How the Power of Walmart Marketplace Benefits Customers and Sellers Alike

At Walmart, we’re proud to be one of the largest retailers in the world. Our decades of experience and history have provided a foundation that supports industry-leading innovation. Not only do our customers benefit from this, but our Marketplace sellers do as well. Here we explain in detail what makes Walmart Marketplace so powerful.

Walmart Marketplace’s advantage at the surface

Walmart Marketplace serves customers by offering a top-quality product selection and a world-class shopping experience. In fact, Walmart.com is home to 170 MM SKUS with additional SKUS added daily. What’s more, Walmart allows customers to shop where, when, and how they want. Whether that’s in-store, online, or via the Walmart mobile app. According to Harvard Business Review, 73% of customers prefer shopping through multiple channels.

Putting the customer first, and placing a heavy focus on the customer experience, is a must in today’s landscape. And we’ve found our approach subsequently supports our sellers in a unique way that not all retailers can offer.

Our Marketplace sellers can also seamlessly provide a smooth customer experience across Walmart.com and the Walmart app. The app helps provide a new shopping channel with loyal customers for sellers that don’t have their own app. And the Walmart app is especially impactful given it topped the ranking of shopping apps with the most active monthly users in the United States in 2021 according to Statista.

As a company, we collaborate with our Marketplace sellers to define the future of eCommerce. This includes, but is not limited to, annual Open Call events. At Open Call, sellers can pitch their products to be sold in Walmart stores.

It doesn’t stop there—Marketplace sellers can unlock success with tools designed for every customer touch point

At Walmart, we know our customers and we know how to help set our sellers up for success. That’s why we’ve invested heavily in an ecosystem of solutions with our sellers’ success in mind. Marketplace sellers can rely on a variety of tools and features at their disposal to help them cater to customers at each phase of their journey.

Awareness & Discovery

Marketplace sellers unlock access to millions of shoppers when they start selling on Walmart.com. But it’s still important to drive extra awareness and demand. Especially given our vast assortment of products available for shoppers to choose from.

To do so, sellers tap into the power of Walmart Connect. In the U.S. Walmart Connect saw a 136% increase in advertisers many of which invest in Sponsored Search campaigns. Merchandising events like Flash Picks and Seasonal Campaigns can also help their products stand out in high-traffic placements.

Research & Comparison

Whether shoppers discover your products organically or via one of the above programs, it’s crucial to put your best foot forward. During the research and comparison phase of a customer’s journey they could be deciding between your product or a competitor’s.

That’s where the importance of having top-performing product pages comes into play. With our Listing Quality Dashboard, sellers can optimize their product pages for success. And, most importantly, sellers can gain the trust of shoppers by removing the guesswork when they earn the Pro Seller Badge.

Consideration & Conversion

Finally, as shoppers reach the consideration and conversion phase, they’re ready to make a final purchase decision. It’s at this point where sellers can appeal to them by going above and beyond. 

An ever-important conversion-driver is price. At Walmart, Every Day Low Price (EDLP), is the cornerstone of our strategy. Our variety of tools and dashboards, including the Pricing Opportunities dashboard, help our Marketplace sellers align with this approach and boost their chances of winning the Buy Box. Another tool available is the Repricer tool. It’s designed to help ensure pricing remains competitive with minimal effort, based on the strategy you choose. 

Sellers can also increase the chances of converting convenience-driven shoppers by offering fast shipping. Consider enrolling in Walmart Fulfillment Services (WFS) to earn ‘2-day delivery’ and ‘Fulfilled by Walmart‘ tags for increased conversion.

Provide delivery that delights customers

As a Marketplace seller, you’re able to leverage the power of Walmart’s world-class supply chain to provide your customers with all-star shipping and returns experiences.

 WFS enables you to deliver orders to customers across the US within two days.¹ In addition to fast shipping, with WFS you can...

• Enjoy fulfillment rates that average 15% less2 than the competition.

• See 50% GMV growth,3 on average, for items with ‘Fulfilled by Walmart’ and ‘2-day shipping’ tags. 

• Offer seamless customer service and returns by mail or in any Walmart store. 

• Access dedicated support by email or phone seven days a week. 

• Win repeat and loyal customers with WFS items eligible for free shipping in Walmart+ subscriptions. 

• Get customized recommendations on WFS items to restock and items to convert to Walmart-fulfilled.

Or you can join TwoDay or ThreeDay seller-fulfilled delivery programs. Either approach will help you offer attractive shipping options and delight your customers.

Along the same lines, with Enhanced Returns, sellers can not only improve the post-purchase experience, but help grow sales. After all, most online shoppers consider the return policy and options before buying. This experience is seamless online and in stores taking the stress out of returns.

Measure your impact

We refer to our solutions as an ecosystem because they help sellers navigate and connect all functions of their business. In part, to remain competitive and to reach your full potential, continuing to optimize your catalog is key. Our multitude of performance dashboards help our sellers explore new growth opportunities.

Awareness & Discovery

Marketplace sellers unlock access to millions of shoppers when they start selling on Walmart.com. But it’s still important to drive extra awareness and demand. Especially given our vast assortment of products available for shoppers to choose from.

To do so, sellers tap into the power of Walmart Connect. In the U.S. Walmart Connect saw a 136% increase in advertisers many of which invest in Sponsored Search campaigns. Merchandising events like Flash Picks and Seasonal Campaigns can also help their products stand out in high-traffic placements.

Research & Comparison

Whether shoppers discover your products organically or via one of the above programs, it’s crucial to put your best foot forward. During the research and comparison phase of a customer’s journey they could be deciding between your product or a competitor’s.

That’s where the importance of having top-performing product pages comes into play. With our Listing Quality Dashboard, sellers can optimize their product pages for success. And, most importantly, sellers can gain the trust of shoppers by removing the guesswork when they earn the Pro Seller Badge.

Consideration & Conversion

Finally, as shoppers reach the consideration and conversion phase, they’re ready to make a final purchase decision. It’s at this point where sellers can appeal to them by going above and beyond. 

An ever-important conversion-driver is price. At Walmart, Every Day Low Price (EDLP), is the cornerstone of our strategy. Our variety of tools and dashboards, including the Pricing Opportunities dashboard, help our Marketplace sellers align with this approach and boost their chances of winning the Buy Box. Another tool available is the Repricer tool. It’s designed to help ensure pricing remains competitive with minimal effort, based on the strategy you choose. 

Sellers can also increase the chances of converting convenience-driven shoppers by offering fast shipping. Consider enrolling in Walmart Fulfillment Services (WFS) to earn ‘2-day delivery’ and ‘Fulfilled by Walmart‘ tags for increased conversion.

Provide delivery that delights customers

As a Marketplace seller, you’re able to leverage the power of Walmart’s world-class supply chain to provide your customers with all-star shipping and returns experiences.

 WFS enables you to deliver orders to customers across the US within two days.1 In addition to fast shipping, with WFS you can...

• Enjoy fulfillment rates that average 15% less2 than the competition.

• See 50% GMV growth,3 on average, for items with ‘Fulfilled by Walmart’ and ‘2-day shipping’ tags. 

• Offer seamless customer service and returns by mail or in any Walmart store. 

• Access dedicated support by email or phone seven days a week. 

• Win repeat and loyal customers with WFS items eligible for free shipping in Walmart+ subscriptions. 

• Get customized recommendations on WFS items to restock and items to convert to Walmart-fulfilled.

Or you can join TwoDay or ThreeDay seller-fulfilled delivery programs. Either approach will help you offer attractive shipping options and delight your customers.

Along the same lines, with Enhanced Returns, sellers can not only improve the post-purchase experience, but help grow sales. After all, most online shoppers consider the return policy and options before buying. This experience is seamless online and in stores taking the stress out of returns.

Measure your impact

We refer to our solutions as an ecosystem because they help sellers navigate and connect all functions of their business. In part, to remain competitive and to reach your full potential, continuing to optimize your catalog is key. Our multitude of performance dashboards help our sellers explore new growth opportunities.

Why it matters

Providing a world-class customer experience is crucial and it’s a priority of ours here at Walmart. This is especially important given today’s average customer has come to expect convenience.

With this in mind, eCommerce sellers must remember customers have a surplus of options. So, if your products aren’t being sold on a platform that leaves shoppers delighted and wanting more, you’re going to fall behind.

Beyond what we’ve already described, you can elevate your business in both the short- and long-term when you join Walmart Marketplace. Whether it’s by working to increase your customer’s lifetime value, streamline operations, attract new customers, or drive sales. Better yet, at Walmart Marketplace, we aim to make this as simple as possible for our sellers.

Become Walmart Marketplace’s next success story

There’s no better time to join Walmart Marketplace. We’re growing fast and our sellers can immediately take advantage of the Marketplace difference. Not to mention the variety of additional benefits, solutions, features, and tools available.

It only takes a few minutes to create a Marketplace account and begin the 3-step setup process. So, what are you waiting for? Just bring your great products and we’ll bring millions of loyal customers. Get started today!

¹ Non-peak. Some big and bulky items excluded. Only standard shipping is available in non-contiguous states of Alaska and Hawaii.

² Fulfillment cost per item. Walmart first-party data, December 2023-March 2024.

³ On average. Walmart first-party data, February 2023-February 2024.