If you are researching how to sell on Walmart, you are looking at one of the largest online marketplaces in the country, with a fee structure that is friendlier to new sellers than many people expect. Walmart Marketplace lets approved third-party sellers list products on Walmart.com next to the retailer’s own inventory. In my experience advising small online sellers, the ones who succeed are not the ones with the biggest catalog. They are the ones who prepare their paperwork, write listings that match how shoppers search, and manage inventory and pricing with discipline. This guide covers the full path, from application to your first repeat customers.
How to sell on Walmart: understanding the marketplace
Walmart Marketplace is an invitation-based program. You apply, Walmart reviews your business, and approved sellers gain access to Seller Center, where you manage listings, orders, and payments. Sellers do not pay a monthly subscription. Instead, Walmart charges a referral fee on each sale, and the percentage depends on the product category. Walmart publishes its current fee schedule on the Walmart Marketplace seller guide, so always confirm your category rate before you price a product.
Why sellers choose Walmart
Three things stand out when I compare Walmart with other marketplaces:
- No monthly fee: You pay only when you sell, which lowers the risk of testing a new product line.
- Smaller seller pool: There is generally less competition on a given listing than on the biggest marketplaces, so a well-optimized product has a better chance of being seen.
- Built-in shopper trust: Customers already shop at Walmart, so your products benefit from a familiar brand.
Walmart compared with Amazon and eBay
Amazon has a larger seller ecosystem, and eBay is stronger for used and collectible goods. Walmart tends to reward sellers with competitive prices, reliable shipping, and strong performance metrics. If you already sell elsewhere, adding Walmart is often the easiest way to diversify your sales channels so that one platform’s rule change does not sink your business.
Get your business paperwork ready
Walmart wants to verify that you are a legitimate business before it approves you. Gather these items before you apply:
- A business tax ID. Most sellers use an Employer Identification Number, which you can apply for free on the IRS website.
- A completed IRS Form W-9 for U.S. sellers.
- Your business address and legal business name.
- A list of product categories, SKUs, and valid UPC barcodes.
- A plan for how you will upload and update listings: manually, in bulk, through an API, or with an integration partner.
If you are still deciding on a legal structure, the SBA’s guide to choosing a business structure is a good starting point. Our overview of the essential forms for self-employed professionals also covers the tax forms you will run into as an online seller.
Set up your seller account step by step
- Apply for access. Go to the Walmart Marketplace application page and enter your business details accurately.
- Verify your email. Use a business email address, and check your spam folder if the confirmation does not arrive. Verification links can expire, so act quickly.
- Complete your business profile. Submit your legal name, tax ID, and address inside Seller Center.
- Choose how you get paid. Set up a supported payment method so your earnings can reach you.
- Configure shipping. Set your shipping methods, speeds, and rates, and decide whether you will fulfill orders yourself or use Walmart Fulfillment Services.
The most common mistakes I see are mismatched business names between documents, incomplete paperwork, and skipping payment setup. Fix those before you submit and your approval will move faster.
Optimize your product listings
Once you know how to sell on Walmart in terms of setup, the next challenge is visibility. Shoppers find products through search, so your listing has to match the words they use.
Keyword research for Walmart search
Start with a list of terms a shopper would type to find your product. Look at competing listings, note the words they repeat, and use Walmart’s own search suggestions as a guide. Place your main keyword in the title and weave related terms into the description and product attributes.
Titles and descriptions that convert
Write titles that state the brand, product type, and key feature clearly. In descriptions, lead with the benefit, then support it with specifications. Short bullet points make listings easier to scan on a phone, where many purchases happen.
Images that build trust
Use bright, clean photos on a plain background, and show the product from several angles. If you can, add a lifestyle image that shows the product in use. Blurry or inconsistent images are one of the fastest ways to lose a sale.
Decide between Walmart Fulfillment Services and self-fulfillment
Walmart Fulfillment Services, or WFS, lets you send inventory to Walmart’s warehouses, where Walmart stores, packs, and ships orders and handles customer service and returns for those items. Fulfilled items can qualify for fast-shipping badges that improve conversion. Self-fulfillment keeps you in control of packaging and costs but puts shipping speed and returns on your shoulders.
| Factor | Walmart Fulfillment Services | Self-fulfillment |
|---|---|---|
| Storage and shipping | Handled by Walmart | Handled by you |
| Customer service and returns | Managed by Walmart for fulfilled items | Your responsibility |
| Cost structure | Fees based on size, weight, and storage | Depends on your carrier and packaging |
| Best for | Sellers who want speed and less hands-on work | Sellers who want control and lower per-order costs |
My rule of thumb: start with self-fulfillment for a few best sellers to learn the process, then move proven products to WFS once you know your margins.
Market your Walmart listings
Use Walmart Connect sponsored ads
Sponsored advertising helps new listings gain early visibility. Start with a small daily budget, run automatic campaigns to discover which search terms convert, and then move winners into manual campaigns where you control bids. Review results weekly and pause anything that spends without selling.
Earn reviews the right way
Reviews influence both rankings and shopper confidence. Ship on time, package products carefully, and follow up on any issue quickly. Never buy or trade for reviews, because doing so violates marketplace rules and risks your account.
Build a consistent brand
Use the same brand name, image style, and tone across all your listings. Consistency makes your storefront look professional and helps repeat buyers recognize you.
Manage inventory and pricing
Stockouts hurt your performance metrics, and overstock ties up cash. Review your sales weekly, forecast demand from your past data, and keep a small safety stock of your best sellers. For pricing, know your true cost per unit, including the referral fee, shipping, packaging, and returns. Then compare competitors and use repricing tools if you have a large catalog. Never chase the lowest price at the expense of your margin.
Clean records make all of this easier. Our self-employed bookkeeping guide shows how to track income, cost of goods, and fees so you know which products actually make money.
Follow Walmart’s policies and performance standards
Walmart monitors seller performance closely. Late shipments, cancelled orders, and high defect rates can lead to warnings or suspension. Read the prohibited products policy before you list anything, since categories like alcohol and certain regulated items are restricted. Set clear return policies that follow Walmart’s requirements, and respond to customer messages promptly.
Taxes for online marketplace sellers
Marketplace income is business income. You will report it on your tax return, pay self-employment tax on your net profit, and may need to think about sales tax rules for your state. The IRS Self-Employed Individuals Tax Center is a reliable place to check requirements. If you are still exploring business models, our self-employment ideas guide can help you compare options.
Final thoughts on how to sell on Walmart
Knowing how to sell on Walmart comes down to preparation and consistency. Get your paperwork right, optimize each listing for search, choose a fulfillment method that fits your margins, and watch your performance metrics. Start small, learn from your data, and scale the products that prove themselves.
Frequently asked questions
Is there a monthly fee to sell on Walmart Marketplace?
No. Walmart does not charge a monthly subscription. You pay a referral fee on each sale, and the percentage depends on your product category.
How do I get approved to sell on Walmart?
You apply online and Walmart reviews your business. Having a business tax ID, accurate business documents, and existing online selling experience improves your chances.
What documents do I need to sell on Walmart?
Most U.S. sellers need a business tax ID such as an EIN, a completed Form W-9, a business address, and valid UPC codes for their products.
Should I use Walmart Fulfillment Services?
WFS is a good fit if you want faster shipping options and less hands-on work. Many sellers test with self-fulfillment first, then move proven products to WFS.
How can I get more sales on Walmart?
Optimize titles and descriptions with the keywords shoppers use, use clear photos, keep prices competitive, ship on time, and test sponsored ads with a small budget.
What happens if my seller performance drops?
Walmart can issue warnings and, in serious cases, suspend your account. Keep late shipments, cancellations, and defects low, and respond quickly to customer issues.
