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Submission: On January 23 via manual from IN — Scanned from DE
Submission: On January 23 via manual from IN — Scanned from DE
Form analysis 5 forms found in the DOM
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<div class="input"><input id="lastname-9936839d-62d7-4a7a-bb7e-9410504cec43" name="lastname" required="" placeholder="" type="text" class="hs-input" inputmode="text" autocomplete="family-name" value=""></div>
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</fieldset>
<fieldset class="form-columns-2">
<div class="hs_email hs-email hs-fieldtype-text field hs-form-field"><label id="label-email-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Company Email"
for="email-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Company Email</span><span class="hs-form-required">*</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input id="email-9936839d-62d7-4a7a-bb7e-9410504cec43" name="email" required="" placeholder="" type="email" class="hs-input" inputmode="email" autocomplete="email" value=""></div>
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<div class="hs_phone hs-phone hs-fieldtype-phonenumber field hs-form-field"><label id="label-phone-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Work Phone"
for="phone-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Work Phone</span><span class="hs-form-required">*</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input id="phone-9936839d-62d7-4a7a-bb7e-9410504cec43" name="phone" required="" placeholder="888-366-8458" type="tel" class="hs-input" inputmode="tel" autocomplete="tel" value=""></div>
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<fieldset class="form-columns-2">
<div class="hs_annual_revenue_from_form__c hs-annual_revenue_from_form__c hs-fieldtype-select field hs-form-field"><label id="label-annual_revenue_from_form__c-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal"
placeholder="Enter your Annual Revenue" for="annual_revenue_from_form__c-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Annual Revenue</span><span class="hs-form-required">*</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
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<option value="Under $100K">Under $100K</option>
<option value="$100K - $499K">$100K - $499K</option>
<option value="$500K - $5M">$500K - $5M</option>
<option value="$5M - $25M">$5M - $25M</option>
<option value="Over $25M">Over $25M</option>
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<div class="hs_company hs-company hs-fieldtype-text field hs-form-field"><label id="label-company-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Company Name"
for="company-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Company Name</span><span class="hs-form-required">*</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input id="company-9936839d-62d7-4a7a-bb7e-9410504cec43" name="company" required="" placeholder="" type="text" class="hs-input" inputmode="text" autocomplete="organization" value=""></div>
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<fieldset class="form-columns-1">
<div class="hs_from_web_form__c hs-from_web_form__c hs-fieldtype-booleancheckbox field hs-form-field" style="display: none;">
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="from_web_form__c" class="hs-input" type="hidden" value="true"></div>
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<fieldset class="form-columns-1">
<div class="hs_lead_source_info__c hs-lead_source_info__c hs-fieldtype-textarea field hs-form-field" style="display: none;"><label id="label-lead_source_info__c-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal"
placeholder="Enter your Lead Source Info" for="lead_source_info__c-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Lead Source Info</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="lead_source_info__c" class="hs-input" type="hidden" value="source=(direct)|medium=(none)"></div>
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<fieldset class="form-columns-1">
<div class="hs_lead_submit_url__c hs-lead_submit_url__c hs-fieldtype-textarea field hs-form-field" style="display: none;"><label id="label-lead_submit_url__c-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal"
placeholder="Enter your lead_submit_url" for="lead_submit_url__c-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>lead_submit_url</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="lead_submit_url__c" class="hs-input" type="hidden" value="https://www.zentail.com/blog/walmart-versus-amazon-marketplace"></div>
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</fieldset>
<fieldset class="form-columns-1">
<div class="hs_lead_type__c hs-lead_type__c hs-fieldtype-select field hs-form-field" style="display: none;"><label id="label-lead_type__c-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Lead Type"
for="lead_type__c-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Lead Type</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="lead_type__c" class="hs-input" type="hidden" value="Inbound"></div>
</div>
</fieldset>
<fieldset class="form-columns-1">
<div class="hs_leadowner hs-leadowner hs-fieldtype-select field hs-form-field" style="display: none;"><label id="label-leadowner-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Lead Owner"
for="leadowner-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Lead Owner</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="leadowner" class="hs-input" type="hidden" value=""></div>
</div>
</fieldset>
<fieldset class="form-columns-1">
<div class="hs_requested_outreach__c hs-requested_outreach__c hs-fieldtype-booleancheckbox field hs-form-field" style="display: none;">
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="requested_outreach__c" class="hs-input" type="hidden" value="true"></div>
</div>
</fieldset>
<fieldset class="form-columns-1">
<div class="hs_country hs-country hs-fieldtype-text field hs-form-field" style="display: none;"><label id="label-country-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Country/Region"
for="country-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Country/Region</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="country" class="hs-input" type="hidden" value="DE"></div>
</div>
</fieldset>
<fieldset class="form-columns-1">
<div class="hs_mktg_interaction_id hs-mktg_interaction_id hs-fieldtype-text field hs-form-field" style="display: none;"><label id="label-mktg_interaction_id-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal"
placeholder="Enter your Mktg Interaction ID" for="mktg_interaction_id-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Mktg Interaction ID</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="mktg_interaction_id" class="hs-input" type="hidden" value="Outreach SL Request Form"></div>
</div>
</fieldset>
<fieldset class="form-columns-1">
<div class="hs_campaign_membership__c hs-campaign_membership__c hs-fieldtype-checkbox field hs-form-field" style="display: none;"><label id="label-campaign_membership__c-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal"
placeholder="Enter your Campaign Membership" for="campaign_membership__c-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Campaign Membership</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="campaign_membership__c" class="hs-input" type="hidden" value="Outreach Request"></div>
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</fieldset>
<div class="hs_submit hs-submit">
<div class="hs-field-desc" style="display: none;"></div>
<div class="actions"><input type="submit" class="hs-button primary large button w-button" value="Submit"></div>
</div><input name="hs_context" type="hidden"
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<fieldset class="form-columns-2">
<div class="hs_firstname hs-firstname hs-fieldtype-text field hs-form-field"><label id="label-firstname-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your First Name"
for="firstname-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>First Name</span><span class="hs-form-required">*</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input id="firstname-9936839d-62d7-4a7a-bb7e-9410504cec43" name="firstname" required="" placeholder="" type="text" class="hs-input" inputmode="text" autocomplete="given-name" value=""></div>
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<div class="hs_lastname hs-lastname hs-fieldtype-text field hs-form-field"><label id="label-lastname-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Last Name"
for="lastname-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Last Name</span><span class="hs-form-required">*</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input id="lastname-9936839d-62d7-4a7a-bb7e-9410504cec43" name="lastname" required="" placeholder="" type="text" class="hs-input" inputmode="text" autocomplete="family-name" value=""></div>
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</fieldset>
<fieldset class="form-columns-2">
<div class="hs_email hs-email hs-fieldtype-text field hs-form-field"><label id="label-email-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Company Email"
for="email-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Company Email</span><span class="hs-form-required">*</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input id="email-9936839d-62d7-4a7a-bb7e-9410504cec43" name="email" required="" placeholder="" type="email" class="hs-input" inputmode="email" autocomplete="email" value=""></div>
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<div class="hs_phone hs-phone hs-fieldtype-phonenumber field hs-form-field"><label id="label-phone-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Work Phone"
for="phone-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Work Phone</span><span class="hs-form-required">*</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input id="phone-9936839d-62d7-4a7a-bb7e-9410504cec43" name="phone" required="" placeholder="888-366-8458" type="tel" class="hs-input" inputmode="tel" autocomplete="tel" value=""></div>
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</fieldset>
<fieldset class="form-columns-2">
<div class="hs_annual_revenue_from_form__c hs-annual_revenue_from_form__c hs-fieldtype-select field hs-form-field"><label id="label-annual_revenue_from_form__c-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal"
placeholder="Enter your Annual Revenue" for="annual_revenue_from_form__c-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Annual Revenue</span><span class="hs-form-required">*</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><select id="annual_revenue_from_form__c-9936839d-62d7-4a7a-bb7e-9410504cec43" required="" class="hs-input is-placeholder" name="annual_revenue_from_form__c">
<option disabled="" value="">Please Select</option>
<option value="Under $100K">Under $100K</option>
<option value="$100K - $499K">$100K - $499K</option>
<option value="$500K - $5M">$500K - $5M</option>
<option value="$5M - $25M">$5M - $25M</option>
<option value="Over $25M">Over $25M</option>
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<div class="hs_company hs-company hs-fieldtype-text field hs-form-field"><label id="label-company-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Company Name"
for="company-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Company Name</span><span class="hs-form-required">*</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input id="company-9936839d-62d7-4a7a-bb7e-9410504cec43" name="company" required="" placeholder="" type="text" class="hs-input" inputmode="text" autocomplete="organization" value=""></div>
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</fieldset>
<fieldset class="form-columns-1">
<div class="hs_from_web_form__c hs-from_web_form__c hs-fieldtype-booleancheckbox field hs-form-field" style="display: none;">
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="from_web_form__c" class="hs-input" type="hidden" value="true"></div>
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</fieldset>
<fieldset class="form-columns-1">
<div class="hs_lead_source_info__c hs-lead_source_info__c hs-fieldtype-textarea field hs-form-field" style="display: none;"><label id="label-lead_source_info__c-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal"
placeholder="Enter your Lead Source Info" for="lead_source_info__c-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Lead Source Info</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="lead_source_info__c" class="hs-input" type="hidden" value="source=(direct)|medium=(none)"></div>
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</fieldset>
<fieldset class="form-columns-1">
<div class="hs_lead_submit_url__c hs-lead_submit_url__c hs-fieldtype-textarea field hs-form-field" style="display: none;"><label id="label-lead_submit_url__c-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal"
placeholder="Enter your lead_submit_url" for="lead_submit_url__c-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>lead_submit_url</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="lead_submit_url__c" class="hs-input" type="hidden" value="https://www.zentail.com/blog/walmart-versus-amazon-marketplace"></div>
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</fieldset>
<fieldset class="form-columns-1">
<div class="hs_lead_type__c hs-lead_type__c hs-fieldtype-select field hs-form-field" style="display: none;"><label id="label-lead_type__c-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Lead Type"
for="lead_type__c-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Lead Type</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="lead_type__c" class="hs-input" type="hidden" value="Inbound"></div>
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</fieldset>
<fieldset class="form-columns-1">
<div class="hs_leadowner hs-leadowner hs-fieldtype-select field hs-form-field" style="display: none;"><label id="label-leadowner-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Lead Owner"
for="leadowner-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Lead Owner</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="leadowner" class="hs-input" type="hidden" value=""></div>
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</fieldset>
<fieldset class="form-columns-1">
<div class="hs_requested_outreach__c hs-requested_outreach__c hs-fieldtype-booleancheckbox field hs-form-field" style="display: none;">
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="requested_outreach__c" class="hs-input" type="hidden" value="true"></div>
</div>
</fieldset>
<fieldset class="form-columns-1">
<div class="hs_country hs-country hs-fieldtype-text field hs-form-field" style="display: none;"><label id="label-country-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal" placeholder="Enter your Country/Region"
for="country-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Country/Region</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="country" class="hs-input" type="hidden" value="DE"></div>
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</fieldset>
<fieldset class="form-columns-1">
<div class="hs_mktg_interaction_id hs-mktg_interaction_id hs-fieldtype-text field hs-form-field" style="display: none;"><label id="label-mktg_interaction_id-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal"
placeholder="Enter your Mktg Interaction ID" for="mktg_interaction_id-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Mktg Interaction ID</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="mktg_interaction_id" class="hs-input" type="hidden" value="Outreach SL Request Form"></div>
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</fieldset>
<fieldset class="form-columns-1">
<div class="hs_campaign_membership__c hs-campaign_membership__c hs-fieldtype-checkbox field hs-form-field" style="display: none;"><label id="label-campaign_membership__c-9936839d-62d7-4a7a-bb7e-9410504cec43" class="formlabel darkteal"
placeholder="Enter your Campaign Membership" for="campaign_membership__c-9936839d-62d7-4a7a-bb7e-9410504cec43"><span>Campaign Membership</span></label>
<legend class="hs-field-desc" style="display: none;"></legend>
<div class="input"><input name="campaign_membership__c" class="hs-input" type="hidden" value="Outreach Request"></div>
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<div class="hs_submit hs-submit">
<div class="hs-field-desc" style="display: none;"></div>
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Seller Strategies
WALMART VS. AMAZON: WHAT SELLERS NEED TO KNOW (2023 EDITION)
LISA FEDERICO
|
UPDATED:Â
JANUARY 9, 2023
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For years, retailers and marketplaces alike have tried to chip away at Amazonâs
online dominance. One well-known example is the battle between Walmart and
Amazon.Â
While some commentators now predict that Amazon will surpass Walmart as the
leading retailer, others champion Walmartâs latest gains in ecommerce. Sellers,
too, are paying more attention to Walmart Marketplace as coronavirus impacts
highlight the risks of over-relying on Amazon. But the differences between the
two platforms are vast.Â
Watch Also: "Ask Walmart Anything" Chat on the Application Process, Listing and
Advertising
In this blog, weâll cover those key differences. Weâll explore how Walmartâs
efforts have added up over the years, and what sellers should expect from each
platform. How easily does your approach to Amazon translate to Walmart? What
does it take to succeed on either platform? Read on to learn more.
Table of Contents (Click to Jump to a Section):
* Ecommerce and Retail Market Share
* Selling Fees
* Onboarding and Listing
* Price and Buy Box Competition
* Shipping and Fulfillment
* Performance Standards
* Branding and Advertising Opportunities
* Overall Seller Satisfactionâ
ECOMMERCE AND RETAIL MARKET SHAREÂ
* This is number of active U.S. marketplace sellers
AMAZON
Amazon still remains the undisputed number one in ecommerce, accounting for
nearly 40% of ecommerce sales today. When the coronavirus pandemic disrupted its
supply chain and severely delayed Prime deliveries in early 2020, Amazon still
saw a 25% surge in online salesâits fastest recorded growth in at least six
quarters.Â
That being said, operating profit fell dramatically from $2.3 billion to $1.3
billion during the same time period in the North America segment. COVID-related
costs totaled to more than $600 million. (The company itself raised eyebrows
when it committed to spending $4 billion on higher wages, PPE and other
COVID-related expenses in the second quarter.) And the vast majority of pandemic
sales came from low-margin products, like food and cleaning supplies.Â
Amazon is likely to remain unfazed in the long run. As conventional retailers
face heavy, if not permanent, blows to their brick-and-mortar businesses, Amazon
stands to operate at an advantage for years to come. Birkenstockâs US CEO David
Kahan echoes the sentiment of many with his claim that âThis could be the
biggest boon ever to Amazon.â
WALMART
Walmart passed a critical inflection point in 2020. For the first time ever, it
was reported that Walmart would surpass eBay as the second largest ecommerce
retailer in the U.S. behind Amazon.
Its ecommerce sales leapt 74% in the first quarter of 2020. The biggest driver
was online grocery sales, which "permanently catapulted three or four years into
the future in just three or four months,â according to eMarketer analyst Andrew
Lipsman.Â
When Amazon Prime orders faced month-long delays, overall Walmart Marketplace
orders skyrocketed and peaked at 300% growth in early April. This speaks, in
part, to Walmartâs dominance as a brick-and-mortar retailer. Self-proclaimed as
the worldâs largest retailer, the company has more than 5,000 stores in the U.S.
that can double as fulfillment centers or pickup locations (compared to Amazonâs
200 North American warehouses).Â
âDuring the pandemic, Walmart used technology and stores to out-satisfy Amazon,â
said Harvard Business School professor James Heskett, lauding Walmartâs
omnicommerce strategy. Walmart is well-positioned to dodge inventory issues that
still choke Amazon today.
In the midst of this success, Walmart also announced it was phasing out Jet.com.
The retail giant acquired Jet in 2016 for more than $3 billion as a foray into
ecommerce. After several failed experiments and big learnings, Jet.com is being
cast aside to make room for its own marketplace. This move reflects the
companyâs confidence in Walmart.comâgood news for sellers looking to launch to
its marketplaceâas its ecommerce sales are finally starting to grow at a faster
clip. Since its Jet.com acquisition, Walmartâs ecommerce sales have nearly
tripled.Â
 Â
SELLING FEES
AMAZON
Amazonâs Professional selling plan costs $39.99 a month. There are generally no
listing fees, though there is a âreferral feeâ for each sale. Referral fees
usually range between 8% and 15%, with several categories charging as much as
20%. Amazon also enforces a minimum referral fee per category.Â
Certain categories, like media, come with additional service fees or variable
closing fees. The vast majority of Amazon sellers (73%) also pay Amazon FBA
fulfillment fees, which are either determined by unit or weight. Storage fees
are charged separately, as are many other related services (FBA label service,
returns processing and removal orders, to name a few). These fees can quickly
rack up if youâre not keenly aware of how they work or how your inventory is
performing.
WALMART
Walmart Marketplace doesnât charge any setup or monthly seller fees. Sellers are
only charged referral fees that generally range between 8% and 15%, similar to
Amazonâs rates.Â
Walmartâs new Walmart Fulfillment Services (WFS) charges monthly storage fees
and per-item fulfillment fees. WFS fees are simple compared to FBA. However, far
less sellers are eligible for the program. Only existing Walmart Marketplace
sellers can gain access, and new sellers are not likely to be approved right
now.
Aside from these fees, Walmart requires UPCs for every product you want to list
(though exemptions are available in certain cases). UPCs can cost several
thousands of dollars for a batch of a hundred or more codes. GS1, the official
provider, also charges annual renewal fees starting at $50.Â
ONBOARDING AND LISTING
AMAZON
Amazon offers a touchless launch process. Once youâve purchased a selling plan
and set up your Seller Central account, you can create your first listings
through a number of options:
* Create individual listings manually through Seller Central
* Upload product listings in bulk using Amazonâs inventory file templates
* Tap an integration partner, like Zentail, to automatically format and
categorize your product listings
Most categories on Amazon require products to have a standard ID, such as a
Universal Product Code (UPC), European Article Number (EAN) or an International
Standard Book Number (ISBN), but if your product already exists on Amazon, you
should be able to add your offer without a GTIN. In some categories you can also
request GTIN exemptions to get your products up on the marketplace.Â
One of the most difficult aspects of listing management is keeping up with
Amazonâs constantly changing criteria. For example, in 2019, Amazon overhauled
its shoe sizing requirements with little notice. Sellers were forced to submit a
slew of new attributes for every shoe listingâor risk having their ASINs
removed.
Even among seasoned sellers, listing errors are commonplace. Itâs therefore
advised that you enable a system for quickly detecting, interpreting and
resolving cryptic error messages. Too many errors will not only render your
listing unsellable, but can also lead to stranded FBA inventory that will incur
hefty fees.Â
WALMART
Walmart Marketplace is notoriously harder to onboard. New sellers must send in
an application and undergo a âtrust and safetyâ review. During this process,
sellers need to demonstrate previous marketplace experience, a high level of
professionalism and other qualifications. This review can take several weeks,
although working with an official channel partner such as Zentail can cut down
the process to just a few days.Â
Once accepted, you will receive a launch checklist with step-by-step
instructions for registering your company. You can create a new listing via
manual setup, Excel upload, API or through a software partner. Keep in mind that
Walmartâs APIs are relatively underdeveloped; they can be hard to work with if
you donât know the right way to format your product data or can keep up with
continual changes. Therefore, it's highly recommended that you tap a software
partner or see if Shopify's Walmart integration makes sense for you.
Another core difference, as mentioned before: Walmart requires a UPC for every
product you list, so if your product doesnât have one yet, youâll have to obtain
one or submit a case specifically asking for an exemption. According to sellers
who've been approved for UPC exemption, Walmart will send a list of questions to
better understand your reason for exemption, the category for exemption, your
company background, forecasted sales and links to products requiring exemption.
In general, this UPC requirement has been a source of headache for some sellers.
Sellers report encountering issues with duplicate listings and/or not being able
to choose which listing to sell on. UPCs may also be associated with the wrong
product if, say, another seller purchased a false code from a provider outside
of GS1. The only remedy to this situation right now is to locate the ârightâ UPS
and submit a case with Walmart Seller Support.Â
Read More: How to Sell on Walmart Marketplace
PRICING AND BUY BOX COMPETITIONÂ
AMAZON
In line with its goal of being the âeverything store,â Amazon operates a
marketplace open to all sellers. Its U.S. marketplace has 493,000 active
sellers, with more than 86,000 new sellers joining in 2020 alone.Â
A significant percentage are based abroad. In fact, Marketplace Pulse reports
that among the top 10,000 sellers, more are based in China (49%) than in the
U.S. (47%). As a result, price competition can be intense and fluctuate
suddenly. To stay competitive, sellers need an automatic repricer that can keep
up with constantly changing prices. The best options are arguably
algorithmicâthey can keep you winning the buy box at the highest possible price,
so you neither lose a sale nor kill your margins.Â
That being said, having the lowest price isnât the only key to winning the buy
box. FBA or Seller-Fulfilled Prime (SFP) sellers historically beat out any other
seller, even if their prices are slightly higher. This is because Amazon can
guarantee on-time, non-defective deliveries more consistently than the average
FBM seller.           Â
See Also: The Four Most Important Factors of Winning the Amazon Buy Box
On the organic front, price comes second to your sales history, according to our
partners at Buy Box Experts. The higher your sales velocity, the more likely you
are to rank on Amazonâs search pages. Text matches, product availability,
reviews and selection are other important ranking factors. Some analysts note
that the A9 algorithm  still looks for listings that deliver better margins for
Amazon, whether via FBA or advertising participation.Â
WALMART
Walmart is, unsurprisingly, strict when it comes to pricing. Uncompetitive
pricing is the number-one reason for getting delisted on its marketplace. One
recent study of prices for 50 different products showed that overall, Walmart
was cheaper than Amazon by 10.4%. Walmart showed lower prices for groceries,
technology and home goods, but higher prices for kitchen and appliances.Â
While price erosion is largely driven by competition on Amazon, Walmartâs
pricing culture is mainly defined by two pricing rules:Â
1. Price parity. If one of your products can be purchased from your store on a
competing website at a lower price (including shipping), the product will be
delisted on Walmart.
2. âPrice leadership. If one of your products can be purchased from any seller
on Walmart.com or any competing site at a drastically lower price (including
shipping), the product will be delisted.
â
Competition overall is lower on Walmart. With just over 50,000 sellers who are
all domestically based, Walmart Marketplace offers prime real estate for new
sellerâsellers get 13x more visitors a month compared to sellers on Amazon,
reports Walmart, due to a less saturated space. Worth noting though: the number
of Walmart marketplace sellers has doubled since July 2019, indicating its rapid
growth.
Buy box competition is also less intense. Itâs important to note that Walmart
restricts repricing to approximately once per day, so you canât use a repricer
in the same way you would on Amazon. Pricing updates need to be extremely
deliberate, while at the same time reactive to various market variables.Â
SHIPPING AND FULFILLMENT
AMAZON
Amazon rewrote the rulesâand effectively recalibrated consumer expectationsâwhen
it comes to shipping. Prime members now enjoy free shipping on both two-day and
next-day deliveries.Â
> âThe number of items delivered to U.S. customers with Primeâs free one-day and
> same-day delivery more than quadrupled [in Q4 2019],â said CEO Jeff Bezos in a
> statement. Â
Consequently, 73% of Amazon sellers use FBA to gain access to the Prime badge.
It has become a necessity to compete on Amazonâyet, recent months have gone to
show that itâs dangerous to rely on FBA alone. Thousands of sellers were shut
down overnight when Amazon temporarily banned nonessentials from FBA in March
2020.Â
(Above:Â "[Sellers] have lots of reasons to complain. But I do want to remind
sellers that you made the choice...to have only one company do fulfillment,"
says James Thomson, Amazon's first-ever FBA account manager. See the full
interview transcript.)
Today, many sellers opt for a hybrid approach, in which at least part of their
inventory is kept with a 3PL or their own warehouse. ShipBob, for example, is a
popular alternative among sellers. The tech-enabled 3PL offers two-day shipping
and greater visibility over the location and status of your inventory.Â
Amazonâs SFP beta program, which lets FBM sellers participate in Prime after
meeting strict requirements, is no longer accepting new applicants. However, you
can join a waitlist for when/if it reopens.Â
Behind the scenes, Amazon continues to invest aggressively in its logistics
operations. It recently announced that it was adding 12 more widebody cargo jets
for a fleet of 81 aircrafts, slashing an estimated $100 billion from the top
line of companies like UPS. Amazon also put in an order for 100,000 electric
delivery vans. These moves build upon the companyâs long track record of
reaching into its deep pockets to make large, strategic investments. Safe to say
that its dominance in this arena will only grow and will continue to drive
customer expectations around shipping.
WALMART
Walmart recently launched its own loyalty program, Walmart+, to rival Prime,
similarly making fast shipping a core benefit. Through the program, the company
offers free, unlimited same-day shipping on all grocery items and other perks,
like a scan-and-go service for in-store shoppers.
Walmart also offers free two-day shipping for orders over $35 (no membership
required) and heavily promotes its TwoDay Delivery Program among its sellers. By
participating in the TwoDay program, you can gain two-day shipping tags on your
listings that elevate your search rankings and increase your buy box win rate.
There are three ways to qualify for two-day shipping tags:Â
1. Self-fulfill. You must have been a marketplace seller for at least 90 days
and meet strict performance standards before being able to apply.
2. Deliverr, Walmartâs official fulfillment partner. When you outsource
fulfillment to Deliverr, you are pre-approved for Walmartâs fast shipping
tags.
3. Walmart Fulfillment Services (WFS). As mentioned, this service is only
available to established marketplace sellers, but new sellers can complete a
form to express their interest, suggesting that Walmart plans to roll it out
more broadly.Â
â
If you choose to handle fulfillment on your own, your packaging cannot be
branded or include any independent marketing materials. For this reason, Walmart
expressly prohibits sellers from using Amazonâs Multi-Channel Fulfillment (MCF).
It will not acknowledge Amazon Logistics codes as valid tracking codes and will
dole out a suspension if you are caught using them.
Aside from two-day, Walmart is making strides with its NextDay Delivery and
two-hour delivery options. Its two-hour delivery service, dubbed Express
Delivery, launched suddenly in April 2020.Â
"Walmart has accelerated the development of the service in the wake of the
coronavirus pandemic, piloting Express Delivery in 100 stores since mid-April,"
read the official press release. "The service will expand to nearly 1,000 stores
in early May and will be available in nearly 2,000 total stores in the following
weeks."Â
Neither NextDay nor Express Delivery are currently available for marketplace
sellers to leverage. Itâs likely just a matter of time, though, before they are.
After all, Walmart touts that next-delivery does not cost the company any more
money. As it seeks to expand its marketplace reach, it will likely pursue
profitable ways to help sellers offer and promote fast-as-possible shipping.
PERFORMANCE STANDARDSÂ Â
AMAZON
Amazon tracks three performance metrics around sellers, which require you to:
1. Maintain an Order Defect Rate (ODR) under 1%, tracked over 60 days. ODR is
defined by negative feedback, claims under the companyâs A-to-z Guarantee,
and credit card chargebacks.Â
2. Keep your Cancellation Rate (seller-canceled orders) at or below 2.5% over a
7-day period.Â
3. Keep your Late Shipment Rate at or below 4% over both 10-day and 30-day
periods, for seller-fulfilled orders only.
â
If you fulfill through FBA, these metrics are moot; Amazon will take
responsibility for them. If you self-fulfill, youâll generally receive a warning
for your first offense and a chance to submit a Plan of Action before your
account is at risk of suspension.
That said, disputing an Amazon warning or suspension notification is part art,
part science. Consultants like eGrowth Partners exist to help sellers through
these bouts, because once suspended, it could take months to get reinstated.
This includes instances in which a buyer falsely claims that you sold them a
counterfeit item. Even when innocent, your business must present a strong case
and provide the right documentation to avoid further conflict.
WALMART
Walmart also tracks three core metrics, although they are slightly different
from Amazonâs. As a Walmart marketplace seller, youâre required to:
1. Keep 90-day ODR at less than 2%. ODR accounts for orders cancelled by
sellers, product returns*, late deliveries and customer complaints.
2. Keep your On-Time Shipment rate above 99%, which you can meet by confirming
shipment and entering tracking information before the Expected Ship Data
that is created when a product is sold.
3. Maintain a Valid Tracking Rate above 99%, which you can meet by providing
valid tracking data when you confirm shipment.
â
Walmart will typically work with sellers who fail performance standards as long
as they are actively addressing the violation, but if your ODR gets too high,
your account is at risk of suspension. â
* A note about returns: While Amazon allows fees to be withheld from returns for
various reasons, Walmart will issue a full refund even if a customer returns
wrong or damaged items. You can try to dispute the refund by contacting Walmart
Seller Support. â
BRANDING AND ADVERTISING OPPORTUNITIES
AMAZON
A whopping 78% of Amazon searches are unbranded, meaning consumers are looking
for a type of product rather than a specific brand. This underscores the
importance of advertising to create brand awareness and convert the sale. Partly
as a result, advertising on Amazon is growing rapidly. In 2019, Amazonâs ad
revenue grew 40% and surpassed $4 billion for the first time. Both search result
pages and product detail pages are becoming increasingly cluttered with paid
placements, which dominate result above the fold.
Amazon also offers branding opportunities and services for those enrolled in its
Brand Registry. Perhaps the most important of these is its protections against
IP infringement or inaccurate content in listings posted by unauthorized
resellers. Another important benefit is the ability to create more distinctive
listings using Enhanced Brand Content.Â
While registered brands can access Brand Analytics data for deeper insight into
their customers, Amazon still owns all the customer data. Wall Street Journal
recently reported that Amazon may use data from marketplace sales to develop its
own competing products. Youâll therefore want to explore creative options to
drive returning buyers to your own webstore (like instructional YouTube videos)
and build cross-channel awareness.Â
â
WALMART
As a more traditional retailer, Walmart is better known for the brands it
carries. There's a higher chance that buyers may search or filter for products
based on brand, though a majority of searches are likely still generic.
As you might expect, Walmart is far less saturated with advertising than Amazon.
Only 1.6% of its sellers currently advertise, according to Teikametrics,
indicating lower CPCs across the board. Walmart ads, in a way, can be trickier
to manage. They work on a first-price auctionâyou pay whatever amount you bid
when you won the auction, even if it's 10 times higher than the next highest
bidder. Amazon, on the other hand, uses a second-bid model whereby the auction
winner pays just one cent above the second highest bid.
As of 2021, Walmart offers a Brand Portal that serves as a much leaner version
of Amazon's Brand Registry. It is more or less a ticketing system for brand
owners who notice IPÂ infringement but is a step in the right direction.
Walmart's application process further helps to reduce infringement concerns by
requiring proof of ownership, experience and other qualifications.
OVERALL SELLER SATISFACTION
AMAZON
Amazon is a mature ecommerce marketplace with nearly eight times more sales than
Walmart and ubiquitous consumer recognition. It has invested heavily in
developing and refining a wide array of user-friendly seller tools all available
within Seller Central.
It can also be a cutthroat world where, as one seller put it, you âhave to
constantly watch your back.â Amazon can be opaque and capricious in its business
dealings with sellers.Â
Many therefore approach Amazon with caution. While traditionally, Amazon has
been treated as a business strategy all its own, todayâs sellers are looking to
diversify and eliminate concentration risk across any part of their operations.Â
WALMART
Walmart has a long way to go in its technology. Walmart Seller Center pales in
comparison to Seller Central, according to sellers. Aside from features, Walmart
Seller Center is purportedly difficult to navigate. Performing basic tasks can
be tedious, and itâs often easier to work through a third-party integration
partner than to work with Seller Center directly.
As a marketplace, many would agree that itâs an alluring channel with great
potential. But some sellers have reported relatively long intervals between
sales on Walmart and disappointment in sales volume (or lack thereof). This
could have something to do with the product category; as some categories are
gaining notable traction, others are still quiet and require further promotion
among buyers.Â
On the plus side, Walmart is growing faster than ever. As demonstrated by the
introduction of WFS, the retailer's committed to developing a more complete
suite of services for marketplace sellers. And as one seller noted, âI feel my
business is more welcome on Walmart.â Another said that Walmart Marketplace is
the best marketplace for the cost, given its low fees and low competition.
THE BOTTOM LINE
Much has yet to be seen in this ongoing power struggle. Amazonâs massive
advantage online is being balanced, somewhat, by Walmartâs foothold in retail.Â
For sellers, both channels have their appeal. Walmart has demonstrated that itâs
in the game for the long haul and many eagerly await for it to gain even more
momentum.Â
The path to success for sellers is unique on each platform. Amazon merchants
shouldnât expect the same type of results or user experience on Walmart
Marketplace. One thing that they can bank on is continual developments
throughout the next few years. Walmart still remains a great growth opportunity,
and early adopters may see their businesses grow in lockstep with Walmartâs
ecommerce maturity.
Editor's Note (March 2021): A previous version of the chart under "Ecommerce and
Retail Market Share" mistakenly reported that the number of U.S. marketplace
sellers on Amazon was 1.1 million. This, at the time, represented the number of
active sellers worldwide. This has since been corrected to represent U.S.-only
sellers. ââ
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written by:
LISA FEDERICO
Head of Growth Marketing
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About Us
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