Walmart Marketplace is one of the top eCommerce channels in which brands can sell their products. Receiving 150+ million monthly visitors, high customer trust, and much less competition as opposed to the Amazon marketplace make it a lucrative choice for sellers looking to scale quickly.
But if you’re new at this, the process may seem a little mystifying with approval steps, listing setup, pricing, fulfillment and customer service. The good news is that once you figure out the basics, you realize how easy it can be to get started.
This guide brings all of that down into easy-to-understand steps so you can hit the ground running confidently and sell on Walmart Marketplace the correct way.
Why Sell on Walmart Marketplace?
But let’s first discuss why Walmart is relevant to you:
- It has high buyer intent and brand trust
- Competition is lower compared to Amazon
- Fees are simple with no monthly seller subscription
- Walmart Fulfillment Services (WFS) makes it easy for sellers to offer fast and reliable shipping
- You get access to a massive nationwide audience
If you are thinking about diversifying your sales channels and growing your e-commerce business, Walmart is absolutely one of the biggest marketplaces to think about launching on.
Complete Guide to Become a Walmart Marketplace Seller
Here is a beginner-friendly guide to prepare your store and succeed from day one.
Step 1: Review Eligibility Requirements from Walmart
Sellers on Walmart are selected based on quality, professionalism and operational excellence. Before applying, ensure you have:
- A legally registered business
- A U.S. business address (or approved operational location)
- A valid EIN and completed W-9
- Verifiable product identifiers (UPC, GTIN, or EAN)
- Solid fulfillment capacity
- A history of reliable customer service
Tip: Get all your documentation ready in advance. Missing details are the #1 reason applications get delayed.
By satisfying the requirements, Walmart is able to help buyers know sellers can deliver a great customer experience right out of the gate.
Step 2: Apply for Walmart Marketplace (Become a Seller)
Once you’re ready, go to the Walmart Marketplace website and click “Join Marketplace.” You will be asked to share:
- Business information
- Tax and verification details
- Primary product categories
- Fulfillment and shipping capabilities
Approval usually takes 1–2 weeks, though your accuracy makes a difference.
Tip: Be honest and consistent. Walmart carefully reviews seller credentials to maintain platform quality.
As long as you are approved, you can access Walmart Seller Center and start constructing your store.
Step 3: Create a Seller Center Account
Seller Center is the core hub for you to manage your orders, product listings, inventory and performance. Before you list products, do these 4 things:
- Complete Your Business Profile
Add your logo, store name, brand description, and customer service emails. A polished brand profile builds trust and encourages buyers.
- Set Up Payment Methods
Walmart uses Payoneer and Hyperwallet for global payments. Make sure the details match your business credentials to avoid payout issues.
- Configure Shipping and Return Settings
Provide competitive shipping speeds and a reasonable return policy. Walmart incentivizes its sellers to offer fast and reliable delivery.
- Add Tax Information
Enter state tax settings accurately so Walmart can calculate taxes correctly on your orders.
Hint: A good setup of a Seller Center account helps you to avoid future mistakes and delays and is not compromising performance.
Step 4: List Your Products and Optimize Them
Strong product listings are key for ranking and conversions. Walmart shoppers expect to see accurate, consistent and detailed product content.
Here is how to build listings that perform well:
- Choose the Best Upload Method
- Manual Listing: Ideal for small catalogs
- Bulk Upload: Utilize Walmart’s templates for big catalogs
- Integration tools: The Shopify, CedCommerce and ChannelAdvisor help with automating the listings and synchronizing inventory
- Optimize Product Titles
Create simple, keyword-rich titles. Example:
“FitPro Yoga Mat Non-Slip, Extra Thick, 72 inches”
Avoid keyword stuffing; clarity wins.
- Write Customer-Focused Descriptions
Include:
- A short, benefit-driven intro
- Bullet points listing features
- Usage scenarios or lifestyle value
- Use High-Quality Images
Walmart requires:
- Minimum 1000×1000 px
- White background main image
- Multiple angles
- At least one lifestyle image
- Add Accurate Attributes
Size, color, material, weight, and compatibility—these help Walmart’s search engine index your product correctly.
- Perform Keyword Research
Use tools like
- Helium 10
- DataHawk
- Walmart Keyword Tool
Naturally work with key terms in the whole title, description and backend search phrases.
Step 5: Create the system for inventory and fulfillment
Walmart offers two fulfillment options:
Option 1: Self-Fulfillment
You deal with packing, shipping and returns. Perfect if you have logistics already squared away.
Option 2: WFS (Walmart Fulfillment Services)
Walmart stores fulfill, ships and provide customer service for your products.
WFS offers:
- 2-day shipping eligibility
- Higher Buy Box chances
- Better customer trust
Pro Tip: Use stock-sync tools to avoid overselling, especially if you listed elsewhere.
Step 6: Develop a Smart Pricing Strategy
Walmart values competitive pricing. To stay ahead:
- Analyze competitor prices
- Factor in shipping and referral fees to your price
- Leverage re-pricers like SellerActive or RepricerExpress
- Highlight product value through bundling or superior quality
You also get a higher likelihood of winning the buy box and getting seen with competitive pricing.
Step 7: Deliver Excellent Customer Service
Walmart tracks seller performance closely. To maintain high ratings:
- Answer customer questions within 24 hours
- Provide fast and reliable shipping
- Handle returns politely and efficiently
- Address negative reviews professionally
Excellent service creates trust, raises rankings and promotes recurring sales.
Long-term Walmart Marketplace Strategies for Success
To grow consistently, focus on:
- Monitoring your Seller Scorecard
Track order defect rate, cancellations, reviews, and on-time shipping.
- Investing in Walmart Advertising
Use:
- Sponsored Products
- Walmart Connect
Ads help new sellers gain visibility fast.
- Collecting Customer Reviews
Reviews impact ranking and conversions. Encourage feedback and always respond professionally.
- Optimizing Listings Regularly
A/B test titles, update images, refresh keywords, and improve descriptions.
- Staying Updated with Walmart Policies
Compliance protects your account from penalties or suspension.
- Expanding Your Catalog Smartly
Add complementary products based on demand, trends, and sales data.
Common Mistakes New Walmart Sellers Should Avoid
- Submitting incomplete applications
- Listing products with poor titles or images
- Shipping slowly or inconsistently
- Ignoring Walmart’s fee structure
- Failing to monitor seller performance
The last thing you want is to run into these hinderances and slow yourself down while trying to progress as fast as possible (without breaking any rules, of course).
Conclusion
Walmart Marketplace is one of the most effective ways to grow your eCommerce business. With the proper setup, optimized listings, competitive pricing and good fulfillment, you could build thousands of customers and scale your brand profitably.
It begins with eligibility, building a strong Seller Center profile, optimizing your listings and finally, offering customers a great buying experience. With tenacity and a game plan, you can definitely win on Walmart Marketplace.
