PIM
Manage all product content in one central system of record.
Activation
Easily syndicate product content to every consumer touch point.
Enhanced Content
Enrich product pages with below-the-fold content and rich media.
Catalog Sites
Share customized, up-to-date digital product catalogs.
Automation
Enhance collaboration with Salsify’s automated workflow engine.
Activation Insights
Continuously optimize your organization’s product content syndication.
GDSN Data Pool
Synchronize standard supply chain, marketing, and ecommerce attributes globally.
PXM Platform, Integrations, and APIs
Integrate the PXM platform with the rest of your enterprise systems architecture.
Supplier Onboarding
Accelerate supplier onboarding while ensuring your schema requirements are met.
Product Listing
Sell products faster with Product Listing.
Content Enrichment
Increase online conversions with Content Enrichment.
Automation
Save time and increase operational efficiency with retail automation.
SXM Platform, Integrations, and APIs
Integrate the SXM platform with the rest of your enterprise systems architecture.
Activation Network
Automate how you exchange product content data to the digital shelf.
Enhanced Content Network
Turn product pages into product experiences with Enhanced Content.
Ecommerce Platform Integrations
Create winning product experiences on owned sites with powerful ecommerce software.
GDSN Data Pool
Synchronize standard supply chain, marketing, and ecommerce attributes globally.
Open Catalog
Connect to the digital shelf faster with an open, standardized, and free product catalog.
Resources
Resource Library
Explore our ecommerce resources to get everything you need to win on the digital shelf.
Blog
Read our blog to get actionable insights for navigating changing markets and industry demands.
Webinars
Watch our on-demand ecommerce webinars to gain expert advice and tips from our community of industry leaders.
Engineering Blog
Explore our engineering blog to get developer resources, insights, and tips.
Events
Register for our upcoming in-person and virtual events to connect with other industry insiders.
Knowledge Base
Investigate our knowledge base to build your Salsify skills and understanding.
Product Updates
Explore the latest news and updates for Salsify products.
API
Examine our comprehensive API and webhook guides to start working with Salsify quickly.
Learn how to prioritize and deliver what your shoppers want with the latest insights.
When it comes to online purchases, office products are increasingly bought via mass merchants, rather than dedicated office supply retailers. One Click Retail cataloged Amazon’s office supply sales reaching nearly $3 billion in 2017, having grown more than 30% year-over-year, and leading all retailers in terms of sales share. Meanwhile, Walmart’s share of online sales for office supplies now outpaces Office Depot and all other dedicated office supply retailers. In this environment, brands selling office supply products need to execute especially well on Amazon and Walmart.com in order to significantly grow sales and effectively capture market share.
Top performing office product pages across both Amazon and Walmart.com are significantly more likely to have enhanced content than poor-selling pages. Across every price point on Amazon, between 35 to 43% of top-selling office product pages have enhanced content. Meanwhile, on Walmart.com, top-selling office product pages have enhanced content at rates roughly twice to 10X that of poor-selling products.
On Amazon, the average number of images present on top-selling office product pages are substantially higher than poor-selling products on the site, regardless of price point. However, on Walmart.com, top-selling pages at higher price points actually have slightly less images on average as compared to poor-performing ones. Instead, the higher priced products winning more sales on Walmart.com are separating themselves with enhanced content, more reviews, and more descriptive titles to draw consumers in.
Regardless of retailer and price point, the raw number of average reviews amongst top-performing office products is consistently much higher than that of poor-performing products. However, the difference in average star rating is much closer, and in some cases, negligible. When shopping across competing products, a significantly higher review count means consumers have more assurance that they won't be "guinea pigs" for a product, even if that product's star rating may be slightly lower than a competitor's.
Ultimately, your Amazon and Walmart.com product detail pages are one of the best chances you have to make buyers understand the purpose, benefits, and why they should buy from your brand, at a glance. By understanding the tactics used by top-performing pages at every price point, you can adjust your own strategy and stand out across the digital shelf.
Standing out on the digital shelf starts with access to the latest industry content. Subscribe to Below the Fold, our monthly content newsletter, and join other commerce leaders.