eCommerce Marketing Insights Reveal How to Attract Walmart’s Growing Crowd of Shoppers



Walmart's online sales are hitting all-time highs. According to Statista, Walmart’s online revenue climbed from $25.1 billion in 2019 to $82.1 billion last year. Moreover, eCommerce brands could tap into even more Walmart shopping traffic if economic pressure continues to weigh on price-conscious consumers.

Wondering how these budget-friendly shoppers are making their shopping decisions? New MikMak shopping insights reveal how Walmart eCommerce shoppers are behaving and the best ways to market to this growing pool of consumers.

Walmart eCommerce sales are climbing

Walmart’s pricing strategy, which focuses on giving consumers low-cost options, seems to be appealing to more and more shoppers. That group of cost-conscious buyers could grow in the near future. Here are a few trends that suggest even more price-sensitive shoppers could turn to Walmart in the near future:

Buying is becoming more strategic

MikMak’s Inflation and Commerce Marketing: How to Reduce Costs and Drive Profitability Report found eCommerce conversion rates declined as inflation and interest rates rose. However, because basket-level sales data is holding steady, shoppers are likely looking for more bargains and buying more strategically. That strategy could encourage more Walmart traffic as the retailer continues to highlight its low-price items.

U.S. shoppers are comparing retailers online
According to an Insider Intelligence report, 72 percent of North American shoppers compare prices online while they’re shopping in a physical store. That could mean more shoppers ditch pricier in-store items for Walmart bargains that they find online.

How to draw in more Walmart eCommerce shoppers

MikMak’s recent Walmart Benchmarks & Insights Report has uncovered shopping behaviors for these consumers and pinpointed what marketing strategies are and aren’t working. Here’s a preview of what it found: 

Meta’s social advertising platforms are attracting Walmart shoppers

The MikMak Shopping Index found that Meta channels drive the most traffic to Walmart. Facebook drew in 62.5 percent of social media Purchase Intent Clicks, which indicates in-market traffic. Meta’s Instagram drove the second most traffic with 22.5 percent.

Although TikTok slid into the third spot with just 7.1 percent, it’s also the fastest-growing social channel among Walmart shoppers. It has grown by 3.3 percent in the last year. YouTube, Snap, and Pinterest were the next best performers, gathering 4.6 percent, 2.2 percent, and 1.1 percent, respectively.

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How can your brand position itself as a market leader to consumers? Learn from  Diageo, MikMak, and Bazaarvoice in our recent webinar. Available now, on demand!

Top eCommerce brands are paying attention to timing and location

By knowing when and where Walmart eCommerce shoppers are buying, eCommerce brands can time out their marketing campaigns and target their messages to the people who are most likely to buy. Here’s a look at where most Walmart eCommerce shoppers are from, and when they’re shopping:

Most Walmart shoppers buy outside work hours

According to the MikMak Shopping Index, the weekends are the most popular days for Walmart shopping. Sunday is the hottest day for Walmart shopping, followed by Saturday.

Walmart shopping traffic also increases after working hours. These are the most popular shopping times for Walmart eCommerce consumers, according to the MikMak Shopping Index:

  1. 9 p.m. ET
  2. 8 p.m. ET 
  3. 10 p.m. ET

Most Walmart online shoppers live in California

According to the MikMak Shopping Index, Californians are most likely to choose Walmart as their online retailer of choice. Next are residents of New York, followed by Texas, Florida, and Illinois.

Georgia and Pennsylvania are the sixth and seventh most pro-Walmart states. North Carolina is in the eighth spot, while Ohio and Virginia round out the Top 10.  

Candy and personal care products are hot sellers at Walmart

The top-selling eCommerce items at Walmart are largely family, personal care, and household products. Chocolate candy is the most popular Walmart product, followed by a children’s toy projector and gummy vitamins. An electric toothbrush is the fourth most popular product.

Hair dye makes the Top-10 list twice, landing at the fifth and seventh most popular item spots. Retinol serum is the sixth best seller. A household adhesive and chocolate peanut butter candy are in the eighth and ninth spots, respectively. Rounding out the Top 10 is insecticide.

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Learn more to uncover useful insights for marketing to Walmart shoppers

These insights can help your eCommerce brand tap into the growing pool of Walmart shoppers, but they’re just the tip of the iceberg. Read our full Walmart Benchmarks & Insights Report to learn more about Walmart shoppers, including tips for marketing to these consumers.

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