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5 Must-Know Insights into Customers

As one of the largest retailers in the world, Walmart has cultivated a massive and fiercely loyal customer base through both its vast network of physical retail locations and its rapidly growing ecommerce presence at For businesses looking to succeed on Walmart's online marketplace, having a deep understanding of the unique preferences and shopping behaviors of customers is absolutely crucial. We’ve put together a list of five valuable insights that every Walmart Marketplace seller needs to know.

The information presented in this blog post is derived from a comprehensive research study conducted by Jungle Scout after being commissioned by Walmart. Their research team surveyed over 1,000 adults across the United States to gather in-depth data and uncover key trends related to consumer preferences and shopping behaviors when making purchases on as well as within Walmart's nationwide network of retail store locations.

  1. Shoppers Value Flexible Returns Options

When it comes to online shopping, the inability to physically experience a product before purchasing it can cause many consumers to hesitate. This is why flexible, customer-friendly returns policies and processes are so valued by customers. Over a quarter (29%) say they chose to make a recent purchase on specifically because they appreciate the ability to easily return items at their local Walmart store if needed.

25% also cited Walmart's overall customer returns policies as a key reason why they decided to buy through the online marketplace. An inconvenient or overly restrictive returns process can completely derail a potential sale and damage customer loyalty. Allowing customers ample time to return or exchange items without hassle improves the overall shopping experience and builds valuable goodwill and brand affinity.

2. Social Media has a Large Impact on Customer Behavior

In today's digital age, social media has become an indispensable part of the online shopping journey for a large segment of consumers. This is definitely true of customers, with over half (56%) saying they consider purchasing products that are recommended to them while browsing and shopping online. What's more, a sizable 40% admitted to frequently searching for and discovering new products to buy while active on social media platforms like Facebook, YouTube, Instagram, and TikTok.

With numbers like that, it's clear that sellers who want to reach shoppers can't afford to ignore social media as part of their marketing strategy. Creating shareable content, running promotions, partnering with influencers, and utilizing social media advertising can all help drive brand awareness, product discovery, and, ultimately, sales. Consumers are continuously being exposed to new products and making purchases because of social media – sellers need to make sure their brands are part of that conversation.

3. The Most Popular Product Categories

While carries hundreds of thousands of products across virtually every category imaginable, there are some sections that tend to see consistently higher purchase volumes than others. Groceries, clothing, beauty & personal care, cleaning supplies, and vitamins/dietary supplements were cited among the most popular product categories purchased by shoppers.

However, buying trends and consumer demands are constantly shifting. It's important for sellers to keep a close eye on changing market dynamics, emerging product categories that could represent areas of opportunity, and increasing or declining sales within their own product lineups. This information can help inform decisions about what new items to launch on the Walmart marketplace as well as what existing products may need to be refreshed, re-marketed, or potentially discontinued.

An infographic of the top categories shopped on Walmart Marketplace
Top categories purchased by shoppers

Source: Jungle Scout’s Study

4. Customers have High Expectations for Shipping

In the age of Amazon Prime and entrenched expectations of near-instant gratification, fast and affordable shipping has become a make-or-break factor for many online shoppers deciding what to buy and where to buy it from. This is no different for consumers on, where 32% said they specifically look for products that can be shipped the fastest. At the same time, 42% said they prioritize items with the lowest possible shipping costs when making purchasing decisions.

Overall, more than a third (38%) of shoppers cited the ability to get products quickly as their primary reason for choosing to make a purchase through Walmart's online marketplace over other sites. Clearly, competitive fulfillment methods and delivery speeds can directly affect conversions and sales numbers. Sellers who utilize options like Walmart Fulfillment Services and expedited 2-day or 3-day shipping will have a strong advantage in this regard.

5. has a Loyal Customer Base

Acquiring new customers is always important for any business, but there's also immense value in nurturing deep brand loyalty – something Walmart has been able to foster with its massive customer base thanks to decades of exposure and smart marketing. Around a third of shoppers say they continue making purchases on the site because they've simply always shopped at Walmart (32%) and are already familiar with its products and retail experience (33%).

With 90% of the U.S. population estimated to live within 10 miles of a Walmart retail location, that brand recognition is difficult for any other retailer to compete with. It means lower acquisition costs for sellers on since they're able to market their products to customers who are already devoted Walmart shoppers. Repeat customers are also more likely to evangelize brands and products they love, providing a source of invaluable word-of-mouth promotion. Cultivating relationships with these loyal Walmart shoppers should be a top priority.

An infographic of Customer's Online Purchase Frequency

Source: Jungle Scout’s Study

In conclusion, by embracing these key facts about customers and aligning your strategies accordingly, businesses can enhance customer satisfaction, drive sales, and establish a strong presence on Walmart's e-commerce platform. Adapting to customer characteristics, leveraging social media influence, monitoring popular product categories, meeting shipping expectations, and capitalizing on brand loyalty are essential for success in the dynamic world of online retail. As highlighted in this blog post, Walmart customers hold significant value. We encourage you to explore our Walmart Connect blog for insights on optimizing your advertising strategies to effectively reach your target customers. Stay informed about the customer data and trends, engage effectively with buyers, and deliver exceptional service to thrive in the competitive e-commerce landscape.



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