delivery
- at least 99.5% accurate products shipped
- valid tracking of at least 95%
- a cancel rate lower than 1.5%
- a generous return policy
#5 – Violating Walmart’s Pricing Policy
Uncompetitive pricing is the most common reason that products are delisted on Walmart. Walmart is committed to offering the lowest price possible, so it enforces two rules about pricing:
- Price Parity Rule – this rule states that your product cannot be purchased from any competitor at a lower price.
- Price Leadership Rule – this rule states that your product cannot be purchased at a much lower price (this includes shipping) than from any other Walmart seller or competitors’ sites.
To avoid violating the rules, keep pricing consistent on your other online stores and marketplaces, know-how shipping fees will impact the total price, and keep an eye on competitor pricing.
Ready, Set, Sell on Walmart
Selling on the Walmart Marketplace is a great addition to your multichannel ecommerce strategy. While there’s no way to eliminate every mistake, knowing what the common ones are will help you avoid those that many new Walmart sellers make.
Are there any other mistakes that you’ve had to correct and would like to share with our readers? If so, please let us know in the comments below.