Selling on Walmart Marketplace has become an attractive opportunity for ecommerce businesses looking to reach millions of customers without competing in Amazon’s crowded marketplace. Walmart allows approved third-party sellers to list products directly on Walmart.com, giving businesses access to one of the largest retail platforms in the United States.
If you’re wondering how to sell on Walmart marketplace, the process involves creating a seller account, meeting Walmart’s approval standards, uploading products, and choosing a fulfillment strategy that fits your business model.
Unlike Amazon, Walmart does not charge a monthly subscription fee. Instead, sellers pay referral fees based on product categories, making the platform appealing to both new and established brands.
In this guide, you’ll learn everything about Walmart seller account requirements, product categories, fees, fulfillment options, and how to build a successful Walmart business.
Key Takeaways
- Walmart Marketplace allows approved third-party sellers to sell products on Walmart.com.
- Walmart does not charge a monthly subscription fee.
- Sellers must meet Walmart seller account requirements before applying.
- Products can be fulfilled through Walmart Fulfillment Services (WFS), dropshipping, or self-fulfillment.
- Walmart offers lower competition than Amazon in many categories.
- Success depends on product selection, pricing, inventory, and customer service.
What Is Walmart Marketplace?
Walmart Marketplace is Walmart’s online platform where third-party businesses can sell products directly to Walmart customers.
Customers shopping on Walmart.com can purchase products sold by Walmart itself or by Marketplace sellers. These sellers manage pricing, inventory, customer support, and fulfillment unless they use Walmart Fulfillment Services (WFS).
Walmart Marketplace continues to attract brands because of:
- Walmart’s trusted reputation.
- Millions of monthly shoppers.
- Lower seller competition than Amazon.
- No monthly subscription fee.
- Growing ecommerce demand.
For businesses looking to diversify beyond Amazon, Walmart Marketplace offers significant growth potential.
Walmart Seller Account Requirements
Before you apply, it’s important to understand the Walmart seller account requirements.
Walmart reviews applications carefully and looks for businesses that can provide a positive customer experience.
Business Registration
You will need:
- A registered business.
- A US Business Tax ID (EIN).
- Business verification documents.
- A valid address.
Ecommerce Experience
Although new sellers can apply, Walmart favors businesses with:
- Existing online sales.
- Established product catalogs.
- Marketplace experience.
- Strong customer service capabilities.
Product Catalog
Walmart expects sellers to offer products with:
- Competitive pricing.
- Accurate descriptions.
- Professional images.
- Reliable inventory availability.
Fulfillment Standards
Walmart evaluates whether sellers can:
- Ship orders on time.
- Handle returns.
- Maintain inventory.
- Provide customer support.
Businesses using professional Walmart store creation services often streamline this process by ensuring accounts are set up correctly from the beginning.
How to Sell on Walmart Marketplace in 5 Steps
Step 1: Apply for a Walmart Seller Account
Visit Walmart Marketplace and complete the seller application.
You’ll be asked for:
- Business information.
- Tax details.
- Contact information.
- Product categories.
- Fulfillment methods.
Approval times vary depending on the application and supporting documents.
Step 2: Complete Verification
Walmart verifies:
- Your business identity.
- Tax information.
- Banking details.
- Business address.
Incomplete information can delay approval.
Step 3: Set Up Your Seller Profile
Once approved, configure:
- Shipping settings.
- Return policies.
- Customer support channels.
- Company information.
A complete profile improves customer trust.
Step 4: Upload Products
You can upload products individually or in bulk.
Walmart requires:
- Product titles.
- Descriptions.
- Images.
- Prices.
- Inventory quantities.
- Shipping details.
Step 5: Choose Your Fulfillment Method
Your fulfillment strategy will significantly affect customer satisfaction and profitability.
Walmart Fulfillment Options
Walmart Fulfillment Services (WFS)
WFS allows sellers to send inventory to Walmart warehouses. Walmart then handles:
- Storage.
- Picking and packing.
- Shipping.
- Customer support.
- Returns.
Businesses using Walmart WFS management can simplify operations and improve delivery speed.
WFS is particularly useful for:
- Fast-moving products.
- High-order volumes.
- Seasonal inventory.
- Private label brands.
Seller Fulfilled
Some sellers prefer to manage:
- Warehousing.
- Shipping.
- Returns.
- Customer support.
This method offers more control but requires stronger logistics capabilities.
Dropshipping
Many entrepreneurs use Walmart dropshipping services to avoid holding inventory.
With dropshipping:
- Suppliers store products.
- Suppliers ship directly to customers.
- Sellers focus on marketing and customer support.
However, Walmart has strict rules regarding shipping times, inventory accuracy, and customer satisfaction.
What Can I Sell on Walmart Marketplace?
One of the most common questions sellers ask is, what can I sell on Walmart Marketplace?
Popular categories include:
- Electronics.
- Home and kitchen products.
- Toys and games.
- Beauty products.
- Fashion.
- Sports equipment.
- Pet supplies.
- Automotive accessories.
- Outdoor products.
- Baby products.
High-Demand Products
Products that often perform well include:
- Household essentials.
- Seasonal items.
- Small electronics.
- Fitness equipment.
- Home décor.
- Kitchen accessories.
Restricted Products
Walmart restricts or prohibits certain products, including:
- Illegal goods.
- Counterfeit products.
- Hazardous materials.
- Certain health products.
- Regulated items.
Always review Walmart’s latest policies before sourcing inventory.
Choosing the Right Business Model
Competitors briefly mention business models, but they don’t explain which sellers benefit from each approach.
Wholesale
Wholesale sellers buy branded products in bulk and resell them on Walmart.
Pros:
- Faster launch.
- Established demand.
- Lower branding costs.
Cons:
- Lower margins.
- Stronger competition.
Private Label
Private label sellers create their own branded products.
Benefits include:
- Greater pricing control.
- Brand ownership.
- Higher long-term profit potential.
Many brands rely on Walmart private label management services to optimize listings, inventory, and advertising.
Dropshipping
Dropshipping requires less upfront capital but depends heavily on supplier reliability.
Pros:
- Lower startup costs.
- No inventory storage.
Cons:
- Lower margins.
- Supplier risks.
- More operational complexity.
Walmart Marketplace Fees Explained
Unlike Amazon, Walmart does not charge a monthly subscription fee.
Instead, sellers pay referral fees based on category.
Common referral fees range from:
- 6% to 15%.
Additional expenses may include:
- Shipping costs.
- Storage fees.
- Advertising.
- Software subscriptions.
- WFS fees.
- Product photography.
Is It Free to Sell on Walmart Marketplace?
No.
Although Walmart does not charge a monthly subscription, sellers still pay:
- Referral fees.
- Fulfillment costs.
- Advertising expenses.
- Inventory costs.
Walmart Marketplace vs Amazon
| Feature | Walmart Marketplace | Amazon |
| Monthly fee | None | Professional plan fee |
| Competition | Lower | Higher |
| Approval process | More selective | Easier |
| Fulfillment program | WFS | FBA |
| Customer trust | High | High |
Walmart’s stricter approval process creates less competition, which can benefit approved sellers.
How Much Do Walmart Marketplace Sellers Make?
There is no standard income level because earnings depend on:
- Product demand.
- Pricing strategy.
- Advertising.
- Competition.
- Inventory management.
- Fulfillment efficiency.
Generally:
Beginner Sellers
Some sellers earn a few hundred dollars per month while learning the platform.
Growing Businesses
Established sellers can generate thousands of dollars in monthly revenue.
Large Brands
Successful brands can build six- and seven-figure businesses on Walmart Marketplace.
Choosing the right products is critical, which is why many businesses invest in Walmart product hunting services to identify profitable opportunities.
How to Increase Your Chances of Approval
Competitors discuss approval, but they rarely explain how sellers can improve their chances.
Before applying:
- Register your business.
- Build a professional website.
- Prepare your product catalog.
- Organize tax documents.
- Create clear shipping policies.
- Demonstrate ecommerce experience.
- Use professional branding.
Applications with incomplete information are more likely to be delayed or rejected.
Common Mistakes New Sellers Make
Avoid these mistakes:
- Applying without the required documents.
- Choosing low-margin products.
- Ignoring Walmart’s policies.
- Poor inventory management.
- Weak product listings.
- Inconsistent pricing.
- Underestimating fulfillment costs.
Many new sellers focus entirely on sales while overlooking profitability and customer experience.
Tips for Long-Term Success on Walmart Marketplace
Growing on Walmart requires more than simply uploading products.
Successful sellers typically:
- Monitor competitor pricing.
- Optimize listings regularly.
- Use high-quality images.
- Track inventory carefully.
- Improve fulfillment speed.
- Analyze sales performance.
- Expand product catalogs strategically.
Sellers who understand what rollback means at Walmart and combine strong product research with efficient operations are better positioned to grow over time.
Is It Worth It to Sell on Walmart Marketplace?
For many businesses, the answer is yes.
Walmart Marketplace offers several advantages:
- Lower competition than Amazon.
- Access to millions of customers.
- No monthly seller subscription.
- Strong brand trust.
- Fewer low-quality sellers.
- Growing ecommerce traffic.
However, success is not guaranteed. Walmart has stricter approval standards and expects sellers to maintain high service levels.
Selling on Walmart Marketplace is often worth it for businesses that:
- Already sell online.
- Have reliable suppliers.
- Maintain healthy profit margins.
- Can handle inventory and fulfillment efficiently.
- I want to expand beyond Amazon.
Frequently Asked Questions
Is it worth it to sell on Walmart Marketplace?
Yes. Walmart Marketplace gives sellers access to millions of customers, lower competition than Amazon, and no monthly subscription fee. Success depends on product selection, pricing, and fulfillment.
Is it hard to get approved for Walmart Marketplace?
Walmart has stricter approval requirements than many marketplaces. Businesses must meet Walmart seller account requirements and demonstrate that they can provide reliable customer service and fulfillment.
Is it free to sell on Walmart Marketplace?
There is no monthly subscription fee, but sellers still pay referral fees and may incur fulfillment, storage, advertising, and inventory costs.
How much do Walmart Marketplace sellers make?
Earnings vary significantly. Some sellers generate supplemental income, while established brands build six- and seven-figure businesses depending on their products, operations, and marketing strategies.
Final Thoughts
Learning how to sell on Walmart marketplace is about much more than simply opening an account. Sellers must understand Walmart seller account requirements, choose profitable products, build efficient fulfillment systems, and maintain competitive pricing.
Whether you plan to launch a wholesale business, explore dropshipping, or build your own brand, success on Walmart depends on preparation and execution.
Ecom Eternals helps businesses scale through Walmart store creation services, Walmart dropshipping services, Walmart private label management services, Walmart product hunting services, and Walmart WFS management, giving sellers the tools they need to compete and grow on Walmart Marketplace.