March 6th, 2023
How to Sell on Walmart Marketplace
To succeed as an ecommerce seller in 2023, you have to think outside the box. It’s more important than ever to get creative, evolve with the times, and branch out in search of new opportunities.
As Olympic gold medalist, Jackie Joyner-Kersee said so concisely, “It's better to look ahead and prepare, than to look back and regret.”
Walmart Marketplace has quickly become the second leading ecommerce platform in the U.S. While it’s been around since 2009, its revamp in 2016 has changed the game and given sellers a truly unique opportunity.
With the potential for greater growth and less competition, becoming a Walmart Marketplace seller could certainly prove to be a venture worth exploring.
What is Walmart Marketplace?
Walmart boasts that they are one of the fastest-growing ecommerce platforms in the U.S. On Walmart Marketplace, third-party sellers can put their products on full display to millions of existing Walmart shoppers.
From small businesses that are looking to expand to the big dogs across dozens of categories, many sellers are hopping onboard to boost visibility and maximize profits.
With 79% growth in 2020 and over 120 million monthly visitors, becoming a Walmart Marketplace seller is the next logical step for many brands.
Walmart has made it easy for sellers to get started and establish a name for themselves with their loyal customer base. Some of the greatest advantages of this platform include:
- Easy onboarding
- Low setup costs
- Free product listings
- Lower competition than other leading ecommerce platforms
- Easy fulfillment and returns options
- Brand building and improved visibility
- No annual seller fees
Is Walmart Marketplace Right for My Brand?
With 90% of Americans living within 10 miles of one of it’s more than 4,700 retail stores, Walmart truly has earned its reputation as a household name.
Getting set up on Walmart Marketplace can be a great way to boost sales and visibility for sellers in a wide range of industries.
Learning how to sell on Walmart Marketplace is relatively simple. Like Amazon, Walmart manages the customer checkout and payment process, ensuring that every step is seamless and straightforward.
With products for sale in dozens of categories, this inclusive platform has all the diversity of Amazon and eBay with a fraction of the competition.
The Beginner’s Guide to Selling on Walmart Market place provides an overview of Walmart’s primary benefits for sellers. While this resource doesn’t break down who should or shouldn’t sell on their platform, it is important to consider what products are most successful.
Some of the most lucrative categories on Walmart Marketplace include:
- Health & Beauty
- Household Items
- Clothing, Shoes & Accessories
- Pet Care
No doubt about it, Walmart Marketplace is known for its convenient, competitively priced goods. And with 270 million customers scouring its marketplace per week, this booming platform certainly has a lot to offer.
Like Amazon, it’s popularity is on an upswing that isn’t likely to die down anytime soon.
What Makes Walmart Marketplace Different from Other Ecommerce Platforms?
As of 2023, while Amazon touts 493,000 active sellers on its platform, Walmart has only 50,000. With a huge audience and far less competition, success is there for the taking.
No matter the size of your business, this marketplace can provide unique opportunities to increase sales exponentially. So how does Walmart Marketplace actually work? Let’s break down the basics:
The Application Process
Before you can get started as a Walmart seller, you will need to apply and receive approval. You will need:
- Your Business Tax ID or Business License Number
- Documents that verify your business name and address
- An overview of your ecommerce history
- Products that have GTIN/UPC GS1 Company Prefix Numbers
- A catalog that complies with Walmart’s Prohibited Products Policy
- Fulfillment through Walmart Fulfillment Services (WFS) or another B2C U.S. warehouse with returns capability
Approval typically takes from 24 hours to four weeks. If you’re experiencing delays, you can open a support ticket by going to https://sellerhelp.walmart.com. Click on the “Support” tab and select “Password or Other Access Issue,” then click “Other Access Issue.”
Are you hitting bumps in the road during your application process? Not sure if you’re eligible to become a Walmart Marketplace seller? Let’s break down the Walmart Marketplace requirements.
In order to receive approval, you will need:
- A minimum of $500,000 per year in total sales on Amazon and/or other ecommerce marketplaces
- A unique product catalog and original content including images and product descriptions
- Positive product reviews and an established brand reputation on other ecommerce platforms
- Fast and reliable fulfillment options
Unlike other ecommerce platforms, Walmart Marketplace sellers must be registered in the US with a verified EIN. Double-check all your information before submitting your application. Make sure there are no inconsistencies with tax or business documentation and you have provided a thorough overview of your history as a seller.
Your products must fall within the approved categories on Walmart Marketplace. Some categories may require pre-approval, such as software, jewelry, and certain luxury items. In this case, you can contact Partner Support with a list of the brands or items you wish to sell.
Getting Started with Walmart Marketplace
Once you’ve received approval, what’s next? Fortunately, with Walmart Marketplace, the quick 3-step onboarding process is designed to have you up and running in no time.
Once your business is verified, you can create a Walmart Marketplace login and enter your payment and shipping information.
After you set up your Walmart Marketplace seller login, you’ll receive access to the Seller Center where you can update your account settings, view reports, manage performance, and more.
Sounds simple, right? Not so fast! Whether you get set up on your own or enlist the help of a professional, there are some very important final steps to take before you’re live:
Create Killer Walmart Marketplace Listings
Just like on Amazon, having beautifully crafted, highly-informative product listings is essential to your success. Walmart values (and requires) originality, so a simple copy and paste from your Amazon listing won’t work here.
Follow the Walmart Listing Quality Optimization Guide to create content that will get you noticed. Photos, graphics, and copy should be professional-quality and highly detailed. Not only does this encourage shoppers to buy, but it also prevents poor reviews and returns.
The more information the better, so closely follow the rules, clearly outline what your product does and DOESN’T do, and make the most of this space.
Create a Seamless Fulfillment and Shipping Experience
Snagging that purchase is only half the battle. Fulfilling it and getting it to the customer intact is equally as important on Walmart Marketplace. Like Amazon and eBay, Walmart prides itself on it’s fast and convenient shipping options.
On Walmart Marketplace, if you choose to ship your own products, you can take advantage of their TwoDay and ThreeDay shipping options.
In your seller profile in Seller Center, you can select your carrier, the shipping price, and one of the five available shipping methods. Orders must be shipped in non-branded packaging and can’t include materials from any company other than Walmart.
If you opt for Walmart Fulfillment Services (WFS), you can keep customers satisfied and get orders out the door quickly and reliably. These 2-day delivery options, nationwide coverage, and easy returns process are available for items that are:
Non-perishable / Non-regulate
Up to 150 lb
Up to 108″ in length
Up to 165″ in length + girth
Able to be shipped to Walmart Fulfillment centers within the contiguous U.S.
Set Up Fees and Payments
One of the major draws of becoming a Walmart Marketplace seller is how low the fees and payments are compared to other ecommerce platforms. Nevertheless, knowing what those fees are is a must.
Since there is no setup, monthly, or hidden fees for Walmart Marketplace sellers, you only pay for what you sell.
Walmart deducts a referral fee from each completed purchase. These commission rates vary by category and total sales price. Typically, they range from 6% to 15%.
Create a Foolproof Customer Service Strategy
In 2023, if you’re not providing exceptional customer service, you can’t survive the long haul. Like Amazon, Walmart Marketplace depends upon its customer-first reputation and expects its sellers to do the same.
That means any seller must provide quick and polite responses to every single question, complaint, and concern that rolls in. No exceptions. Not only does strong customer support build brand credibility and trust, but it keeps shoppers coming back.
To get started on Walmart Marketplace, set up your customer service information. This is where you can enter your customer service policy, email address, and phone number. Save to update any changes.
Is Walmart Marketplace for You?
As a business owner, continually evolving with the times is just as important as day-to-day operations. Branching out into Walmart Marketplace can help elevate your brand, build credibility, and reach new audiences at little cost to you. With an expansive customer base and no setup or recurring monthly fee for sellers, many brands are flocking to this platform.
If you’re interested in learning more about becoming a Walmart Marketplace seller, we’re here to help. Our team of experts understand the intricacies of all the leading ecommerce marketplaces and can help you strategize and prioritize your goals. Sign up for a free 30-minute consultation to discuss what opportunities can help elevate your brand.