Walmart services
Launch and grow your store on Walmart Marketplace
Walmart reviews every seller before approval. We prepare your application, set up Seller Center and WFS, and run Walmart Connect ads so your items reach Walmart shoppers.
From application to first sale
- ApplicationBusiness documents, marketplace history and a fulfillment plan, prepared to match Walmart's requirements.
- OnboardingSeller Center profile, payments, tax, shipping and return settings.
- Item setupBulk upload with Walmart's category templates, product IDs and variant groups.
- LaunchWFS inventory, Walmart Connect campaigns and pricing rules switched on.
Why Walmart
Why sellers add Walmart Marketplace
For many brands Walmart is the natural second marketplace after Amazon. The audience is large, and the competition in most categories is lighter.
No monthly fee
Walmart Marketplace has no subscription. You pay a referral fee only when an item sells.
Less crowded categories
Many categories have far fewer sellers than on Amazon, so a strong listing gets seen sooner.
Fast delivery tags
Items fulfilled by WFS get fast delivery tags, and Walmart reports that these items sell more on average.
Lighter ad competition
In many categories fewer brands bid on the same keywords in Walmart Connect than in Amazon Ads.
New customers
Reach shoppers who buy on Walmart.com and may never see your products on Amazon.
A growing marketplace
Walmart keeps adding sellers and seller programs. Brands that build reviews early have more room to grow.
What's included
Walmart Marketplace services
Walmart has its own content rules, ad platform and performance standards. We handle all of it, whether you are applying for the first time or already selling.
Marketplace application
We check your eligibility and prepare a complete application so Walmart has everything it needs to review you.
Seller Center setup
Partner profile, payment and tax details, shipping templates, return settings and user permissions.
Item setup
Bulk item setup with category templates, GTIN or UPC product IDs, attributes and variant groups.
Listing quality
Titles, key features, descriptions, images and attributes improved to raise your listing quality and search visibility.
WFS setup and inbound
Walmart Fulfillment Services enrollment, inbound shipment plans and inventory planning for fast delivery tags.
Walmart Connect ads
Sponsored Search campaigns for your products and brand, with keyword and bid management every week.
Pricing and Buy Box
Repricing rules and regular price checks so your offer stays competitive without giving away margin.
Performance standards
We watch on-time delivery, tracking, cancellations and response times to keep your account in good standing.
Amazon to Walmart
We map your Amazon catalog to Walmart's categories and rewrite content to fit Walmart's rules.
Brand Portal and rich media
Brand Portal registration to control your item content and report IP issues, plus rich media content for brand owners.
Channel integrations
Connect Walmart to your store platform, ERP or multichannel software, or run it directly in Seller Center.
Returns and buyer messages
Return settings, replies to buyers within Walmart's response time and handling of order disputes.
Listing quality
What moves your Walmart listing quality
Walmart scores the quality of each listing and uses it to decide how often the item shows in search. We work on every part of that score.
Content and discoverability
Complete attributes, keyword-rich titles, clear key features and enough high-quality images.
Ratings and reviews
Reviews collected through Walmart's approved programs, and fixes for the problems buyers mention.
Offer
A competitive price, fast shipping and steady stock. These also decide who wins the Buy Box.
Post-purchase
Low return and cancellation rates and accurate tracking, which keep the listing in good standing.
WFS or seller fulfilled?
| Topic | Walmart Fulfillment Services (WFS) | Seller fulfilled |
|---|---|---|
| Who ships | Walmart stores, picks, packs and ships your orders | You ship from your own US warehouse or a 3PL |
| Fast delivery tags | Eligible WFS items get Walmart's fast delivery tags | Possible when you meet Walmart's shipping speed requirements |
| Service and returns | Walmart handles customer service and returns for WFS orders | You handle customer service and returns |
| Best for | Steady sellers with standard-size products who want less day-to-day work | Bulky, slow-moving or custom products, or sellers with a strong 3PL |
Metrics we watch every week
Walmart Connect
Advertising on Walmart
Walmart Connect is Walmart's ad platform. We start with the ad types that reach shoppers while they search, then add more as sales grow.
Sponsored Products
Ads for individual items in search results and on item pages. The core of most Walmart ad plans.
Sponsored Brands
Your logo, a custom headline and several items at the top of search results, for brand owners.
Sponsored Videos
Short product videos in search results that show the item in use and stand out from static ads.
For larger budgets, Walmart Connect also offers display ads on and off Walmart.com. We plan these once search campaigns are profitable.
Already on Amazon?
What changes when you move to Walmart
Most of your products and content carry over, but the rules are different. These are the differences we plan for.
| Topic | Amazon | Walmart |
|---|---|---|
| Joining | Open registration with identity checks | Application reviewed and approved by Walmart |
| Monthly fee | Professional plan subscription | None. Referral fee per sale only |
| Fulfillment | Fulfillment by Amazon (FBA) | Walmart Fulfillment Services (WFS) |
| Advertising | Amazon Ads | Walmart Connect |
| Brand protection | Brand Registry | Brand Portal |
| Enhanced content | A+ Content and Brand Store | Rich media content and Brand Shop |
| Competition | More sellers in most categories | Fewer sellers in most categories |
Questions
Walmart FAQ
Can sellers outside the US sell on Walmart?
Walmart accepts some international sellers, but the requirements are stricter than for US businesses. We check your eligibility during the free review, before you apply.
Is there a monthly fee to sell on Walmart?
Walmart Marketplace has no monthly subscription. Walmart charges a referral fee on each sale, and the rate depends on the category. WFS fees apply only if you use WFS.
How long does approval take?
It varies, because Walmart reviews each application. A complete application and a solid track record on other marketplaces help the review go smoothly.
What is the Pro Seller badge?
A badge Walmart gives to sellers who meet its performance and fulfillment standards. Walmart recommends WFS as the fastest way to qualify, so we plan for it from the start.
Can you copy my Amazon listings to Walmart?
We adapt them. Walmart uses different category templates, attributes and content rules, so we map each product and rewrite the content to fit.
Do I need a GTIN or UPC for every item?
In most cases, yes. Walmart uses product IDs such as GTINs to organize its catalog. Some brand owners can request an exemption, and we tell you which route fits your products.
Can I sell the same products on Amazon and Walmart?
Yes, and many sellers do. You can ship both channels from the same warehouse or 3PL, and we keep pricing and stock in sync so you don't oversell.
Should I connect Walmart to my other software?
If you sell on several channels, connecting Walmart through your store platform or multichannel software saves time. Smaller catalogs can be managed directly in Seller Center. We recommend the option that fits your setup.
Ready to sell on Walmart?
Send us your business and store details. We will check your eligibility and tell you what you need for a strong application.