Walmart Marketplace
Walmart Marketplace management and seller account setup
Walmart seller account setup, catalog listing, WFS, and Walmart Connect ads, run by the team that manages your Amazon growth.
Apply
Prepare the seller application
Line up business details, catalog size, and marketplace history before you submit, so the application reads as complete.
You provide
- Business and tax details
- Product catalog and categories
- Current marketplace performance
You end up with
A complete Walmart seller application
The short answer
How do you sell on Walmart Marketplace?
Apply for a Walmart seller account, pass Walmart's review, list your catalog in Seller Center, then choose how orders are fulfilled.
Walmart approves sellers by application, so the account, catalog, and fulfillment plan need to be ready before you apply. After approval the account runs in Walmart Seller Center, which many sellers search for as Walmart Seller Central. Amazon brands can start from the same products and content, adapted to Walmart's listing rules and search.
Walmart is a good next step if
- Your products already sell well on Amazon
- You can meet fast shipping and low cancel rates
- You want growth that does not depend on one marketplace
Wait before applying if
- Your business details are not finalised
- You have no fulfillment plan for Walmart orders
- Your Amazon account still needs stabilising
The problem
Why Walmart accounts stall after approval
Approval is only the start. Most new Walmart accounts stall for one of four reasons.
Amazon listings copied as-is
Walmart uses different categories, attributes, and content rules. Copied listings often index poorly or fail listing quality checks.
Slow or unreliable fulfillment
Walmart watches on-time delivery and cancellations closely. Weak metrics limit visibility and can put the account at risk.
No advertising plan
New listings with no sales history need Sponsored Products support to be found in Walmart search.
Nobody owns the account
A second marketplace added to a busy Amazon team often gets checked once a month, not every week.
What we manage
What our Walmart account management includes
Walmart marketplace management services that cover the whole account, from Seller Center setup to weekly ads and metrics.
Seller account setup
Application prep and Seller Center onboarding.
- Readiness check before you apply
- Application details and documents
- Shipping, returns, and payment settings
Catalog listing
Item setup mapped to Walmart categories.
- GTIN and category mapping
- Bulk item setup by spreadsheet
- Variant groups set up correctly
Listing content and quality
Titles, key features, and images written for Walmart search.
- Listing quality gaps fixed
- Attributes filled for search filters
- Image and description checks
WFS and fulfillment
Walmart Fulfillment Services or your own shipping, by SKU.
- WFS eligibility by SKU
- Inbound shipment plans
- Stock levels and restock timing
Walmart Connect ads
Walmart PPC run alongside listings and stock.
- Sponsored Products campaigns
- Keyword and bid management
- Spend kept on items in stock
Account health and reporting
Metrics, pricing, and next actions every week.
- Seller performance standards tracked
- Pricing and Buy Box checks
- Weekly report with next actions
Ready to apply, or stuck after approval?
Share your catalog and where you are with Walmart. We review your readiness and tell you what to fix first, before you spend on ads or WFS.
Before you apply
What are the Walmart seller account requirements?
Walmart approves sellers by application. It looks for an established business, a catalog with valid product IDs, and proof you can ship orders fast and reliably.
Walmart sets and changes the list, and it reviews each application on its own. We check the current requirements with you, fill gaps before you submit, and keep the application consistent with your business records.
What Walmart typically asks for
- A business tax ID or registration documents
- A business address and contact details
- Ecommerce or marketplace sales history
- Products with GTINs such as UPCs
- A plan for fast, trackable shipping
What we prepare with you
- Business details checked for consistency
- Catalog list with categories and GTINs
- Fulfillment plan: your warehouse, 3PL, or WFS
- Shipping and return settings ready for onboarding
Fulfillment
Walmart Fulfillment Services (WFS) or seller fulfillment?
Many accounts use both. We decide by SKU, based on size, margin, and how fast you can ship today.
| Item | Walmart Fulfillment Services (WFS) | Seller fulfilled |
|---|---|---|
| Who ships | Walmart stores, picks, packs, and ships | You or your 3PL ship each order |
| Returns and service | Handled by Walmart for WFS orders | Handled by you, within Walmart's rules |
| Costs | Per-unit fulfillment fee plus monthly storage | Your own shipping, packing, and warehouse costs |
| Delivery metrics | Walmart is responsible for on-time delivery | Late or cancelled orders count against your account |
| Best for | Fast-moving, standard-size items | Oversize, slow-moving, or low-margin items |
WFS fees and eligibility rules change. We check Walmart's current rate card in Seller Center before planning inbound shipments.
Client reviews
What our clients are saying
Walmart vs Amazon
How is selling on Walmart different from Amazon?
Same products, different rules. These are the differences that change how the account is run.
| Item | Walmart Marketplace | Amazon |
|---|---|---|
| Getting in | Application reviewed by Walmart | Open registration with identity checks |
| Selling fees | No monthly fee, referral fee per sale | Monthly Professional plan plus referral fees |
| Fulfillment | WFS or seller fulfilled | FBA or merchant fulfilled (FBM) |
| Advertising | Walmart Connect, led by Sponsored Products | Amazon Ads: Sponsored Products, Brands, and Display |
| Listing content | Walmart item specs and listing quality checks | Amazon category style guides |
How we set up and manage your Walmart account
- 1
Readiness review
We check business details, catalog, and fulfillment before you apply.
- 2
Application and onboarding
We prepare the application and set up Seller Center after approval.
- 3
Catalog and fulfillment
Listings built for Walmart search, with seller fulfillment or WFS planned by SKU.
- 4
Ads and weekly management
Walmart Connect campaigns, metrics, pricing, and stock reviewed every week.
Is it right for you
Who Walmart Marketplace management is for
Walmart works best as a second marketplace for brands that already sell and ship well.
A good fit
Amazon brands adding Walmart
Your products sell on Amazon and you want a second marketplace.
Sellers waiting on approval
You want the application and catalog ready before you apply.
Approved but not selling
Your account is live but sales have not started.
Teams short on time
You want Walmart run with the same discipline as Amazon.
Probably not the right fit
- You need a guarantee of approval. Walmart decides every application.
- Your Amazon account still needs stabilising. Fix the main channel first.
- You cannot ship fast and on time, and WFS does not suit your products.
- You need legal or tax advice. We work alongside your accountant, not instead of them.
FAQ
Walmart seller account and marketplace questions
How do I sell on Walmart Marketplace?
Apply for a Walmart seller account through Walmart Marketplace, pass Walmart's review, complete onboarding in Seller Center, list your products, and choose seller fulfillment or Walmart Fulfillment Services.
What are the Walmart seller account requirements?
Walmart reviews every application and asks for business details such as a business tax ID, a business address, and information on your catalog and marketplace history. Requirements change, so we check the current list before you apply.
How do I create a Walmart seller account?
Start the application on Walmart Marketplace's seller site with your business details, tax ID, catalog information, and sales history. Walmart reviews it, and once approved you complete registration and onboarding in Seller Center. We prepare the application with you so the details are complete and consistent.
How long does Walmart seller approval take?
It varies. Walmart reviews applications in turn, and incomplete or inconsistent applications take longer or are declined. A complete application with clear business records is the best way to avoid delays.
Do I need UPCs or GTINs to list on Walmart?
Most items need a GTIN, such as a UPC, and Walmart checks product IDs against GS1 data. Some brands can apply for an exemption. We check your product IDs before item setup so listings are not rejected.
How much does it cost to sell on Walmart?
Walmart charges a referral fee on each sale, which varies by category, and has no monthly subscription fee. WFS and advertising are separate costs. Our management fee is quoted after the readiness review.
What is Walmart Fulfillment Services (WFS)?
WFS is Walmart's fulfillment program. You send stock to Walmart, and it stores, picks, packs, ships, and handles returns for eligible items, similar to FBA on Amazon.
What are the WFS fees?
Walmart Fulfillment Services charges a fulfillment fee per unit, based mainly on weight, plus monthly storage fees that rise for stock held a long time. Walmart publishes the current rate card in Seller Center, and we use it to decide which SKUs go to WFS.
Can I use my Amazon listings on Walmart?
You can start from the same products and content, but titles, attributes, and categories need to be rebuilt for Walmart's rules and search.
Do you run Walmart advertising?
Yes. We manage Walmart Connect Sponsored Products campaigns alongside listing and stock work, so ad spend goes to items that can convert.
What performance standards does Walmart track?
Walmart tracks seller performance metrics such as on-time delivery, valid tracking, cancellation rate, and refund rate. Falling below its standards can limit visibility or put the account at risk, so we review them every week.
What happens if my Walmart seller account is suspended?
Walmart can suspend or terminate an account for weak performance metrics or policy issues. We review the notice and your metrics, fix the cause, and help you prepare a response. Reinstatement is Walmart's decision.
Can sellers outside the US sell on Walmart Marketplace?
Walmart accepts some sellers based outside the US, depending on the country and the documents they can provide. Eligibility changes, so we check Walmart's current rules with you before you apply.
Can you guarantee Walmart approval?
No. Walmart decides every application. We prepare the business details and catalog so the application is complete and clear.
How do I get started?
Submit the form on this page. We review your business details, catalog, and fulfillment, then tell you whether to apply now or what to fix first.
Next step
Ready to add Walmart as your next marketplace?
Share what you sell and where you are with Walmart. We will tell you what to do first.