Walmart.com is a clear winner in ecommerce trends this year—sales increased a whopping 74% during Q1 , successfully beating out Amazon’s Q1 growth, albeit with a much smaller denominator. So, if you’re ready to jump on the bandwagon and sell on Walmart.com, you need to know what makes a great listing.
Great listings with premium content are directly related to product placement on Walmart.com, and will help your sales soar. Here at Pattern, we’ve figured out the equation to success on Walmart, and we’re here to help!
First, your product needs to have an appropriate title with enough information, but not too much! A title should include the brand name, the product name, the size (if applicable), and other details a few words or less. Walmart.com suggests the following guideline:
Brand Name + Size Group (if applicable) + Defining Quality + Item Name + Style + Pack Count
The first word of each letter in the title should be capitalized with the exception of conjunctions, prepositions, acronyms, etc.—avoid using all caps when possible. Additionally, avoid using special characters in the title.
One of the most eye-catching aspects of a listing is the imagery. We cannot stress this point enough: Professional images establish consumer trust and increase conversion rate.
According to one study, 79% of buyers are only skimming product details; it’s professional, detailed imagery that reels them in. And you want a lot of them. Once the images have caught their attention, then they’ll read your description.
Pattern has a whole team of creatives dedicated to helping our brands achieve brand equity on any marketplace they sell on, including Walmart.com. If you want to see some of our creative work, check out our 2020 guide to creating great product photography on marketplaces. The guidelines in that blog should help you get started in creating great product images that tell your brand story online.
Walmart product descriptions are broken down into three sections: the main description (or the short description), key features (or the long description), and attributes. Here’s an example of what those mean.
The main description should be conversational, while showing a deep knowledge of the product. Use this to help build your brand image! Your goal is to provide as much information as possible, while pulling in as many keywords as you can. Repeat the product name in this description, if possible.
Remember to use synonyms. If you’re selling a shirt, try including other words such as “blouse” or “top”, and use as many applicable descriptive words as possible, such as “tank top,” “halter,” “t-shirt,” “tunic,” “pullover,” etc.
Use your key features to make it easy and fast for your customer to learn about your product. Your key features should be equally descriptive and provide just as much information as the main description.
Remember to put the most important key features first, and, like the main description, include as many keywords as possible. Use the key features to call out important information, technical specifications, and category specific details. But be careful to avoid redundancy between the main description and the key features.
The last component is the attributes section. This section highlights technical specifications, product dimensions, colors, sizes, etc. It comes in the form of a chart, and the more attributes provided, the better.
Pay particular attention to the Discoverability attributes when uploading your listing; these attributes can directly affect your item’s performance. Discoverability attributes may include details such as color, size, age group, etc. If you’re unsure which attributes are relevant, try searching your product on Walmart.com, and check the left navigation bar to see which attributes help narrow the search down; this is where attributes are used for discoverability on site.
Here’s an image of discoverability attributes with Pattern’s partner Thorne Research:
Additionally, Walmart is working to provide rich content features for Marketplace sellers, including 360° product views, side by side views, and videos. Rich content will be free and easy to use, and will help create a more engaging online experience and establish consumer trust and loyalty.
By following these guidelines, a seller may expect a substantial increase in SEO, visits and revenue. Are you interested in increasing sales on Walmart.com? Contact a Pattern representative below to see how we can help your brand succeed on the Walmart.com marketplace.
Watch one of our on-demand webinars about selling on Walmart.com below and how to create marketplace content that converts.
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Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.
If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.
At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.
Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.
DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.
Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.
Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.
So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.
Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.
So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.
As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.
The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).
As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter.
It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.
Set up a call to get your international expansion strategy in motion.