Selling on Walmart Marketplace is no longer a “nice-to-have” for ecommerce brands – it’s a strategic growth lever. With over 90% of U.S. households shopping at Walmart annually and Walmart’s marketplace continuing to tighten quality standards, getting approved today requires more preparation than it did a few years ago.
This guide breaks down exactly what Walmart looks for in sellers, how the approval process really works, and what experienced sellers do to improve acceptance rates. If you’re evaluating Walmart as a serious sales channel – not just another experiment – this is the page you’ll want bookmarked.
Why Walmart Marketplace Is Selective (and Why That’s a Good Thing)
Unlike Amazon’s open enrollment model, Walmart operates a curated marketplace. Approval is not automatic – and that’s intentional.
Walmart’s brand promise is built on:
- Low prices
- Fast, reliable delivery
- Consistent customer experience
Every seller admitted to the marketplace directly impacts that promise. As a result, Walmart prioritizes operational maturity over seller volume. From a seller’s perspective, this selectivity often leads to:
- Less listing saturation
- Higher buy box stability
- Lower ad costs compared to Amazon
But only if you clear the gate.
Walmart Seller Requirements (What Walmart Actually Evaluates)
Walmart does not publish a simple checklist, but after reviewing hundreds of approvals and rejections, clear patterns emerge. Approval decisions are based on business legitimacy, operational capability, and customer experience readiness.
1. U.S.-Registered Business (Strongly Preferred)
Walmart Marketplace is primarily built for U.S. customers. While international sellers can be approved, Walmart strongly favors:
- U.S-registered LLCs or corporations
- A valid U.S. business address
- A U.S. EIN (not just an SSN)
Why this matters: Walmart wants sellers who can comply with U.S. tax, consumer protection, and product safety regulations without friction.
2. Proven Ecommerce Track Record
This is one of the most misunderstood requirements.
Walmart is not looking for potential – they’re looking for proof.
You significantly increase approval odds if you can demonstrate:
- Existing sales history on Amazon, Shopify, or another major platform
- A professional ecommerce website with live products
- Evidence of order fulfillment at scale
New sellers without history can be approved, but approvals are far more common when Walmart sees:
- Consistent monthly sales
- Clean branding and listings
- Established customer support processes
Insider insight: Walmart reviewers often manually check your website and public marketplace presence.
3. Strong Fulfillment Capabilities
Walmart expects fast, reliable delivery – especially for U.S. customers.
You’ll need to show readiness for:
- 2–5 day shipping nationwide, or
- Walmart Fulfillment Services (WFS) eligibility
Walmart evaluates:
- Shipping carriers used (UPS, FedEx, USPS)
- Warehouse location(s)
- Handling times
- On-time delivery track record
If your fulfillment relies on slow overseas shipping, approval becomes unlikely.
4. Competitive Pricing Strategy
Walmart is extremely price-sensitive.
During the application review, Walmart evaluates whether:
- Your products are competitively priced in the U.S. market
- You can maintain price parity across channels
- Your margins support Walmart’s referral fees and fast shipping
If your pricing model works only at Amazon FBA scale but collapses elsewhere, Walmart may reject the application.
5. Product Category Fit and Compliance
Not all categories are treated equally.
Higher scrutiny categories include:
- Supplements and ingestibles
- Electronics and accessories
- Baby products
- Personal care and cosmetics
You may need:
- FDA registrations
- Compliance documentation
- Brand authorization or trademark proof
Selling generic or private-label products without clear compliance documentation is one of the most common rejection reasons.
The Walmart Seller Approval Process (Step by Step)
Step 1: Marketplace Application Submission
You’ll submit:
- Business details
- Tax information (W-9 for U.S. sellers)
- Product categories
- Fulfillment model
- Existing sales channels
Accuracy matters. Walmart cross-checks this information.
Step 2: Internal Business Review
This is the real gatekeeping phase.
Walmart evaluates:
- Business credibility
- Brand professionalism
- Customer experience risk
- Long-term fit for the marketplace
There is no fixed review timeline. Approvals can take anywhere from a few days to several weeks.
Step 3: Approval or Rejection (with Limited Feedback)
If approved:
- You’ll receive onboarding access
- You can configure payments, shipping, and listings
If rejected:
- Walmart rarely provides detailed reasons
- Reapplication is possible after improvements
Important: Rejections are not permanent. Many sellers are approved on their second attempt after strengthening weak areas.
Why Walmart Rejects Sellers (Common, Avoidable Mistakes)
Based on real-world cases, the most frequent rejection triggers include:
- No visible ecommerce track record
- Low-quality or unfinished websites
- Inconsistent business information
- Weak fulfillment capabilities
- High-risk product categories without documentation
Walmart is risk-averse by design.
How Experienced Sellers Increase Approval Odds
Sellers who consistently get approved tend to:
- Apply after establishing Amazon or DTC traction
- Present clean, professional branding
- Clearly explain their fulfillment strategy
- Avoid applying with unfinished product catalogs
A polished application signals operational maturity – and Walmart notices.
What Happens After Approval?
Approval is just the beginning.
Once live, Walmart closely monitors:
- On-time delivery rate
- Cancellation rate
- Customer response time
- Pricing competitiveness
Failing to meet performance standards can result in:
- Listing suppression
- Buy box loss
- Account suspension
This is why Walmart prefers fewer, stronger sellers.
Is Walmart Marketplace Worth It?
For sellers who meet the requirements, Walmart offers:
- Access to a massive U.S. customer base
- Less competition than Amazon in many categories
- Strong trust with American consumers
But it’s not for everyone.
If your operation is still experimental, Walmart may not be the right first move. If your business is structured, compliant, and fulfillment-ready, Walmart can become a powerful second growth engine.
Final Thoughts from SwanseaAirport
Swanseaairport think that Walmart Marketplace isn’t “Amazon Lite”. It’s a strategic retail partnership disguised as a marketplace.
Approval depends less on ambition and more on execution, credibility, and readiness. Sellers who treat Walmart as a long-term channel – not a quick win – are the ones who succeed.
If you’re preparing to apply, take the time to do it right. Walmart rewards sellers who respect its standards.
Frequently Asked Questions
