Are you an Amazon seller looking to expand your e-commerce empire? Walmart Marketplace offers a tremendous opportunity for growth with less competition and millions of potential customers. This guide will walk you through everything you need to know about applying to sell on Walmart and setting yourself up for success.
Why Sell on Walmart Marketplace?
Walmart.com has been steadily growing its e-commerce presence for years, but the Walmart Marketplace, launched in 2009, represents a significant opportunity for third-party sellers. Here's why you should consider this platform:
- Massive customer base: Walmart.com attracts over 100 million unique visitors monthly
- Growing platform: Walmart experienced 79% e-commerce sales growth in 2020, and continues to expand
- Less competition: Due to stricter seller requirements, you'll face fewer competitors than on Amazon
- No monthly fees: Walmart only charges referral fees when you make a sale (6%-20% depending on category)
- No minimum fees: Unlike Amazon, Walmart simply charges a percentage of each product's selling price
The Walmart Marketplace now hosts hundreds of thousands of sellers across diverse categories from fashion to electronics, making it ideal for both small and large e-commerce businesses in the United States.
What Walmart Looks for in Potential Sellers
Walmart is selective about who can sell on their platform, prioritizing established e-commerce businesses with proven track records. Here's what they're looking for:
1. First-Class Customer Service
Walmart evaluates your performance on other platforms like Amazon, eBay, and Shopify. High customer service ratings demonstrate that you prioritize customer satisfaction.
2. Unique Product Selection
Walmart seeks brands that offer distinctive products. They don't want their marketplace filled with the same items from multiple sellers. Your products should stand out and provide unique value to Walmart customers.
3. Competitive Pricing
Consistent with their brand promise, Walmart looks for sellers who offer competitive pricing. Your pricing strategy should align with Walmart's commitment to providing value to customers.
4. Reliable and Fast Fulfillment
Efficient shipping is crucial. Walmart expects sellers to deliver products quickly and reliably. If you don't have robust shipping capabilities, consider partnering with fulfillment services like Deliverr. Ensure you meet this requirement before applying.
Application Requirements: What You Need Before You Start
The application process takes approximately 10-15 minutes if you have all the necessary information ready. Make sure you have:
- US Business Tax ID (SSN is not accepted)
- W9 or W8 and Department of Treasury Verification Letter confirming your US business address
- Planned integration method for your product catalog (bulk upload, API, or solution provider)
- Primary product categories and catalog information including total SKUs with verified UPC information
- Compliant product catalog that doesn't contain any products from Walmart's Prohibited Product Policy
- Proven e-commerce success history on other platforms
Understanding Application Responses
After submitting your application, you may receive one of several responses:
Approval
If approved, you'll receive an email with a link to create your seller.walmart.com account. Important: Complete the onboarding process within 2-7 days, or Walmart will set your account to INACTIVE.
Delayed Response or Rejection
Sometimes Walmart may not respond for several weeks or months. If your first application is rejected, reapplying may result in your application being marked as a duplicate without response.
What to Do If You Don't Hear Back
If you haven't received a response:
- Visit sellerhelp.walmart.com
- Click "support"
- Select "Password or Other Access Issue"
- Choose "other access issue"
- Open a support ticket via email
Provide detailed information in your ticket, including your name, address, business name, and previous application details. Clearly explain that you meet all requirements and are seeking approval for your application.
Setting Up Your Walmart Seller Account
Once approved, the registration process consists of six essential steps:
1. Account Creation
You'll receive a username based on your application information. This credential will be used to access Seller Center, Walmart's portal for managing seller accounts.
2. Walmart Retailer Agreement
Review and accept the legal agreement that all Marketplace sellers must sign.
3. Company Registration
Enter your display name (visible to customers on Walmart.com) and corporate address.
4. Tax Forms
Complete the required W-9 tax form with your name, address, and Taxpayer Information Number (TIN).
5. Payment Information
Register with either Hyperwallet or Payoneer, Walmart's payment processing partners, to receive your marketplace earnings.
6. Shipping Information
Set up your shipping pricing model, methods, and regions you can service. The default shipping methods include Value, Standard, Expedited, and Next Day shipping. You can customize your shipping templates further after the initial setup.
Navigating the Walmart Seller Center
Walmart's Seller Center is your platform for managing listings, fulfilling orders, tracking sales, and monitoring listing quality. If you're used to Amazon's seller platform, Walmart's interface will require some adjustment.For efficient inventory management, use their API or bulk upload option to transfer your existing product listings from other platforms. Alternatively, Sellegr8 can help streamline this process through our integration services.
Important tip: Ensure each inventory item has a quantity of at least 1, or it won't be set up in Walmart's system.
Pro Tips for Walmart Seller Success
- Utilize strategic partnerships: Walmart has partnerships with Shopify, Deliverr, and PayPal that can expedite your application process
- Act quickly after approval: Begin your account setup immediately to prevent your account from becoming inactive
- Avoid Amazon fulfillment confusion: Never list Fulfillment by Amazon as a shipping method, as drop shipping from Amazon is prohibited
- Optimize your listings: Walmart's product listings differ from Amazon's - learn the requirements for better visibility
- Monitor your metrics: Keep track of your seller performance metrics to maintain good standing
- Leverage automation tools: Use Sellegr8's suite of tools to streamline management and boost performance
How Sellegr8 Can Help You Succeed on Walmart
As an official Walmart Solution Provider, Sellegr8 offers specialized tools and services designed specifically for Walmart sellers:
- Order Management: Track sales, monitor performance metrics, and manage customer data with real-time financial dashboards
- Email Automation: Streamline customer communications to enhance satisfaction and boost reviews
- Listing Monitoring: Receive alerts about pricing changes, reviews, buy box ownership, and product title modifications
- Keyword Analytics: Track your organic and sponsored rankings to evaluate marketing effectiveness
- Ads Management: Optimize your Walmart Connect ads to maximize sales and minimize wasted spend
Ready to Expand to Walmart?
Walmart Marketplace represents a significant growth opportunity for established e-commerce sellers. If you meet the requirements, applying through Sellegr8's Walmart Seller Account application page can streamline your journey onto this growing platform.After creating your account, explore Sellegr8's powerful suite of tools designed to help sellers excel on Walmart just as they do on Amazon. Our data-driven approach gives you the insights and systems needed to optimize listings, manage operations, and drive sales growth on Walmart Marketplace.
Ready to thrive on Walmart? Apply now through Sellegr8 and take your e-commerce business to the next level.