Walmart Marketplace is one of the largest and fastest-growing online marketplaces in the United States.

It gives businesses an opportunity to sell products directly to Walmart's online customer base.

For those exploring eCommerce for the first time, understanding Walmart Marketplace can be a starting point to entering the digital retail space. This guide provides a clear explanation of what the platform is, how it works, and what differentiates it from other selling channels.

The following section introduces the basics of Walmart Marketplace and sets the foundation for launching a business on the platform.

What Is Walmart Marketplace For Beginners

Walmart Marketplace is an online platform where third-party sellers list and sell products directly to customers on Walmart.com. Sellers operate independently, managing their own inventory, pricing, customer service, and fulfillment.

Unlike Walmart's traditional retail operations where in-store products are purchased and sold by Walmart itself, Marketplace sellers list their own products and fulfill orders independently or through Walmart Fulfillment Services.

Compared to other platforms like Amazon or eBay, Walmart Marketplace is more selective about its sellers. It focuses on product quality, customer service, and fulfillment standards. While Amazon has a broader seller base and eBay supports auctions and used items, Walmart Marketplace centers on new consumer goods across common categories.

Walmart.com receives over 120 million unique visitors each month. These customers browse, search, and buy products listed by both Walmart and Marketplace sellers.

Selling on Walmart Marketplace doesn't require having a physical location or being stocked in Walmart stores. The platform allows businesses to access Walmart.com's audience without being a brick-and-mortar vendor.

Why Sell On Walmart Marketplace

Walmart Marketplace offers several advantages for online sellers looking to expand their reach:

• Reduced competition: With a more selective approval process than Amazon, there are fewer sellers competing in each category.

• No monthly fees: Walmart charges only category-specific referral fees (typically 6-15%) when items sell, with no monthly subscription costs.

• Built-in customer base: Access to Walmart's established audience of over 120 million monthly online shoppers.

• Trusted brand association: Leverage Walmart's reputation for reliability and value.

For businesses wondering how to sell on walmart com, the process involves applying for approval, setting up your seller account, and listing products that meet Walmart's standards.

Many sellers report that items fulfilled through Walmart Fulfillment Services see increased visibility and sales. Products with the "Fulfilled by Walmart" badge often perform better in search results and customer conversion.

The platform works particularly well for established businesses with professional operations, proper tax documentation, and UPC-coded products.

Requirements To Sell On Walmart

Before applying to sell on Walmart Marketplace, you'll need to meet specific eligibility criteria:

1. Confirm Your Business Entity

Walmart only accepts legally registered businesses. Individual sellers using Social Security Numbers aren't eligible. Acceptable business types include:

• Corporations (C-Corp and S-Corp)

• Limited Liability Companies (LLCs)

• Registered partnerships

• Sole proprietorships with business tax IDs

You'll need to provide documentation that proves your business is legitimate, including your Business Tax Identification Number (EIN) and registration certificate.

2. Verify Tax And Licensing Documents

Walmart requires complete tax documentation to verify your business. This includes:

• W-9 form for U.S. businesses

• EIN verification letter from the IRS

• Valid business license for your region

All information across these documents must match exactly. Any discrepancies can delay or prevent approval. Understanding these requirements to sell on Walmart is essential before starting your application.

3. Prepare UPCs Or GTINs

Every product you sell needs a valid Universal Product Code (UPC) or Global Trade Item Number (GTIN). These codes help Walmart organize and identify products in their catalog.

Walmart recognizes codes issued by GS1, the official global organization for product identification. Codes purchased from unofficial sources may be rejected.

Each product variation (different sizes, colors, etc.) requires its own unique code. This is a common hurdle for sellers wondering how do I get Walmart to sell my product if I don't have proper product identification.

How To Complete Your Walmart Marketplace Application

The application process for Walmart Marketplace involves several key steps:

1. Gather Official Documents

Before starting your application, collect all required documentation:

• U.S. Business Tax ID (EIN)

• W-9 form completed and signed

• EIN verification letter

• Business license or registration

• Information about your product catalog

• UPC/GTIN documentation

Having these documents ready in digital format will streamline your walmart marketplace application. Common reasons for rejection include missing documentation or inconsistencies between documents.

2. Fill Out The Online Form

The application form on Walmart's Seller Center requires detailed business information:

• Legal business name and address

• Tax classification

• Product categories you plan to sell

• Number of SKUs in your initial catalog

• Fulfillment method

Each field must match your official documentation exactly. The approval team verifies this information against public records and your submitted documents.

Many sellers ask how to become walmart seller with the highest chance of approval. The key is accuracy and completeness in your application. Walmart typically reviews applications within 2-4 business days.

3. Choose Integration Method

After approval, you'll need to decide how to upload and manage your product catalog:

• API integration: Best for large catalogs with automated inventory management

• Bulk upload: Good for medium-sized catalogs using spreadsheet templates

• Solution provider: Third-party services that handle the technical aspects of integration

Each method has different setup times and technical requirements. Your choice depends on your catalog size, technical capabilities, and resources.

Listing Your Products And Managing Inventory

After account approval, you'll need to list products and manage inventory effectively:

1. Upload Product Data

Each product listing requires specific information:

• Product title

• UPC/GTIN

• Brand name

• Category

• Description

• High-quality images

• Price and inventory quantity

You can add products individually through Seller Center or upload them in bulk using Walmart's templates. Each method follows specific formatting requirements.

For those learning how to sell products on Walmart, complete and accurate product data is essential for listing approval and visibility in search results.

2. Optimize Titles And Descriptions

Effective product titles follow a consistent structure:
Brand + Product Type + Key Feature + Size/Quantity + Color (if applicable)

For example: "KitchenPro Stainless Steel Mixing Bowl Set, 3-Piece, Silver"

Product descriptions should be at least 150 words and include:

• What the product is

• Key features and benefits

• Materials and dimensions

• Care instructions

• Package contents

Using bullet points for key features makes listings easier to scan:

• Dishwasher safe

• BPA-free materials

• Includes three nesting bowls

• Stackable for easy storage

Understanding how to sell your product on Walmart includes creating clear, informative listings that help customers make purchase decisions.

3. Keep Inventory Accurate

Accurate inventory management prevents overselling and order cancellations. You can update inventory:

• Manually through Seller Center

• Via bulk spreadsheet uploads

• Automatically through API integration

Inventory errors can lower your seller performance metrics and affect your account standing. Regular synchronization between your inventory system and Walmart is important when selling through Walmart.

Fulfillment And Shipping Options

Getting products to customers involves choosing between self-fulfillment or using Walmart's services:

1. Self-Fulfillment Or WFS

You have two main options for order fulfillment:

Self-fulfillment: You store inventory, pack orders, and ship directly to customers. This gives you control over the entire process but requires managing warehousing and shipping operations.

Walmart Fulfillment Services (WFS): You send inventory to Walmart's fulfillment centers, and they handle storage, packing, and shipping. WFS offers advantages like:

• "Fulfilled by Walmart" badge on listings

• Two-day shipping tags

• Potential for higher search ranking

• Walmart handles customer service and returns

For sellers wondering how to sale products to Walmart effectively, WFS can simplify operations while potentially increasing visibility.

2. Shipping Settings

In Seller Center, you'll configure shipping methods and rates:

• Standard (3-5 days)

• Expedited (2-3 days)

• Next Day

• Value (5-7 days)

You can set different rates based on product categories, weight, and destination. Competitive shipping options, including free shipping when possible, can improve conversion rates.

Walmart also offers expedited shipping programs like TwoDay and ThreeDay delivery for sellers who meet performance requirements.

3. Returns And Customer Service

Walmart requires sellers to accept returns within at least 30 days for most items. You can process returns:

• By mail (customer ships items back)

• Through Walmart's Enhanced Returns program (in-store drop-offs)

Customer service expectations include:

• Responding to inquiries within 24 hours

• Processing refunds promptly

• Maintaining clear return policies

Meeting these standards is essential for those asking how do I sell on walmart.com while maintaining good account standing.

Optimizing For Success

To maximize visibility and sales on Walmart Marketplace:

1. Improve Search Visibility

Walmart's search algorithm considers several factors when ranking products:

• Keyword relevance in titles and descriptions

• Complete product attributes

• Competitive pricing

• Fast shipping options

• Positive customer reviews

Including relevant keywords naturally in your listings helps customers find your products. Focus on terms people actually use when searching for items like yours.

For those asking how to sell your product to Walmart effectively, optimizing listings for search visibility is crucial for success.

2. Pricing Competitively

Walmart's customers expect value. Competitive pricing increases your chances of winning the Buy Box (the default seller shown when multiple sellers offer the same product).

Walmart's Repricer tool can automatically adjust prices based on competition within limits you set. This helps maintain competitiveness without constant manual updates.

3. Building Customer Reviews

Positive reviews improve search ranking and customer trust. You can encourage reviews by:

• Following up after purchase with a thank-you message

• Including product inserts with review requests

• Providing excellent customer service

• Resolving issues quickly

The walmart reseller community often emphasizes the importance of reviews for establishing credibility on the platform.

Your Path To Growth

Success on Walmart Marketplace comes from consistent performance and strategic growth:

Start with your best-selling products to establish a track record. Once you've demonstrated reliable fulfillment and customer service, expand your catalog strategically.

Monitor your performance metrics in Seller Center, focusing on:

• Order defect rate (should be below 2%)

• On-time shipping (aim for above 95%)

• Valid tracking rate (target 99%+)

Consider using Walmart's advertising options to increase visibility for key products. Sponsored Products appear in search results and product pages, helping new listings gain traction.

For long-term growth, think beyond individual sales to building a sustainable business. This includes developing efficient operations, maintaining consistent quality, and expanding your product selection based on customer demand.

Darkroom helps businesses optimize their marketplace presence through strategic planning, listing optimization, and performance marketing. Schedule an introductory call to explore how we can help your business grow on Walmart Marketplace: https://darkroomagency.com/book-a-call

FAQs About Walmart Marketplace

How long does the Walmart Marketplace application process typically take?

The application review typically takes 2-4 business days, with the entire setup process taking 2-4 weeks depending on your integration method and catalog complexity.

What are the commission fees for selling on Walmart Marketplace?

Walmart charges category-specific referral fees ranging from 6-15% of the product price, with most categories falling between 8-15% and no monthly subscription fees.

Can I sell handmade or custom products on Walmart Marketplace?

Yes, handmade and custom products are permitted on Walmart Marketplace as long as they have proper UPC/GTIN codes and meet all product compliance requirements.

How does Walmart Marketplace compare to selling on Amazon?

Walmart Marketplace typically offers less competition, lower fees (no monthly subscription), and potentially higher margins, but with a smaller customer base than Amazon.

What happens if my Walmart Marketplace application is rejected?

If rejected, Walmart will typically provide specific reasons, allowing you to address issues and reapply after a 90-day waiting period with improved qualifications or documentation.