Walmart Marketplace is quickly becoming one of the most profitable alternatives to Amazon for brands looking to expand online. With over 150 million unique visitors every month and more than 100,000 active sellers, Walmart is now the second-largest e-commerce marketplace in the U.S.
If your brand wants to grow beyond Amazon and reach millions of new buyers, this guide will show you exactly how to sell on Walmart Marketplace in 2025, from application to optimization and growth.
Table of Contents
- What Is Walmart Marketplace?
- Step 1: Apply to Become a Walmart Seller
- Step 2: Set Up Your Seller Account & Dashboard
- Step 3: Create High-Converting Product Listings
- Step 4: Fulfill Orders Efficiently (WFS or FBM)
- Step 5: Launch & Promote Your Products
- Step 6: Grow and Scale Your Walmart Business
- Common Mistakes to Avoid
- Walmart Marketplace Fees (2025 Update)
- Walmart vs. Amazon for Brands
- Expert Insight
- FAQ
- Final Thoughts
- References
What Is Walmart Marketplace?
Walmart Marketplace allows third-party brands and sellers to list their products on Walmart.com, similar to how Amazon’s marketplace works. When you sell on Walmart, you gain access to Walmart’s massive customer base, logistics network, and brand trust without having to build your own e-commerce site.
Benefits of Selling on Walmart Marketplace
- Access to 150M+ active shoppers in the U.S.
- Lower competition compared to Amazon
- No monthly subscription fees (only referral fees)
- Integration with Walmart Fulfillment Services (WFS) for fast shipping
- Growing international seller program
Step 1: Apply to Become a Walmart Seller
Before you can sell, you must apply for approval. Walmart is selective and approves only qualified brands and sellers.
Requirements
- U.S. Business Tax ID or international equivalent
- Verified business address and contact info
- History of marketplace performance (e.g., Amazon, Shopify, eBay)
- Product catalog with UPCs
- Ability to fulfill orders promptly
Tips for Faster Approval
- Use a professional business email (avoid Gmail/Yahoo)
- List popular or brand-name products first
- Provide strong previous sales data or marketplace metrics
- Ensure your return policy is clear and customer-friendly
Step 2: Set Up Your Seller Account & Dashboard
Once approved, you’ll get access to the Walmart Seller Center your main hub for managing products, inventory, and orders.
Key Setup Actions
- Complete your seller profile (logo, description, shipping details)
- Connect your payment account via Payoneer or Hyperwallet
- Configure shipping templates (standard, expedited, 2-day)
- Add tax settings and review Walmart’s fulfillment rules
Step 3: Create High-Converting Product Listings
Your listings determine how well you perform on Walmart’s search results. Focus on SEO, visuals, and conversion rate optimization.
Listing Optimization Checklist
- Use clear, keyword-rich product titles (include brand + key feature + type)
- Upload high-quality images (minimum 1000x1000px, white background)
- Add rich media videos, comparison charts, infographics
- Write detailed descriptions using bullet points
- Include FAQs and clear shipping/return info
Pro Tip: Walmart Listing Quality Score
Walmart gives every listing a quality score based on relevance, content, price, and fulfillment. The higher your score → the better your ranking. Regularly check your score in the Seller Center and make adjustments.
Step 4: Fulfill Orders Efficiently (WFS or FBM)
You can choose between Walmart Fulfillment Services (WFS) or Fulfillment by Merchant (FBM).
| Fulfillment Option | Description | Ideal For |
|---|---|---|
| WFS | Walmart stores, packs, and ships your products. You get “2-Day Delivery” badges. | Brands wanting Prime-like speed |
| FBM | You handle storage and shipping yourself. | Brands with in-house logistics |
Why Brands Should Use WFS
- Boosts visibility with fast shipping badges
- Reduces cart abandonment
- Walmart handles returns and customer support
Step 5: Launch & Promote Your Products
Use Walmart Connect Advertising
Walmart Connect allows you to run sponsored ads similar to Amazon PPC.
Ad types include:
- Sponsored Products – appear in search results and product pages
- Sponsored Brands – feature your brand name and logo
- Display Ads – reach shoppers across Walmart.com
Use AI-driven bid optimization tools (like EVA’s advertising suite) to automate hourly bids, manage inventory-aware ads, and maximize ROI.
Step 6: Grow and Scale Your Walmart Business
Growth Strategies for Brands
- Use EVA’s AI-based analytics to monitor pricing, ads, and profitability
- Expand your product range with complementary SKUs
- Run seasonal promotions and bundle offers
- Encourage customer reviews (crucial for ranking)
- Optimize listings monthly for new keywords
Common Mistakes to Avoid
- Not optimizing listings — low visibility
- Ignoring shipping performance — hurts Buy Box win rate
- Poor pricing strategy — Walmart favors competitive pricing
- Neglecting reviews and Q&A — trust killer for buyers
- Not running ads — without PPC, organic growth is slow
Walmart Marketplace Fees (2025 Update)
Walmart doesn’t charge monthly subscription fees, but it takes a referral fee based on category, usually 6%–15%.
| Category | Referral Fee |
|---|---|
| Electronics | 8% |
| Home & Kitchen | 15% |
| Apparel | 15% |
| Beauty | 8% |
| Toys | 12% |
Walmart vs. Amazon for Brands
| Feature | Walmart Marketplace | Amazon |
|---|---|---|
| Seller Count | ~100,000 | ~2 million+ |
| Competition | Low | Very high |
| Fees | Lower | Higher |
| Customer Base | 150M monthly | 300M+ |
| Fulfillment | WFS | FBA |
| Advertising | Walmart Connect | Amazon Ads |
Verdict: Walmart is a powerful alternative for established brands that already perform well on Amazon but want to diversify sales channels.
Expert Insight
“Brands that optimize listings early and leverage Walmart’s ad system are achieving 20–30% higher ROAS compared to Amazon, mainly due to lower CPCs and less competition.”
— Eva Commerce Data Analysis, 2025
FAQ
Usually 1–2 weeks, depending on documentation and review.
Yes, but only from select countries. You’ll need proper tax registration and fulfillment capabilities.
Yes. There’s no subscription fee; only a referral fee per sale.
Yes, but ensure you have the right distribution or trademark rights.
Final Thoughts
Selling on Walmart Marketplace in 2025 is a massive opportunity for brands looking to expand beyond Amazon. With the right strategy, optimized listings, competitive pricing, and strong fulfillment you can reach millions of new customers and grow your brand’s visibility.
👉 Grow Your Brand with our AI tools that can boost your Walmart performance.
References
- Walmart Corporate Data Report 2024
- Marketplace Pulse Seller Insights
- Statista – Walmart Marketplace Seller Growth
- Eva Commerce Internal Analysis 2025
