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Ecommerce Braintrust

Jan 23, 2024

In this episode of The Ecommerce Braintrust, Kiri Masters shares a special replay from "Unpacking the Digital Shelf" webinar,  presented by our friends over at the Digital Shelf Institute, Peter Crosby and Lauren Livak.

They are discussing ‘The Walmart Marketplace: Copy and Paste is a Waste!" and are navigating the intricacies of the Walmart Marketplace and why it's not just another Amazon. Guests were Tom Spaven, VP of Marketing at Goodwipes at the time of the recording, and industry expert Lauren Livak on board to discuss the unique challenges and opportunities on this emerging platform. 

Whether you're a seasoned seller or new to the ecommerce space, this session is packed with insights on how to tailor your strategy for success in the Walmart sphere. 

Make sure you tune in to find out more!

In today’s episode, Peter, Lauren, Kiri and Tom discuss:


- Walmart's specific product title guidelines and the importance of keyword research and content optimization.

- Behavioral differences between Walmart and Amazon consumers, resulting in the need for platform-specific strategies.

- The valuable yet underutilized newer tools on Walmart, such as videos and feature sets.

- The challenges of updating product pages and the competitive advantage of using tools like Acadia.

- Walmart's immersive shopping experience that promotes browsing through collection pages.

- The difficulties and significance of obtaining product reviews on Walmart.

- The contrast between self-serve ad platforms on Amazon and Walmart.

- The disparities between Amazon and Walmart in terms of assortment, basket size, and purchase frequency.

- Content quality scores and their impact on Walmart's algorithm.

- The necessity for lower-priced products, seller performance, and content quality for better visibility on Walmart.

- Attribution and metadata differences critical for Walmart optimization, as opposed to Amazon.

- Updates on content quality, attribution weighting, and the importance of strategic cell sheet updates.

- Tom Spaven's challenges in syndicating reviews and Lauren Livak's insights into review challenges across retailers.

- Kiri Masters delved into advertising on Walmart, including its limitations and opportunities.

- The prioritization of data improvement for Walmart Connect and the call for transparency from the platform.

- Allocation of resources across omnichannel brands and the distinct growth avenues on Walmart's marketplace.

- The cost difference in accessing data from Amazon versus Walmart's Luminate platform.

- The advantages of being a one p brand versus a three p brand at Walmart and the online presence implications.

- The criticalness of online optimization for retail strategy, highlighted by consumer preferences and the synergy of in-store and online shopping.

- The discussion on the increased focus on retail media, its influence on consumer consideration and conversion, and the need for modernizing marketing strategies with a consumer-centric approach.

- The potential and challenges of Walmart's grocery focus and Walmart Luminate's data-sharing capabilities.