Walmart Marketplace Growth: How to Scale Your Catalog for Faster Growth

Walmart Marketplace keeps growing. Sales on the platform grew by an incredible 34% in the last quarter of last year. Figures like that have made this rapidly expanding marketplace an attractive channel for thousands of ambitious retailers since its launch in 2009. It’s loved by millions of shoppers for its focus on value and customer service. And many sellers see it as a high-potential channel alongside older, more established platforms like Amazon Marketplace and eBay.

But as with any marketplace or sales channel, successful Walmart Marketplace growth depends on the quality and compliance of your product listings. And managing a large product catalog at scale can quickly turn into a complex, time-consuming task.

In this article, we’re looking at effective strategies and best practices for Walmart Marketplace optimization. We’ll explain what optimized product feed management looks like, and how Channable’s Walmart Marketplace integration helps you scale your catalog and grow faster on this exciting, high-potential marketplace.

Key Takeaways

• Walmart Marketplace is growing fast, which means more opportunity and more competition at the same time.
• To scale effectively on Walmart Marketplace, keep your Walmart listing details optimized, and your inventory aligned with your eCommerce platform.
• Listing optimization problems often occur during routine changes like promos, stockouts, variant updates and delayed data updates.
• Channable helps by automating updates through our Walmart Marketplace API, with rules that keep your data consistent.
• Walmart Marketplace optimization means fewer manual fixes, faster reaction time and cleaner day-to-day operations

Why Walmart Marketplace is a powerful growth channel

When you sell on Walmart Marketplace, you gain access to a vast market of loyal shoppers who already trust the Walmart brand. That’s a big advantage if you’re scaling up your eCommerce business, because you can tap into demand that’s already there instead of paying for every first click.

With over 700 million SKUs now available on the platform, virtually any category of eCommerce business can find a niche here. But it is getting harder to stand out, especially if your catalog isn’t optimized for maximum visibility and performance here.

In short, Walmart Marketplaces offers lots of potential to grow your business and reach new customers. But only if your setup is built for Walmart Marketplace optimization.

Walmart Marketplace growth: Strategies and best practices

Walmart Marketplace optimization is a continual process. To boost visibility and competitiveness, here are four proven strategies and best practices.

Offer quality and reliability

Walmart rewards sellers that consistently meet their delivery promises. When orders ship on time and cancellations stay low, your offers keep their visibility and your performance stays stable. When shipping is consistently slow or cancellations rise, Walmart can limit how often your products appear, which makes growth harder. The goal is steady, dependable fulfillment week after week.

Compete on price

Many shoppers come to Walmart expecting strong value, so price matters. But it’s not just “lower is better”. The best approach is to keep your pricing agile and easy to manage across a large catalog. Rule-based pricing, for example, helps you apply seasonal promos, temporary discounts or category-specific price changes across the right products in one go, without updating listings one by one.

Build a scalable Walmart Marketplace assortment with consistent data

Start with a curated selection of products that already sell well for you and fit what Walmart Marketplace shoppers look for in your category. Demand can differ from other channels, so validate interest before you push your full range, especially for long-tail items.

As you expand, make sure every new SKU follows the same data rules. Keep titles, attributes, variants, and required fields consistent across the catalog, so new products publish cleanly and updates stay reliable when your source data changes. That consistency is what makes it realistic to grow in batches without adding a matching amount of manual work.

Common challenges that impact Walmart Marketplace growth

Success on Walmart Marketplace is never a guarantee. Many new sellers on the platform run into common problems like these.

Price drift during promos and repricing

A common scenario: a promo goes live in your webshop at 9:00, but Walmart Marketplace only reflects the change later. For a few hours, your listing shows the old price. That can cost you sales, trigger complaints, or force your team to log into Walmart Marketplace Seller Center and fix prices manually.

With scheduled price updates pulled from your webshop, you can also use rules to apply promo pricing, discounts, and special offers in a consistent way, then push those changes to Walmart Marketplace once a day at a set time. This matters even more when you sell on multiple channels, because each one runs on its own update cadence and data requirements.

Stock availability information is out of sync

Suppose your Walmart listing shows an item is in stock while your warehouse is already out. Shoppers place orders you can’t fulfil, which leads to cancellations and hurts your performance metrics on the platform.

In another scenario, maybe your ERP or WMS shows an item is in stock, but your Walmart listing is outdated and shows you’re still out. When that happens, you miss out on sales and might end up paying for ads that send shoppers to an unavailable offer.

Errors in product details and variants

Errors in your product data can harm your listings, because Walmart expects the same attributes to be filled in the same way across your whole catalog. For example:

• If a shoe size is listed as “10” in one feed and “10 US” in another, Walmart’s catalog validation will treat them like different values.
• A multipack gets listed as a single unit because the pack quantity field is missing.
• Your ERP sends weight in pounds but your PIM sends it in ounces, which creates inconsistent specs in Walmart.

Walmart may flag these listings as missing or conflicting information. It may also split variants that should stay together or treat the same product as two separate items. For you, that means more manual work and slower publishing.

How Channable supports Walmart Marketplace growth

Channable helps keep your Walmart Marketplace listings accurate day to day, even when your product data changes in your store, ERP, PIM or supplier files.

Keep Walmart Marketplace updated automatically through an API connection

Our Walmart Marketplace integration keeps your operations moving without file uploads or manual edits. Stock updates run in real time through the order connection, so availability stays accurate as orders come in. Product content and pricing updates run on a schedule, by default once per day, so your listings pick up changes from your shop system without extra tasks for your team.

So when your pricing team launches a promotion or your product data changes, Channable pushes the updated information to Walmart Marketplace on the next scheduled update, without anyone needing to remember a separate Walmart Marketplace update step.

Apply rules to automate optimization

Channable lets you set up simple if/then rules that adjust your data in the same way each time. Each rule has a clear trigger and a clear action. For example:

• If the pack quantity field is empty, fill it based on a pattern in the product title
• If a product is in a specific category, make sure the required Walmart attributes are filled in the right fields
• If weight comes in as pounds from your ERP, convert it to the unit you use everywhere else before sending it to Walmart

This saves time, because your team no longer has to manually fix the same problems over and over. You fix it once, set a rule, and then every current and future product listing benefits.

If you also manage multiple marketplaces, Channable’s marketplace integrator keeps those Walmart Marketplace-specific formats consistent whenever your source data changes.

Wrapping up

Walmart Marketplace can be a lucrative channel, as long as you can keep your listings accurate and consistent at scale. Channable keeps Walmart aligned with your source data. Your team can push updates through our Walmart Marketplaces API on a schedule, then use rules to standardize attributes and fill missing fields. This helps you gain more visibility and scale faster on this rapidly growing marketplace.