How eCommerce Fuels Walmart’s Growth

Focusing on Shoppers’ Needs

Walmart has never wavered from its commitment to selling merchandise at everyday low prices. Its website always trumpets deals, inevitably personalized to a visitor based on what Walmart knows about them (via first-party data). This has served the retailer well during periods of high inflation. Walmart’s use of its online marketplace also underscores its commitment to everyday low prices. The platform offers a vast audience for products, benefiting from Walmart’s SEO guidelines to rank higher in search results. The marketplace is designed to be easy to manage for sellers, with no initial setup or monthly fees, only charging referral fees based on product category. This setup encourages competitive pricing among sellers, aiming to offer the lowest prices compared to competitors, which aligns with Walmart’s overall pricing strategy.  

Rocking Omnichannel Commerce

Walmart syncs the online/offline experience well. Based on customers’ online/offline purchase habits, the Walmart website and app provide personalized recommendations and deals that keep customers buying. And Walmart is doing a better job with fulfillment, whether offering in-store pick-up or delivery. If you use the Walmart app, you know how easy it is to buy right off the app or in the store, and Walmart tracks every purchase, which fuels the growth of its related ad business. Companies serve up targeted offers to shoppers whether they’re using the app to browse remotely or in the store.

Making the Digital Experience Better

Walmart has consistently invested in making it easier to search for products on its website, including the Walmart marketplace. Walmart recently boosted search with generative AI, making it possible for shoppers to receive concise summaries that assist people who are making multiple searches. Watch what happens in 2024 as Walmart challenges Amazon for site search!  

Impact of Vizio Acquisition

Walmart also announced the acquisition of TV maker Vizio to boost Walmart’s already-strong advertising business. This will help Walmart to provide more connected TV advertising experiences in the home. The Vizio acquisition gives Walmart registered users, data, and in-store ad capabilities. Walmart will gain access to Vizio’s nearly 18 million active users, ad viewership data, and potentially the ability to track purchases to those ad views. The deal will certainly boost Walmart’s advertising business. 

How might this deal help drive shoppers from their homes to Walmart, both online and offline?

The IDX commerce team knows how to drive growth for any business. Learn more about our Commerce Solutions.