You’ve got a great product, and sales are going well. You and your team realize it’s time to expand your distribution and grow your business. One way of doing this is getting your products in front of Walmart’s shoppers, either online at Walmart.com or in Walmart stores.
Getting your products on Walmart’s shelves is an excellent business move. It also takes time and a lot of work. You’ll need to approach the company with your product, persuade your buyer to enter a supplier agreement, and begin getting your products into stores. One way to speed the process and begin earning money on product sales is by applying to be a Walmart Marketplace seller.
What Is Walmart Marketplace?
Walmart Marketplace is an online marketplace where third-party sellers can sell their products alongside Walmart’s own products. Have you ever bought an item from eBay or a third-party seller on Amazon? Walmart Marketplace operates the same way.
Since 2009, Walmart Marketplace has helped many suppliers get their products in front of Walmart customers. As a marketplace seller, you can expand your reach and use world-class online selling tools. You’ll also become familiar with Walmart’s operations, making this a great first step in getting your products into Walmart stores.
Why Sell on Walmart Marketplace?
The data doesn’t lie: Consumers love online marketplaces. A survey by Mirakl showed that 70% off shoppers favor these third-party marketplaces for their merchandise selection, pricing, and delivery options. Busy consumers want one-stop-shop options, and Walmart Marketplace offers that.
Selling on Walmart Marketplace also offers advantages and opportunities to your business:
- Walmart.com is an established online platform with hundreds of millions of visitors annually. Instead of having to attract consumers to your own website, your product will be on a site that is already generating huge traffic numbers.
- You’ll benefit from world-class systems and security. You won’t have to drag yourself out of bed in the middle of the night due to a hacker taking over your site. You’ll have less to worry about when it comes to fraudulent transactions. Your customers won’t have to deal with miscoded links or error messages.
- Marketplace sellers benefit from top-notch analytics. You can use this data to improve your business practices.
- You’ll have a relationship with Walmart. This can lead to in-store sales of your products.
If you’ve been hoping to get Walmart to sell your products, Marketplace offers a simple, speedy option that can eventually blossom into your becoming a full-fledged supplier.
Qualifications Needed to Sell on Walmart
Even though Walmart is eager to work with third-party sellers via its online marketplace, the company still wants to protect its brand and reputation. This means that there are a few basic requirements for any business that wants to join the program:
- You must have a legitimate business in the United States with its own name, address, tax ID, and licensing. In addition, your information must match what you’ve provided to the IRS in the past. Matching information can lead to quicker approval by Walmart.
- You’ll need to show that your business has already had success selling online. This can be through another marketplace or e-commerce platform.
- Any products you sell must not conflict with Walmart’s Prohibited Products Policy, and each must have GTIN/UPC GS1 Company Prefix Numbers.
- Order fulfillment must be through Walmart Fulfillment Services (WFS) or a B2C U.S. warehouse that can process returns.
Walmart is a stickler on these points, so if your operations aren’t quite yet at this level, step back, invest in the necessary documentation and infrastructure, and then apply to become a Marketplace seller.
How to Sell on Walmart Marketplace
Selling on Walmart Marketplace begins with applying to become a vendor. After reviewing the basic qualifications for becoming a seller, set some time aside to complete the online application.
Step 1: Gather Your Documentation
You can save time and frustration by gathering documentation before starting the application. You’ll need the following:
- Your business tax ID.
- A W9 or W8 and EIN Verification Letter from the Department of Treasury.
You should also be prepared to describe the integration method you’ll use when submitting your catalog to Marketplace along with your primary product categories and SKU numbers.
Step 2: Complete the Application
To become a Walmart Marketplace seller, visit marketplace.walmart.com, click “Request to Sell,” and fill in all the required fields. It should take 10 minutes to complete if you have the required information handy.
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.” You’ll receive an email when you are approved for a Walmart seller account.
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), and Shipping Info.
HINT: you will need a digital copy of your latest W-9 form (or download a blank W-9 during Registration).
Once Walmart approves your application, you’ll need to register your account. Here’s what you need to do:
- Create your account by entering a username and password.
- Review and sign the Walmart Retailer Agreement.
- Provide your company registration information, which includes your display name and corporate address.
- Fill out a W-9 tax form.
- Walmart will send you payments through one of two payment processors, Payoneer and Hyperwallet. You’ll have to select one and set up your account.
- You must select the shipping methods that you’ll use to deliver your products to customers. You’ll also provide your shipping rates along with the days and times that your goods will ship
Most of the registration process is straightforward. Just be sure to double-check your entries to make sure that they are accurate.
Step 3: Complete Partner Profile
Now that you have created your account, 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.
Step 4: 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).
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 Active status.
Step 5: Test Items and Orders
In Seller Center, select “Preview Item” to verify content and pricing for any products in Active status. This is what your customers will see, so make sure everything looks right.
To test orders, update your item inventory to 1.
Click the Update Inventory button, then in your Seller Center, click “Publish Item” and “Purchase Item.”
Step 6: 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.
Tools to Help You Grow on Walmart Marketplace
Walmart is a big company, and its online marketplace is a big platform! Fortunately, you don’t have to go it alone as a new seller. There are plenty of tools available to support your business. Here are some of the most important:
- Walmart Fulfillment Services (WFS): While you can work with a B2C warehouse of your choice, Walmart has a ready-made, end-to-end option for you and your business.
- Walmart Connect: Joining Walmart Marketplace is a fantastic way to get your products in front of consumers. You can enhance this exposure by purchasing sponsored advertising through Walmart Connect. Your promoted product listings and brands get increased visibility, which means increased sales!
- Walmart Brand Portal: Concerned about protecting your intellectual property throughout Walmart Marketplace? The Walmart Brand Portal has your back. This program offers streamlined IP claim management that allows you to spend more time on your business and less time tracking violations.
- Walmart Dashboards: The back end of Walmart Marketplace allows suppliers to manage their products and monitor their sales. The listing quality dashboard uses an algorithm that assesses your listing. This allows you to make the changes necessary to maximize engagement and sales. The unpublished items dashboard is another critical tool: If there is something wrong with one of your listings, Walmart will unpublish it from the marketplace. You can use the information on the dashboard to make changes needed to get it into compliance with Walmart’s standards.
- Expedited Shipping Options: Shipping matters to e-commerce shoppers. Some are more concerned about shipping speed while others are focused on keeping costs down. Being able to offer choices, such as expedited shipping, can increase your chances of making a sale. Walmart provides expedited shipping options for suppliers that use WFS or another B2C solution.
Take time to explore Walmart Marketplace tools. They can save you time and money while helping to ensure your success on the platform.
Best Practices When Selling on Walmart.com
Getting approved and set up was the easy part. The real work begins by connecting with your new, expanded customer base.
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 in-store shoppers. 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 from the world’s largest retailer! Walmart serves its customers with low prices. Price to win, but know your competition as well as your customer.
- Rank Higher in Walmart.com Searches — Once your products are on Walmart.com, the next step is getting customers to find them! For tips on ranking higher in searches, be sure to read our detailed guide to Walmart SEO.
- Build Better Item Pages — Building your item page correctly helps in search rankings and helps sell the customer once they’ve reached your item. If you want to know more about using keywords, better imagery, and video content, request a free consultation with our e-commerce experts.
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. You don’t need your Dun & Bradstreet credit information or insurance to request a Walmart seller account. If you have your business tax ID or license, along with a business address, you can move forward with a seller application.
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
How Much Does It Cost to Sell on Walmart Marketplace?
The good news is Walmart Marketplace seller fees have an advantage over other sites like Amazon. There is no annual fee. Also, there is no product listing fee. Instead, Walmart simply charges suppliers a referral fee for each item sold.
What Are Walmart’s Referral 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 Walmart marketplace fees by product category.
Is It Hard to Sell on Walmart Marketplace?
Walmart Marketplace is one of the most effective ways for businesses to get their products in front of consumers. Still, you have to do your part to ensure success: Sell quality products, keep your prices low, create excellent listings, offer shipping options, and answer customer inquiries promptly.
You’ll also need to watch your analytics and adjust your sales and product strategy accordingly. Walmart provides excellent tools for managing your online sales: take advantage of them!
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.
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.
Can I Sell on Walmart as an Individual?
Unlike eBay or Etsy, Walmart Marketplace is designed for businesses, not individuals, to sell products. You must have a business Tax ID number (Social Security numbers are not accepted on program applications) and a business address.
In addition, your products must be shipped through Walmart Fulfillment Services or a B2C warehouse that is capable of accepting returns.
What Kind of Products Can I Sell on Walmart?
Most consumer goods categories can be sold on Walmart Marketplace, including clothing, housewares, personal care, tools, and sports equipment.
What Can You Not Sell on Walmart Marketplace?
As a seller, it is up to you to know what products are prohibited or restricted on Walmart Marketplace. Fortunately, Walmart maintains a Prohibited Products Policy for Marketplace Sellers that you can refer to as you manage your catalog.
There are two main types of restrictions on marketplace product listings to be aware of: territorial and product category.
- Territorial Restrictions: Products from some geographic regions, including Iran, Cuba, North Korea, and others, cannot be sold on the marketplace. These locations can change depending on geopolitical factors, such as economic sanctions.
- Product Category: Some product categories are prohibited from being sold on the marketplace, while others are restricted. For example, fresh, frozen, and non-shelf-stable foods are prohibited, while some shelf-stable foods, such as jerky, might be approved. Other restrictions include items that might be deemed offensive, drug paraphernalia, and products that violate intellectual property rights.
You might be required to obtain pre-approval from Walmart when selling in some categories. These include luxury goods, fragrances, cell phones, and Halloween items. If you do plan to sell these items on the marketplace, allow extra time for approvals when choosing products for listing.
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.
How Do Walmart Sellers Get Paid?
You will receive payment via direct deposit every two weeks. You must choose one of two payment processors, Payoneer or Hyperwallet, when you register your account with Walmart marketplace.
Walmart Marketplace Contact Info and Helpful Links
- Marketplace Seller Center — This is where you will log into your account after being accepted. Have your email and password handy.
- Walmart Marketplace Login — If you have trouble logging in to Seller Center, we’ve provided some quick troubleshooting tips in this guide.
- Partner Support — This 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.
- Prohibited Products Policy for Marketplace Sellers — The information in this section is subject to change. In addition, there are several exceptions within specific product categories that you might need to be aware of if you sell in those categories. Carefully reviewing these restrictions can help keep you in Walmart’s good graces.
The Bottom Line
Many small businesses are eager to work with Walmart but aren’t sure where to start or may initially feel intimidated.
Walmart Marketplace is an ideal alternative for small suppliers that want to test the waters before making a full commitment to Walmart, as well as those already selling online that want to expand their reach. Not only can you get your items in front of millions of Walmart shoppers, but it’s a great launchpad to get items on the store shelves.
Selling through the marketplace helps you to understand Walmart’s standards and culture while developing a relationship with the company and selling your products. Over time, you can put your business in a good position to begin a standard supplier relationship with Walmart.
If you are still wondering whether marketplace selling is the right option for you or want to get off to a great start, know that 8th and Walton can help! We offer tools and training that can get your supplier business up and running while maximizing your sales. To learn more about selling on Walmart Marketplace, simply submit the form below:
