Short answer: To sell on Walmart Marketplace you apply through Walmart Seller Center, wait for approval, complete onboarding (tax, payment and shipping settings), then publish items that meet Walmart’s content standards. Walmart Fulfillment Services (WFS) and Walmart Connect ads are optional but help most sellers grow faster.
Walmart is the second-largest US marketplace and is far less crowded than Amazon. The trade-off is a stricter entry process and different content rules. Here is how the process works, step by step.
1. Check that your business is ready
Walmart reviews every application. Have these ready before you apply: your business registration and tax details, a track record of selling online (marketplace history helps), product categories you plan to sell, and how you will fulfill orders. Requirements change, so check the current list in Seller Center before you start.
2. Apply through Seller Center
Submit the application with accurate company information. Inconsistent details between your documents and your application are a common reason for delays.
3. Complete onboarding
- Add tax and payment information
- Set shipping templates, fulfillment centers and return policies
- Connect any integrations, such as Shopify or a multichannel tool like Rithum
- Run a test order if Walmart asks for one
4. Set up items that pass content checks
Walmart scores listings on content quality, price competitiveness and shipping speed. Copying Amazon listings word for word usually scores poorly. Rewrite titles, key features and attributes for Walmart’s search, and fill every required and recommended attribute.
5. Decide on Walmart Fulfillment Services
WFS works like FBA: Walmart stores, picks and ships your items. WFS items can earn faster-delivery tags, which tend to lift conversion. Compare fees against your margins first, especially for large or slow-moving items.
6. Launch Walmart Connect ads
Sponsored Products on Walmart work much like Amazon’s. Start with automatic campaigns to collect search terms, then move proven terms into manual campaigns with set bids.
7. Watch pricing and the Buy Box
Walmart pays close attention to price. If your item is cheaper elsewhere, it can lose visibility. Monitor competitors and set repricing rules that protect your margin.
Want help with any of these steps? See our Walmart Marketplace management service or book a free call.
Frequently asked questions
How long does Walmart Marketplace approval take?
It varies. Some sellers hear back within days and others wait several weeks. Complete, consistent application details help avoid delays.
Can I sell on Walmart if I already sell on Amazon?
Yes, and Amazon history can support your application. Plan to rewrite your listings for Walmart rather than copy them.
Do I have to use WFS?
No. You can fulfill orders yourself or through a third-party logistics provider, as long as you meet Walmart’s shipping standards.