This week on Three-Minute Thursdays, we speak with Terry Clear of 8th & Walton about how suppliers can utilize AI tools, such as ChatGPT, to effectively sell their products on the Walmart Marketplace. Terry offers tips and strategies for creating effective product listings that will catch the attention of generative AI platforms and be recommended to consumers.
Lainie: Walmart is seeing a growing share of referral traffic from ChatGPT, and it now accounts for one in five referral clicks. How should suppliers optimize their product content to capture this type of shopper activity?
Terry: This is the next generation of SEO optimization. Now, you not only have to build your content for search optimization, but also understand that AI algorithms will review your content to make recommendations.
Some of the things you should consider are removing vague phrases like “great quality” or “wonderful meals” and replacing them with specifics, such as “dishwasher safe.” Front-load your recommendations in the first couple of sentences. Also, optimize for the way the user is going to ask the question. It’s not like the old Google search, where you just put in a couple of terms. ChatGPT users ask things like, “Make a recommendation for a good lunchbox for a five-year-old.” When the algorithm checks for it, it’s looking for things like “leakproof kids’ lunchbox” or “good for ages three to eight.”
It’s not looking for “model XJ 4000.” Think about your product content listings in terms of how the algorithm works and how people interact with these platforms. You might even consider taking your current product listing and asking the algorithm to suggest updates.
Lainie: With AI platforms like ChatGPT, they are moving toward enabling checkout directly within the app, what opportunities do you see for Walmart’s marketplace sellers?
Terry: It’s a great opportunity because it really shrinks what we call the path to purchase. If I use an algorithm to recommend a product, the algorithm comes back with a couple of recommendations and a link. I can just click on the link, enable checkout, and purchase the product immediately.
Again, think about how someone may ask a question: “What’s a good gluten-free snack under $10?” or “What’s a good eco-friendly laundry detergent?” If your content listings are written in such a way that you get a strong response rate to those types of questions, the algorithm can include your product.
The algorithm also includes the ability to complete the sale right there. Marketplace sellers who work to enhance their product content will see a huge benefit in this new selling channel.
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