If you’re considering launching your business on Walmart Marketplace, you’re entering one of the fastest-growing and most dynamic e-commerce spaces today.

From working closely with brands navigating this landscape, I know firsthand that a successful launch requires much more than simply listing your products. It’s about understanding Walmart’s unique requirements, mastering the approval process, and establishing strong operational foundations right from the start.

Getting Approved as a Walmart Marketplace Seller

Let’s break down what it really takes to get approved as a Walmart Marketplace seller. Walmart is highly selective about who they allow on their platform, and that selectivity protects both their reputation and their customers’ experience. To begin, you’ll need to be a U.S.-registered business, with your warehouses located domestically. If you’re new to e-commerce, it’s wise to build your track record on other platforms first, since Walmart looks for sellers with established performance—think consistent sales volume, positive customer reviews, and reliable fulfillment. For example, last year we partnered with a mid-sized apparel retailer that already had a robust Shopify store, stellar reviews, and efficient shipping processes. Their application moved through approval in under two weeks because they provided comprehensive documentation and a proven sales history.

Documentation and Application Process

Documentation is a critical step where many stumble. Before you start, gather your U.S. Business Tax ID (note that social security numbers are not accepted), the correct IRS forms (either W-8 or W-9), your EIN verification letter, and accurate U.S. business and warehouse addresses. The application process itself is fairly straightforward: you’ll submit your business information through Walmart’s portal, detail your product catalog—including GTIN/UPC or GS1 Company Prefix numbers and your initial SKU count—and explain how you plan to upload your catalog. Whether you’re uploading manually, leveraging a bulk upload tool, integrating via API, or working with a solutions provider, Walmart wants to see that you can manage your catalog efficiently and accurately. In my experience, complete and precise applications receive faster responses. For instance, a client who double-checked every document was approved within days, while another who missed a tax form waited nearly a month.

Meeting Walmart’s Product Listing Standards

Once approved, meeting Walmart’s product listing standards is essential. This step deserves your full attention. Each product should feature at least two high-quality, well-lit images—avoid blurry photos or props unless they’re included with the purchase. Make sure each listing includes valid UPC codes and clear, informative product descriptions. For brands managing large catalogs, Walmart’s bulk upload and integration tools are invaluable. I’ve seen teams try to list products one at a time, only to see their launch slow to a crawl. Embracing automation early can prevent these bottlenecks and ensure a smooth rollout.

Compliance and Performance Metrics

Compliance with Walmart’s marketplace policies is not optional—it’s foundational for protecting both your account and your brand reputation. Make it routine to review the Retailer Agreement and monitor for policy updates. Walmart tracks key performance metrics like order defect rates, on-time shipping, and customer response times. I recall working with a seller who, during the holiday season, was temporarily suspended for late shipments. They had to act quickly to restore their standing. Preventing these issues starts with establishing reliable fulfillment processes from day one.

Operational Excellence

Operational excellence is what sets high-performing sellers apart. Effective order management and fulfillment are more than industry buzzwords—they’re the backbone of your marketplace success. Use Walmart’s Seller Center to monitor orders, maintain accurate inventory, and respond promptly to customer inquiries. Fast, friendly support can turn a negative situation into a positive review, and I’ve seen brands transform frustrated buyers into loyal customers simply by handling returns and refunds swiftly and transparently.

Continuous Improvement and Adaptation

Continuous improvement should be part of your ongoing strategy. Regularly review your product listings, study customer feedback, and refine your approach based on results. When we supported a home goods brand in updating their listings based on customer questions and identifying underperforming SKUs, their conversion rate improved by 30% within a few months. Stay up-to-date with Walmart Marketplace changes and be ready to adapt your strategy as the platform evolves.

Final Thoughts

Launching on Walmart Marketplace is not a one-and-done effort. Success depends on careful preparation, constant compliance, and a commitment to operational excellence. If you focus on these areas, you’ll be well-positioned to access Walmart’s vast customer base and grow your business sustainably. This is a journey that rewards attention to detail, adaptability, and a readiness to learn. If you’re serious about scaling your brand and want experienced guidance, now is the perfect moment to take the next step—and I’m always eager to help ambitious businesses make a strong start.