March 1, 2024

How to Get Approved to Sell on Walmart Marketplace

Unlock the secrets to getting approved on Walmart Marketplace. Our comprehensive guide covers everything you need to know and do to get your products on Walmart's shelves!
How to Get Approved to Sell on Walmart Marketplace
How to Get Approved to Sell on Walmart Marketplace

The way we shop has changed over the years with many businesses setting up their stores online. 

Walmart is an established retail giant with many brick-and-mortar stores worldwide. However, in 2009, Walmart set up its online marketplace where third-party sellers can list and sell their products. 

Just like Amazon, eBay, and Esty, the Walmart marketplace has grown to be one of the most prominent online marketplaces in the world. 

Selling on the Walmart Marketplace can open up your business to new opportunities. However, getting approved requires careful consideration of various requirements. 

Read on as we take you through all you need to know to help you get approved to sell on the Walmart marketplace. 

About the Walmart marketplace

The Walmart marketplace is an online platform allowing third-party sellers to list and sell their products to customers. 

Since its inception in 2009, the Walmart marketplace has grown to be one of the fastest-growing marketplaces in the world. 

Selling on the platform opens you up to numerous benefits. From a massive customer base of over 100 million unique visitors every month to an efficient fulfillment network, competitive pricing, and low setup costs. 

What are Walmart's criteria for new sellers? 

If you’re thinking of selling on the Walmart marketplace, it is important to take note of the following criteria: 

  • First, you have to be a successful and experienced ecommerce seller. This means you must have a track record of selling successfully on other online marketplaces or ecommerce platforms. 
  • Your business should be registered in the United States. Related warehouses should also have US addresses. 
  • You must have a track record of having provided excellent customer service. 
  • Your products should have competitive prices.
  • You should also have an efficient fulfillment network and fast shipping. This could be through Fulfillment through Walmart Fulfillment Services (WFS) or any other B2C US warehouse that can handle product returns.
  • You should have a collection of impressive products to offer. 

So how do you get approved to sell on the Walmart marketplace? 

So now you know what it takes to sell on the Walmart marketplace, how do you get approved? Well, first, you will need to have the following to apply on the Walmart marketplace: 

  • Business Tax ID (SSN is not accepted) or Business License Number 
  • Documents that verify your Business Name and Address 
  • Products that have GTIN/UPC GS1 Company Prefix Numbers
  • Your catalog should comply with Walmart Prohibited Product Policy. 

If you meet the criteria and you have all the documents ready, you can start the application process. Here's a simple step-by-step guide for applying to sell on the Walmart marketplace: 

  • Visit the Walmart marketplace site and click on Join Marketplace. You will be redirected to the Walmart Seller Center to begin your onboarding process. Fill in all the necessary fields and double-check to ensure it is free of errors. Providing incorrect information can slow down the approval process. Once done, click on “Create my account”. Note that international sellers will need to verify that they have a US tax ID. 

  • Next, Wamart will verify your email to verify its accuracy. Check your inbox and verify your email. The verification link will expire in 24 hours so ensure you do this immediately. 

  • Once done, you can log into your Walmart Seller Center to continue your onboarding process. 

  • Next, you will need to set up your Business Verification, Payment, and Shipping

For your Business Verification, Submit your business details and complete your Seller Profile. Ensure your tax information is accurate to help with verification. Once done, submit for review. Once approved, you will see “Your business is verified”. 

For your Payment Information, indicate where Walmart should send your payments. Walmart offers three payment providers: Payoneer, Hyperwallet, and PingPong. Once you choose a payment company, you will be redirected to create an account with the provider. 

Lastly, for your Shipping, fill in the three sections: Shipping Templates, Return Labels, and A Return Center, and click Submit.

  • Next, integrate your product catalog with This could be through solution providers, API connection, or Seller Center via Setup by Match, Single Item, or Bulk Upload Setup. Choose the best method that suits your business. 

  • Once you've completed your account setup, you can start listing your products on the marketplace. Remember to check your products against Walmart's Prohibited Products Policy to ensure they comply. 

How long does it take to get approved on the Walmart marketplace? 

Getting approved to sell on the Walmart Marketplace can take anywhere from 24 hours to four weeks. However, during this time, you may receive requests for additional information from Walmart. Once all necessary information has been provided and reviewed, you will receive confirmation of approval. 

How to increase your chances of getting approved on the Walmart marketplace 

To ensure that the application and approval process is faster, focus on the following factors: 

  • Authentic business documents: You want to ensure you provide authentic documents that verify the authenticity of your business. 
  • Business reliability: You want to demonstrate your business’ reliability through positive customer reviews and sales figures. 
  • High product standards: Your products should comply with Walmart’s demands and exceed their quality expectations. 
  • Exceptional customer service: Having exceptional customer support will give you an edge in the approval process. 

You also want to ensure your prices are competitive without compromising on the quality of your product and services. 

Benefits of selling on the Walmart marketplace 

Selling on the Walmart marketplace comes with several unique benefits: 

  1. Access to Walmart's established infrastructure

Walmart has built a robust infrastructure over the years. By becoming a seller on Walmart Marketplace, you gain access to its advanced features such as free two-day shipping, advanced listings, analytics tools, and easy and secure transactions. 

  1. Leverage Walmart's brand value

Being a part of Walmart Marketplace allows you to leverage Walmart's brand value, increasing the authority of your brand. There is less competition compared to other platforms like Amazon and more consumer trust in your brand and products.

  1. No monthly fees

Unlike other platforms that charge monthly fees, Walmart Marketplace only charges a referral fee when you sell your product. This fee ranges from 6% to 15%, depending on your product category. 

  1. Massive customer base

Due to Walmart's dominance as a brick-and-mortar leader, it commands impressive brand recognition on its online marketplace. This gives you access to a large customer base that's already buying on the platform.

  1. Innovative solutions

Walmart Marketplace offers a variety of innovative solutions like Walmart Marketplace Ads, Walmart Brand Control, Walmart Fulfillment Services (WFS), and other services to simplify your selling process. This allows you to reach more shoppers and increase sales. 

6 tips to help you sell successfully on the Walmart marketplace 

Here are some tips to help you improve your selling experience on the Walmart marketplace: 

Optimize your product listings

Your product listings are your virtual storefront on the Walmart Marketplace. To capture the attention of potential buyers, ensure your listings are optimized with clear, detailed, and accurate information. Use high-quality images that showcase your products from various angles, and include relevant keywords in your titles and descriptions to improve search visibility.

Employ competitive pricing strategies

Research competitor pricing and set your prices competitively. It is essential to strike a balance between competitiveness and profitability. Consider the fees associated with selling on Walmart, including referral fees and fulfillment costs, to ensure that your pricing strategy is sustainable in the long run.

Leverage Walmart Fulfillment Services

Walmart Fulfillment Services can streamline your order processing and enhance customer satisfaction. By utilizing Walmart's fulfillment network, you can benefit from faster shipping times and efficient order handling. This can contribute significantly to positive customer experiences and lead to repeat purchases.

Prioritize excellent customer service

Providing top-notch customer service is crucial on any online marketplace, and Walmart is no exception. Ensure that you prioritize great customer service by promptly responding to customer inquiries and concerns. Be transparent about shipping times, return policies, and any other relevant details. Positive customer reviews not only build trust but also improve your visibility on the platform.

Manage your inventory adequately 

Stockouts can result in missed opportunities, while excess inventory leads to excess costs. Utilize inventory management tools to monitor stock levels and ensure you have enough inventory to meet demand. With a proactive approach, you avoid both stockouts and overstock situations.

Monitor performance metrics

Regularly check your seller dashboard for key performance metrics. Metrics such as order defect rates, late shipments, and customer satisfaction scores can impact your seller rating. Address any issues promptly to maintain a positive reputation on the platform.

Adhere to Walmart policies

Familiarize yourself with Walmart's policies and guidelines to ensure compliance. Violating these policies can lead to penalties or even account suspension. Stay informed about any policy updates and make the necessary adjustments to remain in good standing with Walmart.

Final thoughts on getting approved to sell on the Walmart marketplace

Getting approved to sell on the Walmart Marketplace requires careful planning and attention to detail. By understanding Walmart's requirements, having the right documents, optimizing your listings, and demonstrating a commitment to customer satisfaction, you can increase your chances of approval on the Walmart marketplace. 

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