How to Sell on Walmart Successfully in 2025 in 6 Steps

Walmart is one of the most trusted retail brands in the world. With over 120 million unique visitors to Walmart.com every month, the Walmart Marketplace gives online sellers access to a massive audience. Selling on Walmart Marketplace allows your products to appear alongside Walmart’s own inventory, instantly putting them in front of millions of potential customers.

If you want to grow your e-commerce business, Walmart Marketplace can be a powerful sales channel. This guide explains what Walmart Marketplace is, seller requirements, how to get started, the tools available to sellers, and strategies for long-term success.

What is Walmart Marketplace?

Walmart Marketplace is Walmart’s e-commerce platform that allows third-party sellers to list and sell products on Walmart.com. Similar to Amazon Marketplace, it enables businesses of all sizes to reach customers nationwide without managing their own e-commerce infrastructure.

Sellers approved for Walmart Marketplace can:

• List products directly on Walmart.com.
• Tap into Walmart’s reputation and customer trust.
• Use Walmart Fulfillment Services (WFS) for shipping and returns.
• Access advertising tools through Walmart Connect.

Unlike Amazon, Walmart maintains a more curated marketplace. Approval is required, and Walmart looks for sellers with strong track records, reliable fulfillment, and competitive pricing.

Benefits Of Selling On Walmart

Selling on Walmart Marketplace comes with distinct advantages compared to other marketplaces.

1. Massive customer base: Millions of shoppers already visit Walmart.com, giving sellers instant brand exposure.
2. Lower fees: There are no monthly subscription costs, only a referral fee per sale (usually between 8% and 15%).
3. Credibility and trust: Customers often see Walmart as more selective than other platforms, which can benefit your brand reputation.
4. Seller tools and programs: Walmart provides advertising, fulfillment, analytics, and account management resources to support growth.
5. Omnichannel reach: In addition to online sales, some Marketplace products are eligible for in-store pickup, offering extra visibility.

Walmart Marketplace Seller Requirements

Before you can sell on Walmart Marketplace, you need to meet specific requirements. Walmart wants to maintain a high-quality shopping experience for its customers.

• Business registration: You must have a U.S. business tax ID (EIN) and W-9 form. Walmart does not accept applications using only a Social Security number.
• Track record of success: Sellers should have prior e-commerce or marketplace experience. Strong reviews and operational history help.
• Product compliance: Products must have unique identifiers such as a GTIN, UPC, or ISBN, and comply with GS1 standards. Restricted and prohibited categories are not allowed.
• Fulfillment capabilities: Sellers must demonstrate the ability to ship orders quickly, process returns, and provide customer service. Using Walmart Fulfillment Services (WFS) is highly encouraged.
• Liability insurance: Walmart requires proof of insurance coverage before approval.

How To Sell On Walmart Marketplace: 6 Steps

Once you confirm your business meets the requirements, follow these steps to start selling on Walmart Marketplace.

1. Apply To Walmart Marketplace

Begin by submitting your application through Walmart’s seller portal. You’ll need:

• U.S. business tax ID (EIN).
• W-9 or W-8 form.
• Valid business address and bank account.
• Product catalog details, including SKUs and compliance information.

Walmart reviews your application to ensure your business is a good fit for the platform.

2. Set Up Your Seller Account

If approved, you’ll receive access to Walmart Seller Center. From there, complete:

• The Walmart Retailer Agreement.
• Tax and payment setup.
• Shipping details and fulfillment preferences.

3. Build Your Partner Profile

Your partner profile introduces your brand to Walmart customers. Include:

• Company logo and banner.
• Business description.
• Return and customer service policies.

4. Create Product Listings

Product listings are the heart of your Walmart presence. Each listing should include:

• Clear, keyword-rich product titles.
• High-quality images and videos.
• Accurate product descriptions.
• GTIN/UPC identifiers.
• Competitive pricing.

5. Test Your Listings

Before going live, Walmart allows you to test orders to ensure listings display correctly and fulfillment works as expected.

6. Launch Your Store

Once Walmart approves your listings, your products go live on Walmart.com. From here, focus on optimizing your listings and delivering excellent service to build traction.

Walmart Seller Tools And Programs

Walmart provides sellers with tools and resources to grow their business.

• Walmart Fulfillment Services (WFS): Walmart stores your inventory, handles shipping, and manages returns. Products fulfilled through WFS are often eligible for faster delivery badges.
• Seller Center dashboard: Central hub for managing listings, orders, pricing, and performance metrics.
• Walmart Sponsored Search: Walmart’s advertising platform lets you bid on keywords to improve visibility in search results.
• Expedited shipping programs: TwoDay and ThreeDay delivery options can boost conversion rates.
• Returns management: Customers can return items online or in Walmart stores, increasing buyer confidence.
• Biz Mentor: Provides insights and recommendations on pricing, inventory, and growth strategies.

Walmart Marketplace Fees Compared To Amazon

One of the reasons sellers consider Walmart is the fee structure.

Walmart’s lower overall costs make it attractive, especially for sellers already operating on Amazon.

Best Practices For Selling On Walmart

Success on Walmart Marketplace depends on more than setup. Apply these best practices to stand out.

Optimize Listings For Search

Use keyword-rich titles, clear bullet points, and professional images. Add videos and enhanced content when possible.

Price Competitively

Walmart prioritizes competitive pricing. Monitor your competitors and adjust your prices to remain appealing.

Provide Fast Shipping

Meeting delivery expectations is key. Walmart favors listings with TwoDay or ThreeDay shipping. Using WFS can make this easier.

Focus On Customer Service

Answer customer inquiries promptly, process returns smoothly, and maintain positive ratings to improve visibility.

Leverage Walmart Advertising

Use Sponsored Products to boost visibility in search results and drive traffic to your listings.

Common Challenges For Walmart Sellers

Selling on Walmart can be rewarding, but it comes with challenges.

• Strict approval process: Walmart is selective about who it accepts.
• Competitive categories: Popular product categories may be saturated.
• Operational demands: Walmart has strict fulfillment and customer service requirements.
• Limited international reach: Currently, Walmart Marketplace primarily supports U.S. sellers.

Frequently Asked Questions

How Do I Sell On Walmart Marketplace?

To sell on Walmart Marketplace, apply through the seller portal, set up your account in Seller Center, create product listings, and get approval to go live.

How Much Does It Cost To Sell On Walmart?

Walmart charges only referral fees, ranging from 8% to 15% depending on the category. There are no monthly subscription fees.

How Do I Sell Products To Walmart Stores?

Selling in Walmart’s physical stores requires a separate vendor process. Marketplace sellers are not automatically eligible to sell in retail stores.

What Are Walmart Seller Tools?

Walmart Seller Center includes tools for managing listings, orders, pricing, and advertising. Sellers can also use Walmart Fulfillment Services for logistics.

Is Selling On Walmart Better Than Selling On Amazon?

Walmart has lower fees and less competition but a smaller customer base than Amazon. Many sellers choose to sell on both platforms.

Conclusion: Grow With Walmart And Orderful

Walmart Marketplace offers a unique opportunity to reach millions of customers and build credibility by selling alongside one of America’s biggest retailers. Success requires strong product listings, competitive pricing, reliable fulfillment, and excellent customer service.

Orderful helps sellers integrate seamlessly with Walmart through cloud-based EDI, streamlining communication, inventory management, and order processing. Talk to an Orderful expert today to simplify your Walmart Marketplace growth strategy.