Amazon gets most of the attention, but Walmart Marketplace has quietly become one of the most attractive channels for e-commerce brands. It brings millions of shoppers who already trust the Walmart name, far fewer competing sellers per listing than Amazon, and no monthly subscription fee. For brands that already sell on Amazon or their own store, it is often the fastest way to add a new revenue stream.
The catch is that Walmart is more selective about who it lets in, and its rules for listings and performance are strict. This guide walks through how to get approved, set up your catalogue properly and start winning sales.
Why sell on Walmart Marketplace?
- Less competition: Walmart has a fraction of the third-party sellers that Amazon does, so well-run listings can stand out much faster.
- No monthly fee: Walmart charges a referral fee on each sale, which varies by category, rather than a monthly subscription.
- Trusted brand and huge reach: shoppers already know and trust Walmart, which helps conversion for newer brands.
- Omnichannel shoppers: many Walmart customers shop both online and in store, and they are used to fast, cheap delivery.
- Diversification: relying on a single marketplace is risky. A second major channel protects your revenue if something goes wrong on Amazon.
Step 1: Check you meet the requirements
Walmart reviews every application, and it is not unusual for applications to be rejected the first time. Before you apply, make sure you have:
- A registered business with a valid tax ID (for US businesses, an EIN) and supporting documents such as a W-9 or EIN verification letter.
- A business address and contact details that match your registration documents.
- A track record of selling online, ideally on another marketplace or your own website, with good customer service metrics.
- Products with valid GTINs (UPC barcodes), ideally purchased from GS1.
- A clear plan for fulfilment, either your own warehouse, a third-party logistics partner, or Walmart Fulfillment Services (WFS).
Walmart’s requirements and eligible countries change from time to time, so always check the latest criteria in Walmart’s official seller help pages before you apply.
Step 2: Submit a strong application
Treat the application like a sales pitch. Walmart wants sellers who will give its customers a great experience, so give them confidence:
- Use the exact legal business name and address from your registration documents.
- List your existing sales channels and approximate annual online revenue honestly.
- Describe your product categories and catalogue size clearly.
- Explain how you will fulfil orders and handle returns.
If your application is rejected, do not reapply straight away with the same details. Fix the weak points first, such as building more sales history or tidying up your documents.
Step 3: Set up your Seller Center account
Once approved, you will complete onboarding in Walmart Seller Center. This includes verifying your identity and bank details, setting up shipping templates and return policies, and agreeing to Walmart’s performance standards. Take your time here, because incorrect shipping settings are one of the most common causes of late deliveries and cancelled orders later on.
Step 4: Build listings that convert
Walmart’s search engine rewards complete, accurate listings. Every listing should have:
- A clear, keyword-rich title that follows Walmart’s style guide, without keyword stuffing or promotional phrases.
- High-quality images on a white background, plus lifestyle and detail shots.
- Key features and a full description that answer shoppers’ questions and use the terms they search for.
- Complete attributes such as size, colour, material and dimensions. Missing attributes hurt your search visibility.
- Rich media where possible, such as video and enhanced content for brand owners.
If you already sell on Amazon, you can usually adapt your existing content, but do not just copy and paste. Walmart’s character limits and style rules are different.
Step 5: Win the Buy Box
As on Amazon, most Walmart sales go to the seller featured in the Buy Box. Walmart’s algorithm looks mainly at:
- Total price: the item price plus shipping. Walmart also checks prices on other sites, and listings priced much higher elsewhere can be suppressed.
- Delivery speed: faster, reliable shipping makes a big difference. Two-day or faster delivery is a strong advantage.
- Seller performance: on-time shipping, valid tracking, low cancellation rates and good customer feedback.
- Stock levels: listings that regularly go out of stock lose momentum quickly.
Step 6: Consider Walmart Fulfillment Services (WFS)
WFS works much like Amazon FBA. You send inventory to Walmart’s fulfilment centres, and Walmart picks, packs and ships orders and handles customer service and returns. WFS listings are eligible for fast-shipping tags, which can boost visibility and conversion.
Just like FBA, WFS has strict inbound requirements for labelling, packaging and carton content. Getting this wrong leads to delays, receiving problems and extra fees, which is why many sellers use a prep centre to get inventory ready before it ships.
Step 7: Grow with advertising and data
Once your listings are live and converting, Walmart Connect lets you run sponsored product ads to drive traffic. Start with automatic campaigns to collect search data, then move your best-performing keywords into manual campaigns with tighter bids. Keep an eye on your advertising cost of sale and pause terms that spend without converting.
Common mistakes to avoid
- Applying before you have enough sales history or the right documents.
- Copying Amazon listings without adapting them to Walmart’s rules.
- Pricing higher on Walmart than on other channels.
- Letting late shipments and cancellations pile up, which can lead to account suspension.
- Running out of stock on your best sellers.
Frequently asked questions
Is selling on Walmart free?
There is no monthly subscription or set-up fee. Walmart takes a referral fee from each sale, and WFS and advertising cost extra if you use them.
How long does Walmart approval take?
It varies, but many sellers hear back within a few weeks. A complete application with strong supporting documents tends to move faster.
Can I use the same inventory for Amazon and Walmart?
Yes. Many brands sell the same products on both, either through their own fulfilment or a third-party logistics partner. The key is syncing stock levels so you never oversell.
Do I need a brand to sell on Walmart?
No, but owning a brand gives you more control over your listings and access to brand tools and enhanced content.
Launch on Walmart with Ecomalign
Ecomalign helps brands apply for, launch and grow on Walmart, Amazon and eBay. Our marketplace management team handles applications, listings, pricing and advertising, while our prep and fulfilment services get your inventory ready for WFS and other channels. Get in touch to talk about adding Walmart to your sales mix.
