Walmart.com Popularity Growing Among Brands
Over the last year, Walmart.com has experienced significant growth. In fact, Walmart’s U.S. e-commerce sales increased by more than 70% in the first quarter of 2020. Strong shifts in consumer behavior due to the coronavirus likely had a partial hand in this spike. Regardless, Walmart.com will remain a focus for the corporation for the foreseeable future.
In this blog post, we explain how this has changed the competitive landscape between Walmart.com and Amazon. And, subsequently, how it's affecting the direction of brands' strategies. Continue reading for observations and why Walmart's marketplace is worth considering as part of a well-rounded e-commerce strategy.
Walmart.com vs. Amazon isn’t What it Used to Be
Historically, Walmart.com has found it challenging to compete with Amazon due to its reach and infrastructure. But in the midst of coronavirus, millions of consumers have relied on both marketplaces.
Increased demand comes as Walmart prioritizes and strengthens its support of Walmart.com. With this, MPS clients and brands overall understand the value of having a presence on both channels. Selling on both Walmart.com and Amazon can expand a brand's reach and increase visibility and recognition. Not to mention, brands can leverage learnings from Amazon and apply them to their Walmart strategy to maximize success. But before getting started, it’s important to understand the key differences between the channels.
What Makes Selling on Walmart.com Compelling
Similar to Amazon, products on Walmart.com have a front-row seat to read-to-buy shoppers. Since Walmart is one of the largest retailers in the world, its brands have inherent credibility and awareness. Because of this, brands could see an uptick in traffic to their company's website and overall sales.
As mentioned, Walmart.com is a young marketplace. But in its early stages, it has valuable tools and undeniable potential. For example, brands can use Walmart.com's built-in forecasting models to guide their strategies. There are also analytic tools available and an evolving advertising offering.
Finally, brands in the grocery and CPG space could benefit the most from the future of Walmart's e-commerce marketplace. It's committed to growing its online grocery presence, pickup, and delivery programs. While Amazon has similar efforts to progress, Walmart's in-store footprint could potentially give it a leg up.
At MPS, selling on Walmart.com is a natural next step for clients looking to elevate their strategies. Although brands can’t expect performance or traction to be at the same level as it is on Amazon, most of our clients have made great progress on Walmart.com.
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