How to Sell on Walmart Marketplace (7 Steps)
Thousands of people are making good money online by selling on Walmart, and you can join the list after learning how to sell on the Walmart marketplace.
The good news is that over 120 million unique shoppers visit the marketplace monthly, making Walmart one of the best online marketplaces to expand your product reach.
Besides, Walmart allows merchants to sell various products. So no matter what you sell on this marketplace, you can be sure to reach a massive audience and make more sales.
So if you want to start selling on Walmart but are unsure where to start, I can help you. I’ll show you everything you need to know about selling on Walmart, including
- Steps on How to sell on Walmart Marketplace
- Best Tips for Selling on Walmart Marketplace
- How Walmart Fulfillment Services (WFS) Work
That said, let’s get straight into the facts!
How to Sell on Walmart Marketplace (Step-by-Step)
Now that you’ve decided to become a Walmart marketplace seller, I bring you a simple guide highlighting the steps to help you make sales and earn more profits.
Here are the seven steps to sell on Walmart marketplace.
Step 1: Submit an Application to Start Selling on Walmart
If you’re considering selling on Walmart Marketplace, you must fill out an application form and submit it for approval. The application process takes around 10-15 minutes.
You can submit your application to Walmart online. However, Walmart recommends using the Google Chrome browser to gain access to the application portal.
Here are the requirements to apply for selling on Walmart’s online marketplace.
- US Business Tax ID (Walmart doesn’t accept Social Security Numbers)
- W9 or W8 and EIN Verification letter from the Department of Treasury
- US business address or location of physical operations in the US
- Primary product categories, catalog size, and related information
- Integration method for your product catalogs (API, bulk upload, or solution provider)
Pro Tip: Your product catalog must not include items listed on Walmart’s list of prohibited items.
Walmart will process your application faster when you provide all the required information.
However, the approval wait time will depend on your capabilities, qualifications, and business size. Some third-party sellers can wait for two weeks while others for months to get a response.
Thankfully, Walmart provides an application status tracker to check your application status.
Step 2: Create and Optimize Your Walmart Seller Account
If Walmart approves your application, they will email you the link to create and optimize your seller account on its marketplace.
The registration process goes through the following steps:
- Account Creation: Provide the username and password you’ll use to access Walmart Marketplace to manage your online seller account. The username gets auto-filled based on the information provided in the application.
- Walmart Retailer Agreement: All third-party sellers on Walmart Marketplace must sign this legal agreement. It contains the terms and conditions you must accept before proceeding. So, review Walmart’s retailer agreement and agree by signing.
- Company Registration: You must register your company by providing your display name and corporate address. The display name is what customers see on Walmart.com, while the corporate address is what you use internally.
- W9 Form: Fill out the W9 form for taxation purposes. The information required here is your name, address, and Taxpayer Identification Number (TIN).
- Payment Information: Walmart processes payments via Payoneer and Hyperwallet. So, register with Hyperwallet or Payoneer to receive your Walmart payments.
6. Shipping Information: Select your shipping methods, pricing models, and regions you ship to. The default shipping methods are Value, Standard, Expedited, and Next Day.
Step 3: Choose the Best Integration Method for Your Account
Direct integration is one of the best ways to manage your catalog on Walmart Marketplace.
There are three integration methods: API, Bulk Upload, and Solution Providers.
You can use API, Bulk Upload, or even a hybrid of both integration methods.
However, most Walmart Marketplace sellers use solution providers as their integration methods.
The good news is that Walmart has partnered with top solutions, such as BigCommerce and CedCommerce, that offer reliable support and eCommerce services.
While some providers offer specific functions, others provide full-service integrations, including
- Price management
- Product Listing Setup
- Inventory management,
- Order fulfillment services
Pro Tip: Select an integration method that suits your specific business needs. However, you can still switch from one integration to another should you change your mind.
Step 4: Create Your First Product Listing on Walmart
It’s time to list your first product now that you’ve created your Walmart Marketplace seller account. It is the most crucial step as it affects your products’ discovery.
You can create the listing manually or through product feeds.
Here are the three product feed options to consider.
- API Integration: This option is ideal for professional sellers who understand how to manage API connections. So, you can connect Walmart Marketplace’s API with your order management system or eCommerce platform for free.
- CSV File Bulk Upload: This option is ideal for sellers uploading several products to the Marketplace at a go. While observing Walmart’s file upload guidelines, you can create a CSV file using Google Sheets or Excel spreadsheets, then upload your items.
- Integration Partners: Suppose you already have a shop on other eCommerce platforms like Shopify, BigCommerce, or WooCommerce. You can link products in the existing catalog directly to Walmart with the help of an integration partner.
If you opt for CSV file bulk upload, there are two options: Setup by Match and Full Item Spec. In Setup by Match, Walmart matches your products to images and descriptions in its system. However, in Full Item Spec, you’ll perform more steps in a spreadsheet.
Pro Tip: You can constantly update your product inventory and content after creating your product listings if there’s a need for that. You can view the listed items in your Product Catalog.
Step 5: Set Up and Test Your Order Management Systems
Once you’ve listed products on Walmart Marketplace, you must set up and test your order systems before going live. That helps prevent issues that may arise later.
All the products listed stay temporarily in the Stage Status, meaning they are not live on the Walmart Marketplace. However, you can preview what they’ll look like when live.
Customers can enjoy a smoother experience adding your products to their shopping carts if your order management system functions appropriately.
As a Walmart marketplace seller, you are responsible for order processing, shipping, refunds, exchanges, and customer service.
So how do you test your order management method?
You can start by retrieving orders via the Seller Central Dashboard, Bulk Order Download, or an Order Integration Partner.
Next, test your order management systems using the steps below.
- Go to the Seller Center Dashboard and select two to three products
- Update the product’s prices and inventory
- Go to “Actions” and click “Publish Item” to get the product live.
- Next, click “Purchase Item” under “Actions.”
- Walmart will redirect you to the live product page to make a purchase
Pro Tip: Evaluate the key touchpoints, including order acknowledgment, shipping, cancellation, and refund. If everything works smoothly, you can proceed to the next step.
Step 6: Launch Your Walmart Seller Account by Going Live
Once you’ve checked off Complete Item & Order Testing in the Seller Setup Checklist, you’ll see a popup message that asks you to confirm if you are “Ready to Launch.”
Clicking the confirm button triggers a launch request, sending a message to the Walmart team that will evaluate your profile. So, ensure that every information provided is accurate.
If Walmart finds everything correct, they’ll send you a message confirming your application’s approval. Your catalog will go live within 24-48 hours after receiving the notification.
Step 7: Receive, Process, and Fulfill Orders to Get Paid
After you’ve gone live on Walmart Marketplace, you’ll start receiving orders through Seller Central or API. You can set up email notifications in your Seller Central for your orders.
Once you receive the orders, start arranging for shipping immediately. Specify your preferred carriers, shipping method, and shipping price when setting up your seller profile.
Thankfully, Walmart provides many shipping options to accommodate every seller’s needs. However, you should ship orders in non-branded packaging.
The great news is that Walmart offers a special program called Walmart Fulfillment Services (WFS), which allows sellers to keep their inventory at Walmart fulfillment centers.
When a customer orders your product on Walmart.com, WFS will pick, pack, and ship it to them on your behalf. WFS will also help you handle customer support and order returns.
Walmart will deduct a reasonable referral fee upon making sales and automatically deposit the remaining earnings into your preferred US bank account every two weeks.
Best Tips for Selling on Walmart Marketplace
Selling on Walmart Marketplace can be highly profitable when you implement Walmart’s best practices. The following tips can help you increase sales and maximize profits at Walmart.
Optimize Your Product Listings for Walmart Searches
How your product listings rank on Walmart searches can influence your success.
If you want your products to rank higher in Walmart searches, invest in eCommerce SEO.
Walmart’s marketplace algorithm measures your product Listing Quality score from 0% to 99%.
The score measures your listing’s offer, ratings and reviews, content and discoverability, and post-purchase quality. So, you can always check your score on the Seller Central dashboard.
Win the Walmart Buy Box
Walmart’s Buy Box prominence is on another level. Sellers with the most competitive price gain more priority over other sellers listing the same product.
Always strive to win the Buy Box positions for your listings to help you get more sales. About 82 percent of sales from similar product listings go through Walmart’s Buy Box.
Use the Most Reliable Fulfillment Services
How you fulfill your orders can influence the quality of your services. Depending on your client’s needs, you can fulfill orders in-house or opt for order fulfillment services.
However, most Walmart Marketplace sellers prefer Walmart Fulfillment Services (WFS). If you select this option, WFS will pick, pack, and ship customers’ orders on your behalf.
Aim for the Pro Seller Badge
Sellers with the Pro Seller badge provide consistent on-time delivery, quality customer service, and free in-store and online returns. Here are the criteria for winning the badge.
- Less than 10% Delivery Defects Rate
- Less than 2% Cancellation Rate
- More than 100 orders in the last 90 days
- Seller is active for not less than 90 days
- No violations on Trust & Safety of Performance Standards
The Pro Seller Badge always appear next to the “Sold & Shipped by [Seller Name]” and it’s a symbol of excellence on Walmart.com. So strive to earn the badge.
Invest in Sponsored Ads
Walmart Marketplace allows sellers to advertise specific products and launch marketing campaigns, thanks to its CPC (cost-per-click) advertising platform.
While sponsored ads will cost you additional money, you’ll be able to reach a massive audience faster. Besides, you only pay for an ad when a client clicks on it.
Fulfillment by Amazon (FBA) vs Walmart Fulfillment Services (WFS)
Just like Fulfillment by Amazon (FBA), Walmart Fulfillment Services (WFS) also allows sellers to transport their items to Walmart’s fulfillment centers.
Upon receiving the products, WFS will store, pick, pack, and ship them on the sellers’ behalf. They also offer personalized support and product returns.
The other similarities between FBA and WFS are:
- FBA and WFS provide customer support by managing all customer services and return requests on behalf of sellers
- Both fulfillment programs offer seller support services to answer all the sellers’ questions. Walmart has dedicated WFS call center associates to help with that.
- FBA and WFS offer quick and reliable order fulfillment services. They both have well-established logistics networks to handle quick fulfillment turnaround times.
So, how does Fulfillment by Amazon (FBA) differs from Walmart Fulfillment Services (WFS)?
Here are some differences between FBA vs WFS.
Walmart Fulfillment Services (WFS)
Fulfillment by Amazon (FBA)
Only allows selected sellers to use the program, so there’s less competition from other sellers in the marketplace.
Anyone can register and start selling on Amazon or use FBA services, increasing competition.
Walmart has a simple cost structure. It charges a fixed monthly storage fee and fulfillment price based only on a product’s shipping weight.
Amazon’s storage fee is based on the amount of inventory you’ve stored in their warehouses. Also, its fulfillment fee is based on a product’s weight and dimensions.
Number of Sellers
Walmart has fewer sellers, meaning there are more viewers. per seller. Each seller receives about 27,000 monthly visitors.
Amazon has more sellers, meaning there are fewer viewers per seller. Each seller receives about 2,100 monthly visitors.
Personalized Account Management
With Walmart, sellers can connect with WFS fulfillment experts for custom advice on online business growth and optimization.
To work with Amazon’s expert account managers, you’ll pay a hefty monthly fees of $1,600 and an additional percentage of sales.
Monthly Subscription Fees
Walmart doesn’t charge monthly subscription fees for sellers. They only pay a referral fee.
With Amazon, sellers must pay a monthly subscription fee of $39.99 for the Professional Seller Plan.
FAQs – Walmart Marketplace
1. How do I get approved to sell at Walmart?
To get approved to sell on the Walmart marketplace, you must fulfill all the seller requirements, including a positive history of eCommerce business success. The requirements are:
- US business address
- US business tax ID (SSN not required)
- Place or address physical operations
- Planned integration method for product catalogs
- Primary product category, catalog size, and related information
- W8 or W9 and EIN Verification Letter from the Department of Treasury
Walmart will approve your application faster when you submit all the requirements above.
2. How much does it cost to be a Walmart seller?
When you make a sale, Walmart only charges a referral fee, which ranges from 6% to 15%, depending on your product category. It doesn’t charge monthly subscription fees.
Some product categories that benefit from lower referral fees include baby, beauty, grocery, health, personal care, and electronic accessories.
3. Is it worth it to sell on Walmart Marketplace?
Yes! Walmart charges as low as six percent referral fees upon sales, so you are eligible for higher profit margins if you implement the right strategies.
About 73 percent of Walmart Marketplace sellers get profit margins above 20 percent. Also, more than 50 percent of the sellers earn at least $100,000 annually.
4. Is it free to sell on Walmart Marketplace?
No! When your Walmart Marketplace seller account application gets approved, you can list products on the online marketplace for free.
However, you’ll pay a referral fee of 6% to 15% upon making a sale. The referral fee varies depending on your product category.
Now that you know the steps on how to sell on Walmart Marketplace, you can create a Walmart seller account, optimize your profile, list products, and start making money online.
However, you must fulfill Walmart’s high entry standards and requirements, including a history of eCommerce success. When your account gets approved, start selling and earn profits.
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