Walmart Seller Center Business Value
Walmart Seller Center Analytics
Performance
Cheat Sheet
Financials
• We have already done a quick look at the Financials on the “Overview” Page but now we’re going to be looking more closely at these metrics in this video.
• You can find the detailed level of your Financials by selecting “Performance” under your “Analytics” Heading.
• This section provides you with Gross Merchandise Volume (GMV) data at the catalog, department and item levels.
• You can change the filters to view different financial trends for Program, Department & Category, Brand, and Time.
• This little donut chart in the top left side of the page illustrates the GMV breakdown of your catalog and the categories to which they belong.
• Beneath this little chart, you can click on the “View More” link to show you the full list of categories and not just the biggest earner.
• The Financial Trends graph shows you data for GMV, Units, GMV – Commission, AUR or Average Unit Revenue or Retail, or Traffic.
• If you click on the “View Daily Performance Report” link, you will be taken to “Summary Reports” Page, where you can view your Daily Category Performance in even more depth, including analyzing historical data to enhance your sales.
• The filters available to you are as follows:
* Category;
* Authorized Orders;
* Authorized Units;
* Authorized Sales;
* Authorized AUR or Average Unit Revenue;
* Cancelled Units;
* Cancelled Sales;
* Gross Units;
* GMV; and
* Commission Charged, all of these latter being present in the table below, which can be downloaded by clicking the download icon to the top right of the table.
• You can also filter by Last 7 days, Last 14 days, Last 30 days or Last 90 days.
• The table provides the following details:
* Date: The date that the metrics correspond to.
* Authorized Orders: The total Purchase Orders that were placed and authorized.
* Authorized Units: The number of authorized units that were sold.
* Authorized Sales: Your total authorized item sales.
* Authorized AUR: Your Average Unit Retail. This is authorized sales divided by authorized units.
* Cancelled Units: Your total number of units cancelled.
* Cancelled Sales: Your total sales that were cancelled.
* Gross Units: Your Authorized Units minus your Cancelled Units.
* GMV: Your Gross Merchandise Volume. This is your Authorized Sales minus your Cancelled Sales.
* Commission Charged: The commission you paid to Walmart taken from your GMV.
• You can use the graph and/or the table as an indicator of all trends over time and to track historical performance at a catalog level.
• You can also drill down into particular categories and subcategories to see your high-level data at a more detailed level.
• You can use this report to view comparison periods.
• The following periods are available from the “Compare to Prior Period” Drop-Down situated at the top right side of the page:
* No Comparison, which obviously means you do not wish to compare the data.
* Compare to Prior Period: This will plot your current period (Last 7, Last 14, Last 30, Last 90) versus your prior selected period. For example, if you select Last 14 days and you are comparing it to your Prior Period, we will compare the Last 14 days to the Prior 14 days.
* Compare to Last Year: This will plot your current period (Last 7, Last 14, Last 30, Last 90) versus the same date last year.
• If you click on the “View Item Level Performance Report” link, you will be taken to “Summary Reports” Page again but this time you will see two tabs, which represent these two reports:
* Top Selling Items
* Lowest Converting Items
• You will also see the following snapshot information under the “Top Selling Items” tab:
* Sales;
* Units Sold;
* Item Page Views; and
* Average Conversion Rate.
• The “Top Selling Items” report gives you insight into your top 500 selling items over a specific period of time and shows which SKUs are driving the most sales.
• This table is available for download by clicking the download icon to the top right of the table.
• The table consists of the following information:
* Product Name: This is the name of your item as it appears on Walmart.com;
* SKU: This is the SKU of your item as you listed it on Walmart.com;
* Category: The categorization Walmart used to group your items.
* Sales: The total item sales this year for that particular SKU for the selected date range.
* Item Page Views: The total number of Item Page visits. Visits are session-based, meaning if a customer came back to the same page twice in a short span of time, the report considers it just one visit.
* Unit Sold: The total unit sold for that particular SKU for the selected date range.
* Conversion Rate: The Conversion Rate is the total unit sales over the Item Page views, which gives an estimate of how many units of your listing customers purchased for a given session-based visit.
• This data is also available for various date ranges, including:
* Last 7 days
* Last 14 days
* Last 30 days
* Last 90 days
• Quite the handy little report to make sure your inventory is stocked appropriately for top selling items.
• You can also use this information to determine the type of assortment that is selling the best on Walmart.com.
• Now, let’s look at the “Lowest Converting Items” Tab.
• This report gives you insight into your lowest 500 converting items over a specific period of time and shows which SKUs are contributing to these low conversions.
• Again, you have a quick snapshot at the top of the page, showing the following information:
* Sales;
* Units Sold;
* Item Page Views; and
* Average Conversion Rate.
• The table beneath this snapshot is downloadable by clicking on the download icon at the top right side of the table.
• This table includes the same information as for the Top Selling Items, except these fields now refer to the Lowest Selling Items, that is:
* Product Name: This is the name of your item as it appears on Walmart.com;
* SKU: This is the SKU of your item as you listed it on Walmart.com;
* Category: The categorization Walmart used to group your items.
* Sales: The total item sales this year for that particular SKU for the selected date range.
* Item Page Views: The total number of Item Page visits.
* Unit Sales: The total unit sales this year for that particular SKU for the selected date range.
* Conversion Rate: The Conversion Rate is the total unit sales over the Item Page views, which gives an estimation for how many units of your listing customers purchased for a given session-based visit.
• This data is also available for various date ranges, including:
* Last 7 days
* Last 14 days
* Last 30 days
* Last 90 days
• Since these are your Lowest Selling Items, you may wish to use this information to ensure that your pricing and content are optimized.
• If these items are receiving many visits with few conversions, there is a great chance that you are losing the Buy Box or there is incorrect content listed for the item on th
e Item Page.
• Quite the significant report to increase sales on slow-moving items.
• Back on our “Financials” page, we just want to bring your attention to the table at the bottom of this page, also downloadable by clicking on the export icon to the top right side of the table.
• The table includes data for the following:
* Product Title;
* Item ID;
* Department;
* Brand;
* GMV;
* Commission;
* GMV Commission;
* AUR;
* Total Units Sold; and
* Cancelled Units.
• You can also search for a specific item by ID or title by selecting the relevant option from the Drop-Down Menu available at the top left side of the table and then inserting the required text in the text box alongside it before clicking the search icon.
• You are also able to customize your table by clicking the “Customize Grid” text in the top right side of the table and select which fields you would like included in your report.
Seller Scorecard
• You can find the detailed level of your Seller Scorecard by selecting “Performance” under your “Analytics” Heading and then clicking on the second tab at the top of the page, that is “Seller Scorecard”.
• Remember this page from the previous “Overview” Section?
• Well, now we’re going to get into a little more detail on this page.
• At the top of this page, you will see a snapshot of your performance metrics, these being:
* Order Defect Rate, containing:
* 90-Day ODR;
* Key Drivers for 14 days and 90 days with a brief total of POs affected above the period.
* The Key Drivers are broken down as follows:
• Cancellation Defects;
• Return Defects;
• Delivery Defects; and
• Customer Complaints.
* All of which are downloadable by clicking the “Download” link beneath the “Download Reports” Field.
* You also have a 90-Day ODR Trend Chart below this initial snapshot, as well as a Performance Snapshot containing your “On-Time Shipment Rate” by Last 7 days, Last 14 Days and Last 30 Days, with a Percentage against the Target.
* Finally, there is a snapshot of your “Ratings & Reviews”, giving you such brief information as:
* Average Customer Rating; and
* Latest Customer Comments.
* If you click the “See All” link, you will be taken to the full “Ratings & Reviews” Page, which we will look at a bit later.
• But now, what do the performance metrics that we first mentioned in this video actually mean?
• The data doesn’t mean much unless we understand the metrics, so let’s take a look.
• Seller performance standards or metrics ensure high quality and consistent customer experiences on Walmart Marketplace.
• Sellers are required to comply with these standards. There are four key performance metrics that comprise Seller Performance Standards: cancellation rate, on-time delivery rate, return rate and valid tracking rate.
• These are what they each mean:
• Cancellation, On-Time Delivery and Return data are found in the Performance section under the Seller Scorecard tab, which we have just looked at; while Valid Tracking data is found in the Performance section under the Fulfillment tab, which we will look at in the next video.
• Let’s discuss the Order Defect Rate (ODR) in a bit more detail.
• The ODR indicates the percentage of orders you’ve had with defects, for example, an item delivered after the Expected Delivery Date.
• ODR is the number of orders with at least one defect divided by your total number of orders during the same time period.
• On your Seller Scorecard, the 90-Day ODR rate is calculated from 120 days ago to 30 days ago, so that orders still within the return window are not included in your rate.
• Order defects include:
* Cancellations
* Returns
* Delivery Defects
* Customer Complaints
• A given order may have multiple infractions, but it will only count as one order defect for the purposes of counting your overall ODR.
• In short, multiple infractions on the same order are considered as a single defect for ODR calculation at the account level.
• This does mean that the calculation of your ODR will obviously then vary.
• Sellers with 50 or greater transactions over the past 120 days are evaluated based on the past three months.
• However, Sellers with fewer than 50 transactions and more than 120 days on the platform are evaluated based on the past 12-month period.
• Only Sellers who recently completed onboarding and have fewer than 50 transactions in the past 120 days will see their ODR in their Scorecard.
• Let’s look at an example.
• Let’s say a Seller has sold 100 orders.
• Out of these orders, one order had a Customer Complaint and a Return Defect, and one order had a low Item Rating because the item was damaged.
• Although the Seller had three order defects in all, only two orders had problems.
• Therefore, the overall ODR is 2%, not 3%. Both 90- and 14-day ODRs get updated on the 1st and 15th of every month.
• All very well and good but what do each of these defects actually refer to?
* Cancellation Defects are Orders that Sellers cancelled after receiving the order from Walmart. Some examples include Orders cancelled because of an incorrect item/description/image; Orders cancelled because of a pricing error; or Orders cancelled because the item is out of stock.
* Return Defects are Orders that have been returned because of problems with the product delivered to the customer. Some examples include Orders refunded because the item is defective/damaged; Orders refunded because parts are missing; Orders refunded because the item is not as described on the website; Orders refunded because the received item is poor quality; or Orders refunded because the customer received an incorrect or duplicate item.
* Delivery Defects are Orders that were delivered after the Expected Delivery Date (EDD). An example could be based on a seller’s lag time setting and the shipping option chosen, an order was expected to be delivered within 5 days, but it actually took 6 days for some items to be delivered.
* Customer Complaints are Orders for which customers contacted Walmart or the Seller indicating their dissatisfaction; if, for example, in the customer’s view, an item does not match their expectations of what they wanted to buy.
• Remember that ODR is not the sum or the average of the rate of other metrics.
• Rather, it is a comprehensive metric that counts each PO as an order defect if it has one or more problems.
• Now, it is your responsibility to review account performance and proactively take action to improve any performance metrics that are not meeting these standards.
• In addition, Walmart’s Marketplace Partner Performance team regularly reviews the performance of all sellers.
• If your seller account does not meet one or more of the seller standards, you will receive an email alert.
• Performance alerts for Cancellation Rate, On-Time Delivery Rate and Valid Tracking Rate are issued on the 1st, 11th, and 21st days of the month to the • Partner Performance contact listed in your Partner Profile in Seller Center.
• You will receive up to two alerts and 21 days to improve your performance and meet seller standards before facing account suspension!
• New sellers that are “live” for less than 120 days will receive up to three alerts and 28 days to improve performance and meet seller standards before facing account suspension.
• Things just got pretty serious here, so let’s look at the suspension side of things a bit closer.
• Walmart’s Marketplace team monitors for non-compliant behaviour and will issue warnings and suspensions to non-compliant sellers.
• Here are some examples of non-compliant behaviour that will result in only one warning prior to suspension:
* Providing invalid or inaccurate seller information;
* Fulfilling a Walmart Marketplace order through another retailer;
* Failing to update technology to comply with Walmart Marketplace technology updates and tools;
* Marketing to customers and diverting customers;
* Shipping from outside of the United States (except otherwise agreed by Walmart in writing);
* Misclassifying codes and numbers to manipulate performance metrics; or
* Increasing the sales price of a purchased item after a Walmart order has been completed.
• Examples of non-compliant behaviour that will result in an immediate suspension:
* Using threatening/abusive language to customers, other sellers, or associates; or
* Fraudulent selling behaviour.
• If your account is suspended, Walmart will send a suspension notice to the Business Management contacts listed in your Seller Profile in Seller Center.
• The suspension notice will include all pertinent details regarding your suspension, including suspension reason, duration of the suspension and steps to appeal, if eligible.
• In order to appeal a suspended account, you must demonstrate a commitment to improving your performance by submitting an appeal with a Business Plan of Action in order for your selling privileges to be reinstated.
• You can find out what your Business Plan of Action must include by reading the Walmart Marketplace Seller Appeals Process to be located at the link (https://sellerhelp.walmart.com/seller/s/guide?article=000007903)
Fulfillment
• The Fulfillment Insights page provides an overview of your performance on key shipping activities and allows you to compare it against the services offered by the most successful sellers across Walmart Marketplace.
• How fantastically handy is that?
• Now, successful Walmart sellers stand out as top performers by offering:
* Expedited order processing;
* Fast delivery;
* Accurate and consistent tracking information; and
* Free shipping.
• You can find the detailed level of your Fulfillment Insights by selecting “Performance” under your “Analytics” Heading and then clicking on the third tab at the top of the page, that is “Fulfillment”.
• There are three tabs or sections to this page, namely:
* Shipping Performance – This section provides an overview of your shipping metrics for your entire account, Two Day, Next Day, and Deliverr. If you do not participate in the Two Day, Next Day, or Deliverr programs, you will not see these metrics.
* Carrier Performance – Carrier performance breaks down your orders by carrier (FedEx, UPS, USPS, etc.), and shows you how each have been performing.
* Regional Performance – This section allows you to view your fulfillment performance for all the states to which you deliver.
• The first little snapshot you see shows you the following information:
* Program: The delivery method used to ship your orders;
* Orders: The number of unique Purchase Orders;
* On-time Shipping: Percentage of orders shipped by the expected ship date;
* On-time Delivery: Percentage of orders shipped by the expected delivery date;
* Valid Tracking Rate: Percentage of orders with valid tracking provided;
* Free Shipping: Percentage of free shipped orders/total orders; and
* SKUs Sold: The number of unique SKUs sold.
• You can select information by one of the following periods:
* Last 7 Days;
* Last 14 Days;
* Last 30 Days;
* Last 60 Days; or
* Last 90 Days.
• You can also choose to download this information by clicking the download icon to the top right of the table.
• Even more handy, click each of the cells for a breakdown of daily trends and to download the associated orders (depending on the filter).
• Below the summary view, you can see the detailed breakdown of your fulfillment data by date.
• This graph highlights your On Time Shipping (OTS) or On Time Delivery (OTD) metrics, along with the volume driven by each day or week.
• The filters available are:
* Metric: On Time Shipping, On Time Delivery
* Program: Account, Two Day, Next Day, Deliverr
* Shipping Method: Value, Standard, Expedited, All Ship Methods
* Timeframe: last 7, 14, 30, 60, 90 days
* View: View by day, View by week, View by month
• Make a little mental note here that Walmart weeks run from Saturday to Friday and not your usual Monday to Sunday.
• The Late Shipments and Deliveries Graph at the bottom of the page allows you to take a deeper look into your late shipments and deliveries.
• The graph displays the volume of late shipments and late deliveries by date.
• You can also view with how many days your orders took to be shipped and/or delivered.
• The graph is presents color-coded blocks so you can see at a glance how many orders were delivered for each time period.
• You also have the same metrics for this graph as for the Fulfillment Breakdown graph, namely Metric, Program, Shipping Method, Timeframe and View.
• As if this wasn’t enough information for you to get your head around, you are also able to download the following reports from the Drop-Down Menu provided right at the bottom of the page with data from the last 30 days, these being:
* POs not Shipped Same Business Day;
* POs with Missing Delivery Scan;
* Cancelled Orders Report;
* Late Shipment Report;
* Late Delivery Report; and
* Two Day Report
• Now, we can move onto the second tab or section under this topic, Carrier Performance.
• This section provides a high-level overview of your fulfillment performance based on each of the carriers you utilize.
• You may filter by program (Account, Two Day, Next Day, Deliverr) and by date view.
• Click on each of the cells for a breakdown of daily trends.
• The Carrier Performance graph presents your On Time Shipping or On Time Delivery metrics, along with the volume driven by day or week.
• Hover over the line graph points to view the order volume and on time shipping for the selected week.
• The Carrier Performance graph can be filtered by:
* Metric: On-time Shipping, On-time Delivery;
* Program: Account, Two Day, Next Day, Deliverr;
* Carrier: FedEx, UPS, USPS, and other carriers you may have utilized;
* Shipping Method: Value, Standard, Expedited, All Ship Methods;
* Timeframe: 7, 14, 30, 60, or 90 days; or
* View: View by day, View by week, View by month.
• This graph displays the days in the week, while the order volume and metrics are limited by the selected filter.
• You can download the snapshot above this graph or the graph data by clicking the download icon to the top right of each.
• The Carrier Details table beneath this graph displays your performance by each ship method and can be filtered by shipping program (Two Day, Next Day, Deliverr), Carrier and Time Period.
• The Carrier Details table has the following fields:
* Ship Method: Standard, Value, or Expedited;
* OTD: On time delivery (percentage of orders delivered on time);
* SLA: Service Level Agreement for each shipping method;
* Average Delivery days: Average number of business days taken to deliver your order;
* Late Delivered Packages: number of late delivered packages; and
* Total Packages: Total packages delivered.
• This report can also be downloaded.
• And at the very bottom of the page is another Drop-Down Menu where you can download these reports with data from the last 30 days:
* POs not Shipped Same Business Day;
* POs with Missing Delivery Scan;
* Cancelled Orders Report;
* Late Shipment Report;
* Late Delivery Report; and
* Two Day Report
• Let us know look at the final tab, Regional Performance.
• This section provides a high-level understanding of your fulfillment performance based on each region (state) you have delivered to.
• Utilize this chart to identify states with poor performance.
• Identifying low performing areas will allow you to make improvements to your business to ensure a positive customer experience.
• The Regional Performance snapshot can be filtered by Account, Carrier, and timeframe.
• Click the cells for a breakdown of daily trends and click the download icon in the top right side of the table to download this data.
• The Regional Performance table contains
the following fields:
* Region: states you have delivered packages;
* On-time Shipping: Percentage of orders shipped by the expected ship date;
* On-time Delivery: Percentage of orders shipped by the expected delivery date;
* Orders: number of unique Purchase Orders; and
* SKUs Sold: The number of unique SKUs sold.
• The graph below this table can be further filtered by:
* View: Total Deliveries & Late deliveries;
* Program: Account, TwoDay, Next Day, Deliverr;
* Shipping Method: Value, Standard, Expedited, All Ship Methods;
* Carrier: FedEx, UPS, USPS, and other carriers you may have utilized;
* State: The state shipped to; and
* Timeframe: Last 7, 14, 30, 60, or 90 days.
• And at the very bottom of the page is another Drop-Down Menu where you can download these reports with data from the last 30 days:
* POs not Shipped Same Business Day;
* POs with Missing Delivery Scan;
* Cancelled Orders Report;
* Late Shipment Report;
* Late Delivery Report; and
* TwoDay Report
Trust and Safety
• The Trust and Safety Performance dashboard displays your performance based on the qualities and quantity of items you’ve had removed for non-compliance with the Walmart Prohibited Products policy.
• You can find the detailed level of your Trust and Safety issues by selecting “Performance” under your “Analytics” Heading and then clicking on the fourth tab at the top of the page, that is “Trust and Safety”.
• You will then see a list of Trust and Safety violations in a little table as follows:
* Regulatory Compliance, which refers to items that are prohibited due to product and food safety regulations. This could be anything from Crib bumpers and foods that contain drug claims; consumer protection infractions like firearms and prescription drugs; or other restricted items such as gambling and surveillance products.
* Offensive Product, which refer to items that are deemed offensive; such as items or listings that contain profanity, sexually explicit images, or that promote or glorify violence.
* Intellectual Property, which refers to items listed that infringe on intellectual property rights, or Trademark infringement.
• Alongside each of these violation types are numbers that represent your performance for each type of policy.
• The higher the number, the worse your performance.
• The number displayed tracks your performance for the past 180 days and is updated regularly.
• You can view all of the items that count towards yours by downloading the report in the third column by clicking the “Download” link.
• If you find any items that you believe should not be considered prohibited, you can open a case with Partner Support by selecting the topic Items/Inventory > My Item is Unpublished and select the option that best fits your issue.
• A Trust and Safety agent will review your appeal and determine if the item(s) can be reinstated.
• You should always monitor your performance dashboard carefully and adjust your listing practices to avoid violations.
• Review the Prohibited Products Policy available at the link (https://sellerhelp.walmart.com/s/guide?article=000006005) and remove any products in your inventory that are not compliant and prevent the relisting of those or similar items.
Ratings and Reviews
• Unlike the monthly metrics presented in the ODR, these ratings on the Ratings and Reviews page are cumulative.
• A few weeks after a customer receives an order, they are sent an email to review both their item(s) and the seller who shipped the item(s).
• These reviews are shown to other customers on Walmart.com on each seller’s Partner Profile Page.
• You can find the detailed level of your Ratings and Reviews reports by selecting “Performance” under your “Analytics” Heading and then clicking on the fifth tab at the top of the page, that is “Ratings and Reviews”.
• You will first see your Average Rating and the number of reviews it is based off of. Below this will be the Customer Reviews, which can be sorted by:
* Newest Ratings;
* Oldest Ratings;
* Highest to Lowest Ratings; and
* Lowest to Highest Ratings.