How to Improve Digital Penetration on Walmart.com

Many brands do the work on Walmart.com and still hear the same question from merchants: why is digital penetration not improving?

Michael Lebhar, Co-Founder and CEO of SellCord, and David Milstein, Co-Founder and COO, share a practical framework for improving digital penetration on Walmart.com by focusing on the mechanics that actually drive visibility, conversion, and momentum.

This session breaks digital growth into three connected layers. First is taxonomy, including product type and category path, which determines whether you can rank at all. Second is content, with a heavy emphasis on keyword strategy and titles that match how shoppers search. Third is data-driven optimization, where advertising, rank tracking, and Marketplace share metrics work together to guide what to fix, what to fund, and what to scale.

They also clarify how Walmart’s ad auction really works, including why the top sponsored placement does not always pay the highest CPC, and how improving relevancy can reduce costs while maintaining position. Finally, they outline how suppliers can use Marketplace as a proving ground to build traction, earn conversion data, and strengthen the case to move items into First Party and stores.

Topics Covered

• Why high content scores do not automatically translate into higher digital penetration
• The three-part model for performance on Walmart.com: taxonomy, content, and data-driven optimization
• How product type and category path influence ranking and visibility, and what to audit after item setup
• How to choose keywords by balancing search volume with buyer intent and conversion likelihood
• Why titles carry the most ranking weight, and how to update titles as keyword opportunities change
• How sponsored placements are determined by bid multiplied by a hidden relevancy score
• How second price auctions affect what you pay, and when to reduce bids to improve efficiency
• How to combine Walmart Connect data, rank tracking, and Marketplace share metrics for item and keyword decisions
• How suppliers can unlock Marketplace item keyword insights, including impression share and click share
• How to use Marketplace to build proof, then move winning items into First Party to improve conversion and merchant alignment
• External traffic levers that can increase Walmart.com demand, including creators, Google, and publisher-driven content

This episode treats digital penetration as an operating system, not a checklist. When taxonomy is correct, content is intentional, and data is connected to action, growth becomes repeatable.

About SellCord
SellCord is a full-service agency focused exclusively on Walmart. As a Walmart approved partner, SellCord supports brands from Marketplace onboarding through long-term omnichannel scale, with services spanning listing optimization, digital shelf strategy, retail media execution, and ongoing account management. SellCord also combines Walmart expertise with proprietary technology to improve visibility, conversion, and operational efficiency at scale.

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