Walmart Marketplace is a go-to destination for holiday shoppers. On our recent webinar hosted by Drew Lichvar, Channel Partnerships Manager, Walmart Marketplace, we explored key insights from Walmart about customer activity during the holiday season and shared strategies for sellers to thrive on Walmart.com.
This holiday season, sellers must prepare strategically for key selling windows to reach more consumers across various categories, including toys, apparel, beauty and tech.
“Holiday selling can seem daunting but with strong strategy and preparation, you can really optimize your results.”
– Drew Lichvar, Walmart Marketplaces
Lichvar emphasized three critical components for success on Walmart Marketplace:
- Prepare your marketplace promotional planning: Craft a strong promotional plan that includes competitive pricing. Holiday deals are typically at least 20% off or $50 below comparison prices, with shipping that is fast and free. Sellers should aim for a minimum 3-star rating on products.
- Sellers are encouraged to use Walmart Fulfillment Services (WFS): WFS allows sellers to meet customer expectations for quick shipping during peak times. By following Walmart’s routing guidelines and sending inventory early, sellers can ensure their products are ready for sale.
- Reach more consumers through effective marketing: Increase visibility through Walmart Connect (WMC) advertising and search engine marketing (SEM). Three out of four top Marketplace sellers utilize WMC, which has proven effective for growth, according to Walmart.
Reach shoppers during peak shopping moments
Lichvar noted that understanding customer shopping habits is crucial. Segment each month by focus, including promoting certain categories as early as October.
“Understanding how customers’ needs change from month to month during the holidays can help you position your products and promotions effectively,” Lichvar said.
- October: Focus on early holiday deals (toys, electronics, beauty).
- November: Target Black Friday events (clothing, tools, outdoor goods).
- December: Highlight last-minute gifts and holiday decor.
Focus on an always-on approach: Use Walmart’s Seller Center to set up flash deals
Sellers are encouraged to consistently submit high converting deals each week and leverage the “Always On” opportunity by submitting to Flash Deals every Sunday, with items going live two days later.
Walmart continues to be a popular holiday destination during the peak shopping season. By bringing high-quality items at competitive prices, utilizing WFS and implementing strong marketing strategies, sellers can position themselves for success this holiday season. Keep an eye on important submission dates and participate in Walmart’s resources, including the Deals Management dashboard, to maximize your sales potential.
For ongoing insights and updates, look out for future webinars and communication from Walmart Marketplace. Learn more how Rithum can help.