Walmart Listing: Your Guide to Marketplace Success

Michelle Thompson

June 17, 2021

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.

What is the Listing Quality Dashboard, and what role does it play in Walmart listings?

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.

Why is it so important to optimize my Walmart listings?

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.

What makes a high-quality Walmart listing?

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.

Content and discoverability

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.

Offer

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.

Ratings and reviews

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.

Post-purchase quality

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.

What next?

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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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

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Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

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