Selling on Walmart Marketplace is no longer a “nice-to-have” expansion channel – it’s a strategic move for US ecommerce brands looking to diversify revenue beyond Amazon and tap into one of the largest retail ecosystems in the world.
With over 90% of US households shopping at Walmart annually, Walmart Marketplace gives third-party sellers access to a massive, high-intent customer base – without competing directly against millions of sellers for the same keywords like on Amazon.
This guide walks you through how to become a Walmart Marketplace seller step by step, what Walmart actually looks for during approval, and how to position your business for long-term success once you’re live.
This article is written by the SwanseaAirport team, drawing on hands-on experience helping ecommerce brands launch and scale across Amazon and Walmart marketplaces.
What Is Walmart Marketplace?
Walmart Marketplace is Walmart’s third-party selling platform, allowing approved sellers to list and sell products directly on Walmart.com alongside Walmart-owned inventory.
Unlike Amazon, Walmart maintains a curated marketplace model, meaning:
- Sellers must apply and be approved
- Product quality, fulfillment, and customer experience are tightly controlled
- Competition is lower – but standards are higher
This makes Walmart Marketplace especially attractive for established brands, private-label sellers, and US-based ecommerce businesses.
Why Sell on Walmart Marketplace?
Before applying, it’s important to understand why Walmart is worth the effort.
Key Advantages
- Lower competition than Amazon
- High buyer trust and brand credibility
- No monthly seller fee (Walmart takes a referral fee per sale)
- Strong performance for US-made and fast-shipping products
- Growing omnichannel features (Walmart+, pickup, in-store returns)
Who Walmart Is Best For
Walmart Marketplace works best if you:
- Have an established ecommerce or Amazon business
- Can ship orders quickly within the US
- Offer competitive pricing
- Sell branded, private-label, or manufacturer-authorized products
If you’re brand new to ecommerce with no sales history, approval may be challenging – but not impossible with the right preparation.
Walmart Marketplace Seller Requirements (What Walmart Looks For)
Walmart does not publicly list rigid approval criteria, but based on seller data and application patterns, Walmart evaluates applicants across five core areas:
1. US Business Presence
You’ll need:
- A US-registered business
- A valid W-9
- A US business address and phone number
International sellers can be approved, but US operations significantly improve acceptance odds.
2. Proven Ecommerce Track Record
Walmart strongly prefers sellers who can demonstrate:
- Existing ecommerce sales (Shopify, Amazon, BigCommerce, etc.)
- Professional website or storefront
- Consistent order volume and customer satisfaction
Pro tip: If you already sell on Amazon, reference your brand registry status and performance metrics in the application.
3. Product Assortment & Compliance
Your products must:
- Be legal and compliant in the US
- Not fall under restricted categories (hazardous goods, prohibited items)
- Offer competitive pricing versus Amazon and other retailers
Walmart favors unique assortments, bundles, or brand-authorized listings over generic resellers.
4. Fulfillment & Shipping Performance
Walmart places heavy emphasis on:
- Fast shipping (2-day delivery is a major plus)
- Reliable carriers
- Clear return policies
You can fulfill orders via:
- Seller-fulfilled shipping
- Walmart Fulfillment Services (WFS)
5. Customer Service Capability
Expectations include:
- Fast response times
- US-based or US-friendly support
- Low cancellation and return defect rates
How to Apply to Become a Walmart Marketplace Seller (Step-by-Step)
Step 1: Prepare Your Application Assets
Before applying, gather:
- Business EIN and W-9
- US bank account
- Product catalog details (SKUs, categories, pricing)
- Website or Amazon store link
- Estimated monthly order volume
Preparation alone can significantly improve approval success.
Step 2: Submit Your Walmart Marketplace Application
Apply through Walmart’s official seller portal.
You’ll be asked about:
- Your business model
- Fulfillment methods
- Product categories
- Prior ecommerce experience
Answer honestly but strategically – Walmart is assessing risk, not just potential.
Step 3: Approval Review (What Happens Behind the Scenes)
Approval timelines vary from a few days to several weeks.
During review, Walmart evaluates:
- Brand legitimacy
- Price competitiveness
- Operational readiness
- Risk of customer experience issues
If rejected, don’t panic – many sellers are approved on a second or third application after improving their setup.
Step 4: Seller Center Setup
Once approved, you’ll gain access to Walmart Seller Center, where you’ll:
- Upload product listings
- Configure shipping and returns
- Set tax and payment details
- Connect integrations (Shopify, APIs, etc.)
Listing Products on Walmart: What’s Different from Amazon?
Walmart’s catalog system is stricter than Amazon’s.
Key Differences
- Fewer keyword-stuffed listings (clarity > SEO tricks)
- Strong emphasis on accurate attributes
- Brand and UPC enforcement is tighter
Best Practices
- Use clean, factual titles (avoid hype)
- Upload high-resolution images on white backgrounds
- Include compliance documentation when required
- Price competitively – Walmart enforces price parity
Walmart Fulfillment Services (WFS): Should You Use It?
WFS is Walmart’s version of FBA – and it’s increasingly important.
Benefits of WFS
- 2-day shipping badge
- Higher Buy Box win rates
- Walmart-handled customer service
- Increased conversion rates
When WFS Makes Sense
- Fast-moving SKUs
- Products under 30 lbs
- Items with predictable demand
Many successful sellers use a hybrid model: WFS for core SKUs, seller-fulfilled for oversized or slower items.
Common Mistakes New Walmart Sellers Make
Based on real seller data, avoid these pitfalls:
- Applying without ecommerce proof
- Uploading incomplete product attributes
- Ignoring Walmart’s pricing rules
- Slow shipping times
- Treating Walmart like “Amazon 2.0”
Walmart rewards operational discipline, not hacks.
How Long Does It Take to Start Selling?
Typical timeline:
- Application review: 1–4 weeks
- Account setup: 3–7 days
- First listings live: 1–2 weeks
Most sellers can realistically go live within 30–45 days if prepared.
Is Walmart Marketplace Worth It in 2026?
For the right seller – absolutely.
Walmart Marketplace offers:
- Sustainable growth
- Lower competition
- Strong US buyer trust
- Long-term brand equity
It’s not the fastest platform to launch – but it’s one of the most defensible.
Final Thoughts: Build for Approval, Then Build for Scale
Becoming a Walmart Marketplace seller isn’t about rushing an application – it’s about demonstrating readiness, reliability, and long-term value.
If Amazon is about speed and scale, Walmart is about trust and execution.
At SwanseaAirport, we help sellers think beyond short-term tactics and build marketplace strategies that last. If Walmart is your next move, doing it right from day one makes all the difference.
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