In this article, we’re going to focus on something very important for Walmart sellers: Walmart pricing strategy.
In 2022, Walmart pricing strategy did a great job, especially regarding groceries. They made a lot of money, more than $150 million in sales!
This stats shows that Walmart is an excellent place for people who want to sell products online, even if there are big competitors like Amazon. It’s predicted that Walmart will make around $3.4 billion from online sales by 2025.
So, if you’re considering where to sell your products online, Walmart is worth considering. Let’s learn more about how Walmart pricing works and why it’s essential for sellers.
What is Walmart Marketplace Pricing Strategy and Why is it Important for Sellers?
Walmart Marketplace pricing strategy refers to the approach sellers on the platform use to set product prices. It’s a crucial aspect of selling on Walmart Marketplace because pricing directly impacts a seller’s competitiveness, sales volume, and overall success on the platform.
Walmart has a reputation for offering low prices to its customers, and sellers must align their pricing strategies with this to attract shoppers and remain competitive in the marketplace.
Walmart pricing strategy revolves around the concept of Everyday Low Prices (EDLP). This means that Walmart aims to offer consistently low prices on a wide range of products.
Sellers who want to thrive on Walmart Marketplace must adopt a similar approach by keeping their prices competitive and affordable. It’s also essential to monitor competitors’ prices and adjust accordingly to stay competitive.
In addition to competitive pricing, sellers should consider other factors like shipping costs, product quality, and customer service when setting their pricing strategy. By offering competitive prices and excellent customer service, sellers can attract more customers and build a positive reputation on Walmart Marketplace. This, in turn, can lead to increased sales and long-term success on the platform.
How does Walmart Marketplace’s pricing structure work?
Walmart Marketplace offers sellers a flexible pricing structure that allows them to set their prices for the products they list on the platform. This approach differs from some other ecommerce platforms that may have fixed pricing models.
Here’s how Walmart Marketplace’s pricing structure works for sellers:
Sellers Set Their Own Prices
Sellers have the autonomy to determine the prices at which they want to sell their products on Walmart Marketplace. This means they can consider various factors, such as their costs, desired profit margins, and competitive positioning.
Competitive Pricing
While sellers have control over their pricing, Walmart encourages them to provide competitive prices to attract more customers. Since Walmart is known for its commitment to low prices, competitive pricing is essential for success on the platform.
Price Monitoring
Walmart Marketplace monitors sellers’ prices to ensure compliance with its Walmart policies. This includes policies against price gouging (unjustifiably raising prices during emergencies) and price fixing (colluding with competitors to set prices at a certain level). Sellers must adhere to these policies to maintain their presence on the platform.
Price Consistency
To maintain a positive customer shopping experience, Walmart may require sellers to maintain consistent prices across multiple channels. This means that if a product is listed at a specific price on Walmart Marketplace, it should not be significantly cheaper or more expensive elsewhere, such as on the seller’s own website.
Buy Box Algorithm
Walmart uses a Buy Box algorithm to determine which seller’s offer appears as the default “Add to Cart” option for customers. While pricing is a significant factor in winning the Buy Box, other factors like shipping, seller performance metrics, and customer service also play a role.
Overall, Walmart Marketplace’s pricing structure offers flexibility to sellers, but it encourages competitive pricing to align with Walmart commitment to low prices, ensuring a positive shopping experience for customers. Sellers must also abide by pricing policies to maintain their presence on the platform and avoid practices like price gouging and price fixing.
What are Some Common Pricing Strategies Used by Walmart Marketplace Sellers?
Walmart Marketplace sellers use various pricing strategies to attract customers and achieve their sales goals. Let’s explore some common pricing strategies in simple terms:
Walmart Everyday Low Price (EDLP) Strategy
This strategy involves offering products at consistently low prices without frequent discounts or promotions. Walmart is famous for EDLP. Sellers using this approach aim to build trust with customers who appreciate reliable low prices.
Walmart Rollback Pricing Strategy
Rollback pricing is a temporary reduction in the price of an item. Walmart uses rollback pricing to attract and retain customers and stay competitive with other retailers. Rollback prices are typically displayed on red signs in Walmart stores and can last for a few weeks or even a few months.
Walmart Competitive Pricing Strategy
Sellers monitor and match their prices with competitors to stay competitive. They may adjust prices based on what other sellers are offering for similar products. For instance, if several sellers offer the same TV for around $399, a seller may price their TV similarly to remain competitive.
Walmart Dynamic Pricing Strategy
This strategy involves adjusting prices based on real-time market conditions, demand, and competitor pricing. It allows sellers to respond swiftly to changes in the market. For example, an electronics seller might increase the price of air conditioners during a heatwave when demand surges.
Tip: You can also use a tool like Walmart repricer. It is an automated pricing tool designed to help Walmart sellers on the Walmart marketplace automatically adjust the prices of their products in real-time.
Walmart Value Pricing Strategy
Sellers focus on providing value by offering a product with desirable features at a reasonable price. Value pricing emphasizes the product’s benefits. For instance, a laptop seller might highlight a laptop’s advanced features and price it at $799, emphasizing its value compared to competitors.
Walmart Premium Pricing Strategy
Some sellers offer premium products with higher quality or unique features. They charge premium prices to convey exclusivity and luxury. A seller might deliver artisanal chocolates at a higher price, targeting customers seeking gourmet experiences.
According to a study, products with competitive prices and high-quality images tend to perform better on Walmart Marketplace, with competitive pricing being a significant factor in winning the Buy Box.
These pricing strategies allow Walmart Marketplace sellers to cater to different customer segments and achieve their sales and profit objectives. Whether they opt for consistently low prices, competitiveness, dynamic adjustments, value propositions, or premium offerings, selecting the right strategy depends on their target audience and product positioning.
Powerful Tips to Win the Buy Box on Walmart Marketplace
Winning the Buy Box on Walmart Marketplace is crucial for sellers to boost sales and visibility.
Here’s how you can do it:
Competitive Pricing: The price of your product plays a significant role in winning the Buy Box. Keep your prices competitive with other sellers offering the same product. Walmart algorithm looks for the best price when determining who gets the Buy Box. Consider using dynamic pricing tools to adjust your prices in real-time to stay competitive automatically.
Fast and Affordable Shipping: Walmart values fast and cost-effective shipping. Aim to offer quick and reasonably priced shipping options. Utilizing Walmart fulfilment service, Walmart Fulfillment Services (WFS), can help ensure fast and reliable shipping.
If you can provide two-day shipping for a reasonable cost, you’re more likely to win the Buy Box compared to a seller offering slower shipping.
High In-Stock Rate: Maintain a high in-stock rate for your products. Consistently having products available for customers is crucial. Use inventory management tools to track your stock levels and reorder products promptly.
If you frequently run out of stock for your popular kitchen gadgets, it may reduce your chances of winning the Buy Box.
Quality Customer Service: Excellent customer service can positively impact your Buy Box eligibility. Respond promptly to customer inquiries and address any issues or concerns professionally.
Reliable Order Processing: Ensure that you process orders accurately and promptly. Late shipments or order inaccuracies can harm your chances of winning the Buy Box.
Consistent Seller Performance: Maintain a strong seller performance record. This includes keeping your order defect rate, late shipment rate, and cancellation rate low.
Focusing on these key factors and continuously optimizing your pricing and fulfilment strategy can increase your chances of winning the Buy Box on Walmart Marketplace. Remember that it’s an ongoing effort, and monitoring your performance metrics is essential for maintaining Buy Box eligibility.
What to Consider When Pricing Your Products on Walmart Marketplace?
Setting the right prices for your products on Walmart Marketplace involves several crucial considerations. Let’s break them down:
Cost of Goods Sold (COGS)
Before you even think about pricing, understand your COGS. This includes all expenses for producing or sourcing your products, such as materials, labour, shipping, and Walmart Marketplace fees.
Competitive Margins
While profitability is vital, stay competitive with your pricing. Study your competitors’ pricing strategies to ensure your prices align with the market. Customers may pay more for exceptional service or unique product features.
Seasonality and Trends
Recognize that certain products perform better during specific seasons or events. For instance, summer might be great for outdoor products, while holidays boost sales of themed items. Adjust prices accordingly to stay competitive.
Data-Driven Decisions
Regularly analyze your sales and pricing data to make informed decisions. Identify top-performing products and adjust prices based on insights. Walmart analytics tools provide valuable customer behaviour insights for fine-tuning your pricing strategy.
Considering these factors, you can strike the right balance between profitability and competitiveness as a Walmart Marketplace seller.
How to Use Data to Optimize Your Walmart Pricing Strategy on Marketplace?
You can use data to optimize your pricing strategy on Walmart Marketplace in many ways. Here are a few tips:
Monitor Your Sales and Pricing Data
This will help you to understand what products are selling well, at what prices, and how your prices compare to those of your competitors. You can use this information to identify opportunities to raise or lower prices and develop targeted pricing strategies for different products and categories.
Use Walmart Analytics Tools
Walmart offers several analytics tools that can help you gain insights into your customers’ behaviour and adjust your prices and strategies accordingly. For example, the Walmart Seller Center provides detailed reports on your sales, traffic, and inventory levels.
Use a Repricer Tool
A repricer tool can automatically adjust your prices based on a variety of factors, such as your competitors’ prices, demand for your products, and your profit margins. This can help you to stay competitive and to maximize your profits.
Test different prices
One of the best ways to find the optimal pricing for your products is to test different prices and see what happens. You can do this by running promotions or by manually adjusting prices for individual products or categories.
Walmart Pricing Strategy Frequently Asked Question
What is a Walmart Repricer?
A Walmart repricer is a tool used by sellers on Walmart Marketplace to automatically adjust product prices based on factors like competitor pricing and sales trends. It constantly monitors competitor prices and follows predefined rules to set prices strategically. The goal is to win the Buy Box and stay competitive. Repricers can make real-time adjustments and help sellers manage inventory effectively. They track performance to optimize pricing for profitability.
What is Walmart Dynamic Pricing Strategy?
Dynamic pricing is a savvy pricing approach that revolves around the flexible adjustment of your product prices in response to ever-changing market dynamics. This strategy empowers sellers to swiftly adapt their prices following shifts in demand, supply levels, and competitive forces. By embracing dynamic pricing, businesses can effectively maintain their competitive edge and optimize their earnings.
What are Walmart price guarantees?
Walmart offers several price guarantees, including:
The Ad Match Guarantee: Walmart will match the price of any identical product advertised by a local competitor.
The Rollback Guarantee: Walmart will refund the difference if a customer buys a product at Walmart and then finds it advertised at a lower price at Walmart within 14 days of purchase.
The Everyday Low Prices Guarantee: Walmart guarantees its prices are among the lowest in the market.
Wrap-Up
Walmart’s way of setting prices, which focuses on everyday low prices, special discounts, and making customers happy, is a big help to sellers on Walmart Marketplace. Using Walmart pricing approach, sellers can get more attention from shoppers, build trust, and compete better. If sellers follow Walmart pricing strategy, they can do well online and benefit from the vast opportunities Walmart offers.
eMarspro is a trusted Walmart seller account management partner that enables Walmart sellers to prosper in a competitive situation. If you require additional advice or services regarding selling on Walmart Marketplace, then feel free to contact us. We ensure the success of your Walmart Marketplace operations by carefully crafting plans and managing them in an efficient way.
