Walmart Marketplace Seller Guide

Key Takeaways

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1. Introduction to Walmart Marketplace

Walmart Marketplace: Complete Seller Guide

Walmart Marketplace is one of the fastest-growing eCommerce platforms in the United States. With more than 120 million monthly visitors on Walmart.com, it gives sellers direct access to an audience that already trusts the Walmart brand. Unlike other platforms, Walmart offers a more curated marketplace. That means fewer sellers compared to Amazon, but a stronger chance for your products to stand out.

This seller guide is built to be your all-in-one manual. Whether you’re a new seller or an experienced Amazon FBA veteran, you’ll find step-by-step directions, requirements, fees explained, and proven tips to help you succeed on Walmart Marketplace.

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What is Walmart Marketplace?

At its core, Walmart Marketplace is a platform that allows third-party sellers to list and sell their products directly on Walmart.com. Buyers browsing Walmart’s site can see both Walmart’s own inventory and listings from independent sellers. Customers don’t notice a difference—the checkout, payment, and customer service flow are all handled through Walmart’s system.

For sellers, this is huge. Instead of investing millions to build traffic to your own store, you’re plugging into Walmart’s loyal customer base. Products get discovered faster, buyers trust the platform, and you can use tools like Walmart Fulfillment Services (WFS) to streamline operations.

Key features of Walmart Marketplace:

• Access to millions of active shoppers.

• No monthly subscription fees (unlike Amazon Seller Central).

• Integrated fulfillment through WFS.

• Seller support through the Seller Center dashboard.

• Advertising opportunities via Walmart Connect.

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Walmart Marketplace vs Amazon Marketplace seller guide

A common question sellers ask is, “Should I sell on Amazon or Walmart?” Truth is, many successful eCommerce brands do both. But there are key differences.

• Amazon charges a $39.99 monthly subscription fee for professional sellers, while Walmart has no monthly subscription fee.

• Amazon is global, with millions of sellers worldwide. Walmart Marketplace focuses primarily on U.S.-based businesses.

• Amazon FBA (Fulfilled by Amazon) is a powerhouse, but Walmart Fulfillment Services is gaining ground with competitive shipping speeds.

• Approval to sell on Walmart Marketplace is stricter, making the seller pool smaller—and competition lighter.

Table: Walmart vs Amazon

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Bullets for Quick Glance:

• Walmart Inc. gives sellers access to over 120M monthly online visitors.

• Sellers use Seller Center to manage listings, inventory, and orders.

• WFS is Walmart’s answer to Amazon FBA, helping sellers store and ship products.

• Stricter approval = fewer sellers, less competition.

2. Walmart Marketplace Requirements

Selling on Walmart Marketplace isn’t open to just anyone. Unlike Amazon or eBay, Walmart Inc. runs a selective onboarding process. This helps maintain trust with shoppers on Walmart.com. If you’re planning to sell, you’ll need to meet certain business, tax, and product standards.

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Walmart Marketplace eligibility requirements

To be eligible, sellers must:

• Operate as a U.S.-registered business entity.

• Have a U.S. Business Tax ID (EIN), issued by the Internal Revenue Service (IRS).

• Own a U.S. business bank account for payments.

• Maintain a track record of good performance on platforms like Amazon Seller Central, eBay, or Shopify.

• Provide product identifiers like UPC, GTIN, or ISBN codes.

Walmart Inc. wants sellers who can demonstrate professionalism and reliability.

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Walmart Marketplace seller requirements

Aside from eligibility, Walmart Marketplace has strict seller requirements:

• Must submit a valid W-9 or W-8 form for tax compliance.

• Must be capable of nationwide shipping across the United States.

• Should offer competitive pricing and follow Walmart’s Price Parity Policy.

• Must provide reliable customer service, including return handling.

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Documents needed to sell on Walmart Marketplace

To get approval, sellers must upload several key documents:

• EIN verification document.

• W-9 form (or W-8BEN for foreign entities with U.S. presence).

• Bank account verification document.

• Product catalog with valid identifiers (UPC, GTIN, ISBN).

These documents prove you’re operating legally and ensure Walmart Inc. can process payouts securely.

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Walmart Marketplace approval requirements

Approval isn’t instant. Once you apply, the Walmart Seller Center team reviews your documents and business history. This process usually takes 7 to 14 business days. During this time, Walmart checks:

• Your selling history on other platforms.

• Your catalog complies with Walmart’s Product Safety Policy.

• Your tax and banking documentation.

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Walmart Marketplace product listing requirements

Not every product is allowed. Walmart Marketplace bans counterfeit goods, recalled items, and restricted products like alcohol, tobacco, or firearms. To list, you must:

• Upload at least 4 high-resolution product images.

• Write titles under 200 characters.

• Include clear bullet points and attributes (brand, size, color).

• Follow Walmart’s Prohibited Products Policy.

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Walmart Marketplace account approval process

Once all documents are reviewed, sellers get an email from Walmart Seller Center with their approval. You’ll then set up your account dashboard and upload your first catalog. If anything is missing, Walmart may request revisions before granting final approval.

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Table: Seller Requirements Checklist

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Bullets for Quick Glance:

• Must be a U.S.-registered business with an EIN and a bank account.

• Provide valid tax forms for compliance.

• Products must meet Walmart content and safety rules.

• Approval usually takes 1–2 weeks.

• Final access comes through the Walmart Seller Center.

3. Walmart Marketplace Fees & Costs

One of the biggest perks of selling on Walmart Marketplace is its simple fee structure. Unlike Amazon Seller Central, which charges a monthly subscription, Walmart Inc. only takes money when you make a sale. That means if you don’t sell, you don’t pay.

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Walmart Marketplace fees explained

Walmart Marketplace runs on a referral fee system. Instead of charging you a subscription, it takes a small percentage of every sale. The referral fee varies depending on the product category.

For example:

• Electronics: 8%

• Clothing: 15%

• Jewelry: 20%

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Walmart Marketplace selling fees guide

Here’s how the math works: If you sell a TV for $500, and the fee for electronics is 8%, Walmart Inc. keeps $40, and you keep $460. No hidden costs, no extra monthly fee.

The selling fee applies only when the item sells. Listing products is free.

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Walmart Marketplace cost to sell

Costs are minimal:

• No setup fee

• No monthly subscription

• No hidden charges

The only real costs are:

1. Referral fees per sale

2. Optional costs like Walmart Connect ads or Walmart Fulfillment Services (WFS)

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Walmart Marketplace seller fees structure

Walmart Inc. sets fees per category. Some categories are lower to encourage growth, while others are higher due to complexity or margins.

• Home & Garden: 15%

• Personal Care & Beauty: 15%

• Video Games: 8%

• Jewelry: 20%

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Walmart Marketplace referral fees by category

Categories and fees can vary. Sellers should always check the latest Seller Center fee chart. For now, here are common examples:

• Apparel & Accessories: 15%

• Toys & Games: 15%

• Consumer Electronics: 8%

• Health & Wellness: 15%

• Jewelry & Watches: 20%

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Walmart Marketplace commission rates explained

Commission = referral fee. It’s Walmart’s cut for letting you use its platform. Unlike Amazon FBA or eBay, there’s no extra “closing fee” or subscription.

For most sellers, Walmart’s commission system ends up cheaper than Amazon’s or Etsy’s.

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Table: Walmart Fee Structure

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Bullets for Quick Glance:

• No monthly subscription fees (unlike Amazon Seller Central).

• Sellers only pay referral commissions.

• Fees range from 6% to 20% depending on the category.

• Listing products is free.

• Check the Seller Center fee chart for updates.

4. Step-by-Step Seller Setup

Getting started with Walmart Marketplace is easier than most sellers expect, but you must meet the basic requirements and follow the onboarding flow carefully. Unlike Amazon Seller Central, Walmart places emphasis on business legitimacy and compliance.

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Walmart seller account setup process

To sell on Walmart Inc.’s Marketplace, you’ll first need to create a Walmart seller account. The process is digital, but you must have all the required business information and documents ready. Approval can take anywhere from a few days to two weeks.

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Walmart Marketplace registration guide

Here’s the streamlined Walmart Marketplace registration guide:

1. Visit the Walmart Seller Center website.

2. Click “Request to Sell”.

3. Fill out the application with your business details.

4. Submit required documents (tax ID, bank account, etc.).

5. Wait for approval before accessing the Seller Dashboard.

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Walmart seller onboarding steps

Once approved, onboarding involves:

• Signing the Retailer Agreement

• Setting up payment and tax information

• Uploading product listings via bulk upload, API, or manual entry

• Configuring shipping settings

• Preparing for your first order

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How to create a Walmart Marketplace account

The actual account creation is straightforward if you have your documents ready. Here’s what Walmart asks for:

• US Business Tax ID (EIN) or W-9

• US Business Address

• Bank Account & Routing Number for payments

• Product Catalog with UPCs/EANs

• History of Marketplace Performance (e.g., from Amazon, eBay, Shopify)

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Walmart seller registration requirements

Before applying, make sure you meet these requirements:

• A registered US Business Entity (LLC, Corporation, etc.)

• Ability to provide valid tax documents

• A US warehouse or fulfillment partner (unless using Walmart Fulfillment Services)

• Compliance with Walmart Seller Policies

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Walmart seller setup instructions

Once approved, here’s the quick setup checklist:

• ✅ Log in to Seller Center

• ✅ Complete profile setup (company name, return policy, shipping info)

• ✅ Upload products (ensure proper attributes for SEO ranking)

• ✅ Test orders to confirm everything works

• ✅ Go live when your catalog is ready

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Table: Walmart Seller Setup Overview

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Bullets for Quick Glance:

• Sellers must be a registered US business with tax compliance.

• Registration happens via the Walmart Seller Center portal.

• Setup requires banking info, tax ID, and product catalog.

• No approval = no access to the dashboard.

• Approval is stricter than Amazon or eBay.

5. Product Listing Optimization

Optimizing your Walmart Marketplace product listings is the key to visibility, clicks, and conversions. Unlike Amazon, Walmart’s algorithm focuses heavily on relevance, pricing, and content quality. A well-optimized listing ensures your products rank higher in Walmart search results and attract more buyers.

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Walmart product listing optimization

Product listing optimization on Walmart means structuring your titles, descriptions, and keywords to align with both Walmart SEO best practices and customer buying intent. High-quality content increases visibility and helps build trust.

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How to optimize Walmart Marketplace listings

To optimize your listings, follow these steps:

1. Craft keyword-rich product titles (include brand + main keyword + attributes).

2. Use high-resolution images with a white background.

3. Write clear, benefit-focused descriptions.

4. Add key product attributes (size, color, material, etc.).

5. Price competitively—Walmart values affordability.

6. Use backend keywords strategically to capture extra search queries.

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Walmart SEO best practices

• Use long-tail keywords naturally in titles and descriptions.

• Place primary keywords in the first 80 characters of the title.

• Include secondary keywords in bullet points and descriptions.

• Avoid keyword stuffing; Walmart penalizes irrelevant content.

• Monitor analytics in Walmart Seller Center to refine SEO over time.

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Walmart product title guidelines

Walmart has strict product title guidelines:

• Length: 50–75 characters is ideal.

• Format: Brand + Product Type + Key Attribute + Quantity/Size

• Example: “Samsung 55-Inch 4K UHD Smart TV with HDR – 2025 Model”

• Avoid: Symbols, promotional text (“Best deal”, “100% free”), ALL CAPS.

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Walmart Marketplace description tips

Your product description should:

• Highlight benefits over just features.

• Be concise, scannable, and persuasive.

• Use short paragraphs and bullet points.

• Include keywords naturally without stuffing.

• Example: Instead of “Made of stainless steel,” write “Durable stainless-steel design ensures long-lasting performance.”

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Walmart keyword strategy

• Use a keyword research tool (like Helium 10 or DataSpark) to find high-volume Walmart keywords.

• Target buyer intent keywords (e.g., “best budget laptop” vs. “laptop”).

• Add synonyms and related terms in backend attributes.

• Continuously test A/B listing variations to see what improves ranking.

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Table: Walmart Listing Optimization Essentials

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Bullets for Quick Glance:

• Walmart favors concise, keyword-rich titles.

• High-quality images boost conversion rates.

• Descriptions must highlight benefits, not just specs.

• Competitive pricing improves ranking in search results.

• A strong keyword strategy is essential for Walmart SEO.

6. Order Management & Fulfillment

Managing orders efficiently is critical for success on the Walmart Marketplace. Sellers are expected to provide fast, reliable, and affordable shipping while maintaining high order accuracy and customer satisfaction. Walmart rewards sellers with better visibility when they meet or exceed fulfillment standards.

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Walmart order management

Inside the Walmart Seller Center, sellers can:

• View new, processing, and completed orders.

• Track shipments and update statuses.

• Handle cancellations, returns, and refunds.

• Export reports for inventory and performance analysis.

Tip: Automating order processing using third-party tools like ShipStation or Deliverr helps reduce errors and save time.

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Walmart fulfillment options

Sellers have two main options for order fulfillment:

1. Seller-Managed Fulfillment (FBM – Fulfilled by Merchant):

   • You store inventory and ship directly to customers.

   • Greater control but more responsibility for meeting delivery speed.

2. Walmart Fulfillment Services (WFS):

   • Walmart stores your products in its warehouses.

   • Walmart handles picking, packing, shipping, and customer service.

   • Increases chances of winning the Buy Box and getting the 2-day shipping badge.

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Walmart Fulfillment Services (WFS)

WFS is Walmart’s version of Amazon FBA. Key benefits include:

• 2-day delivery coverage across the U.S.

• Lower shipping costs due to Walmart’s logistics network.

• Customer trust—Walmart branding on fulfillment increases conversions.

• Simplified returns—Walmart manages customer returns directly.

Eligibility:

• Products must meet Walmart’s storage and safety requirements.

• Non-perishable, non-regulated, and properly packaged items are preferred.

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Walmart shipping requirements

Sellers must follow strict shipping guidelines:

• On-time shipping rate: 99% or higher.

• Tracking accuracy: 95% or higher.

• Standard shipping speed: 2–5 business days.

• Free shipping is highly recommended to stay competitive.

• Carrier options: Walmart prefers FedEx, UPS, and USPS for reliability.

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Walmart returns and refunds

Walmart has a customer-friendly return policy. As a seller, you must:

• Accept returns within 30 days of delivery (unless exceptions apply).

• Provide a prepaid return label (if required).

• Process refunds within 48 hours of receiving the return.

• Keep communication clear and professional with buyers.

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How to handle Walmart orders efficiently

• Enable order notifications to avoid delays.

• Use inventory management software to prevent overselling.

• Offer 2-day or free shipping whenever possible.

• Regularly monitor Seller Scorecard in Walmart Seller Center.

• Consider WFS for higher order volumes to reduce logistics stress.

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Table: Walmart Fulfillment Options Compared

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Quick Takeaways:

• WFS is the fastest way to boost ranking and customer trust.

• Walmart requires strict shipping performance metrics.

• Efficient order management = higher seller ratings + more sales.

• Returns & refunds must be customer-first to avoid penalties.

Section 7: Pricing Strategies

Table: Walmart Marketplace Pricing Strategies

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Bullet Points: Why Pricing Matters

• Builds trust with Walmart customers who expect low costs

• Helps you win the Buy Box on Walmart Marketplace

• Increases chances of competing with Amazon and eBay

• Creates long-term loyalty through EDLP consistency