Integrate Using a Connected Content Partner
Connected Content Partners (CCPs) help suppliers manage and synchronize their data across multiple supplier platforms through data feeds. These partners offer a wide range of products and services (such as item setup (US only), syndication, rich media hosting, and content creation, and user-generated content (UGC)) and provide support for issues related to the feeds submitted through them. While some CCPs offer full-service integration, others only perform specific functions. Each integration is tailored to your specific needs, so you should reach out to the Content Partner directly to learn about their costs, features, and capabilities. If you are a private brand supplier, please review the article Connected Content Partner (CCP) Program for Private Brands.
Walmart-Approved Connected Content Partners
Learn more about our approved Connected Content Partners here.
Definitions
Term | Definition |
Syndication | Submitting existing supplier content through the CCP partner to Walmart. The Walmart model for content requirements may differ from the supplier’s. Syndication partners help to map these two systems, so content can flow efficiently between the two. These partners implement validation checks based on Walmart’s Style Guides to ensure that the content complies with Walmart’s requirements. |
Enrichment | Enriching content means creating an optimized and structured title that is specific to the product, feature bullets that are easy-to-scan when browsing, detailed copy that thoroughly describes the item in an engaging way, and other attribution elements. All of which will help drive better discoverability and search results. |
Rich Media | Rich media includes immersive experiences like product videos, 360 spins, shoppable modules, comparison charts, instruction manuals, and other interactive features. The options and capabilities of rich media are extensive. Our specialist partners understand the changing nature of our customer base and can create experiences that have the potential to increase sales by creating dynamic listings. |
User-generated Content | Content created by customers like ratings and reviews, Instagram posts, and Facebook interactions. This content gives potential customers insight into what other customers think about your products. This also includes influencer-generated content like unboxing videos and product reviews. |
Frequently Asked Questions
1. What is a content partner?
A content partner is a third-party company that provides specialized services to help you run your business. Working with a content partner can make your business more efficient and optimize your sales.
2. How do I know who is the best partner for my business?
All partners offer a variety of services, you should choose a partner based on your content need. You will have to reach out to the partners directly and discuss how they can support your business needs. The following questions will help you choose the right partner:
- What services do they offer (imagery, copywriting, attribution, rich media, ratings & reviews)?
- How much do they charge, including launch fees, setup fees, and monthly support fees?
- What type of support do they offer (phone, email, chat)?
- What level of support do they offer (response time SLA, dedicated agents)?
3. Do I need to choose a content partner?
You do not have to use a content partner. You can manage your account yourself using Supplier One.
4. I am not sure if I want to use a content partner. When do I need to decide?
We recommend deciding as soon as possible so that you can maximize the benefits of having the best-in-class content on Walmart.
5. Do I have to pay a content partner to help me manage my account? How much does it cost?
Every content partner has their own contract and agreement. You should contact them directly to find out more about their pricing.
6. Do you have a rating system for content partners?
No, currently we do not provide ratings for our approved CCPs. However, we do carefully monitor their performance using a variety of metrics internally.
7. Do all content partners support both Marketplace Sellers and Drop Ship Vendors?
No. The Walmart Marketplace Connected Content Partner program has been operational for two years, and some do not support DSVs. You can view a list of content partners that support Walmart Marketplace here.
8. What services does each content partner offer?
Please contact the content partner(s) directly to discuss their available services.
9. I currently sell on Walmart Marketplace and use a content partner. Can Walmart switch on the ability for them to handle my drop ship business too?
The DSV API/ EDI connections are separate integrations that the content partner has to complete. However, products from both channels appear side-by-side on Walmart. Suppliers currently have to onboard separately with Walmart for each partnership account.
10. Why can't I use a content partner that isn't on the list you provided?
You can choose any partner outside of the list provided above, as long as they are already integrated with our catalog. However, Walmart cannot endorse or vouch for the quality and Style Guide adherence of such sources.
11. A content partner states on their website they are already integrated with your systems but they aren't on your list of Walmart-approved content partners. What is going on?
We have several content partners integrated with Walmart and they offer a wide variety of services from content to inventory to logistics. The CCPs listed above have undergone a validation process and have a proven track record of providing great quality content that complies with Walmart’s requirements. There may be several others who have an API connection with Walmart, but we cannot vouch for the validation and quality of the content they submit on your behalf.
12. Can I use more than one content partner? For example, can I choose to use a different content partner for specific services?
Yes, you can utilize multiple content partners to manage your Walmart account. For example, you can use one content partner to manage your shipping integration and a different one to handle inventory management. Remember, you must consult with the content partner to verify which services they offer.
13. Are there any special agreements or contracts I need to sign with the content partner before I can begin the onboarding process with Walmart?
Usually, a content partner covers all selling channels in their standard agreement. There are some content partners that require a separate contract to add a new channel. Each content partner has a distinct operational model; contact them directly to learn about their contractual requirements.
14. How can I use a content partner for item setup?
You should contact the content partner directly for more information about how their item setup process works.
15. If I don't like the content partner I've chosen, can I switch to a different one? Can I decide to perform direct integration in the future? Would those changes affect my account?
Yes, you can switch to another content partner or opt to use Supplier One to submit your content. This does not affect your account or relationship with Walmart.