How to Sell on Walmart Marketplace (2025 Beginner’s Guide for Amazon Sellers)

Putting all your eggs in one basket is never a great strategy, especially when that basket is your e-commerce business. If you’ve been selling on Amazon for a while, you know how fast things can change. One tweak to the algorithm, a sudden policy shift, or a surprise new fee, and your entire business can take a hit overnight.

That’s why more sellers are starting to branch out, and Walmart Marketplace is one of the best ways to do it. It’s backed by a name customers already trust, the competition isn’t nearly as fierce, and if you know your way around Amazon, a lot of what you’ve learned will carry over.

In this guide, we’ll walk you through how to sell on Walmart Marketplace, from what you need to get approved to what it takes to make your first sale. Whether you’re looking for a backup plan or ready to grow your brand, this is our step-by-step guide to selling on the Walmart Marketplace in 2025.

Why Sell on Walmart Marketplace in 2025?

If you’re serious about building a long-term e-commerce business, expanding beyond Amazon is a smart move. And right now, Walmart Marketplace is one of the best places to do that.

No, it doesn’t have Amazon-level traffic. But it’s growing fast. In 2023 alone, Walmart Marketplace accounted for 6.4% of all U.S. e-commerce sales—and that growth isn’t slowing down. With over 150 million monthly visitors, strong brand trust, and far less competition than Amazon, it’s become a natural next step for sellers looking to scale their existing e-commerce businesses.

Besides being a household name, there are many reasons sellers are choosing Walmart Marketplace:

• Lower Competition: Walmart Marketplace is still growing and has stricter entry requirements than Amazon. That means fewer sellers fighting for the same customers, giving you a better shot at ranking higher in search results and more opportunities to win the buy box.
• Fewer Fees: Walmart currently has no monthly seller fees, lower referral fees, and very competitive storage and fulfillment fees for sellers using Walmart Fulfillment Services (Walmart’s version of FBA).
• Easy Ungating: Like Amazon, Walmart has several categories and brands that are off-limits to new sellers. Unlike Amazon, however, it is very easy to get approved and ungated to sell these products.
• Built-in trust: Like Amazon, Walmart is a household name with deep customer loyalty. Shoppers already feel comfortable buying from Walmart, which means your products benefit from that same trust, often leading to higher conversion rates.
• Chance to Get Into Walmart Stores: Walmart isn’t just an online marketplace; it’s also one of the largest brick-and-mortar retailers in the world. Successful sellers on Walmart Marketplace are more likely to get the opportunity to have their products stocked in physical Walmart stores. That kind of omnichannel exposure is tough to match and can open doors to massive retail growth.

Key Differences Between Selling on Amazon and Walmart

If you already have experience selling on Amazon, the Walmart Marketplace includes many of the workflows and features you’ll be familiar with. The platforms share many of the same foundations, product listings, Buy Box competition, fulfillment programs, and ad systems. But there are still key differences that are worth knowing before you get started.

One of the biggest differences is usability. Walmart Marketplace is a newer platform, and while the workflows are similar to Amazon’s, they’re currently not as polished. Listing products, setting up variations, or managing your catalog can involve extra steps, confusing navigation, or the occasional bug. It’s all manageable just don’t expect it to be as streamlined as Amazon.

One of the trickier parts of selling on Walmart is the limited data. Unlike Amazon, Walmart doesn’t share detailed metrics like Best Seller Rank or estimated monthly sales. If you’re used to tools like Helium 10 or Data Dive, where you can analyze Amazon products down to the decimal, this can feel like flying blind. There are some rough methods—like tracking review frequency or comparing Walmart listings to their Amazon counterparts—but the insights just aren’t as deep or reliable.

That said, fewer sellers and lower buyer traffic on Walmart isn’t necessarily a bad thing. In fact, it opens the door to real opportunity. With less competition, cheaper ads, and a platform that’s steadily gaining traction, experienced Amazon sellers have a clear edge. If you know how to sell, Walmart gives you room to stand out.

To learn more about how Amazon compares with Walmart Marketplace on topics like advertising, fees, fulfillment, and more, check out our in-depth guide on Amazon vs Walmart Marketplace.

Walmart Marketplace Requirements (What You Need to Get Approved)

To start selling on Walmart Marketplace, you’ll need to meet specific requirements and provide key business information. Walmart’s approval process is more selective than Amazon’s, so it’s important to have everything ready before you apply.

Here’s what you’ll need before signing up:

• Business Tax ID or License Number: Walmart requires a U.S. business tax ID (EIN) or a valid business license number. Social Security Numbers (SSNs) are not accepted, so individuals or sole proprietors without formal registration will not qualify.
• Verifiable Business Documentation: You must upload supporting documents that confirm your legal business name and physical business address. These should match the information submitted during registration.
• Track Record of Marketplace or E-commerce Success: While not officially required, Walmart strongly prefers sellers with previous experience on platforms like Amazon, eBay, or Shopify. A solid history of reliable fulfillment and customer satisfaction helps your application stand out.
• UPC/GTIN with GS1 Company Prefix: Your product listings must include valid GTINs or UPCs issued by GS1. Walmart uses these identifiers to correctly categorize and surface your products in search results.
• Catalog That Meets Walmart’s Policies: Your product catalog must comply with Walmart’s Prohibited Products Policy. Listings should be relevant to Walmart’s customer base and adhere to quality, pricing, and compliance standards.
• U.S.-Based Fulfillment and Returns Capabilities: To sell on Walmart, you need fulfillment infrastructure within the United States. This can be through your own U.S. warehouse, a third-party logistics partner, or Walmart Fulfillment Services (WFS), which also handles customer returns.

Once you’ve gathered all the required documentation and confirmed that your business meets Walmart’s criteria, you’re ready to begin the sign-up process. The next step is creating your seller account and setting up your storefront—here’s exactly how to do it.

How to Sell on Walmart Marketplace (Step-by-Step Setup Guide)

Step 1 – Create Your Walmart Marketplace Seller Account

The first step to selling on Walmart is creating your seller account.

Go to the official Walmart Marketplace signup page and click “Join Marketplace.” You’ll begin the application process by entering your legal business name, business address, and other basic contact details. Walmart is strict about seller eligibility, so make sure your business is registered in the U.S. or has a U.S.-based warehouse, and that you have a solid track record on other platforms like Amazon, eBay, or Shopify. While a U.S. Tax ID (EIN) is required, you’ll also need to provide a valid W-9 or W-8 form. Double-check that all business info matches your tax documents exactly—mismatches can delay or even derail your application.

Step 2 – Submit Your Business Details for Verification

Once the application is submitted, Walmart will begin the verification process. This includes reviewing your bank account details, tax ID, and your selling history (if applicable).

Walmart prefers to approve sellers with established e-commerce businesses, so having positive reviews and a solid sales history on other platforms helps. You’ll need to connect a checking account that supports ACH for receiving payouts. Make sure the bank account is in your business’s legal name, and be ready to verify your identity and ownership with matching documentation. Approval typically takes 2–5 business days, but missing or inaccurate documents can cause delays.

Step 3 – Complete Your Seller Profile

After approval, you’ll gain access to Walmart’s Seller Center. Take the time to log in and fill out your seller profile.

This is where you enter the store display name (what customers will see), customer service email and phone number, return policies, and shipping settings. Walmart emphasizes fast, reliable service, so it’s important to offer competitive shipping and reasonable return options. Avoid copying your Amazon settings—Walmart’s customer base has different expectations. Take time to review Walmart’s Performance Standards and Returns Guidelines to make sure you’re compliant from day one.

Step 4 – Add and Optimize Your Product Listings

There are three ways to upload products: manually (one by one), in bulk using an Excel spreadsheet template, or through an integration partner like Deliverr, Zentail, or Shopify. Choose whichever option best matches your catalog size and tech stack.

Every product listing must include a GTIN (UPC, EAN, or ISBN), and you’ll need to include key details like product title, description, images, and category attributes. Avoid keyword stuffing, but do include relevant long-tail keywords naturally in your title and bullet points—Walmart SEO is similar to Amazon’s but not identical. Also, keep an eye on product identifiers: Walmart doesn’t accept private-label UPCs unless they’re GS1-verified.

Step 5 – Set Up Fulfillment (WFS or Seller-Fulfilled)

Now it’s time to decide how you’ll handle order fulfillment. Walmart gives you two options: Walmart Fulfillment Services (WFS) or Seller-Fulfilled (similar to Amazon’s FBA vs. FBM model).

Walmart Fulfillment Services (WFS) is the hands-off option, Walmart stores your inventory, ships orders, handles returns, and even provides customer service. Products fulfilled through WFS are eligible for 2-day shipping and tend to get better visibility in search results. It’s a great choice if you want to scale without worrying about logistics, though keep in mind there’s a separate application process before you can start using WFS for your business.

If you prefer to fulfill orders yourself, Seller-Fulfilled is also an option. This way you can fulfill orders on your own, similar to using FBM with Amazon. To maintain a healthy seller account you’ll need to consistently meet delivery expectations, upload valid tracking info quickly, and follow Walmart’s packaging guidelines. For example, Walmart requires that all seller-fulfilled orders:

• Ship using reliable carriers and methods that ensure delivery by the Expected Delivery Date (EDD)
• Support shipments until 11:00 AM local time at least five days a week
• Avoid including any third-party branding or marketing materials in packages

Walmart also limits how often you can pause your fulfillment operations, with only 15 “Additional Days Off” allowed per year per fulfillment center. If you miss the mark on shipping or tracking too often, it could put your account at risk.

Step 6 – Launch Your Store and Go Live

Before your store officially goes live, Walmart performs one final review to ensure your listings, policies, and settings meet its standards. Once approved, your store is published and products will start appearing in search results. This is the moment where presentation and pricing matter.

Make sure your images are clear and compliant, your listings are well-optimized, and your prices are competitive with other sellers on and off Walmart. If possible, launch with a few bestsellers first to build momentum and get positive reviews before scaling up your full catalog.

What is Walmart Fulfillment Services (WFS)?

Walmart Fulfillment Services, or WFS, is Walmart’s answer to Amazon FBA. It’s a program that lets third-party sellers store inventory in Walmart’s fulfillment centers while Walmart handles the picking, packing, shipping, returns, and customer service. For sellers already using FBA, WFS feels familiar—but it’s built within Walmart’s own retail ecosystem.

WFS is designed to help sellers offer faster shipping and compete for the Walmart Buy Box, which heavily favors items fulfilled by Walmart. Products that qualify for WFS also receive a “2-Day Shipping” tag, which boosts shopper trust and conversion. Shipping is handled through Walmart’s two-day delivery network, and unlike FBA, WFS only ships within the U.S.

To use WFS, you need to be an approved Walmart seller with products that meet eligibility requirements for weight, dimensions, and compliance. The cost structure is straightforward: there’s a monthly storage fee and a fulfillment fee based on weight, with no extra charges for things like customer service or returns processing. WFS also integrates directly into Walmart Marketplace, making it easy to track inventory, manage listings, and streamline order management from one dashboard.

Walmart Marketplace Seller Fees

One of the ways Walmart is incentivizing new sellers to join their platform is with reduced fees. If you are familiar with Amazon you’ll know that fees are the name of the game. Each year there seems to be a new fee introduced or an increase to existing ones. One of the biggest advantages of selling on Walmart is that there are fewer fees overall, and the ones that do exist are typically lower compared to Amazon.

One of the biggest differences is that Walmart doesn’t charge a monthly subscription fee. Unlike Amazon, there are no seller plans or flat monthly charges to list your products. Instead, the main cost sellers face is the referral fee, which applies to each sale. These fees vary by category—typically ranging from 5% to 15%. For example, electronics usually carry lower fees, while categories like jewelry or home goods tend to be on the higher end.

If you use Walmart Fulfillment Services (WFS), there are a couple of extra costs to factor in:

• Fulfillment Fee: Based on the weight of each item and includes picking, packing, and shipping.
• Storage Fee: Charged monthly, calculated by the cubic foot, and based on how long your inventory stays in Walmart’s warehouse.

Walmart doesn’t tack on extra fees for things like customer service or returns handling when using WFS, which can make it more predictable and affordable compared to Amazon FBA’s complex pricing structure.

Another win? Walmart doesn’t penalize sellers with additional costs for lower sales volume. There’s no performance tier pricing or minimum sales requirement, which means you can grow at your own pace without worrying about paying out of pocket just to stay active.

Overall, Walmart’s fee structure is simpler and more seller-friendly. You only pay when you earn, which helps protect your margins—especially in the early stages of scaling your listings on a new platform.

Frequently Asked Questions (FAQs)

Is Walmart Marketplace Worth It for Amazon Sellers?

If you’re already selling on Amazon, learning how to sell on Walmart Marketplace is a natural next step. There’s less competition, fewer fees, and a customer base that’s only getting bigger. The setup takes a bit of effort, but once you’re in, it opens the door to new sales and a new avenue for scaling your business.

With Walmart Marketplace, It’s not about starting from scratch, it’s about taking what’s already working and putting it to use in another channel. For a lot of sellers, that move ends up being well worth it.

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