3 Simple Ways This E-commerce Startup Improved Conversions and Increased Revenues on Walmart Marketplace Holistic wellness brand Miko has gone from startup to powerhouse.

Experiencing firsthand the stress and exhaustion associated with the typical professional workday, four brothers—Albert, Elliot, Raymond, and Dave Arazi—set out to do something about it. Their solution was to create a company and products that holistically promote relaxation and wellness. And so, in 2018, Brooklyn-based Miko was born. Today, Miko is a successful brand that sells foot massagers, body massagers, air purifiers, and other wellness and health products online.

As any direct-to-consumer business owner will tell you, achieving success online often requires equal parts strategy and luck. If there's a way to shift the balance so more success relies on good strategy, owners surely want to know about it.

That's why the Arazi brothers moved quickly to leverage the exposure offered by online marketplaces and, in their first year, began selling Miko products on Walmart.com. Using the features and services that help set Walmart Marketplace apart from other e-commerce marketplaces, it wasn't long before Miko began realizing rapid growth—even becoming one of the top air purification brands on Walmart.com in just a year.

Here's a look at three ways Miko managed to increase traffic and conversion, grow sales, and improve on-time shipping/delivery metrics on Walmart.com.

1. Stand out among the crowd with targeted messaging.

In addition to obvious benefits like Walmart Marketplace's streamlined selling experience, transparent/competitive fee structure, and exceptional customer service, Miko saw an opportunity to increase brand awareness by reaching an audience of 120+ million unique monthly online customers, according to Comscore. To reach these customers with effective messaging, the startup began using Sponsored Search advertising via Walmart Connect.

Miko created a custom, automated advertising strategy along with a Walmart Connect API Partner, Teikametrics, that helped tailor and optimize their advertising strategy. They relied on targeted advertising placements in high-traffic areas of Walmart.com to promote Miko's products to a wider audience of Walmart shoppers. And by bidding on relevant match keywords, Miko helped ensure maximum exposure for all their products on the platform.

The results were hard to deny: Miko's features reached more than 70 million impressions through Teikametrics and Walmart Connect. And the brand's attributed ad sales grew substantially through the partnership to reach $1.2 million.

2. Leverage Walmart's existing shipping and logistics services to make customers happy.

A massive retail brand with physical stores and facilities all over the U.S., Walmart Marketplace offers sellers powerful logistics services that other e-commerce marketplaces cannot.

Miko began storing inventory in Walmart Fulfillment Services (WFS) warehouses and relied on Walmart's shipping services to fulfill customer orders—to pick, pack, and ship incoming orders, in addition to handling all aspects of the post-purchase experience such as customer service, returns, and replacements.

This allowed the team at Miko to focus on things like product innovation, marketing, and expansion. It also meant that much of Miko's products could be delivered to customers in as little as two days. Now, more than 80% of Miko's gross market volume is driven by products fulfilled by Walmart.

3. Be featured on Walmart.com's most trafficked pages.

Successful businesses know the value of being present where their customers already are. In the case of Miko and Walmart.com, that meant getting their products featured on the home page and other highly trafficked pages on the platform.

To increase its visibility and reach new customers, Miko began participating in Walmart Marketplace's merchandising programs, such as the weekly Flash Picks program (available to select sellers) and submitted their most popular products at a compelling, discounted price, leading to a successful turnout.

As a result, The Miko Home Air Purifier drove 73% of 2022's Flash Picks results and the brand overall sold tens of thousands of units through the Flash Picks program in 2022.

"The biggest reason for our brand growth is easily because of … the fact that Walmart truly cares for their sellers," says Miko CEO and co-founder Raymond Arazi. "They've expanded [in] so many different ways and offer so many different solutions that cater to your brand and your products. It's not just another platform that you sell on, but rather, there are so many avenues [for you to] grow, specifically in the categories you sell in."

Now it's the right time to join Walmart Marketplace as new sellers get up to 50% off on referral fees and up to 50% on fulfillment fees if you join today (conditions apply). Become the next success story. Learn more and join Walmart Marketplace.