Selling on Walmart Marketplace means getting your products listed on Walmart.com to reach their massive customer base. The process is pretty straightforward: you apply to be a seller, get approved, set up your account, list your products, and handle the orders. For many brands, it’s a smart way to expand beyond a single platform.
Is Selling on Walmart Marketplace a Good Fit for You?
So, you’re thinking about expanding to Walmart Marketplace. Smart move. It’s a huge platform with a different audience than you might be used to, and for the right seller, it’s a goldmine. But let’s be clear, it isn’t just a clone of Amazon. Success here requires a real understanding of who shops at Walmart and what the platform expects from its sellers.
The ideal seller on Walmart is often an established business with a proven track record, whether that’s on another marketplace or your own website. Walmart’s approval process is more selective because they’re protective of their customer experience. They want sellers who can start strong with high standards for customer service, shipping, and product quality.
The Seller Landscape in 2025
The platform’s growth is undeniable. As of mid-2025, Walmart Marketplace is home to about 200,000 active third-party sellers, a huge jump from 160,000 in 2024. With over 420 million products listed, 95% of which come from sellers like you, it’s clear this is a major league marketplace.
What’s more, about 66% of sellers use Walmart Fulfillment Services (WFS) and see their sales value jump by 50% on average. That tells you a lot about what it takes to do well. This doesn’t mean new sellers can’t get in; it just means you need to have your operations completely organized. If you’re drop-shipping from unreliable suppliers or have shaky inventory management, you’ll struggle.
Key Advantages and Expectations
What’s the real appeal? For starters, less competition. While the seller count is growing fast, it’s still a fraction of what you’ll find on other giant marketplaces. This gives you a better shot at standing out and winning the Buy Box.
You’re also tapping into a loyal, value-focused customer base that might not overlap completely with other online audiences.
Key Takeaway: Selling on Walmart Marketplace is less about experimenting and more about executing a solid business plan. Walmart values reliability, competitive pricing, and an excellent customer experience above all else. If you have your supply chain and customer service sorted, you’re in a great position.
Before you go further, it’s worth taking a moment to compare the details between the big players. Deciding where to focus your energy is a huge decision, and having all the facts laid out side-by-side can make it much clearer.
Walmart Marketplace vs Amazon at a Glance
Here’s a quick comparison to help you see where your business might fit best.
| Feature | Walmart Marketplace | Amazon |
|---|---|---|
| Seller Competition | Lower (around 200,000 sellers) | Extremely High (over 2 million active sellers) |
| Seller Fees | No monthly subscription; referral fees only (8-15%) | Professional Plan: $39.99/month + referral fees (8-20%) |
| Approval Process | More selective; requires business verification | Generally easier and faster to get started |
| Fulfillment Options | Walmart Fulfillment Services (WFS) or self-fulfilled | Fulfillment by Amazon (FBA), FBM, or Seller-Fulfilled Prime |
| Customer Base | Value-conscious, often rural/suburban shoppers | Diverse, large Prime member base focused on convenience |
| Buy Box Algorithm | Heavily favors the lowest price (“price leadership”) | Considers price, seller metrics, and fulfillment method |
While this table gives a great overview, the small details matter. You can get a much deeper breakdown in our complete guide on selling on Walmart vs. Amazon. It’ll help you see exactly where your business fits best and what to expect from each platform.
7 Steps to Sell on Walmart Marketplace
1. Seller Application Process
Getting the green light to sell on Walmart Marketplace is your first real hurdle. Unlike some platforms where you can just sign up and start listing in minutes, Walmart is more selective. They’re looking for established, professional sellers who can start strong, so you’ve got to bring your A-game right from the application.
Think of it less like filling out a form and more like a business pitch. You’re trying to convince Walmart that you’re a trustworthy partner who will deliver a great experience for their customers. That means having everything organized before you even start.
1.1. What You’ll Need to Get Started?
Before you even go to the application page, do yourself a favor and gather all your essential documents. There’s nothing worse than scrambling for information mid-application; it’s a surefire way to make a costly mistake.
Here’s a quick checklist of what you should have ready to go:
- U.S. Business Tax ID (EIN): This is non-negotiable. Your Social Security Number won’t cut it. You need a legitimate, registered business entity.
- W-9 or W-8 Form: Standard tax documents. Have the completed form saved and ready to upload.
- Verifiable U.S. Business Address: This needs to be a physical address, not a P.O. Box. Walmart uses this to confirm you’re a real, functioning business.
- Planned Integration Method: How are you going to get your products onto the marketplace? Be ready to tell them if you’ll use an API, a platform like Shopify, or just a bulk spreadsheet upload.
- Primary Product Categories: You’ll need to be specific about what you sell. This includes details like your total SKU count and if you’re selling any refurbished items. Honesty is the best policy here.
Having this stuff prepared shows you’re organized and serious. The last thing you want is your application getting sent back because of a simple paperwork error.
1.2. Common Application Pitfalls to Avoid
I’ve seen plenty of sellers get rejected for reasons that were completely avoidable. The review team is looking for one thing above all: consistency. If your details don’t line up perfectly across all your documents, it raises a huge red flag.
The most common mistake, by far, is mismatched business information. The business name and address on your EIN paperwork have to match exactly what you enter on the application and your W-9. I’m talking character-for-character. A simple difference like “LLC” versus “L.L.C.” can be enough to get you denied. Check it, then check it again.
Another issue that trips people up is an incomplete or unconvincing product catalog summary. You don’t need to have every single product listed, but you need a clear, well-defined assortment that makes sense for Walmart’s customers. Vague categories or descriptions just make it look like you’re not a serious seller.
Expert Tip: Don’t rush this. The whole process, from submission to approval, usually takes a couple of weeks. If you get an email asking for more information, jump on it. Respond quickly and completely. A slow response can look like a lack of interest on your part.
The review team wants to see that you have a solid track record. If you’re already selling on other marketplaces, say so. Proving you have a positive seller history on platforms like Amazon or even your own Shopify store can give your application a serious boost. It shows you know the e-commerce ropes and have the systems in place for fulfillment and customer service. Treat the application seriously, and you’ll be setting yourself up for a smooth launch.
That approval email from Walmart is a great feeling, isn’t it? But now, the real work begins. It’s time to shift from applying to actually building out your storefront. This means getting your Seller Center account in order, creating a compelling seller profile, and then tackling the most critical part: crafting product listings that actually get found and convert.
Your first stop will be the Walmart Seller Center. Think of it as your command center for everything you do on the platform. Before you can even think about uploading products, you’ve got to handle some basic housekeeping. This includes filling out your seller profile with your business name, logo, and a quick description. Don’t just skip this; it’s the first impression a customer gets if they ever click on your seller name.
Next, you’ll need to connect your payment info. Walmart partners with several payment providers, like Payoneer, so you’ll set up an account there if you don’t already have one and link it up. This is how you get paid, so it’s a step you definitely want to get right.
2. Defining Your Shipping Strategy
One of the most important things to configure right away is your shipping templates. These templates tell Walmart, and your customers, how much you charge for shipping and, more importantly, how fast you can get products to their door. You can set up different templates for various regions or offer multiple shipping speeds like Standard or Expedited.
Getting this right is a huge deal. Walmart’s algorithm heavily favors sellers who offer fast and free shipping. If you can realistically promise 2-day or 3-day delivery, you’re giving yourself a massive advantage right out of the gate. Just be honest about what you can deliver, because failing to meet those promised delivery times will tank your seller metrics and hurt your visibility.
3. Detailed Keyword Research
Conducting thorough keyword research is vital for improving your product’s visibility and performance on Walmart. By identifying and using strategic keywords, you can boost your product’s search ranking. Here’s a structured approach to effective keyword optimization:
Step 1: Identify Top Competitors with Xray
- Go to Walmart.com and search for your main product keyword (e.g., “air fryer”).
- On the search results page, run the Helium 10 Chrome Extension and open Xray.
- Identify the top 5-10 competitors with the highest monthly revenue. Copy their Walmart Product IDs (found in the URL).
Step 2: Steal Their Winning Keywords with Cerebro
- In the Helium 10 dashboard, go to Cerebro and select the “Walmart” marketplace.
- Paste the competitor Product IDs you copied into the search bar and click “Get Keywords.”
- Filter the results to find the most valuable keywords. Focus on terms with high Walmart Search Volume where competitors have a strong Organic Rank (positions 1-25). Export this list.
Step 3: Implement Keywords into Your Listing
- Title: Construct a clear, 50-75 character title using the formula: Brand + Product Type + Key Features, ensuring your most important keywords are included without stuffing.
- Key Features: Use 3 to 10 concise bullet points (under 80 characters each) to highlight top benefits and incorporate secondary keywords that describe the product’s main selling points.
- Product Description: Write a detailed, keyword-rich paragraph of at least 150 words that naturally integrates the product name, brand, and relevant long-tail search terms in complete sentences.
4. Creating Your First Product Listing
Once your account is all set up, it’s time to get your products listed. Walmart gives you a few different ways to tackle this, and the best method really depends on how big your catalog is.
- Add a Single Item: If you’re just starting with a handful of products, you can add them one by one directly in the Seller Center. It’s a straightforward process and a great way to learn the system.
- Bulk Upload with Spreadsheets: For anyone with a larger catalog, this is the way to go. You’ll download a category-specific Excel template, fill in all your product data, and then upload it. It has a learning curve, but it’s far more efficient for managing dozens or hundreds of SKUs.
No matter which path you take, the quality of your listing data is what will ultimately determine your success.
Pro Tip: When you’re working with that bulk upload spreadsheet, pay close attention to the data definitions tab. It explains the exact format required for every single field. Getting this wrong is the number one reason for upload errors, and it can be incredibly frustrating to troubleshoot.
4.1. Writing Titles and Descriptions That Convert
Your product title is arguably the most important piece of real estate on your entire listing. It’s what shoppers see in the search results, and it’s what Walmart’s algorithm uses to figure out what you’re selling.
A solid formula to follow is: Brand + Product Name + Key Features/Benefits + Size/Quantity. You want to be descriptive and include relevant keywords without sounding spammy or robotic.
When it comes to your description, shift your focus from features to benefits. Don’t just say “durable polyester fabric.” Instead, explain why that matters: “Made with durable polyester fabric that resists stains and fading, keeping it looking new for years.” Use bullet points to break up the text and make the key information easy to scan.
4.2. The Power of High-Quality Images
Your product images do all the heavy lifting. They have to be sharp, clear, and professional, no exceptions. Walmart requires a pure white background for the main image, and it needs to show the product clearly without any extra props or distractions.
Use your additional image slots to your advantage. Show the product in use, highlight key features with text callouts, or include a size chart or a graphic comparing it to competitors. The quality needs to be on par with what you’d find on any major retail website. If you’re coming from Amazon, you’ll find the standards are quite similar. In fact, many of the core principles apply, and you can get a great rundown by checking out these comprehensive Amazon image requirements.
4.3. Optimize Listings Using Walmart’s Listing Quality Tool
To enhance your listings on Walmart, the Listing Quality tool provides valuable insights and actionable recommendations. Here’s how you can use it effectively:
- Access the Tool: Log into your Walmart Seller Center account and navigate to the Listing Quality Dashboard.
- Evaluate Listing Score: Check the quality score (0-99) assigned to each of your listings. This score reflects the overall effectiveness of your product listing.
- Identify Areas for Improvement: The tool highlights specific elements such as product title, description, images, and keywords that may need enhancement.
- Follow Recommendations: Implement the suggested changes to improve areas like product details, image quality, and keyword relevance.
- Monitor Performance: Regularly review the updated scores and track improvements in your listing’s visibility and sales performance.
- Stay Updated: Keep an eye on any updates or new features of the tool to ensure your listings remain competitive.
5. Choosing the Right Categories and Attributes
Finally, don’t neglect your product categories and attributes. This is the behind-the-scenes data that helps shoppers find your items when they filter their search results. You need to be as specific and accurate as you possibly can.
If you’re selling a “women’s long-sleeve cotton t-shirt,” make sure you select the most specific category possible and carefully fill out the attributes for things like sleeve length, material, and gender.
The more accurate data you provide, the easier it is for Walmart’s system to match your product with the right shoppers. This isn’t just a box to check; it’s a fundamental part of selling effectively on Walmart Marketplace. A well-categorized product with rich, detailed attributes will always perform better than one that’s just been tossed into a general bucket.
6. Growing Your Walmart Business with Fulfillment and Ads
Once you’ve got your listings dialed in and are starting to win the Buy Box, it’s time to really grow. To truly scale your brand on Walmart Marketplace, you need to become an expert in two areas: fulfillment and advertising. Nailing your logistics builds incredible customer trust with fast, reliable delivery. Then, smart advertising puts your products in front of thousands of fresh eyes.
This is the point where you stop just operating on the platform and start actively growing your business. Let’s walk through the best tools Walmart gives you to make that happen, starting with their fulfillment solution.
6.1. Grow Faster with Walmart Fulfillment Services (WFS)
If you’re serious about making Walmart a core channel, getting into Walmart Fulfillment Services (WFS) is one of the smartest things you can do. Just think of it as Walmart’s version of FBA. You ship your inventory to their fulfillment centers, and they take over everything else: storage, picking, packing, shipping, and even customer service and returns.
What’s the single biggest perk? Your products are instantly stamped with the Pro Seller Badge and the two-day shipping tag. In a marketplace where speed is king and free shipping is a massive driver for winning the Buy Box, this is a huge advantage. I’ve seen countless sellers experience a significant jump in sales almost overnight just by making the switch to WFS.
Of course, this service comes with a cost. WFS fees generally break down into two main categories:
- Fulfillment Fee: A per-item fee calculated based on your product’s weight and dimensions.
- Storage Fee: A monthly charge based on the cubic feet your inventory occupies in their warehouses.
For a lot of sellers, though, these costs are an easy choice when weighed against the sales lift and the sheer amount of time you get back by outsourcing your logistics.
6.2. Comparing Your Fulfillment Options
WFS is a fantastic choice, but it’s not your only option. You have a few different paths you can take, and each one has its own set of trade-offs.
| Fulfillment Method | Best For | Key Considerations |
|---|---|---|
| Walmart Fulfillment Services (WFS) | Sellers focused on rapid growth and winning the Buy Box. | Fees are a factor, but the two-day shipping badge often delivers a massive ROI. |
| Self-Fulfillment (Seller-Fulfilled) | Sellers who already have solid, in-house logistics and can hit tight shipping deadlines. | You maintain full control, but you’re on the hook for meeting Walmart’s strict performance metrics. |
| Third-Party Logistics (3PL) | Sellers needing to outsource fulfillment for multiple sales channels, not just Walmart. | Gives you flexibility, but it won’t give you the same automatic Buy Box advantages as WFS. |
If you decide to handle fulfillment yourself, either in-house or with a 3PL partner, just remember that Walmart holds you to incredibly high standards. Amazon sellers might even use Amazon’s Multi-Channel Fulfillment (MCF) to ship their Walmart orders, which is a similar strategy some use for Amazon Seller Fulfilled Prime. Just make absolutely sure you’re following Walmart’s rules about using plain, unbranded packaging.
6.3. Grow Sales and Rankings with Walmart Connect Ads
With your fulfillment running smoothly, it’s time to add fuel to the fire with advertising. Walmart Connect is the platform’s ad engine, and it’s your ticket to getting your products noticed. For most sellers, the best place to start is with Sponsored Products.
These are the ads you see sprinkled at the top of search results and on category pages, and they operate on a pay-per-click (PPC) model. You bid on keywords relevant to your product, and you only get charged when a shopper actually clicks your ad.
Expert Tip: Start your journey with automatic campaigns. Let Walmart’s algorithm do the work by testing a wide net of keywords for you. After a week or two, check the data, find the search terms that are actually converting into sales, and move them into a new manual campaign where you can bid more aggressively and take control.
Walmart’s strategic investments have turned it into a true e-commerce force. By 2025, e-commerce made up nearly 20% of the company’s total sales. Innovations through Walmart Connect, including new AI-powered tools, are giving sellers more sophisticated ways to optimize their advertising than ever before. It’s all part of a larger plan to bring the best sellers to the platform and help them succeed. You can get more insights into Walmart’s seller strategy at Riverbend Consulting.
When you’re setting a budget, don’t feel like you have to go all-in right away. A daily budget of just $20-$30 per campaign is usually enough to start gathering data. The goal here is to find what works, then double down on it. Pay very close attention to your Return on Ad Spend (ROAS). A solid benchmark to shoot for is a 3:1 or 4:1 ROAS, meaning for every dollar you put into ads, you get three or four dollars back in sales.
7. How to Win the Walmart Buy Box
Getting your products listed on Walmart is one thing. Getting them to actually sell? That all comes down to winning the Buy Box.
Think of the Buy Box as the “Add to Cart” button on your product page. If you don’t own it, another seller does. And if you don’t own it, you’re basically invisible to shoppers. Consistent sales on Walmart Marketplace depend on winning the Buy Box.
Walmart’s algorithm is notoriously price-driven. While other marketplaces weigh a mix of factors, on Walmart, price is king. If another seller lists the same UPC for even one cent less than you, there’s a good chance they’ll grab the Buy Box.
This isn’t just about slashing prices, though. Your account health is the foundation. As you can see in the Seller Help Center, maintaining top-notch performance metrics is non-negotiable for even being eligible for the Buy Box in the first place.
7.1. The Core Factors for Buy Box Ownership
While price carries the most weight, it’s not the only piece of the puzzle. Walmart’s system is ultimately trying to figure out which seller offers the best overall experience for the customer. Think of it as a checklist you need to nail every single day.
To stay in the game, you have to obsess over these three areas:
- Price Competitiveness: Your total price, which includes the product cost plus shipping, has to be the lowest. No exceptions. This means you need to be constantly monitoring what your competitors are doing. Automated repricing tools can be a real help here, but always set firm minimums to protect your margins.
- Shipping Speed and Reliability: Fast and free shipping is a huge advantage. The easiest path here is using Walmart Fulfillment Services (WFS). It practically guarantees you’ll get the Pro Seller Badge and the two-day delivery tag, both of which heavily influence the Buy Box algorithm. If you fulfill orders yourself, your on-time shipping and delivery record needs to be flawless.
- In-Stock Inventory: Simple but critical: you can’t win the Buy Box if you don’t have the product ready to ship. Frequent stock-outs won’t just cost you sales in the moment; they’ll hurt your listing’s ranking over time. Keep a close eye on your inventory levels, especially for your top-performing products.
7.2. Maintaining Stellar Seller Performance
Your Seller Performance Standards are the foundation of your account’s health. Letting these metrics slip is the fastest way to lose Buy Box eligibility, no matter how aggressive your pricing is.
Walmart keeps a close watch on these specific numbers:
- Order Defect Rate (ODR): This absolutely must stay below 2%. ODR is a catch-all metric that includes seller-initiated cancellations, late shipments, and any customer returns or complaints about damaged or misrepresented items.
- On-Time Shipment Rate: You have to keep this over 99%. That means getting shipping confirmation uploaded within the expected window every single time.
- Valid Tracking Rate: This also needs to be over 99%. Customers expect to track their packages, and Walmart demands it.
These metrics aren’t just “goals”—they’re hard requirements. If you fall short, Walmart won’t hesitate to suppress your listings or even suspend your account. Proactive operations management isn’t optional; it’s survival.
The marketplace is only getting more crowded. By mid-2025, the number of active sellers on the platform grew past 200,000, and the product catalog swelled to over 420 million items. With 95% of those products coming from third-party sellers, you have to execute flawlessly just to stand out. It’s also gone global, with about 34% of active sellers now based outside the U.S., according to recent analysis from Teikametrics.
7.3. Optimizing Your Listings for Visibility
Of course, you can’t win the Buy Box if shoppers can’t find your product in the first place. This brings us back to good old-fashioned keyword research and listing optimization. Walmart’s search engine might not be as complex as Google’s or Amazon’s, but it’s just as important to get it right.
Your product title is prime real estate. Put your most important keywords right at the front, using a clear, descriptive format: Brand + Product Name + Main Feature + Pack Size.
For example, don’t just list “Coffee Pods.” A much stronger title is “Equator Coffee Light Roast Breakfast Blend K-Cup Pods, 100 Count.” It’s specific, loaded with relevant search terms, and tells the customer everything they need to know at a glance. Then, use the backend attributes to fill in every other possible detail; this is what powers the filtered navigation on the site.
If you’re coming from other marketplaces, you’ll find many of the same optimization principles apply. In fact, strengthening your listings on Walmart can often give you ideas on how to https://ecombrainly.com/how-to-improve-amazon-sales/ as well.
Common Questions About Selling on Walmart
Jumping into a new marketplace like Walmart always brings up a lot of questions. Getting straight answers can be the difference between a smooth launch and a frustrating false start. Let’s tackle some of the most common questions I hear from sellers getting ready to sell on Walmart Marketplace.
How Much Does It Cost to Sell on Walmart?
This is usually the first thing everyone asks, and thankfully, the answer is refreshingly simple. Unlike other platforms that hit you with fees right out of the gate, Walmart does not charge any monthly subscription or setup fees. You only pay when you make a sale.
The main cost you’ll see is the referral fee, which is just a percentage of your product’s final sale price. This fee typically falls between 8% and 15%, depending on what category you’re selling in. For most sellers, this pay-as-you-go model is a huge plus because you don’t have to worry about fixed costs draining your budget before you’ve even made a dollar.
Can I Use Amazon FBA to Fulfill My Walmart Orders?
Yes, you can, but you have to be very careful here. It’s possible to use Amazon’s Multi-Channel Fulfillment (MCF) service to ship your Walmart orders straight from your FBA inventory. However, Walmart has a zero-tolerance policy for orders showing up in Amazon-branded boxes.
To stay on the right side of their rules, you absolutely must configure your MCF settings to:
- Ship all orders in unbranded, plain boxes.
- Block Amazon Logistics from being used as a carrier for any Walmart shipment.
Amazon used to add a 5% surcharge for blocking their own logistics network, but they’ve waived that fee through early 2026, which makes MCF a much more workable option for now. Just be sure you follow these rules to the letter to avoid risking your account.
How Long Does It Take to Get Approved to Sell?
The approval timeline can be a bit of a moving target, but most sellers should expect it to take anywhere from a few days to a couple of weeks. Honestly, it all comes down to the quality and accuracy of your application. If all your business info is consistent and you have a solid selling history elsewhere, the process can be incredibly fast.
But if there are any issues, like a mismatch between the business name on your application and your tax documents, Walmart will send it back for you to fix. The key is to respond quickly and thoroughly to any requests for more information. That’s the best way to keep things moving forward.
Do I Need a U.S. Business Entity to Sell?
Yes, this is a hard rule. To sell on Walmart Marketplace in the U.S., you must have a registered U.S. business entity with a valid Employer Identification Number (EIN). Using your Social Security Number isn’t an option.
You’ll also need a physical U.S. business address. This is all part of Walmart’s verification process to make sure they’re partnering with legitimate, established businesses that can deliver a reliable experience for their customers.
How Do I Handle Customer Service and Returns?
When you’re a seller on Walmart Marketplace, you’re responsible for all customer service inquiries and returns for the orders you fulfill yourself. This is a huge part of keeping your account health in good standing.
Key Takeaway: Prompt, helpful customer service isn’t just nice to have; it’s essential. Walmart requires you to respond to customer messages within 48 hours, but you should really aim for a much faster turnaround. A great customer experience not only heads off negative feedback but also builds the kind of loyalty that brings people back. Nailing your service is a huge piece of effective customer retention management.
The big exception here is if you use Walmart Fulfillment Services (WFS). For any WFS orders, Walmart’s team takes over customer service and returns, which can free up a ton of your time and energy.
