Google Fixes Your Holiday Sales

Plus, 🛒 Walmart’s Marketplace Revamp

August 28, 2024


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CLASH OF THE TITANS

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GOOGLE

🚀 How Google is Helping Retailers Navigate the Holiday Season
Insights from Google

The holiday shopping season is shorter this year, adding pressure on retailers to hit their goals quickly. To help retailers stay agile and maximize their success, Google has introduced several new updates to its Merchant Center and Google Ads tools.

The Scoop:

  • Tap into Shopping Trends: Google’s Merchant Center now offers insights into popular shopping queries, enabling retailers to adjust their inventory and product descriptions to capitalize on trending items like “long denim jorts.” This feature helps retailers make informed decisions and jump on viral trends.

  • AI-Powered Insights: New generative AI features in Merchant Center provide quick summaries of product performance, helping retailers identify high-performing items. Retailers can also generate custom reports by simply describing the data they want to review, streamlining the reporting process.

  • Automated Inventory Syncing: Google has introduced an automated onboarding process that syncs in-store availability from a retailer’s website to their Merchant Center account. This ensures that customers see up-to-date product availability in shopping ads, reducing manual work for retailers.

  • Enhanced Google Ads Features: Google Ads allows retailers to set customer acquisition goals in Performance Max and Search campaigns, helping them attract new audiences. Retailers can also optimize their campaigns with profit goals and tailor brand exclusions at the format level for more precise targeting.

Google’s new tools and updates are designed to help retailers stay agile, make data-driven decisions, and optimize their campaigns during the high-pressure holiday season. By leveraging these features, retailers can better navigate the shorter shopping period and maximize their success.

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WALMART

🛒 Walmart’s Marketplace Revamp: New Features and Strategic Moves
Insights from Modern Retail

Walmart has unveiled significant updates to its third-party marketplace at the “Let’s Grow! 2024 Walmart Marketplace Seller Summit,” aiming to enhance seller capabilities and compete more aggressively with rivals like Amazon.

The Scoop:

  • Resold at Walmart: Walmart introduces “Resold at Walmart,” offering items used by third-party sellers and expanding its refurbished goods storefront. This initiative adds five million items across various categories, providing a resale channel for sellers.

  • Multichannel Fulfillment: Walmart’s new multichannel solutions through Walmart Fulfillment Services (WFS) enable sellers to fulfill orders from any e-commerce site using Walmart’s supply chain. This service includes unbranded packaging, competitive rates, and efficient returns management, launching just in time for the holiday season.

  • Walmart LocalFinds: In fall 2024 in Atlanta and Dallas, Walmart LocalFinds connects shoppers with local businesses using Walmart’s last-mile logistics. The initiative will expand to other cities, offering local stores a digital presence on Walmart’s platform.

  • Premium Beauty and Collectors Shop: Walmart is expanding into premium beauty with over 20 new brands like COSRX and T3. Additionally, a new dedicated collectors shop will feature preorders for exclusive items and a resale channel for collectibles, with 0% commission fees through October 31.

  • Seller Solutions and Incentives: Walmart introduces a revamped Global Seller Center, peak season fee waivers, and a new deals dashboard to streamline sellers’ participation in Walmart’s deals events. Walmart Marketplace Capital also expands, offering qualified sellers cash advances up to $5 million.

Walmart’s latest marketplace updates are a strategic move to boost its e-commerce growth, enhance seller experiences, and compete head-on with Amazon by expanding its product categories, logistics capabilities, and seller support tools. These innovations aim to solidify Walmart’s position as a formidable e-commerce player, driving growth in an increasingly competitive market.

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🔝Instagram tops the charts with 61M downloads in July, holding its lead from June. TikTok followed with 51M downloads, a slight dip from the previous month. Temu made significant strides, climbing to 5th place with 38M downloads due to strong performance in Brazil.

🫵🏻Google introduces YouTube creator-based audience targeting, enabling advertisers to create remarketing lists from viewers of specific creator videos and expanding targeting capabilities beyond interactions with a brand's own channel, allowing more precise audience segmentation. 


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