Walmart Marketplace: How to Start Selling & Maximize Profits?
Written by Shahid R. KhanReviewed by Andrew L. Adler & Jonathan M. Adler
✅ Walmart Marketplace is an online platform where third-party sellers can list and sell products directly on Walmart.com, reaching millions of customers. Unlike Amazon, Walmart does not charge monthly subscription fees, making it a cost-effective alternative.
✅ Fulfillment Options: Sellers can either self-fulfill orders or use Walmart Fulfillment Services (WFS), which handles the storage, packing, and shipping for a fee.
👉 Key Benefit: Lower seller competition than Amazon, but with stricter approval requirements.
How Does Walmart Marketplace Compare to Amazon & eBay?
| Feature | Walmart Marketplace | Amazon | eBay |
|---|---|---|---|
| Seller Approval | ✅ Strict (Approved businesses only) | ❌ Open to most sellers | ✅ Open to most sellers |
| Monthly Fees | ❌ None | ✅ $39.99/month | ❌ None |
| Referral Fees | 6-15% per sale | 8-45% per sale | 12-15% per sale |
| Fulfillment Options | ✅ Walmart Fulfillment Services (WFS) | ✅ Amazon FBA | ❌ Seller-fulfilled only |
| Marketing & Ads | ❌ Limited tools | ✅ Advanced PPC options | ✅ eBay Promoted Listings |
👉 Best For:
- Amazon – Best for large-scale sellers with strong advertising strategies.
- Walmart – Best for established sellers looking for lower fees and less competition.
Pros and Cons of Selling on Walmart Marketplace
✅ Pros of Selling on Walmart
✔ Lower Competition → Fewer third-party sellers than Amazon.
✔ No Monthly Fees → No subscription costs, just referral fees per sale.
✔ Massive Customer Base → Over 120 million monthly visitors.
✔ Walmart Fulfillment Services (WFS) → Similar to Amazon FBA, but with lower storage & shipping costs.
❌ Cons of Selling on Walmart
🚫 Strict Approval Process → Not all sellers are accepted.
🚫 Price Competition → Walmart prioritizes the lowest-priced listings.
🚫 Limited Advertising Tools → Fewer branding & marketing options compared to Amazon.
👉 Who Should Sell on Walmart?
- Sellers who can price competitively.
- Businesses with proven eCommerce sales history.
- Those looking for lower fees than Amazon.
How to Become a Walmart Marketplace Seller
📌 Step 1: Apply for a Seller Account
1️⃣ Visit marketplace.walmart.com and complete the application form.
2️⃣ You’ll need:
- US Business Tax ID (EIN required).
- Proven eCommerce sales history.
- GTIN/UPC product codes for your inventory.
📌 Step 2: Wait for Approval
✅ Approval takes 2-4 weeks, and Walmart reviews:
- Business credibility.
- Product quality & pricing.
- Customer service history.
📌 Step 3: Set Up Your Seller Account
1️⃣ Provide business details, payment setup (Payoneer or Hyperwallet), and tax forms.
2️⃣ Configure shipping settings (Walmart prioritizes 2-day shipping eligibility for better rankings).
📌 Step 4: List Products & Optimize for Visibility
✅ Optimize your listings for Walmart SEO:
- Use high-quality images (minimum 4 product photos).
- Write keyword-rich descriptions highlighting benefits & features.
- Set competitive pricing (Walmart favors the lowest-priced listings).
Understanding Walmart Marketplace Fees
✅ Walmart has no monthly seller fees → Sellers only pay referral fees per sale.
| Fee Type | Walmart Marketplace | Amazon | eBay |
|---|---|---|---|
| Referral Fee | 6-15% (varies by category) | 8-45% | 12-15% + PayPal fees |
| Fulfillment Fees (WFS) | Based on weight & size | Based on size & weight | N/A |
| Return Handling | Seller pays for self-fulfilled returns | Amazon handles for FBA | Seller handles |
👉 Walmart Marketplace is cheaper than Amazon, especially if using WFS.
Walmart Fulfillment Services (WFS) vs. Amazon FBA
✅ Key Benefits of WFS (Walmart Fulfillment Services)
- 2-Day Shipping Eligibility → Competes with Amazon Prime.
- Lower Storage & Fulfillment Fees → Cheaper than Amazon FBA.
- Walmart Handles Customer Service & Returns → Less workload for sellers.
| Feature | Walmart Fulfillment Services (WFS) | Amazon FBA |
|---|---|---|
| Subscription Fee | ❌ None | ✅ $39.99/month |
| Storage & Fulfillment Costs | 📦 Lower cost | 📦 Higher fees |
| Customer Service Handling | ✅ Walmart handles | ✅ Amazon handles |
| 2-Day Shipping Badge | ✅ Yes | ✅ Yes (Prime) |
👉 WFS is best for sellers looking for a cheaper alternative to FBA.
Top-Selling Product Categories on Walmart Marketplace
📌 Best-Selling Categories:
✔ Home & Kitchen → Cookware, organizers, appliances.
✔ Electronics & Accessories → Smart home devices, chargers.
✔ Health & Beauty → Skincare, vitamins, wellness products.
✔ Sports & Outdoors → Camping gear, fitness equipment.
📌 Restricted Categories (Approval Required or Not Allowed):
❌ Luxury brands & exclusive products → Require approval.
❌ Alcohol, tobacco, and CBD → Not permitted.
How to Succeed on Walmart Marketplace (Pro Tips)
📌 1️⃣ Optimize Pricing to Stay Competitive
Walmart prioritizes low prices. Use dynamic pricing tools like RepricerExpress to stay competitive.
📌 2️⃣ Improve Listings for Higher Conversions
✅ Use high-quality images & bullet points.
✅ Write keyword-rich product descriptions.
✅ Highlight key features with bolded text.
📌 3️⃣ Maintain Strong Seller Performance
Walmart tracks: ✔ Low order cancellation rates.
✔ Fast response to customer inquiries.
✔ High product review scores.
Final Verdict: Should You Sell on Walmart Marketplace?
✅ Sell on Walmart if: ✔ You want lower competition & no monthly fees.
✔ You have high-quality products with competitive pricing.
✔ You can offer fast shipping (via WFS or self-fulfillment).
❌ Stick to Amazon if: ✔ You rely heavily on advertising & branding tools.
✔ You need higher traffic volume despite more competition.
🚀 Ready to start selling on Walmart? Apply at marketplace.walmart.com today! 🎯
