Protecting Your Brand: Navigating the Growing Presence of Foreign Sellers on Walmart with POTOO

Blogs | June 27, 2023

Over the past year, there has been a significant rise in the number of foreign sellers on Walmart’s marketplace, surpassing the number of U.S. sellers. Marketplace Pulse research reveals that sellers from China, India, Canada, and the U.K. have emerged as dominant players on the platform. As this trend continues to shape the marketplace landscape, brand owners must take proactive measures to protect their brand integrity and intellectual property. In this article, we will explore the implications of this influx of foreign sellers and provide strategies, in collaboration with POTOO Solutions, to help protect your brand in this evolving environment.

Since March 2021, Walmart has welcomed international sellers, and the impact has been substantial. Notably, China has emerged as the leading source of new international sellers, contributing to over 90% of Walmart’s foreign seller growth and nearly half of all new sellers. This trend aligns with patterns observed on other prominent e-commerce marketplaces such as Amazon.
Over the past decade, Walmart’s online business has undergone significant transformations. It transitioned from a small online retailer with a limited assortment to scaling its marketplace, expanding the product selection tenfold within four years. In the past two years, it has further evolved into a cross-border platform, incorporating hundreds of millions of products from international sellers.

The growing presence of foreign sellers on Walmart’s marketplace brings forth brand protection challenges. Unauthorized sales, counterfeiting, and other activities detrimental to brand reputation and consumer trust become potential concerns. It is crucial for brands to take proactive measures to safeguard their intellectual property rights and maintain control over their brand identity.

To mitigate the risks associated with the rise in foreign sellers on Walmart’s marketplace, brand owners can greatly benefit from partnering with brand protection experts like POTOO Solutions to help in implementing the following strategies:

1. Intellectual Property Monitoring and Enforcement: At POTOO, we offer advanced technology-driven solutions to monitor the Walmart marketplace for potential infringements. Our sophisticated team can identify unauthorized use of brand names, logos, or copyrighted material, enabling prompt action to be taken. Additionally, our experienced team is well-versed in navigating marketplace guideline enforcement procedures and can handle reporting and following up with any infringements submitted through Walmart’s Brand Portal.

2. Packaging and Product Authentication: We understand the importance of packaging and product authenticity in combating counterfeiting. We offer comprehensive brand protection strategies that include test buy purchases from impactful sellers to track down product sourcing information and carefully inspect for any shipping, packaging and product violations that can be reported through Walmart’s Brand Portal and ultimately removed from the marketplace to safeguard from counterfeiting and customer dissatisfaction.

3. Enhanced Distribution Visibility: By leveraging our comprehensive data analysis and direct communication with unauthorized resellers, at POTOO we excel in pinpointing the sources from which unauthorized sellers acquire products. This valuable insight allows us to collaborate closely with brands, proactively addressing distribution leakage concerns.

4. MAP Policy Implementation and Enforcement: Minimum Advertised Price (MAP) policies provides brands with the benefit of maintaining pricing integrity and discouraging unauthorized sellers from undercutting prices. We also assist brand owners in formulating and implementing MAP policies. Our advanced marketplace monitoring tracks online listings and identifies violations of pricing integrity. With our expertise, we can help brands take appropriate action against authorized and unauthorized sellers, ensuring compliance with MAP policies and preventing undercutting of prices.

By collaborating with POTOO Solutions, brand owners can leverage our expertise in brand protection and receive tailored solutions to address the unique challenges posed by foreign sellers on Walmart’s marketplace. With our comprehensive services, advanced technology, and industry knowledge, we provide brands with the necessary guidance and support to navigate the evolving e-commerce landscape successfully. Contact us today to get started on your brand protection journey.

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