It’s time to get serious about ecommerce. At SKU Ninja + WhyteSpyder, we’ve been talking about the importance of optimizing your item pages for omnichannel for years. (Check out our CGO Eric Howerton’s thoughts on the subject in the video above.) It’s been a long time coming… but 2020 has accelerated ecommerce and omnichannel shopping into a new world, and there’s no going back.
For Walmart suppliers, Walmart.com and Walmart Pickup & Delivery product pages can no longer be ignored. Anyone selling on Walmart must get their items up to par or be left behind by their competitors and the retailer itself. There have been a lot of internal changes at the world’s largest retailer recently, but one thing is for sure: Walmart is serious about keeping their ecommerce growth going.
eCommerce and Omnichannel are Here to Stay.
As any retail professional will tell you: today, omnichannel is everything. With so many ways for shoppers to find, research, buy, ship, and pick up items, it’s essential for retailers and suppliers to have an understanding of how ecommerce fits into the omnichannel chain.
Since people are staying at home and trying to stay away from social spaces like brick-and mortar stores, shoppers are choosing pickup & delivery options more than ever before. As you might expect, the number of people shopping online has also skyrocketed in 2020. It’s not just the perfect time to focus on your ecommerce item pages… it’s a serious mistake if you don’t.
As Walmart Connected Content Partners, we’re dedicated to making it easy and efficient for Walmart suppliers to optimize their product detail pages. Let’s take a look at some essential steps on the journey to ecomm excellence:
The Product Page (Content)
The content on your product page is one of the most fundamental elements of ecommerce—it’s where the experience begins and ends for many shoppers! Your product page should be the best source of information on your product around, with high-quality photography, an informative description, and engaging, highly-converting rich media content like video. It’s not just for clicking “add to cart”, either! Many shoppers use product pages on retailer websites to compare competitors, research, look at images, see videos, read reviews, and more.
Search is Essential
When selling products on an online retailer, a huge portion of your shoppers will find your product page through a search engine. If your item doesn’t show up in search, the shopper won’t even have the chance to consider clicking add to cart! It’s essential to be constantly thinking about your item’s discoverability, or how easy it is to find through Google & Walmart's search engines.
Walmart assigns each product page a Content Quality score that has a direct impact on an item's discoverability. Walmart Search Boost is our tool for easily improving these Content Quality scores. To read more, click here.
The Digital Shelf
It’s not just your products showing up in those search engine results pages— it’s also your competitors. eCommerce is competitive by nature, there’s no getting around it. The first five search results get the majority of clicks, so it’s important to know where you rank. When you know your place on the digital shelf, you can adjust your ecommerce strategy to win where you can and compete in the most valuable search results.
Our Search Snapshot and Share of Digital Shelf reports are the easy answer for understanding your place in ecommerce search. Get an easy-to-understand, color-coded readout of the search results for your category. See which brands are winning organically, and who is paying money to rank.
Don’t Know Where to Start? Get a Free Assessment.
SKU Ninja + WhyteSpyder offers a free Content Quality score assessment for any Walmart supplier wanting to optimize their product pages on Walmart.com and Walmart Pickup & Delivery. Email an item list to email@example.com, and we’ll get back to you with your Content Quality scores, and how they can be improved with SKU Ninja and Walmart Search Boost.
About SKU Ninja + WhyteSpyder: SKU Ninja + WhyteSpyder is a digital merchandising company and Walmart Connected Content Partner with more than a decade of experience helping brands win online. We combine years of ecommerce expertise with innovative and precise software to solve the unique problems facing omnichannel professionals. For more information, or to schedule a demo or call, email firstname.lastname@example.org!