Developing a great product is the first step to successfully selling on Walmart.com. The next step? Crafting a high-quality product listing that ensures your product will both show up in product searches and convince shoppers to click “Add to Cart.” Without solid product listings, your products—no matter how great they may be—won’t be seen or purchased.
While high-quality product listings are important on every online marketplace, there are some special considerations you should make while selling on Walmart.com. Whether you’re a veteran or novice on the mega corporation’s online marketplace, the tips below can help you better understand Walmart’s system and optimize your listings to increase both traffic and conversion.
Walmart’s Listing Quality Dashboard is a free tool available to help all Walmart sellers optimize their product listings. The dashboard gives each product listing a quality score out of 100 based on four listing factors: content and discoverability, offer, ratings and reviews, and post-purchase quality.
The content and discoverability score is determined by the clarity and descriptiveness of titles, descriptions, images, and attributes. The offer category is based on product prices, delivery speeds, and in-stock rates. The ratings and reviews category depends on how customers review your product, and post-purchase quality looks at both delivery defects on rates of cancellations and returns.
In addition to the score itself, the dashboard also gives sellers tips to make the listing more effective and thus improve the quality score. The suggestions may tell you if your text is too short or too long, missing keywords, or contains grammatical errors. It’s important to fine-tune your listing to keep your score high—a higher score means your listing will appear higher in Walmart’s organic search rank.
A high score on Walmart’s Listing Quality Dashboard means your product will rank higher in searches, helping you reach as many potential customers as possible. Walmart is constantly scoring your listing, and the moment your listing quality score drops, your search rank will drop, too.
Consistently high listing quality scores can also help earn sellers a Pro Seller badge, which Walmart describes as “a mark of excellence given to top-performing Marketplace sellers.” This badge can help you win the Buy Box, outrank competing listings, and build consumer confidence in your brand.
Listing scores aren’t the only reason it’s important to optimize your listings—quality listings also improve customer experience, which instills consumer trust in your product and leads to higher conversion rates. To build as much consumer confidence as possible, you should have quality information and consistent branding for your product listings across all marketplaces, not just Walmart. Take care to avoid channel conflict at all costs. The consumer is more likely to trust your brand if it tells a consistent story between Amazon, eBay, Walmart, and any other marketplaces. Plus, if your product is cheaper on one marketplace, you're most likely going to see a drop in sales on the marketplaces with the higher price.
The Listing Quality Dashboard makes it easy for sellers to define a high-quality listing. Sellers should focus on the same factors that Walmart prioritizes: content and discoverability, offer, ratings and reviews, and post-purchase quality.
To earn a high listing quality score, you’ll first want to optimize your listing title. The goal is to include as many key attributes in the product title as you can—like the product’s size or color—while still keeping it concise. The optimal title length varies from category to category, but Walmart’s Listing Quality Dashboard will give you feedback so you know the ideal length for your specific product. In many cases, optimal Walmart titles are shorter than titles that may perform well on marketplaces like Amazon.
The description is another key aspect of Walmart listings that convert. Just like with the title, the key factors to consider are the keywords, complexity, and description length. If your description is too short or too long Walmart will dock your listing quality score, which will affect your organic search rank on-site.
Your listings should include at least six high-quality images. Lower-quality images will not only turn potential customers away from your product but will also lead Walmart to dock your listing quality.
High-quality Walmart listings also include as many discoverability attributes as possible. These attributes are anything that can help shoppers find your product on Walmart.com—they may include the product size, count, brand, color, condition or flavor. Based on the product category, the Listing Quality Dashboard knows what attributes your product should have listed, and it will dock your listing quality score if you’re missing any of those attributes.
To get the best score possible—and thus the most exposure and sales possible—your products should be competitively priced, consistently in stock, and delivered quickly.
If you’re struggling to deliver your products quickly, Walmart offers several different options that may help. Walmart ThreeDay shipping is available for all Walmart sellers, and sellers can request access to Walmart TwoDay shipping in Seller Center. If neither of those options fits your brand’s needs and capabilities, Walmart also offers discounted carrier rates, Walmart Fulfillment Services, and a partnership with Deliverr.
Consumer reviews and ratings are also considered to determine your listing quality and ranking. High-quality products, detailed listings, and top-notch customer service all contribute to positive organic reviews. To get more reviews quickly, you can participate in Walmart’s Spark Reviewer Program or partner with Bazaarvoice.
Minimizing delivery defects, returns, and cancellations will also help your listings rank higher in search results. Accurate descriptions and high-quality images, which we’ve already discussed, go a long way to ensure customers feel confident in what they are ordering, making them less likely to cancel or return their orders.
If you need help optimizing your brand’s Walmart listings, you’re in the right place. Our ecommerce experts are equipped to improve your brand’s presence on Walmart.com and increase both traffic and conversion—at no cost to you. Schedule your free consultation today.
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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.