How to Sell on Walmart Marketplace in 7 Easy Steps

Author: 8th and Walton

Sell on Walmart MarketplaceTable of Contents:

  1. What is Walmart Marketplace?
  2. How to Start Selling on Walmart Marketplace
  3. Best Practices When Selling on Walmart.com
  4. Marketplace Seller vs. Walmart Supplier
  5. Walmart Marketplace FAQ
  6. Overview of the Process

What is Walmart Marketplace?

The Walmart Marketplace is a platform that allows third-party sellers to list their items on Walmart.com, just like you would on Amazon or eBay. Selling to Walmart’s online marketplace is an easy way to get your products in front of a massive audience. Marketplace items appear in search results on Walmart.com alongside other items.

How to Start Selling on Walmart Marketplace

Step 1: Apply to be a Marketplace Seller

To become a Walmart Marketplace seller, visit marketplace.walmart.com, click “Apply Now,” and fill in all the required fields. It should take 10 minutes to complete, if you have all the information readily available.

Walmart Marketplace Application

Click “Save” at the bottom as you complete each section. Be sure to double check each section for errors. Incorrect information can slow down the approval process. When you’re ready, click “Apply Now.” 

Save and Apply Now on Walmart Marketplace Application

You’ll be notified by email when approved.

Step 2: Complete Your Registration

Follow the unique link in your approval email (subject line: “Your Account has been created in Walmart Marketplace”) to create your Partner Profile. The Registration Wizard will walk you through five main sections: Account Creation, Partner Registration, Taxes (W-9), Verify Bank Account, and Shipping Info.

Walmart Marketplace Account Creation

You will need to have this information handy:

  • Company address.
  • Bank account information (to receive payment from Walmart).
  • A digital copy of your latest W-9 form (or download a blank W-9 during Registration).

Most of the registration process is filling in standard information. In the last section, “Shipping Info,” you will need to configure shipping rates, as well as the days and times you will process orders.

Step 3: Complete Partner Profile

Walmart Marketplace Launch Checklist

Now that you have created your Partner Profile, you will have access to the Seller Center. Here, you’ll find a “Launch Checklist” that outlines the next several requirements before you can launch your account.

The first item on your list is to complete your Partner Profile. Your Partner Profile is a public page where customers will be able to learn more about you (including your company name, description, logo, company policies, tax information and more).

As you complete your Partner Profile, the “profile readiness for launch” progress bar will reach 100%, and the step will be automatically crossed off in the Launch Checklist.

Walmart Marketplace Seller Profile

Step 4: Verify Bank Deposit

Log in to the bank account you used during registration and check your transactions for a $0.01 deposit from “WM Marketplace Penny Test.” Click “Mark as Done” on your Launch Checklist to confirm you received the deposit.

The penny deposit typically takes 1-2 business days to appear in your account, and it can sometimes take up to four days. If you still don’t see the deposit after 4 days, go back and double check that you entered your account information (account number, routing number, business name, etc.) correctly.

Step 5: Complete Item Setup

Item Setup for Walmart Marketplace is the most involved part of creating your account  — which you might expect, since this is where you input all your content (pictures, video, long and short descriptions, attributes, etc).

First, select the right category and subcategory for your product. There are 24 categories and 79 subcategories to choose from. Selecting the right category is important because it helps customers find your product. Walmart Marketplace provides a Categorization Guide to make it easier. Be sure to review the “Include” and “Exclude” sections, since some products could fit into multiple categories.

For example, if you’re selling bicycles, your main category would be Sports & Recreation — not Toys.

Walmart Marketplace Category

After you choose category and subcategory, download the Item Setup template in your Seller Center. It will be pre-populated with relevant attributes that a customer might use to narrow their search for that particular category.

For the Cycling subcategory, you would see attributes like “Gender,” “Bicycle Frame Size,” “Age Group,” and “Size.” These attributes make up the Specifications section on your product page.

Walmart Marketplace Item Setup Attributes

From the Walmart Toolbar, select “Show Required Fields Only,” and complete all required information.

In the Main Image URL section, you will provide a URL where the image is hosted. The URL must end in an image file type. JPEG or JPG is the preferred file type, with a maximum file size of 1MB.

After filling out all required fields, “Validate Fields.” Correct any highlighted fields, and then upload your file to the Seller Center.

Once completed, the items in your Seller Center will be moved to Staged status.

Step 6: Test Items and Orders

In Seller Center, select “Preview Item” to verify content and pricing for any products in Staged status. This is what your customers will see, so make sure everything looks right.

To test ordering, update your item inventory to 1.

Walmart Marketplace - Update InventoryClick the Update Inventory button, then in your Seller Center, click “Publish Item” and “Purchase Item.”

Step 7: Launch Your Account

The final step for selling on Walmart Marketplace is launching your account. When you “mark as done” all the items on your Walmart Launch Checklist in Seller Center, a pop-up message will ask you to confirm that you’re ready to launch. When you select “confirm,” this will trigger a launch request.

The Walmart Marketplace integration team will review your profile, and if everything looks good, your products will be live on Walmart.com within 24 hours.

Best Practices When Selling on Walmart.com

Getting approved and set up was the easy part. Connecting with your new, expanded customer base is where the real work begins.

Keep in mind:

  • Win the Buy Box  — Whether you’re a Walmart Marketplace Seller or a Walmart.com Supplier, this is the most important thing. The Buy Box heavily influences shopper behavior, so to get the sale, it’s critical that you have top representation.
  • Know Your Audience  Online shoppers have different needs than a store shopper. More Millennials visit Walmart.com than ever set foot in a store. Plus, the online shopper comes from a higher income bracket than the brick and mortar consumer. Listing items hard to find in stores give you a sell-through advantage.
  • Price, Price, Price  Being on Walmart’s website brings your business many benefits. But be aware: your items are listed alongside items of the world’s largest retailer! Walmart serves its customers with low prices. Price to win, but know your competition as well as your customer.

Marketplace Seller vs. Walmart Supplier

If you’re just now turning your eye to Walmart as a potential partner, you might be asking whether it’s better to be a Walmart Marketplace seller or a Walmart.com supplier. There are pros and cons to both.

First of all, it’s faster and easier to become an approved seller on the Walmart Marketplace than it is to become a supplier to Walmart. As a seller, you don’t need your Dun & Bradstreet credit information or insurance.

Because a supplier with Walmart has a fuller relationship, they are held to a higher standard prior to approval and throughout their partnership. Technically, the only association between a Marketplace seller and Walmart is that the seller’s products can be purchased on Walmart.com. As a Walmart supplier, however, you could potentially expand your product offerings in-store, and you have access to reporting functionality.

Walmart Marketplace FAQ

What are Walmart’s commission fees for Marketplace sellers?

Your Walmart Marketplace “referral fee” ranges from 6% – 20% of the product’s gross sales proceeds. The exact percentage depends on your product category. View current referral fees by product category here.

How do I win the Walmart Buy Box?

When multiple sellers offer the same item, the listings will be consolidated on the same Item Page. Customers are naturally drawn to the first option, so winning the Buy Box is extremely important on Walmart.com.

Walmart Buy Box Example

The total cost of the product offer (price plus shipping) is the biggest factor in winning the Buy Box. To win the Buy Box on Walmart Marketplace, offer competitive pricing, free or low-cost shipping, and stay in stock.

You can (and should!) stay on top of your product placement by reviewing the Buy Box Report in the Seller Center.

How do Walmart Marketplace reviews work?

There are two ways customers provide feedback on Walmart.com: Item ratings and reviews and seller ratings and reviews. The item ratings and reviews will appear on the Item Page (which can be shared by multiple sellers). Seller ratings and reviews are publicly visible on your Partner Profile Page, and they also impact your Seller Scorecard.

Walmart Marketplace Contact Info and Helpful Links

  • Marketplace Seller Center Login
  • Partner Support is your #1 resource for help as a Walmart Marketplace Seller. To get help, you will need to create a support case (phone support is not offered at this time). To get here, log in to Seller Center. Click the question mark in the top-right corner. Hover over “Self-Help Options,” and click on Partner Support. note: there is not a way to contact

Overview of the Process

Here’s an overview of the process for how to sell on Walmart Marketplace. Feel free to share on your website with the code below!

How to Sell on Walmart Marketplace in 7 Easy Steps

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