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Walmart looks to quickly boost online Marketplace inventory, partners with ChannelAdvisor
Aiming to better compete with Amazon and other marketplaces, Walmart hopes to tap ChannelAdvisor's nearly 3,000 sellers to ramp up its online product selection.
Walmart Marketplace has integrated with ChannelAdvisor’s marketplace feed and optimization platform. The deal marks the first third-party integration for Walmart Marketplace.
Launched in 2009, Walmart Marketplace enables e-commerce retailers and manufacturers to feature and sell products on Walmart.com right alongside Walmart-stocked products.
“Our integration with Walmart’s global marketplace provides retailers and brands with a great opportunity to get in front of Walmart’s massive audience,” said ChannelAdvisor CEO David Spitz. “We’re excited to help Walmart increase its product selection by onboarding more third-party sellers, and to help our customers build their brand recognition on the website of the top retailer in the US.”
ChannelAdvisor customers will need to go through an approval process to sell on Walmart Marketplace, but the partnership will make Walmart a much more attractive option for sellers already using the ChannelAdvisor platform.
“Our partnership with marketplace retailers allows us to provide our customers with more brands and products on Walmart.com,” said Seth Beal, Walmart senior vice president of global marketplace. “Through integration with ChannelAdvisor, we can quickly team up with ChannelAdvisor’s expansive network of sellers and brands to help our customers find what they want.”
Walmart has struggled to compete online against the likes of Amazon, and e-commerce revenue grew just eight percent in Q4 2015, compared to Amazon’s annual net sales growth of 20 percent. The ChannelAdvisor deal is aimed at helping Walmart bring a lot more sellers and significantly expand product selection online.
ChannelAdvisor had nearly 2,900 customers at the end of the year and processed $6.8 billion in total gross merchandise value in 2015.