Walmart is the largest retailer in the United States. Getting into this marketplace is a huge opportunity for your business, whether you’re a small company or a global brand.

A company that becomes a seller on the Walmart Marketplace gains access to one of the largest customer bases in the e-commerce industry. Like other major online marketplaces, the platform offers features such as competitive pricing, the ability to achieve prominent listing placement (e.g., the desired Buy Box), and customer feedback tools. 

At the same time, Walmart is known for its selective approval process, emphasizing the necessity for potential sellers to demonstrate a successful track record, high-quality customer service, and the ability to meet Walmart’s operational and fulfillment standards. We have gathered the main points on how to sell products on the platform.

Overview of Walmart Marketplace

The online platform is designed to expand the range and selection of goods available to Walmart customers, offering products from small independent sellers to well-known brands. It allows third-party sellers to list and sell their products. Walmart sellers are responsible for managing their inventory, setting prices, and fulfilling orders, although they can take advantage of platform logistics support services.

The total number of visits to peaked at 517 million in November 2023. Approximately 240 million customers visit over 10,500 stores and numerous e-commerce websites in 20 countries weekly. These advantages make the platform an excellent choice for expanding the company’s audience and increasing sales. statistics

Since retail is becoming highly competitive, top platforms such as Walmart are choosing their supplier partners more selectively. Review the steps below to prepare for application.

How to Become a Seller on Walmart

Before starting to sell on the platform, check out the main requirements to join the marketplace:

  • Business Tax ID(s) (SSN not accepted) or Business License Number.
  • Supporting documents confirming the name and address of your company.
  • A history of success in the marketplace or e-commerce.
  • Items that have GTIN/UPC GS1 Company Prefix Numbers.
  • Fulfillment by Walmart Fulfillment Services (WFS) or other B2C warehouses in the US with return shipping options.

Non-US sellers can also sell on Walmart US Marketplace. By February 2024, the countries eligible for the platform include Canada, China, Germany, India, Hong Kong, the United Kingdom, Japan, Mexico, South Korea, Singapore, Taiwan, Thailand, Turkey, and Vietnam. Your business must be registered in the United States or one of the countries listed above. You can find more information about tax classifications and documentation for each country in the Walmart Seller Help.

How to Start Selling on Walmart: Step-by-Step Guide

Applying for a Walmart Marketplace account

Step 1. Apply to be a Walmart Marketplace seller. 

Fill out the Walmart Marketplace application form and wait for the approval email. To complete the registration, you must also review and agree to the Retail Link® agreement. 

Step 2. Complete your registration.

The registration email provides a uniquely generated Walmart sign-up invitation URL that allows you to complete your registration, set up credentials, and access the Walmart Seller Center.

At this stage, prepare the following information:

  • your business address;
  • bank account details (for deposits with Walmart);
  • business information needed to complete the W-9 tax form.
  1. Create your account.

The platform will automatically generate your username based on the info you entered in your initial Marketplace application. However, you’ll need to create a password that you’ll use to log in to your account.

Walmart Marketplace application form
  1. Company registration. 

Fill in the display name and your corporate address information (for Walmart’s internal use only).

  1. Taxes W-9.

At this step, complete Form W-9.

  1. Payment info.

After verifying your business, choose how you will receive payments by signing up with a third-party payment processor. Your country of registration determines payment processor options. Walmart cooperates with Payoneer as a payment processor for purchases on the marketplace. To receive payments from the platform, you need to register an account on the Payoneer website.

  1. Shipping info.

Customize shipping methods and costs. Choose your preferred return method and carrier according to your budget.

You need to choose one of two pricing criteria that impact the cost of shipping:

  • The price of the total order: you will charge shipping fees based on the total value of the order.
  • The number of item(s) weight: you will charge shipping fees based on the weight of the products and the quantity of products to be delivered.

After setting up the pricing model, specify the supported delivery methods and regions. Among the four default delivery methods: Value / Standard / Next Day / Expedited.

Start your joutney as a Walmart seller

Step 3. Complete your partner profile.

After successful registration, you can log in to the Walmart Seller Center and complete your Partner Profile. A Partner Profile informs shoppers about your company and policies.

Step 4. List products to the marketplace.

There are several ways to list products on a marketplace. Below, we will consider the most convenient options.

Step 5. Launch your account. That’s it.

Walmart Listing Process

You have three options for integrating your catalog with 

  • API: This method is suitable if your team has programming knowledge and you are setting up an extensive catalog on Walmart.
  • Bulk upload: You can use an Excel spreadsheet to upload many items to Walmart. This method is suitable for sellers with a short catalog.
  • One-by-one: This method lets you enter your product information directly into the Seller Center user interface. It is suitable for setting up your first few products or for a minimal product range.
  • Third-party solution: You can use an out-of-the-box Walmart e-commerce application to help you manage your listings.

The last option is the most acceptable. It allows you to free yourself from tedious processes and focus on business development. You can effortlessly list simple products on Walmart’s US marketplace via M2E Multichannel Connect. The app helps you import and manage your product catalog in one easy-to-use interface.

Firstly, Walmart has to approve the seller’s registration request on its platform. Afterward, you can upload the product information to the Walmart website, including images, description, pricing, etc., and check its accuracy and compliance with Walmart’s rules. To simplify the process, you should submit your listing for Walmart approval before launching it. Use M2E Cloud to list products on Walmart US with minimal effort.

You can watch a video tutorial on creating new listings on Walmart using M2E Multichannel Connect.

If you have an Amazon store and plan to use the same listings on Walmart or vice versa, it is essential to avoid a universal approach. We already covered this in more detail here.

Walmart Marketplace Fees

The referral fee amount depends on the category and product type you choose when setting up the product. There are the main Walmart referral fees:

Walmart Marketplace Fees. Part 1
Walmart Marketplace Fees. Part 2
Walmart Marketplace Fees. Part 3
Walmart Marketplace Fees. Part 4

Tips For Successful Selling on Walmart Marketplace

  1. Optimize your listings: Use high-quality images, detailed product descriptions, and the proper keywords. Ensure your listings are accurate and use Walmart Product ID to track sales performance.
  1. Competitive pricing: Maintain competitive pricing to engage more customers and win the Walmart Buy Box. It’s given to sellers who meet platform performance and customer service guidelines, significantly increasing visibility and sales.
  1. Get positive marketplace seller reviews: Deliver outstanding customer service to get positive seller reviews. Building credibility with potential buyers and improving your business visibility on the platform is crucial.
  1. Leverage Walmart advertising: Use marketplace advertising solutions to boost product awareness and increase sales.
  1. Perfect order fulfillment: Fast and reliable order fulfillment is crucial to upholding Walmart’s high seller standards. 


Selling on the Walmart Marketplace is a lucrative opportunity to reach a broader audience and expand your e-commerce business. Understanding and navigating the application process, fulfilling Walmart’s strict requirements, and applying success strategies can help sellers effectively use the platform to increase sales. Stay focused on optimizing your listings, maintaining competitive pricing, providing top-notch customer service, and flawless order fulfillment to maximize your success.

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