How do I get approved to sell on Walmart Marketplace?

You need to apply through the Walmart Seller Center with your business details, tax information, and e-commerce track record. Walmart reviews applications for product quality, pricing competitiveness, and fulfillment capability. Approval typically takes 2–4 weeks.

What are the fees for selling on Walmart Marketplace?

Walmart charges referral fees ranging from 6% to 20% depending on the product category, with most categories falling between 8% and 15%. There is no monthly subscription fee, making it attractive for sellers testing the platform.

How does Walmart Marketplace compare to Amazon?

Walmart has fewer sellers (150K+ vs Amazon's 2M+) which means less competition. There are no monthly fees, and Walmart never competes with its own private-label brands in the same aggressive way Amazon does. However, Amazon has a larger customer base and more mature advertising and analytics tools.

Can international sellers sell on Walmart Marketplace?

Yes, but with limitations. International sellers need a US-based fulfillment solution (WFS or third-party warehouse), a US bank account or Payoneer/Hyperwallet for payments, and must complete W-8 tax documentation. The process is more involved than selling on Amazon as an international seller.

What is Walmart Fulfillment Services (WFS)?

WFS is Walmart's equivalent of Amazon FBA. You ship inventory to Walmart fulfillment centers, and they handle storage, picking, packing, shipping, and returns. WFS items receive the 2-day delivery badge and free shipping for Walmart+ members, which significantly improves conversion rates.

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Sell on Walmart Marketplace

America's largest omnichannel retailer and fastest-growing marketplace

120M+

Monthly Visitors

150,000+

Active Sellers

United States

Country

Last updated: March 2026

Overview

Walmart Marketplace is the third-party seller platform operated by Walmart, the world's largest retailer by revenue. With over 120 million unique monthly visitors to Walmart.com and a network of 4,700+ physical stores across the US, Walmart offers sellers an unparalleled omnichannel reach that no other marketplace can match.

Unlike Amazon, which has become saturated with millions of sellers, Walmart Marketplace maintains an application-based approval process that keeps seller quality high and competition manageable. This curated approach means less price-race-to-the-bottom pressure and better margins for approved sellers. Walmart Fulfillment Services (WFS) provides FBA-like logistics with competitive storage and shipping rates.

Walmart has invested heavily in its marketplace infrastructure since 2020, tripling its seller base while maintaining strict quality standards. The platform's integration with Walmart+, which boasts 25M+ subscribers, gives sellers access to a loyal, high-spending customer segment that rivals Amazon Prime. For US-focused sellers, Walmart Marketplace represents the strongest growth opportunity outside of Amazon.

Top Categories

Electronics & ComputersHome & FurnitureGrocery & Household EssentialsToys & GamesClothing & Accessories

Seller Requirements

1US Business Tax ID (SSN or EIN) or international equivalent with W-8 form
2Submit an application through Walmart Seller Center — approval is not guaranteed
3Provide a history of marketplace or e-commerce success (revenue, ratings)
4Products must have UPC/GTIN barcodes
5US warehouse or fulfillment capability (WFS or third-party 3PL)
6Competitive pricing — Walmart enforces price parity rules

Pros & Cons

Pros

120M+ monthly visitors with lower seller competition than Amazon
No monthly subscription fee — pay only when you sell
Walmart Fulfillment Services (WFS) with 2-day delivery badge
Omnichannel reach across online, in-store pickup, and Walmart+ members
Curated marketplace means higher average seller quality and trust
Walmart Connect advertising platform with growing capabilities

Cons

Application-based — not all sellers are approved
Strict pricing policies and content guidelines
Smaller seller ecosystem and fewer third-party tools than Amazon
Less international seller support compared to Amazon and eBay
Customer demographic skews price-sensitive — premium brands may struggle

Selling Tips

Highlight competitive pricing in your listings — Walmart's algorithm and customer base prioritize value, and the platform actively monitors price competitiveness

Enroll in Walmart Fulfillment Services (WFS) to earn the 2-day delivery tag, which significantly boosts search ranking and conversion rates

Optimize your listings for Walmart SEO — product titles should follow Walmart's format guidelines (Brand + Key Feature + Product Type + Size/Count)

Use Walmart Connect Sponsored Products to gain initial visibility, especially during your first 90 days when organic ranking is still building

Maintain a seller scorecard above 90% — Walmart penalizes sellers with high cancellation rates, late shipments, or poor customer response times