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Selling On Walmart Marketplace

How To Sell On Walmart Marketplace

11 min read

In the past, a lot of entrepreneurs and small businesses have shied away from selling on Amazon Marketplace or eBay due to monthly seller fees. But did you know there is now a third option that operates on the same level of exposure? That’s the Walmart Marketplace. It’s a platform that can be here for you, and offer some perks that those other platforms can’t. Here’s what you need to know to get started selling on Walmart.com.

What is Walmart Marketplace?

The Walmart Marketplace has been around a lot longer than you might think. The marketplace was first launched in 2009, about the same time that Amazon really took off. But Walmart has some very strict rules about who can sell on the marketplace, what products can be sold on the Walmart marketplace, and standards to continue using the service.

While just about anyone can sell on the Amazon Marketplace or eBay, you have to be a registered US business with a verified EIN number to qualify as a Walmart seller. In the past that has cut out a lot of potential marketplace sellers. Now that it is easy for almost anyone to register a business, even as a sole proprietor, it is a lot easier to qualify. That has increased its popularity, which has, in turn, increased its notoriety.

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Now everyone wants to jump on the bandwagon, but Walmart is being rather choosy about who they let into their elite club. You have to make sure you meet and maintain their qualifications. We’ll show you just how to do that in the rest of this guide.

Why You Should Sell on Walmart

Because Walmart is so picky about who can sell on the marketplace, you’ll have fewer competitors. Walmart requires your product selection to be unique, which further limits your direct competition. Here are a few other reasons you should sell on Walmart.

No monthly fees

The biggest advantage for small businesses selling on the Walmart marketplace is the fact that you only pay a referral fee when you make a sale. Amazon and eBay both have monthly fees just for the privilege of having a seller account, as well as limitations on the number of sales per month based on your plan.

Reach a bigger audience

Thanks to free two-day shipping without a membership, Walmart gets a lot more business than Amazon these days. Combined with the requirement for a unique product selection, that means you reach a larger number of people looking for just what you have to offer.

Enjoy associative reputation

If you’ve been selling on your own site, through Ecwid or another solution provider, you already know how hard it is to build a solid reputation as an independent seller. When people think of American traditions, Walmart is definitely on the list. This is the very reason they monitor marketplace sellers so closely. All Walmart sellers gain the reputation associated with Walmart, and disreputable sellers don’t last long.

How to Get Started Selling on Walmart

Even though they have a thorough application and approval process, getting started selling on the Walmart Marketplace isn’t too difficult. The application is very simple and only takes about 10 to 15 minutes to complete on average. Within about two weeks you will receive an email notifying you of whether or not you have been approved to be a Walmart seller.

If you have been approved, there will be a link to set up your marketplace. This will include filling out your seller profile as completely as possible. Keeping your seller profile accurate and up to date is a requirement to continue selling on the platform.

You can then start uploading products through bulk upload, API, or a solution provider like Ecwid. Test your products and orders before going live to make sure everything is running smoothly. You don’t want anything standing in the way of you and your Walmart Marketplace seller account.

Who Can Sell on Walmart Marketplace?

As already mentioned, Walmart doesn’t allow just anyone to sell on their platform. They are very particular about maintaining their positive image as America’s favorite department store. Being strict about requirements for access to the seller center does just that.

What Walmart Looks for During the Approval Process

You will need to have an established reputation on your own Ecommerce site or other platforms before applying to be a Walmart seller. This is because Walmart wants evidence that you are going to be a good, reliable, and ethical partner. They will vet your business through reviews, order defect rates, and comparative prices on other sites.

In general, your business must demonstrate:

  • Excellence in customer service and interactions
  • Competitive pricing attractive to Walmart online shoppers
  • A unique product selection that adds real value to the marketplace

Walmart will also comb through your primary site or other platforms looking for product codes, product catalog details and size, and other related product information.

Additional Qualifications for Walmart Sellers

Walmart does not allow individuals to have seller accounts. In addition to being a US business with a verified business address, you must meet some very specific qualifications.

  • You must provide a business tax ID. (Your social security number will not work.)
  • Obtain an EIN Verification Letter from the Department of Treasury to verify your business address or physical place of operations.
  • Provide a clear plan for integration between the Walmart Marketplace and your other selling platforms, including your own site. (This can include bulk upload, API, or a solution provider like Codisto in partnership with Ecwid.)

In addition to the above, you must agree to Walmart’s policies and terms, including that your products sold through the marketplace are shipped from Walmart fulfillment centers.

Product Restrictions

Even though it seems that Walmart offers every product under the sun, there are some restrictions to the products that can be sold through the seller center. Perishables and regulated products are never allowed. Due to Covid-19 measures, there are no additional limitations on personal care and protective products.

How to Sell on Walmart Marketplace with Your Ecwid Store

If you already have an established business, getting set up with the Walmart Marketplace is fairly simple. If you are an individual selling custom or craft items, you’ll need to get a business license, business tax ID number, and EIN verification letter before applying.


  1. Submit an application to join the Walmart Marketplace Sellers Community by going to https://marketplace-apply.walmart.com/. If you gather what you need first, it shouldn’t take more than 10 to 15 minutes. You’ll need your business tax ID and information, EIN verification letter, and information about your products, website, and other seller platforms. Double-check all data fields before clicking save at the end of each page.
  2. You’ll wait up to 2 weeks for a response from Walmart at the end of the approval process. If approved to be a Walmart seller, you will be provided with a link and step-by-step instructions for setting up your account and login for the seller center. This will take you to the registration wizard, which will get you through account setup. It will be up to 2 more weeks before you launch your seller account.
  3. Complete your account creation by creating a username, password, and security questions.
  4. Complete your partner registration using the wizard. This is where you’ll need to agree to all of Walmart’s policies.
  5. At this point, you will be able to launch the seller center. The dashboard will give you a launch checklist that you must complete before launch. The first item is your partner profile, the public-facing information about your business.
  6. Complete item setup using the integration methods noted in your initial application. Your third-party solution provider can give you additional support if needed.
  7. Test items and orders in the seller center. There is a section of Walmart’s seller center to test items, orders, and checkout to make sure that everything is working the way it should. You can also use this feature to test new products throughout your time on Marketplace.
  8. Once your launch checklist is complete, Walmart will do a final review that can take up to 2 additional weeks. Once approved, your seller account will launch and you can sell on Walmart. Get additional support for success from this Walmart seller’s guide.

Walmart Marketplace Works Well with Others

It is really easy to link your online store, Amazon marketplace, eBay, or another online marketplace with your Walmart Marketplace accounts. Ecwid works in partnership with Codisto to allow easy integration with your Walmart Marketplace, but there are other solution providers as well. Once set up, Walmart Marketplace is an easy way to increase the number of eyes on your products.

Do you want to know more about selling on Walmart Marketplace?

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About the author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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