Walmart has firmly established itself as the second-largest e-commerce platform in the United States, with its open third-party seller policy creating new growth opportunities for cross-border merchants. Compared to other platforms, Walmart boasts a massive user base and strong purchasing power, offering attractive traffic support for quality sellers. However, Walmart maintains relatively high entry barriers, with strict requirements regarding applicant qualifications, operational experience, and account environments. Any oversight could lead to application rejection or operational restrictions. This guide provides an in-depth analysis of Walmart's US marketplace onboarding process and a complete strategy for account environment setup.
I. Detailed Walmart US Marketplace Onboarding Process
Successful entry into Walmart's US marketplace requires thorough preparation and meticulous execution. Below is a step-by-step breakdown of the onboarding process.
1. Preliminary Preparation: Key to Qualification Review
Before submitting an application, sellers must prepare the following core documents to meet Walmart's requirements:
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Company Qualifications:
- Overseas Business Entity: Walmart typically accepts US, Hong Kong, or Singapore companies as applicants. US companies may have an advantage during review due to their local presence.
- US Employer Identification Number (EIN): Essential for conducting business in the US, obtained from the IRS.
- Payment Account: Cross-border payment platforms supporting USD transactions.
- Logistics Solution: US-based warehousing, third-party logistics partnerships, or enrollment in Walmart Fulfillment Services (WFS).
- E-commerce Experience: Store links from platforms like Amazon or eBay demonstrating operational capability.
2. Registration Steps: Methodical Approach to Avoid Errors
After gathering required documents, follow these registration steps:
- Access Walmart Marketplace's official website and locate the application portal.
- Complete the application form with accurate company, tax, banking, and operational information.
- Submit for review (typically 2-4 weeks processing time).
- Upon approval, review and sign the Marketplace agreement.
- Configure seller account settings including product listings, logistics, and return policies.
II. Account Environment Setup: Foundation for Multi-Account Operations
Many sellers opt for multi-account operations on Walmart US to diversify risk and expand market coverage. However, each account must operate in an isolated environment to prevent detection by Walmart's risk control systems.
1. Importance of Account Environment Setup
- Risk Diversification: Spread operational risk across multiple stores.
- Market Expansion: Cover different product categories and consumer segments.
- Sales Growth: Increase overall order volume through matrix-style operations.
2. Practical Setup Recommendations
To maintain isolated account environments:
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Preliminary Preparation:
- Establish account grouping strategy by store type or category.
- Secure proxy resources for unique IP addresses per account.
- Install a reliable fingerprint browser.
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Setup Process:
- Create unique browser profiles for each account.
- Assign and bind dedicated proxies/IPs.
- Configure fingerprint parameters (timezone, language, etc.).
- Clear cookies and local storage for each profile.
- Manage browser extensions and privacy settings.
- Execute login procedures with clean network traffic.
III. Fingerprint Browsers: Essential Tools for Multi-Account Management
Fingerprint browsers create isolated environments for each account, preventing detection. Key features include:
- Independent browser fingerprints per account
- Built-in high-quality proxy IPs
- Batch account management capabilities
- User-friendly interface for efficient operation
Proper documentation and account environment setup are critical for successful Walmart US marketplace entry and long-term operation. Maintaining clean, stable account environments significantly reduces risk exposure while enabling sustainable business growth.