Imagine your products not only appearing in Amazon's search results but also reaching another vast market—Walmart's e-commerce platform. In the increasingly competitive e-commerce landscape, Walmart offers a differentiated growth opportunity. While entering Walmart Marketplace requires preparation and investment, the potential benefits—both short-term sales increases and long-term brand value accumulation—make it a compelling option for online sellers. This article explores the strategic advantages of Walmart Marketplace, details the onboarding process, and provides practical operational strategies to help you succeed.
The Strategic Value of Walmart Marketplace
Before diving into how to become a Walmart seller, it's essential to understand what Walmart Marketplace means for your business. Here are key advantages:
Sales Growth Potential
Walmart Marketplace provides an additional exposure channel for your products, potentially boosting monthly sales significantly. By optimizing product listings and leveraging pay-per-click (PPC) advertising, you can achieve rapid sales growth and lay the foundation for long-term success. Even a 10% increase in monthly sales justifies the investment.
First-Mover Advantage
Early entry into Walmart Marketplace helps your products achieve higher search rankings, giving you a competitive edge. Compared to other platforms, Walmart's marketplace is less saturated, offering opportunities to stand out even in competitive categories with relatively low initial investment. Now is the ideal time to enter.
Expanding Your Customer Base
While there is some overlap between Amazon Prime members and Walmart customers, most Walmart shoppers are loyal to the platform. This presents an opportunity to reach a new audience that may be unfamiliar with your brand or products.
Enhancing Brand Credibility
Selling on Walmart U.S. can significantly boost your brand's credibility and strengthen your presence in the broader e-commerce ecosystem. Partnering with a retail giant like Walmart serves as a testament to your brand's strength.
Access to Retail Opportunities
Walmart uses its online marketplace to identify new products for its physical stores. If your products perform well online, you may secure shelf space in Walmart's retail locations, offering unparalleled growth potential.
Preparing to Join Walmart Marketplace
Walmart's application process is more stringent than platforms like Amazon. The company seeks sellers with strong reputations, high-quality products, excellent customer service, and reliable fulfillment capabilities. Ensure your brand is fully prepared before applying.
Key Preparation Steps
- Seller Performance Feedback: Walmart prioritizes customer service records. They often review your ratings on platforms like Amazon. If your rating is below 4.0, focus on improving product quality and customer service before applying.
- Product Reviews: Walmart evaluates product quality. If your average rating is below 4.0, gather feedback and refine your products before submitting an application.
- Shipping and Fulfillment: Reliable shipping is critical. If you lack fast shipping options, consider third-party logistics providers like Deliverr to establish a robust system. After approval, you can opt for Walmart Fulfillment Services (WFS).
- Product Catalog: Walmart favors competitively priced, unique products. Avoid homogeneous offerings and ensure your catalog is diverse and well-priced.
- Avoid Common Application Mistakes: Ensure your business name, tax documents, and email address (avoid free domains like Gmail) are consistent to prevent rejection.
The Walmart Seller Application Process
Once your brand is ready, begin the application process at Walmart's seller portal. Required materials include:
- U.S. Business Tax ID (SSN not accepted)
- W9 or W8 form and EIN verification letter
- U.S. business address or operational location
- Product categories, SKU details, and revenue information
- List of current sales channels (e.g., Amazon, eBay, Shopify)
- A brief explanation of why your brand is a good fit for Walmart
Checking Application Status
Approval typically takes 2–4 weeks. If you don’t receive a response within a month, submit a ticket via Walmart's seller support center for updates.
Post-Approval Strategies
Once approved, you can start selling within 48 hours. Key steps include signing the seller agreement, setting up your account, and listing your first products. Additional features to activate:
Walmart Fulfillment Services (WFS)
Apply through the seller portal to use WFS, which improves shipping times and search rankings. Products stored in Walmart warehouses qualify for two-day shipping labels.
Walmart PPC Advertising
Unlike Amazon, Walmart requires approval for PPC access. Apply through Walmart Connect or use third-party solutions like Pacvue for faster onboarding.
Brand Portal Registration
Trademarked brands should register in Walmart's Brand Portal to protect against third-party sellers. Approval can take several weeks.
Walmart Marketplace Fee Structure
There are no upfront costs for a Walmart Seller Center account. After your first sale, you’ll pay referral fees and, if applicable, WFS fees. PPC advertising costs are typically lower than Amazon's CPC rates.
Optimizing Product Listings for Success
After approval, list your products via manual upload or bulk file submission (recommended for efficiency). To maximize success:
- Use high-quality images, including infographics and lifestyle shots.
- Optimize listings with relevant keywords following Walmart’s guidelines.
- Leverage PPC ads through Walmart Connect or Pacvue.
- Drive external traffic via Google, Facebook, or influencer marketing.
- Price competitively against similar products.
- Sync reviews from your website to build trust.
- Provide excellent customer service to maintain account health.
Walmart Marketplace offers a lucrative opportunity for e-commerce sellers. With thorough preparation, strategic execution, and continuous optimization, you can achieve sustained growth on this platform.