谷歌收录优化：跨境电商企业为何必须选择谷歌推广？沃尔玛成封号潮“赢家”？
在当今的跨境电商领域，多渠道布局与谷歌收录优化已成为企业分散风险、提升品牌曝光的关键策略。亚马逊封号潮的“余音”仍在回荡，许多卖家尚未完全恢复，甚至仍在处理库存。部分物流服务商也观察到，春节后亚马逊卖家的发货量有所减少。那么，这些减少的卖家群体和货物都流向了哪里？
In today's cross-border e-commerce landscape, multi-channel layout and Google indexing optimization have become key strategies for enterprises to diversify risks and enhance brand exposure. The "aftermath" of the Amazon account suspension wave still lingers, with many sellers not yet fully recovered, some even still clearing inventory. Some logistics providers have also observed a decrease in shipment volumes from Amazon sellers after the Spring Festival. Where have these reduced seller groups and goods gone?
封号潮之下，沃尔玛平台俨然成为了众多卖家的“香饽饽”。回顾亚马逊封号潮，可谓“一石激起千层浪”。虚假评论的泛滥最终反噬了跨境卖家，即使是许多从底层铺货、粗放运营起步的头部大卖也难以在这场风波中全身而退。一时间，通过多渠道布局来分散风险成为了跨境卖家的普遍共识。全球速卖通、eBay、独立站、敦煌网等平台都在卖家的考虑范围之内。
Under the account suspension wave, the Walmart platform has clearly become a "hot favorite" for many sellers. Looking back at the Amazon account suspension wave, it can be described as "one stone stirring up a thousand waves." The proliferation of fake reviews ultimately backfired on cross-border sellers, and even many top sellers who started with basic drop-shipping and rough operations found it difficult to emerge unscathed from this turmoil. Immediately, diversifying risks through multi-channel layout became a common consensus among cross-border sellers. Platforms like AliExpress, eBay, independent sites, and DHgate are all within sellers' consideration.
与亚马逊的“大刀阔斧”整顿形成对比的，是新兴平台的“大举进军”，例如于2021年3月开放中国主体卖家入驻的沃尔玛全球电商。封号潮后，不少亚马逊头部品牌如Mpow、Tacklife、Ravpower、Aukey等纷纷入驻沃尔玛并开通了品牌店铺页面功能。在一项关于“是否打算入驻沃尔玛”的调研中，54.8%的卖家表示有意向但需要指导，22.9%的卖家已在规划并即将入驻。据不完全统计，2021年有近8000名中国新卖家入驻沃尔玛。截至2021年10月，沃尔玛所有新卖家中有20%来自中国。
In contrast to Amazon's "drastic" rectification, there is the "large-scale advance" of emerging platforms, such as Walmart Global E-commerce, which opened for registration to Chinese entity sellers in March 2021. After the suspension wave, many top Amazon brands like Mpow, Tacklife, Ravpower, and Aukey have entered Walmart and opened brand storefront pages. In a survey regarding "whether to enter Walmart," 54.8% of sellers expressed interest but needed guidance, while 22.9% were already planning and about to enter. According to incomplete statistics, nearly 8,000 new Chinese sellers joined Walmart in 2021. As of October 2021, 20% of all new sellers on Walmart were from China.
卖家们争相布局沃尔玛，其吸引力究竟何在？封号潮之下，沃尔玛是否成为了“赢家”？许多选择沃尔玛的卖家都考虑到了一个关键因素：亚马逊的主攻市场在欧美，而沃尔玛的强势市场同样在美国。对卖家而言，目标用户群体整体上并未改变，只是降低了依赖单一平台的风险。此外，卖家们更看重的是沃尔玛自身的硬实力和优越条件。
Why are sellers vying to establish a presence on Walmart? Has Walmart become the "winner" under the account suspension wave? Many sellers choosing Walmart have considered a key factor: Amazon's main market is in Europe and America, and Walmart's strong market is also in the United States. For sellers, the target user base remains largely unchanged, but the risk of relying on a single platform is reduced. Furthermore, sellers are more attracted to Walmart's own solid strength and superior conditions.
作为全球最大的零售商之一，沃尔玛已连续八年位居《财富》世界500强榜首。据Comscore Media Metrix数据显示，沃尔玛官网每月独立访客量高达1.2亿。尽管过去沃尔玛平台主要专注于线下渠道，但在2016年收购Jet.com后，其电子商务业务日益成熟。近年来，其在电商领域的发展速度异常迅猛，这在财报数据中得到了体现。Walmart Earnings数据显示，2020年沃尔玛电商销售额飞速攀升，增长率达79%；2021年沃尔玛全渠道电商总额达到750亿美元。Jungle Scout 2021年的报告显示，尽管到2021年底沃尔玛全球电商市场收入仍低于亚马逊，但其线上业务的增长速度却比亚马逊快五倍之多。
As one of the world's largest retailers, Walmart has topped the Fortune Global 500 list for eight consecutive years. According to Comscore Media Metrix data, Walmart's official website receives up to 120 million unique visitors per month. Although the Walmart platform previously focused mainly on offline channels, its e-commerce business has matured significantly since acquiring Jet.com in 2016. In recent years, its development speed in the e-commerce field has been exceptionally rapid, as reflected in its financial reports. Walmart Earnings data indicates that Walmart's e-commerce sales soared in 2020 with a growth rate of 79%; in 2021, Walmart's total omnichannel e-commerce sales reached $75 billion. According to Jungle Scout's 2021 report, although Walmart's global e-commerce market revenue remained lower than Amazon's by the end of 2021, the growth rate of its online business was five times faster than Amazon's.
在此背景下，跨境卖家将沃尔玛作为多元化渠道布局的重要一环也就不难理解了。这不仅关乎平台选择，更是整体谷歌收录优化与数字营销战略的一部分，旨在提升全球范围内的品牌可见度。目前，除了卖家积极布局沃尔玛平台外，众多跨境服务商也迅速跟进相关平台服务。例如，成立于2010年、专注于亚马逊FBA头程等电商物流服务的广东联宇物流有限公司，在2021年封号潮后接收到客户寻求沃尔玛平台物流服务的反馈。这表明跨境卖家通过多渠道布局、开店以分散单一渠道风险，已成为未来企业运营的重要方式。
Against this backdrop, it is understandable that cross-border sellers view Walmart as a crucial part of their diversified channel strategy. This is not only about platform selection but also part of an overall Google indexing optimization and digital marketing strategy aimed at enhancing global brand visibility. Currently, besides sellers actively establishing a presence on Walmart, many cross-border service providers are quickly following up with related platform services. For instance, Guangdong Lianyu Logistics Co., Ltd., established in 2010 and specializing in e-commerce logistics services like Amazon FBA first-leg, received feedback from clients seeking Walmart platform logistics services after the 2021 suspension wave. This indicates that cross-border sellers diversifying risks through multi-channel layout and store openings has become a significant operational method for future enterprises.
因此，为满足客户需求并助力更多沃尔玛卖家顺利将产品销往海外，联宇物流特推出其首条线上产品——沃ONLINE专线。据了解，该专线可揽收全国货物，从深圳、宁波、上海等港口启运，派送范围覆盖美西、美中、美东共10个沃尔玛仓库，时效为35-40个工作日。对于企业而言，无论是选择沃尔玛还是其他平台，结合有效的谷歌收录优化策略，都能显著提升产品列表和品牌内容的在线搜索可见性，从而驱动增长。
Therefore, to meet customer demands and help more Walmart sellers successfully sell their products overseas, Lianyu Logistics has launched its first online product—the WOW ONLINE Express Line. It is reported that this line can collect goods nationwide, shipping from ports like Shenzhen, Ningbo, and Shanghai, with delivery covering 10 Walmart warehouses across the western, central, and eastern United States, with a transit time of 35-40 working days. For enterprises, whether choosing Walmart or other platforms, combining effective Google indexing optimization strategies can significantly enhance the online search visibility of product listings and brand content, thereby driving growth.
